Brand alternatives: learning from the case of Honda Jazz and Toyota Yaris

Sumargo, Ellen and , Shandra (2006) Brand alternatives: learning from the case of Honda Jazz and Toyota Yaris. Bachelor thesis, Petra Christian University.

Abstract

The domination of Honda Jazz?s market share and sales in mini MPV market has been defeated by Toyota Yaris after its launching, and this has been continuing for three months repetitively. Facing this unwanted situation, Honda should be aware to understand why the market can be snatched easily by Toyota. The writers conducted survey, which is addressed to Honda Jazz and Toyota Yaris? target market, in order to identify what factor has become the competitive advantage of Toyota Yaris based on the potential target market?s point of view. As a result, the writers found out that Toyota Yaris is famous for its after sales service and resale value. This is can be due to the brand equity of Toyota itself. Besides, according to the information gained from some car magazines, Toyota Yaris is better than Honda Jazz since it provides better braking system, safety tools, features, and also better body quality. The Research found out shows that Toyota Yaris is preferred due to its resale value, after sales service, and price factors. These three factors should be considered as a benchmark for Honda to increase Honda Jazz?s market share. Honda should also understand the consumer needs and wants.

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