Toyota

There are a couple of reasons why the Toyota version of the two cars made by New United Motor Manufacturing Inc. (NUMMI) was more successful.

One reason is the strength of Toyota’s brand which allowed it to tag a higher price label to it. Buyers got the impression that the Toyota would be superior to the GM Geo Prizm car also manufactured by NUMMI which are the in same class. Therefore, the consumers gladly paid without worrying about much else.

The rationale behind customers’ impressions would be that they identify the brand, which is a name and a logo, with a novel organization with standards, established reputation, loyalty, service quality and status.

Following that, the service provided by the Toyota dealer network sustained throughout and that too was a reason for Toyota’s success.

Probable reasons as to why the Toyota might have gained this fortunate position may be due to that the car industry which has spent a long time focusing on manufacturing and supply-chain now has turned towards design, marketing and customer orientation.

This must be cultivated over time with a step-by-step approach, without which the position might not reach the full potential that it wants to.

They have built a strong foundation of reputation that they have successfully maintained. Building a brand name might have helped Toyota achieve wide-reaching recognition, personable impressions of quality and standards, loyalty and the support from various other parties such as distributors, suppliers and agents.

Toyota must have had a clear vision of the size and position of the market it wanted to attain and the principles it would be associated with. To achieve this, several issues have to be handled. Most of which are listed below.

• the number of sales

• market share they wished to reach

• profit objectives they wished