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Marketing Management Case Study

Case Title:

Corporate Communication,The Toyota Way

Publication Month and Year :  July 2009

Authors: Christoph Zacharias

Industry:  Automobile

Region: Global

Case Code:  MM0014

Teaching Note:  Available

Structured Assignment:  Available


Toyota had always been known for its quality products. But people didn’t know that Toyota was a creative corporate working on projects that impact everyday lives. To convey this image, Toyota engaged in eco-friendly activities, participated in motor sports such as Formula One and practised philanthropy.

Pedagogical Objectives:

  • To discuss the manner in which Toyota has used its eco-friendly activities, participation in motor sports and corporate philanthropy to enhance the company’s image with its constituencies (such as customers, community, investors, employees etc).

Keywords : Marketing Environment; Micro marketing Environment; Corporate communication; Eco-friendly activities; Toyota; Toyota's corporate communication; Corporate identity; Corporate image; Corporate reputation; Corporate philanthropy; Marketing Strategies Case Study; Automotive and transport; Environment; Diversity; Advertorial; Public relations; Constituency; Paddock Club; Global vision; Formula One, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • Toyota Motor Corporation
  • Toyota's Eco-friendly Activities: Means for Corporate Communication?
  • Toyota's Participation in Motor Sports: Corporate Communication Exercise?
  • Toyota's Corporate Philanthropy: A Platform for Communication with Diverse Communities around the World?

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