Market Entry Strategies Case Study

Introduction of Toyota's Lexus in Japan: The Competitive Dynamics of Japan's Luxury Car Market

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Abstract:
On August 30 th 2005, Toyota launched its Lexus brand of luxury cars in Japan. Encouraged by the success of Lexus in the US, which was launched there in 1989, Toyota decided to enter into one of the most profitable vehicle segments in Japan by launching four new Lexus models. Although Toyota projects sales of 100,000 Lexus models in Japan by 2010, analysts expect fierce competition from formidable foreign players, BMW, Mercedes and Volkswagen.

Pedagogical Objectives:

• To highlight the competitive landscape of the Japanese luxury car market
• To discuss the competitive strategies adopted by Toyota to establish Lexus as its luxury car brand in Japan.

Keywords : Toyota; Luxury car market; Lexus; Mercedes; BMW; Audi; Japan; Automobile; Market entry; Market Entry Strategies Case Study; Strategy; Branding; Japan automobile market; Automobile manufacturing

Contents : 
Japan’s Luxury CarMarket: The Competitive Landscape
Introduction of Toyota’s Lexus in Japan
The LEXUS Brand
Top 5 Brands in the American Luxury Car Market
Awards and Accolades
Timeline of Automobile Manufacturing in Japan
Homeward Bound
List of Lexus outlets and number of planned outlets in each prefecture