International Business
The Market entry strategy of Toyota in Chinese urban market
Executive Summary
To make products enter into the the target market smoothly, suitable entrance mode should be choosen. Products of Toyota has enter into Chinese market for many years, for example, Camry, Lexus and Prius. It can be perceived as holding the advantage in Chinese market.
At the same time, the Chinese automobile market keeps growing in recent years and the urban market has huge potential. The political and legal environment, economic environment, social environment, technological environment provide favorable conditions for the development of auto market. The natural environment makes low-emission cars become the future development trend.
To launch its low-emission cars in urban market of China successfully, Toyota could take the low price strategy. Advertising, promotion and public relation activities can be adopted by the organization. Besides, the entry modes like joint ventures and merger and acquisition are appropriate for this market. To maintain the operational benefits of Toyota, lean production mode is still applicable in its target.
Table of content
Executive Summary 2
Table of content 3
1.0 Introduction 4
2.0 Competition position of Toyota 4
3.0 Market intelligence of the Chinese automobile market 5
4.0 Business environment analysis of the Chinese auto market 6 4.1 Political and legal environment 6 4.2 Economic environment 7 4.3 Social environment 8 4.4 Technological environment 8 4.5 Natural environment 9
5.0 Market entry strategy of Toyota 9 5.1 Positioning 9 5.2 Price 10 5.3 Promotion 10 5.4 Human resource 11 5.5 Strategic objectives 11 5.6 Entry mode 12 5.7 Operation 12
6.0 Conclusion 13
Reference 15
1.0 Introduction
In order to enter the target market smoothly, it is important for an enterprise to choose suitable market entry strategies. Toyota has
Executive Summary
To make products enter into the the target market smoothly, suitable entrance mode should be choosen. Products of Toyota has enter into Chinese market for many years, for example, Camry, Lexus and Prius. It can be perceived as holding the advantage in Chinese market.
At the same time, the Chinese automobile market keeps growing in recent years and the urban market has huge potential. The political and legal environment, economic environment, social environment, technological environment provide favorable conditions for the development of auto market. The natural environment makes low-emission cars become the future development trend.
To launch its low-emission cars in urban market of China successfully, Toyota could take the low price strategy. Advertising, promotion and public relation activities can be adopted by the organization. Besides, the entry modes like joint ventures and merger and acquisition are appropriate for this market. To maintain the operational benefits of Toyota, lean production mode is still applicable in its target.
Table of content
Executive Summary 2
Table of content 3
1.0 Introduction 4
2.0 Competition position of Toyota 4
3.0 Market intelligence of the Chinese automobile market 5
4.0 Business environment analysis of the Chinese auto market 6 4.1 Political and legal environment 6 4.2 Economic environment 7 4.3 Social environment 8 4.4 Technological environment 8 4.5 Natural environment 9
5.0 Market entry strategy of Toyota 9 5.1 Positioning 9 5.2 Price 10 5.3 Promotion 10 5.4 Human resource 11 5.5 Strategic objectives 11 5.6 Entry mode 12 5.7 Operation 12
6.0 Conclusion 13
Reference 15
1.0 Introduction
In order to enter the target market smoothly, it is important for an enterprise to choose suitable market entry strategies. Toyota has