Case Study : Hybrid And Autonomous Technologies

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3.1 Option 1: Continue with existing 3-pronged strategy and expand operations within the Australian market to focus on hybrid/autonomous technologies The first strategic option proposed is to expand operations within the Australian Market to focus on hybrid and autonomous technologies in addition to the existing three pronged strategy. The goals of this option include increasing production locally by adding new models for export and simultaneously transitioning models made overseas to being made locally. This would focus on hybrid and low carbon models. In addition, bringing R&D processes for autonomous vehicles to Australia prepares Toyota Australia for this emerging market. Autonomous models that are produced and tested in Australia will provide a first mover advantage for Toyota Australia in the Australian market. Other manufacturers will take longer to bring models to Australia and are likely to require government support to establish their models in the local market. The addition of a technology and R&D strategy by expanding Australian operations to focus on hybrid and autonomous technologies provides opportunities to develop competitive advantage in the Australian market by providing Australian made vehicles. In addition, this aligns with the Federal Government’s National Innovation and Science Agenda (NISA). This option is not without its risks including: • higher production costs in Australia over other Toyota plants in a developing economy • geographical

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