Toyota Century U.S. Market Entry Plan

Problem:
The challenge was to select a non-U.S. product and create a detailed strategy for its launch in the American market. Our team chose the Toyota Century, a luxury vehicle sold exclusively in Japan, and had to identify the best way to position, price, and promote it to a U.S. audience.

Action:
We conducted cultural, economic, and competitor analysis to understand the U.S. luxury auto market. I took the lead on writing the Executive Summary and SWOT analysis, contributed to pricing strategy discussions, and worked on visual storytelling for the final presentation. We developed a complete go-to-market plan tailored for affluent, status-conscious consumers in the U.S.

Result:
The final plan proposed a soft-launch in coastal luxury markets, with positioning focused on heritage and exclusivity. The project stood out for its originality and attention to consumer psychographics. It was presented to the class and received strong feedback for being well-researched, realistic, and compelling.