I (Meaning and importance of Exports) Unit Structure

 
Questions 
(a) 
What is Americanization of Toyota & give example? 
(b) 
Why was there clash between parent company and 
subsidiaries & what was Toyota‟s selling point? 
 
(E) Case Study 
India has been the home of Ayurveda, but unitll the early 
nineties people preferred allopathy. The reason behind this 
preference was the feeling that allopathy gives quick relief and also 
it has q cure for practically everything. During this course very little 
was done to market ayurvedic medicines in India. Obviously, the 
market got restricted. 
Himalaya drugs has been a key player in the ayurvedic 
medicines in India. But its products never caught the fancy of India 
consumers, manly due to lack of information and other marketing 
deficiencies. The company, along with the brand name, did specify 
that the medicines are “proprietory ayurvedic medicine”. The 
information was often overlooked by the consumers and the market 
remained restricted. Also no serious efforts were made to promote 
the brands.
In order to change things in its favour and to cash in on the 
so called “Ayurved fever” the company changed its strategy. 
Instead of naming its products independently, the company used a 
brand mane viz. “Ayurvedic concepts” and started advertising the 
same. This immediately caught the fancy of the costomers and the 
market started expanding one very important aspect stressed by 
the company was that their medicines have no side effects. 
 
Question
(a) 
What should the company do to maintain its position in the 
market? 
(b) 
Suggest any two strategies for a successful entry into the 
global market? 

---

92 

7