Toyota's European Strategy and Brand Reposition

Executive Summary Toyota is the second largest car manufacturer and seller in the world today. In Europe it has long been a marginal player as compared to its other endeavors in markets within US, Asia and Latin America. Over the last few years Toyota's market share has increased in Europe even though the European market has several strong regional competitors. Toyota's vision is to capture 5% of the Old World's roadway by 2005. However, the problem persists …

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