Opportunities: Toyota’s market share is growing each year. From about 5 percent market
share in 1986, it has acquired more than 15 percent market share in the US in 2006. Its
competitors’ market share is declining each year, which is the biggest opportunity for Toyota.
Toyota and its competitors have similar segmentation and targeting but in creating positioning
Toyota has come off much ahead than its competitors because of its products’ attributes.
Further, it is also ahead of its competitors in technology front. For example, it is the first
automobile producer that introduced hybrid in the market. Today, the market share for its hybrid
is growing exponentially. At the same time, hybrid products of its competitors are not successful