Toyota Lexus Case Study- In relation to Toyota Lexus and their rival car brands in the New Zealand's luxury auto market

Sources: Light,E. (1997). A marque of class , Marketing Magazine,June,pp28-32; Anderson, D (1998) Lexus goes delux,New Zealand, 4 March, pF1 Questions 1. Discuss how factors influencing problem reconition could impact on a buyer's choice between car brands. How is this reflected in the promotional activities of the brands? 2. How wpould you measure problem recognition if you were a marketing manager? 3. How is Toyota seeking to overcome the stigma of being a Japanese car? 4. I.D …

…their company in the New Zealand luxury car marketplace. With the positive response to their newly released design model and overall product range developments they should gain a larger proportion of the market, muscling the currently big European brands further down the ranks. This is evident in the lucrative American market where Lexus is the number-one selling luxury auto brand in the nation victorious over the American and European brands at this point in time.