Case Name :      Toto Ltd

Authors :           Ken Matsuno

Source:              Babson College

Case ID:             BAB693

Discipline :        Marketing

Case Length :    04 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Toto Ltd. was a global manufacturer of kitchen and bathroom equipment, fixtures, and other related products. Headquartered in Tokyo, Japan, with a global presence, the company was a leader in product innovation in the kitchen, bathroom and plumbing categories. One such example was a product called “Washlet,” an electronic toilet seat with multiple functions: heating, showering, drying, and deodorizing. The case asks the students to conduct research on their own to estimate a potential market size of the Washlet product line in both Egypt and the United States. The students are also required to present the findings to the class.