Resumen

SAAVEDRA TORRES, JOSÉ LUIS. Strategy to Relaunch Toyota Corolla. estud.gerenc. [online]. 2010, vol.26, n.117, pp.197-209. ISSN 0123-5923.

The case reflects the dynamics of the corporate decision-making process at Toyota in Venezuela with regard to the release of the ninth generation of the Corolla model in the face of a situation of an expanding market and a declining share after a long period as leader. The aim is to develop a positioning strategy that is consistent with the market situation and consumer perception. Students are to bring up a discussion of the foundations of the architecture of a brand and prepare a communications briefing for developing a positioning strategy. It is advisable to go back to more local communication with a strong emphasis on the values and positioning of the Toyota brand.

Palabras clave : Positioning; brand; re-launching; automobile sector.

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