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Toyota's Position on the Market - Case Study Example

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This case study "Toyota's Position on the Market" starts with a brief introduction to Toyota Corporation followed by the statement of problem i-e “Toyota’s Recent Recall of its defective consumer vehicles across the world”…
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Toyotas Position on the Market
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Toyota Motors is a Japan-based automobile producer and assembler of top quality vehicles that have received wide worldwide consumer acceptance and popularity. Toyota has been operating in both developed / advance countries (the US and Europe) and emerging economies (including China, India, in African, Middle East, and Latin America) so that it could cater to a large pool of (willing and able) customers in these economies. The major products offered by Toyota are Camry, Lexus, Prado, Prius, and many others, etc. Toyota claims that its products are safe, secure, reliable, comfortable, durable and hassle-free. These qualities meet the tastes and preferences of Toyota’s valued customers who in turn become loyal to the company. Therefore, Toyota continues offering its top quality products to its clients thereby resulting in greater loyalty, market reputation and goodwill. Ford, Chrysler, Saab, General Motors, Honda, Nissan, Mercedes-Benz, and BMW, etc. are its major competitors.

Toyota has been a severe global business management issue as it has already announced that it would recall its defective automobiles that are technically not sound and thus have created various driving-related issues for the end-users. After some complaints from consumers about its newly introduced models in late 2009, Toyota decided that it would conduct a massive recall campaign of over 8 million cars across the United States, Europe, Middle East, Latin America, and Africa. These vehicles that include Lexus and Prius models besides others contain technical faults such as unintended acceleration issues followed by ‘gas pedal problem’ and others. This compelled the auto manufacturer, assembler and seller to recall over 2.3 automobile units alone in the USA and Latin America and more than 1.8 million faulty units in Europe. ...Download file to see next pages Read More
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