Uses Toyota and Mitsubishi as case studies of the success of Japanese multinational companies in Europe.
Written in 2005; 2,730 words; 13 sources; APA; $ 81.95
Paper Summary:
This essay explores the factors that have influenced the success of Japanese multinationals in Europe. This is illustrated by analyzing two Japanese MNC's, Toyota from the manufacturing industry and Mitsubishi Corporation (MC) from the service sector (also referred to as sogo shosha). The paper includes graphs and tables.
Table of Contents:
1. Introduction
2. Toyota - Automobile Industry
2.1. R&D Capabilities
2.2. Production Capabilities
2.3. Marketing Capabilities
3. Mitsubishi Corporation - Sogo Sosha
3.1. Culture and Language
3.2. Importance of Sogo Shosha in Japan
4. Conclusion
5. Reference List
5.1. Books
5.2. Internet Sites
From the Paper:
"In terms of product and price, Toyota has successfully established three strong brands for each price class in Europe, namely, Daihatsu for the low-cost segment, Lexus for the luxury segment, and the Toyota brand for the mass middle-class segment. This solid brand management not only enables the Toyota Group to successfully participate in each price segment, in contrast to BMW Group which only serves the upper-class segment, but also prevents brand dilution as is currently the case with Volkswagen."
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