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Car Project

CASE 8
Toyota: Repositioning the Brand in Europe (A)
February 1999: As Toyota Motor Europe—Marketing and Engineering (TMME) entered the new millennium, the mood in the company was upbeat and realistic. In 1998 Toyota had achieved record sales in 10 European countries, and TMME had topped Nissan’s sales in Europe for the first time ever. Further growth was expected; import restrictions that had hindcred the progress of all Japanese brands were due to be lifted entirely on December 31, 1999. At last, Toyota could really make progress in Europe.
The appointment of Mr. Fujio Cho as President of Toyota Motor Company in early 1999 provided additional impetus. Mr. Cho took over from Mr. Hiroshi Okuda. Mr. Okuda led Toyota’s globalization efforts and later became Chairman of the Board. Mr. Okuda had made a firm commitment to European operations by setting up a new factory in France and putting Toyota Europe on a growth strategy. In addition, he installed a new President at TMME and......


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Approximate Word Count: 2644
Approximate Pages: 11 (250 words per double-spaced page)

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