Complete Case details are given below :
Case Name : Toyota: Driving the Mainstream Market to Purchase Hybrid Electric Vehicles
Authors : Jeff Saperstein, Jennifer Nelson
Source : Ivey Publishing
Case ID : 904A03
Discipline : Marketing
Case Length : 27 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Toyota is a large, international automobile manufacturer with plans to become the largest worldwide automaker, striving for 15% of global sales. Toyota is committed to becoming the leader of the hybrid-electric automotive industry and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota’s challenge is to develop consumer attitude and purchase intent from an early adopter, niche market model into universal mainstream acceptance.
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