Description: Prices on Toyota’s vehicles, not surprisingly, have slipped in light of the recalls, but rivals have also slashed their prices to capitalize on a rare period of weakness for the world’s biggest carmaker.

Source: Marketwatch.com

Date: 02/10/2010

Link: http://www.marketwatch.com/story/toyota-woes-lead-to-bargains-from-rivals-2010-02-10?siteid=nwtwk

Questions for discussion: 

• Summarize the explanation for these changes to pricing strategies.
• Do you believe that Toyota will be able to return to a premium price position in the marketplace? Explain your thinking.