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Grader Notes


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MARKETING STRATEGY MBAK 603

Grader Notes




Assignment

LEXUS IN EUROPE

1) Update on Lexus in Europe 2) Do SWOT of Lexus in Europe.

3) Your recommendations for Lexus in European market.

Grade Sheet

60’s


  • Provided little or no information on the luxury car industry in Europe

  • Gave very little idea of market size and market growth

  • Made recommendations with no specific factual support

  • Used little or no visuals

  • Paper did not flow well and had some structural weaknesses

  • Missed a number of the issues listed further below

70’s


  • Provided good information on the luxury car industry in Europe

  • Gave some idea of market size and market growth

  • Elaborated and developed arguments thoroughly

  • Used a readable format with bullets, headings, etc

  • Used a logical format with introduction and a recommendation

  • Used frameworks or visuals effectively

80’s


  • The above plus:

  • Visually presented European luxury automobile players:

    • Market size, market share and market growth

  • Identified European luxury market requirements

  • Identified and rated Lexus’ strengths and weaknesses

  • Showed where Lexus is not meeting market needs

  • Identified Price, Product, Place or Promotion issues

  • Differentiated the importance of SWOT findings

  • Paper was creative or engaging in some way

  • Recommendations directly addressed the problems

  • The recommendations were specific and actionable

  • Addressed some risks of your recommendations

90’s




Key case Points

Lexus in Europe



  • Toyota is a very successful car company throughout the world due to its Kaizen philosophy, great quality, good value and excellent R & D.

  • Toyota as a company is very capable with its luxury segment given their excellent success in the highly competitive U.S. luxury market.

  • Lexus is not selling well in the European market.

  • Opportunities are good, with growth in the luxury European auto market.

  • Lexus Product, Price, Place and Promotion problems in Europe include:

    • Poor product design and style for European tastes (too bland)

    • Poor product offering (no diesel engines)

    • European perception mismatch of luxury product (prestige is based on established heritage and tradition)

    • Lack of product differentiation (associated too much with Toyota)

    • Possible pricing (too low for European perceptions of prestige)

    • Non-differentiated distribution (sold in Toyota dealerships)

  • How important is each of the above in terms of root causes of the problem? How did you rate them and prioritize them?

  • Based on your prioritization, solutions should be directly relevant to problems – for example, Non-differentiated distribution as a major problem would likely demand exclusive dealerships for Lexus.

  • Identification of some risks associated with recommendations is essential (setting up exclusive dealerships would mean huge investments).

Recommendations



  • Clearly identified and rated the importance of problems

  • Connected recommendations directly to problems

  • Provided some clear roadmap for the future action

  • Recommendations solved the problem (Product, place..)


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