Toyota Swot Analysis

7337 Words Jan 15th, 2013 30 Pages
Università della Svizzera Italiana

Coursework in Corporate Strategy Prof. Erik Larsen


 TOYOTA‐GOING
GREEN


Group Members: Kaloyan Blagoev Mariam Hayryan Robin Müller Dragana Stajic Immanuel Wüthrich Örs Zékany

Lugano, 17.12.2009

Summary
During the 1990s a global and strong emphasis has been put on the environmental issues worldwide, legally binding documents being signed by governments, obliging to adopt “green” policies. Manufacturers had to follow the governments. Toyota answered to the “green debate” challenge by introducing the first mass-produced hybrid car in 1997. Toyota, the pioneer of Japan’s automobile industry was established as an independent company in 1937. Since 1958 the company has been exporting and
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A significant event in the domain was the introduction of hybrid electric vehiclesII, of which the pioneer mass-produced unit was launched in 1997 by one of the leading car manufacturers – Toyota Motor Corporation. 3 This paper is about corporate strategy analysis of Toyota Motor Corporation, with a main focus on its environmental policy: Toyota as one of the leaders in the automotive industry and a considerable actor in the “green car” movement.

I


GHG
=
Greenhouse
Gas



A
hybrid
electric
vehicle
(HEV)
combines
a
conventional
internal
combustion
engine
(ICE)
propulsion
 system
with
an
electric
propulsion
sytem


II

1

History of Toyota Motor Corporation

The roots of the modern days Toyota Company go back to 1933, initially as a division of the parent company called Toyoda Automatic Loom Works. The name of the parent company was formed after the founding family’s name - Toyoda. In order to make separation from the family’s private life and more importantly because “Toyota”, written in Japanese, is considered to be luckier than “Toyoda”, the spelling change was made in the new company’s name.

1.1

Early Days, Pre-War and Post-War Development

Toyota was the pioneer of the Japanese automobile industry.
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