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Caso De Estudio: Re-Lanzamiento Del Toyota Corolla

Author

Listed:
  • JOSÉ LUIS SAAVEDRA TORRES

Abstract

El caso refleja la dinámica de la toma de decisiones corporativas de Toyota Venezuela en el lanzamiento de la novena generación de su modelo Corolla, frente a una situación de expansión del mercado, con caídas en su participación, luego de un largo período como líder. El objetivo es desarrollar una estrategia de posicionamiento acorde con la situación del mercado y la percepción de los consumidores. El estudiante debe someter a discusión las bases de una arquitectura de marca y desarrollar un brief de comunicaciones para el desarrollo de la estrategia de posicionamiento. Se recomienda el retorno a la comunicación más localista, con fuerte énfasis en los valores y el posicionamiento de la marca Toyota.

Suggested Citation

  • José Luis Saavedra Torres, 2010. "Caso De Estudio: Re-Lanzamiento Del Toyota Corolla," Estudios Gerenciales, Universidad Icesi, December.
    • Handle: RePEc:col:000129:008491
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    More about this item

    Keywords

    Posicionamiento; marca; re-lanzamiento; sector automotriz.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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