Abstract:
Toyota, one of the best automobile manufacturers in Pakistan having different bestselling
automobiles and priced them according to different market segment to meet the needs of
the customer. In order to cater down the lower segment of market Toyota was dealing
with Coure, its sub brand, to meet the needs of the customer from lower middle class till
year 2012 and decided to shut down the entire project. As Coure shuts down the market
started pulling towards competitors and other imports from Japan. From the year 2012 -
2014 Suzuki availed this opportunity and has sold 62,763 units of Mehran and 74,517
units imported from Japan which means and indicates a clear sign that Toyota still have
an opportunity to cater this segment of market with the same car named as Coure with
different other features to grab the position in the market to gain new profits and market
share that is only 20% and Suzuki has 50% of the entire market share. To develop such a
new product/car markets surveys related to resale, new car sales, availability of spare
parts and authentic data will be required in order to relaunch such car in the same market
where competitors have strong hold and market share as well.
