Toyota Strategy Analysis

Introduction Automobile usage has increased in America and elsewhere in the world. In a research done by Sutherland, J., et al. (2004) “The US has a contributed to 200 million passengers in cars and light truck over the past few years. Further in 1990, studies showed that US cars increased six times faster than human population. The leaders in the automotive industry must adopt some key elements to ensure success in this fast-moving environment. They must invest in knowing their markets, building brands, adapting product strategies and taking long-term view on their goals and objectives. This paper outlines some of the key factors which should be considered. Environmental factors automotive designers and engineers have always said the main threats in the American Automotive industry are the environmental factors such as fuel economy and the clean air regulations. Automotive Emission posed different problems than manufacturing discharges such as coal smoke. Increased fossil-fuel emission has resulted from the million car increase. Irritation smog, which is comprised of carbon monoxide, hydrocarbons, sulfur oxide and other various chemical mixtures are cited in major cities such as Los Angeles. These auto emissions are also said to cause headaches, visual pollutions, contribute to lung cancers and other respiratory disease. In the end, the engineers have designed cars that are better environmental performers, cost effective and fuel efficient to reduce the environmental

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However, one thing is clear, consumers have a wide variety of choices thus increasing their bargaining power. Most buyers can easily sell their cars and switch from one auto maker to another if they are not happy with their cars. It is therefore imperative that American auto manufacturers continue with their research and development in order to keep the consumers happy otherwise, they will risk losing them to other auto makers like Toyota which has already made huge inroads into the American car market.

The auto industry has many challenges within the United States. As the market minimizes it becomes increasingly difficult for auto manufacturers to circumvent the economic downfall of the market. Newer technologies threaten the industry as consumers demand better fuel efficiency and are becoming more environmentally conscientious. With the ever involving consumer auto makers must drive sales in a creative manner than benefits all.

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Here in the case to study the competitive advantage of Toyota measures on the following

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Toyota Motor Corporation is an international car manufacturer that is based out of Toyota, Japan. Toyota started vehicle production in 1933 with the company being a division of Toyoda Automatic Loom Works devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyoda. Throughout the early years of Toyota, they were well known for making highly desirable vehicles that were efficient and reliable. However, in recent years Toyota has been plagued with recalls for various reasons. Many of these recalls are safety related issues that have tainted to company’s sterling reputation. For instance, in January 2010, Toyota suspended sales of eight recalled vehicle models to fix accelerator pedals with mechanical problems that could cause them to become stuck. In December 2012, Toyota announced an agreement worth more than $1 billion to settle a lawsuit involving unintended acceleration in some of its vehicles (Wikipedia, 2017). Business experts believed that it was not necessarily the recall that damaged Toyota’s reputation, but rather the way that the recalls were handled. Many individuals believe that Toyota executives were insincere in their apologies, and that they did very poorly at explaining the recalls and what the course of correction was for the problems (Kaufman, 2010). Toyota’s CEO, Akio Toyoda, stated in an inter interview that the company was growing to quickly and was putting growth-related goals above quality concerns

Coursework is receipted on the understanding that it is the student 's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly

The political factors differ from country to country. During difficult times of recession, every country’s government helps the automotive industry players by taking out various remedy policies like when Toyota got a loan of $2 billion sanctioned from the Japanese government. According to the new laws Toyota has been asked to reduce Cos generated from its cars, which has created a big challenge for the company.

Toyota also has a strong portfolio of prestigious brands such as Prius, Camry, Toyota, Lexus, Corolla, Land cruiser, Hilux and other brands. In fact, the annual Brands Top 100 ranked Toyota a leading brand. This strong branding and market position allows Toyota to market its product with premium prices and high profit margins.

In the past few years the statistics shows the stagnation of Automobile sector in unites States of America, Canada and Japan. However, the automobile companies were targeting countries of South America and Asia for their new market as the economy was on a developing phase during this period. China, Brazil, Russia and India are on the target of the automobile companies in the recent path. In the first four months of 2010 the sales figure of cars and commercial vehicles in the world has reached to 17 million which was equal to 13.65 million for 2009 for the same period. During the year 2008, the increase in the oil prices results into the increase in the price of raw material and the change in the spending pattern of customers. Automobile industry is also facing challenges from public transport due to which the preference of customer for having their personal vehicle is changing. The other demoralizing factor is the increasing taxes and other duty taxes on the manufacture of automobiles. As the governments of different countries is under a huge pressure of increasing pollution and emission of green house gases they are introducing more and more policies to discourage car purchasers. It has been expected that nearly fifty one light vehicle manufacturing companies are closing in near future in United State alone. This will create a loss of two hundred thousand jobs in United States.