Marketing and Entry Mode

TITLE
“Internationalization Process of Toyota in Europe from the Perspectives of Entry Mode and Network Structure”

London School of Commerce (LSC)
University of Wales Institute of Cardiff (UWIC)
Student Name: Miss. Sajida Ramzan
Student ID: 0089kkvl0409
Course: BABS 6 (HONS)
Subject: Disertation
Lecturer: Dr. Gerald Pollio

Executive Summary

Problem, Purpose and Method

Decision-makers, like sailors, need to know how to ride out a potential storm and to understand how the winds may change in the future. (World Economic Forum 2009) In global automobile field, Toyota’s faced several problems in European market at the entrance and what entry mode did Toyota choose? Why did they select those entry modes? And how did they manage their internal and external network structure during the entry mode evolution process?

Research described and explained how Toyota Company found the European `market from the perspective of entry mode and network and also research intended to provide useful information to the companies that want to acquire experience before entering into the European market.

Research designs the dissertation a case study about the entry mode of Toyota in the European automobile market and also dig up in-depth understanding of the research problem, the qualitative research approach is chosen for this research. During the analysis part, all information is derived from books, articles, websites and related concern Toyota departments etc.

After the analysis process, Toyota developed in the European automobile market and after vigilant consideration about both internal and external factor, Toyota usually preferred to overcome a new automobile market with a relevant deep risk at entry mode, such as exporting, licensing and operational at the basic level. Then, with the increase of their experience in the automobile market as well as the growth of network, Toyota’s started to modify to a higher risk level entry mode, like joint venture

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