Lexus Challenges Mercedes: a SWOT Analysis

A. Introduction.
Toyota offers luxury and quality setting the trend through its new model, Lexus, giving the same almost privileges to the buyer as the ones that a Mercedes owner enjoys at a half price.
B.The problem.
Extremely high competition on behalf of Toyota towards a multinational car industry like Mercedes whose name is synonym to luxury and status that offers if somebody owns one. Unknown expectations and responds from the part of the candidate buyers.
C.Internal issues. (strengths)
Toyota was offering a car that had the same performance with Mercedes at a reasonable price.
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