A study on brand marketing and its strategies crucial for Toyota to improve its tarnished brand image

A study on brand marketing and its strategies crucial for Toyota to improve its tarnished brand image Essay example
Masters
Essay
Marketing
Pages 77 (19327 words)
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The modern age of business can be defined as the age of competition. The competition within an industry is gradually increasing with the expansion of business as many new players are entering into the market. There are several reasons behind this intensifying competition…

Introduction

The domestic markets have turned into global markets that heightened competition rivalry among existing domestic and new multinational enterprises. Since last two decades, the society has been experiencing a rapid technological improvement. The technological advancements have led to change the structure of entire trade and business. The management tasks and operational process are now backed with technology like e-commerce and e-business. A better grip of technological advancement helps a business organisation to gain an upper hand position. Finally, enhancing economic condition of consumers and increasing their disposable income have strengthened their purchasing power. This has also changed their consumer buying behaviours and they have developed their specific brand preferences (Vashisht, 2005, p.68). In the modern and competitive business world, business organisations always try to position itself in the market for avoiding unnecessary competitions. In this process, they aim to achieve strong competitive advantages and core competencies that enable them to gain upper hand position in the market. ...
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