Toyota Executive Summary

Overview: The Toyota Production System has long been hailed and admired as the source of Toyota’s outstanding performance as a manufacturer. TPS aims to eliminate waste, reduce defects and maximize flow. TPS aims to increase efficiency and productivity by employing a unique production system that cuts costs through continuous improvement. Long term goal is to yield sharp reductions in product development and manufacturing lead times. Toyota want to be the industry best and they stand behind their culture to share the wealth of how they do it.

For more than 50 years, Toyota Motor Corporation has been one of the world’s leading manufacturers of motor vehicles in the United States. It was born a Japanese company in 1935 and came to America in 1957. Now headquartered in Toyota City, Japan, it employs more than 300 thousand employees globally (Toyota Motor Corporation Company Profile, 2012). In addition Toyota is a global marketing organization. It strategically operates primarily through Japan, Asia, Europe, and North America; but its vehicles are sold in more than 170 countries and regions across the globe (Toyota Motor Corporation Company Profile, 2012). The Toyota brand is traditionally defined by brand attributes such as global leadership, innovation,

Bailey, D. & Kim, S. (2010). Timeline: Toyota From Rise to Recall Crisis, Hearings. Business News. Retrieved from: http://www.reuters.com/article/2010/02/23/us-toyota-timeline-idUSTRE61M0IT20100223

Toyota is a leading company, and for over 70 years. It has been expanding business all over the world and

In case Toyota’s resource or capabilities are valuable, rear, costly to imitate and Toyota is well organised to exploit them , then in such case we can say yes Toyota can sustain its competitive advantage over the next decade

or decades, Toyota’s success in the marketplace has been admired by business practitioners and executives alike. The automaker is the envy of others within the automobile industry, but the company is also considered to be the symbol of excellence in business in general. The firm has been the focus of research in academia. The power of Toyota has been attributed to its two distinct core values:

Toyota must keep on producing vehicles that car customers want to buy. They must figure out what these buyers demand in a car. Once they tackle this then they can be successful, but if they don’t produce what they buyers want then they will not reach their goals.

With domestic markets becoming saturated with competition, organizations with the financial reach look to international market segments to obtain growth potential. Though not all companies hold the capabilities to obtain such a feat, Toyota has and is competitive.

The diversification of customer needs results in the competition more and more intense. Thus, both competitive advantage and core competency are the effective weapons to come after competitors in a globalized market. A lot of well-known companies rely on a resource-based strategy to develop through technologic assets and intellectual properties like Google, IBM, and Apple. However, such strategy is not good enough to deal with challenges through remaining competitive strategy in changing business environment. There are two reasons that cause business environment changing fast that are the inner expansion of the organization and replication of competitors such as Xiao MI. Therefore, Strategic management gives play to an important function incorporating

Toyota known as one of the best companies in the way of producing quality products. They need to have strength communication with their customers to return its old position.

Promotion can get more profit and increase the product value. In order to motivate consumers to purchase Toyota product, Toyota use the promotion method to inform, persuades and remind potential customer, stakeholders and the broader public respond on their product. Toyota also successfully integrates its many communicates channels in the process of development and sustain brand identity and equity. Those are the strategies apply by Toyota in two different countries which are Malaysia and US:

Throughout evaluation surveys by the consumers, Toyota has always configured the customers love their product because they deliver the reliability in their cars. Even after taking a setback like recalls on some of Toyota’s products, there still has been no hindrance in its sales and it has come back to after fixing all the glitches. Another reason behind Toyota success is that is focused on achieving a long-term business of their customer and it is also committed to delivering the best for the environment. Further in this paper will be discussed the specific primary and secondary markets Toyota targets and also what groups are targeted the most.

Toyota is a key player in global automotive market. Its structure constitutes if various production plants in different locations and a very strong branding which helps it capture a major market share. Like other enterprises, Toyota has several strengths and weakness which makes it what it is now. Toyota heavily invests in Research and development which helps it come up reputable product line which is spread out throughout the world because of its strengthening global distribution network however its recent product recalling, loose grip in key geographic areas and wrong allocation of resources shows that even a strong brand like Toyota has its weaknesses.

By 2007, Toyota was leading its industry as the largest automotive manufacturer in the world. Operating under a strong growth strategy, their reputation for exceptional quality and high safety ratings coupled with operational efficiency promoted their competitive advantage. Furthermore, Toyota was principally the symbol of excellence and a benchmark for every other company. When examining their strategy under Porter’s model Toyota maintains a strong combined plan focusing on both cost leadership and broad differentiation. Through the process of lean daily management and just-in-time delivery Toyota led the manufacturing world with a distinguished level of efficiency. Examining their success and processes, manufacturing was transformed and Toyota was the envy of many. Additionally, through innovation Toyota actively sought differentiation as a generic tactic. Hybrid technology was successfully implemented into their Prius model vehicles and the Prius became the first, pioneering mass-produced vehicle of its kind.

main strategy for the North American market is to aim for higher sales, while raising the proportion of locally produced automobiles. Toyota Motor Corp have reached a stage where investments made over the last several years to expand production capacity are beginning to show returns and improved profitability can be expected. Toyota’s goal is to bolster local production through additional investment, and contribute to the regional economy by expanding its operations. At present, our production capacity in North America is approximately 1.25 million units (including our joint venture with GM). However, Toyota Motor Corp plan to boost this to 1.45 million units during 2003.