Sherbrooke Toyota: Following Market Trends

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CASES STUDY. Sherbrooke Toyota was founded in 1958 as Rousseau Automobiles Inc., a family business. George Rousseau, the founder, was succeeded by his son Michel, who also served as president of the Corporation des concessionnaires automobiles du Québec (CCAQ) (Quebec automobile dealers corporation) for some years.

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Sherbrooke Toyota: Following Market Trends: Abstract

Sherbrooke Toyota was founded in 1958 as Rousseau Automobiles Inc., a family business. George Rousseau, the founder, was succeeded by his son Michel, who also served as president of the Corporation des concessionnaires automobiles du Québec (CCAQ) (Quebec automobile dealers corporation) for some years. Michel has run the business since 1981, and his daughter, Danielle Rousseau, is now the executive director – she is responsible for day-to-day operations. The dealer’s slogan is “Sherbrooke Toyota – incomparable!” In 2009, it was presented with the CAA-Quebec award for best customer service in the Eastern Townships in the major corporation category. However, the Sherbrooke automotive market changed substantially between 2005 and 2015, and the dealership’s management has had to adapt: its competitors sometimes adopt unusual promotional strategies, while Internet-savvy customers have become more price sensitive and have embraced the concept of energy efficiency. How can Sherbrooke Toyota stand out from the local competition in this market of some 200,000 people?

Teaching objectives

This simple case, suitable for first-year marketing students learning to develop a marketing plan, is designed to promote discussion and generate imaginative ideas. Students may work in groups to create and present their proposals. They will learn to gather valid and credible data in addition to that provided in the case. This will include primary data (e.g., interviews) and secondary data (e.g., Statistics Canada, Sherbrooke Chamber of Commerce). They will learn to identify opportunities available to Sherbrooke Toyota.

Main themes covered

  • Analysis of a company’s competitive position
  • Preparation of a simple, realistic marketing proposal

Concepts and theories related to the case

  • Advertising
  • Promotion
  • Marketing

Additional information

This case is also available in French.

Teaching notes are available for teachers only. Contact HEC’s Case Centre for more information.

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