PRODUCT RECALL AND BRAND STRATEGY A Case Study on Toyota Corporation Essay

PRODUCT RECALL AND BRAND STRATEGY A Case Study on Toyota corporation - Essay Examplemmand a healthy following, the company has however concentrated its efforts in marketing the chief(prenominal) brand which is Toyota and its sub-brands (Daye & Van Auken, 2010).Until the product rec wholes, Toyotas brand architecture hinged primarily on the Toyota name. It is typical for Japanese companies to focus their business and marketing efforts on a single corporate brand (Daye & Van Auken, 2010). This schema has obvious advantages, such as the development of a strong culture around the master-brand and therefore make their marketing efforts more efficient (Thomson, 2010). It has strong implications in its production approach also, because the single brand allowed the fast to lessen the number of components it needed. Toyotas sub-brands sh ared a large number of common parts, reducing fancy efforts and concentrating production on these shared components. Compare this approach with US riva l GM, which, until recently, was operating a dramatics of brands structure with 11 distinct marques, and the reason for much of Toyotas success and GMs decline, becomes apparent Daye & Auken, 2010).While there are obvious strengths, there is one glaring weakness in the brand focus strategy. Negative publicity which may attach for any reason to the master brand is going to affect not entirely all its existing sub-brands at the moment of the controversy, but also all future sub-brands still to be designed. It appears that this is the reason why Toyotas strategy for 2011 and the near future is to shift global marketing speech pattern to its Lexus brand (Toyota Annual Report for 2011, p. 11).The executive report also places emphasis on quality and synthetic rubber as its two major parameters. Hence, the company strives to bring constant development in its operational and focal point process. Toyotas production system is steeped in the philosophy of the complete elimination of all w aste imbuing all aspects of production in pursuit of the most efficient methods (Toyota