... the competitive advantage. Already there is talk form Honda to release a new engine and companies such as Ford and Citroen have struck deals with Toyota to use the Hybrid engine technology in their cars. The deal could help Toyota as it will eliminate otherwise fatal competition form the likes of Ford as they will use the Toyota engine as apposed to developing one of their own. At present there is no threat of a substitute product. Until Honda have completed their engine Toyota is safe as market leader. Although having said this Toyota will need to make plans to differentiate the engine to ensure they keep their competitive advantage. At current customers have little bargaining power as Toyota is the only manufacturer with a Hybrid design engine, but that could soon change when Honda releases their new design engine. As the customer power and competition is low Toyota can get ...

See this essay or coursework document in full right now