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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
4 / 958 |
Essay's paper body
Presently, Toyota’s new customer base is 47 years old, which is higher than the industry average of 45 and placed Toyota’s average customer base with the likes of Buick, Mercury, and Lincoln. In response to their aging customer base, Toyota formed a study group called Project Genesis to develop a marketing campaign to attract younger buyers to Toyota...
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The result of Project Genesis was the introduction of sportier and “youthful†models to the US: the Celica, MR2 Spyder and Echo in 2000. Unfortunately, Project Genesis was a failure because it had a dull marketing campaign that failed to create a common theme for the different cars, sales for each of the models did not reach Toyota’s expectations and the entire study group failed to realize that Toyota had developed a reputation for making generic cars...
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General points of the essay
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