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1 – 2 of 2Samenthea Pheko, Geoff Bick and Claire Barnardo
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…
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.
Details
Keywords
The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the…
Abstract
Learning outcomes
The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets.
Case overview/synopsis
This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm.
Complexity academic level
The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates.
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
Details