Toyota’s Strategy And Initiatives In Europe: The Launch Of The Aygo Case Solution & Answer

IMD-3-1673 © 2006
Kazuo; Ichijo, George, Rädler

The case lays out Toyota’s international strategy prior to focusing on the European market in particular. In the process; Toyota’s European production capabilities more than tripled to over 600, 000 systems over the very same period. Offering a vehicle with 93 % parts frequency likewise postured lots of complexity on the marketing side: Toyota desired to target more youthful clients in order to shrink the typical age of clients. The case takes reader through the frequent actions Toyota took in order to persuade the Aygo. Knowing goals: Toyota is a late arrival to the European minicar sector. The case evaluate how Toyota altered the company system in order to deal with the numerous complications of this sector.

Subjects: Toyota; Joint venture; PSA; Toyota Production System; Generation Y; Viral marketing; Minicars
Settings: Automotive; Europe; 2000-2005; >200;000 employees

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