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Market Entry Strategies Case Study

Case Title:

Toyota's Expansion Strategies in Europe

Publication Year : 2004

Authors: D.Gayatri, T. Phani Madhav

Industry: Automobiles


Case Code: MES0008

Teaching Note: Not Available

Structured Assignment: Not Available

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Toyota Motor Corporation, the leading Japanese auto manufacturer is expanding its presence in the European market. It is increasing its production facilities in the continent and is manufacturing customised models like Yaris and Avensis. With its much renowned manufacturing and management processes, the company was able to strengthen its base in the European market. With a successful presence in Europe, Toyota will be able to compensate for the losses incurred in its domestic market and reduce its dependence on its US business.

Pedagogical Objectives:

  • To discuss the growth strategies of Toyota in Europe in the wake of currency fluctuations and new market needs
  • To discuss the history of the company in Europe
  • To discuss the localisation strategies of Toyota, and its manufacturing and product innovations, which are in tune with the needs of the market.

Keywords : Toyota's European expansion; Customisation; Quality control; Localisation; Currency fluctuations; European auto market; Selection of manufacturing locations; Just-in-time; Toyota production system; Growth Strategies Case Study; Technological innovations; Lean manufacturing; Cost cutting strategies

Contents : 
Toyota In Europe
Customizationin Europe
Strategic Selectionof Locations
Manufacturing Excellence
Expansions In Europe
Toyota’s Market Share In Europe
Toyota’s Production System

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