Business Research Strategies
Dr. Gabriele Suboch
June 26, 2011
One of the topics in the first assignment was a discussion on the decline of Honda and Toyota’s failure to dominate America’s sedan market. It was explained in the article entitled Honda Fails with Toyota to Dominate American Sedan Market: Cars from the website www.businessweek.com; that the dominance of the two major Japanese car makers among U.S. small car and family sedan car market is shifting. The Los Angeles Times has a similar article involving the same two auto makers: Toyota and Honda. The article is entitled Honda, Ford Pass Toyota; the Two Car Brands Rank at the Top of a Consumer Report Survey on Quality. The article was written by a Jerry Hirsch. Hirsch explains that Toyota has been toppled as the leading top-quality automaker, with consumers now looking more favorably on Honda and Ford; this he states is from the Consumer Reports ‘2011 Car Brand Perception Survey (2011, p.12). “A series of massive recalls over the past 18 months has tarnished Toyota’s reputations for quality” (Hirsch, 2011, p.12). According to Hirsch, the Consumer Reports survey ranked Honda first, Ford second, and Toyota finished third (2011, p. 13). Ford has moved up in public perception while Toyota has declined. The Ford brand has outsold Toyota’s line of vehicles last year for the first time since 2006 (Hirsch, 2011). The purpose of this research article was to report and explain to average consumers and businesses alike; that Toyota, a household name among many in the U.S. for reliability is now starting to lose its glamour; and why it is happening. Three major and popular auto brands were studied in the report: Honda, Toyota, and Ford. The findings by Hirsch were both logical and sound. Both Honda and Toyota made headlines again due to the shortages of parts and cars coming from both automakers due to the recent earthquake and...
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