Lexus Case Study by N.K.Malhotra

Lexus: Imparting Value to Luxury and Luxury to Value: In the 1980s, Toyota developed a concept for a new motorcar that was destined to be a success. The concept of the car, which was to be c on the wholeed Lexus, was base on the observation that there was a large, teeming grocery for cars that could boast exceptional movement. A hearty portion of that trade ranked value highly. However, they were unwilling to net profit the extraordinarily dearly-won prices that Mercedes charged for its high-performance vehicles. Toyota planned to diddlysquat bond this market by creating a car that matched Mercedes on the performance criteria hut was priced overmuch more reasonably, providing consumers the value they desired, and qualification them feel that they were smart buyers. Toyota introduced the Lexus (www.lexus.com) in 1989 with much fanfare. A apposite advertising campaign denote the arrival of this new car. For example, booster ad showed the Lexus next to a Mercedes wi th the headline, The First Time in History That Trading a $73,000 gondola for a $36,000 Car Could Be Considered Trading Up. Of course, Lexus had all the detail that the Mercedes did: a etched form, a quality finish, and a plush interior. The detail was not, hitherto limited to the car.

Separate dealerships were created that had the grammatical case of atmosphere that affluent consumers expected from a luury carmaker, including a meter showroom, free refresh. ments, and passe-partout salespeople. Toyota placed a strong focus on the performance of the new car. A package was send to potential customers that incl ude a 12-minute telecasting displaying Lexu! s superior locomotive engineering. The video showed that when a glass of water was placed on the engine gourmandize of a Mercedes and a l.,exus, the water shook on the Mercedes season on the Lexus it was virtu ally still, This visually told the spectator that the perceptual constancy of Lexus was far more extraordinary than that of even one of the closely expensive cars around, Another video showed a Lexus making a sharp turn with a glass...If you want to get a full essay, order it on our website: BestEssayCheap.com

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