TY  - JOUR 
TI  - Re-Lanzamiento del Toyota Corolla
JO  - Estudios Gerenciales, Vol. 26 No. 117
PB  - Universidad Icesi
PY  - 2011
issn 01235923
AB  - The case reflects the dynamics of the corporate decision-making process at Toyota in Venezuela with regard to trie reléase of trie ninth generation of trie Corolla model in trie face of a situation of an expanding market and a declining share after a long period as leader. Trie aim is to develop a positioning strategy that is consistent with the market situation and consumer perception. Students are to bring up a discussion of the foundations of the architecture of a brand and prepare a communications briefing for developing a positioning strategy. It is advisable to go back to more local communication with a strong emphasis on the valúes and positioning of the Toyota brand.
KW  - Posicionamiento de marca
KW  - Industria Automotriz
KW  - Nuevos productos
KW  - Estrategia corporativa
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/387
ER  -