PRODUCT RECALL AND BRAND STRATEGY A Case Study on Toyota Corporation Essay

PRODUCT RECALL AND BRAND STRATEGY A Case Study on Toyota Corporation - Essay Example mmand a healthy following, the company has however concentrated its efforts in marketing the principal brand which is Toyota and its sub-brands (Daye & Van Auken, 2010). Until the product recalls, Toyota’s brand architecture hinged primarily on the Toyota name. It is typical for Japanese companies to focus their business and marketing efforts on a single corporate brand (Daye & Van Auken, 2010). This strategy has obvious advantages, such as the development of a strong culture around the master-brand and therefore making their marketing efforts more efficient (Thomson, 2010). It has strong implications in its production approach also, because the single brand allowed the firm to lessen the number of components it needed. Toyota’s sub-brands shared a large number of common parts, reducing design efforts and concentrating production on these shared components. â€Å"Compare this approach with US rival GM, which, until recently, was operating a house of brands structure with 11 distinct marques, and the reason for much of Toyotas success and GMs decline, becomes apparent† Daye & Auken, 2010). While there are obvious strengths, there is one glaring weakness in the brand focus strategy. Negative publicity which may attach for any reason to the master brand is going to affect not only all its existing sub-brands at the moment of the controversy, but also all future sub-brands still to be designed. It appears that this is the reason why Toyota’s strategy for 2011 and the near future is to shift global marketing emphasis to its Lexus brand (Toyota Annual Report for 2011, p. 11). The executive report also places emphasis on quality and safety as its two major parameters. Hence, the company strives to bring constant development in its operational and management process. Toyota’s production system â€Å"is steeped in the philosophy of ‘the complete elimination of all waste’ imbuing all aspects of production in pursuit of the most efficient methods† (Toyota

Modify the essay Example | Topics and Well Written Essays - 1000 words

Modify the - Essay Example Human life is made comfortable with the addition of things unlike in the absence of things. Lives are made more convenient by smoothing the rough edges and straightening bends that would have fronted as potential challenges. There are countless ways in which things make life comfortable. It all begins at the point of waking up. Having slept the whole night on a thing called bed, another thing called the alarm wakes us up. From the time waking up, the whole day activities are made easy by the use and association of things till darkness sets in again. Things help us to prepare supper. The convenience of things ensures that breakfast is not only prepared but taken in a stylish way. After breakfast, a preparation for work or school has to start. Dressing in appropriate clothes follows and enhancing looks using other materials like bangles and sweet smelling perfumes. Another thing called the car makes movement comfortable and fast. At places of work and school, things are countless. At school, studies are made easy by the incorporation of computers and internet. In regard to daily lives, things are very important as they make life convenient. Things enable people to engage themselves in activities which would be an impossibility without them. An earlier example of the computer and internet usage is a direct example to this. They are extensively used in studies and conducting research. In the absence of computers, tackling a term paper like this would require frequent long visits to the library. Physical presence would be a necessity on addition to thorough scouring through the library catalogue in an attempt to get the required magazines and books to tackle the term paper. Books must be borrowed from the library. In case the permission to borrow them is denied, copying texts by hand would take time, and it is tedious. The computer thing and internet thing have released all this pressure, and studying modes have become easy. Navigating