Here's a great case study for:
- gathering information
- marketing planning
- problem solving
- decision making
Toyota has recently unveiled plans to target a
younger market of consumers aged 18 to 35. They are doing so through the
creation of a new strategy called, "Genesis." This strategy calls for the
release of three new models, the Echo, Celica, and MR Spider. Toyota is
attempting to "slide the marketing spotlight off aging baby-boomers and
start to zero in on the boomer's kids." Toyota executives believe that
their safe image is often translated as being boring by the younger
generation. Therefore, certain aspects of its image must be changed.
"It's certain that buyers under 30 will become an
increasingly significant force in the marketplace. The baby-boom
generation amounts to 29 percent of the U.S. population, but
post-boomers represent 51 percent. If Toyota can do with post-boomers
what it did with boomers--hook them young with the right cars, then keep
them with quality products that evolve as the generation ages--it can
ensure its own prosperity. The plan is simple. The challenge is
determining what Gen-X or -Y or NetGen wants."
Would you advise Toyota to implement a strategy that
targets a younger generation of consumers?
Go to
http://oak.cats.ohiou.edu/!rm347797/project/. You'll have 30 minutes
to answer online.
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