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An Analysis of Toyota’s Marketing Strategy

Surendra Bhandari

Ritsumeikan University - College of International Relations


Toyota was established in 1937 in Japan. First time it introduced its product Corona in the US in 1965. By the 70’s, Toyota was the best-selling import brand in the US. During the 80’s, it started manufacturing vehicles in the US. In 2006, it had globally become the second largest car seller and third largest car sellers in the US having more than fifteen percent market share. It is estimated that by 2008 it is going to be the number one car producer and seller both in the US and across the world. This profound success of Toyota is associated with its most proficient market strategy. The case of Toyota notably proves that how important is market strategy in the life of a company to be a market leader.

Number of Pages in PDF File: 14

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Date posted: June 14, 2010 ; Last revised: July 9, 2010

Suggested Citation

Bhandari, Surendra, An Analysis of Toyota’s Marketing Strategy (2007). Available at SSRN: http://ssrn.com/abstract=1624068 or http://dx.doi.org/10.2139/ssrn.1624068

Contact Information

Surendra Bhandari (Contact Author)
Ritsumeikan University - College of International Relations ( email )
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