Toyota Hilux: how South Africa’s top pickup battled market challenges

Abstract

Subject area

The Toyota Hilux case has been designed to show the complexities associated with managerial decision-making in a highly competitive vehicle market in South Africa. The case centres on the challenges the Toyota Hilux faced in sustaining its market leadership position amid intense competition from its rivals and changing customer preferences.

Study level/applicability

The case is suited to marketing and strategy students who are eager to demonstrate their critical thinking and managerial decision-making skills as part of their Masters of Business Administration (MBA) and Executive MBA academic programmes, and delegates on Executive Education programmes.

Case overview

The teaching case focuses on the Toyota Hilux brand and the various business dilemmas that Calvyn Williams, sales and marketing manager, and his team experience prior to the launch of the next Hilux: the fierce competition from other brands and the various marketing strategies used.

Expected learning outcomes

The objective of this teaching case is to afford students a “hands-on” understanding and appreciation of the challenges faced by market leaders in sustaining their dominance and selecting the most appropriate strategies for market leaders to adopt in extremely competitive environments such as the South African vehicle market.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Citation

Pheko, S., Bick, G. and Barnardo, C. (2017), "Toyota Hilux: how South Africa’s top pickup battled market challenges", , Vol. 7 No. 4. https://doi.org/10.1108/EEMCS-03-2017-0053