Toyota is one of the largest Automobile manufacturing company in the world. Its lean manufacturing and innovative technology has paved the way for hybrid and other eco - friendly cars. it aims to provide reliable products while simultaneously contributing to sustainable development. This presentation aims to summarize Toyota's efforts in marketing and understanding its mission, vision, strength and weaknesses.
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Toyota - a mini case study
1. “It is in Toyota’s
DNA that
mistakes made
once will not be
repeated again”
- Akio Toyoda.
2. The Beginning....
• Started in 1933 as a division of Toyoda Automatic Loom works.
• The division was under Kiichiro Toyoda – son of the founder of Toyoda
industries.
• First passenger car was launched in the year 1936 – the model AA
under the Toyoda Industries’ name.
• Toyota Motor Corporation was founded in 1937 by Kiichiro Toyoda.
• The name “Toyota” was chosen because it took eight brush strokes to
write in Japanese. Eight is considered a lucky number.
3. Present situation
• HQ in Aichi, Japan.
• 2nd largest automotive company behind
Volkswagen.
• Largest seller of hybrid cars and one of the
largest encourager of adoption of eco-
friendly cars.
• Brands sold under Toyota motor corporation:
Toyota, Lexus, Hino, Ranz, Daihatsu.
• Net revenue of ¥ 28,403 billion in 2016 with
8681 units in the same year.
• Net income FYI 2016: ¥ 2313 billion.
4. So how has Toyota become
such a big auto
manufacturer??
5. mission
• Produce reliable
vehicles and
sustainable
development of the
society by employing
innovative and high
quality products and
services.
Vision
• Though improvement
of conventional
technology as well as
pioneering efforts in
application of new
technologies , Toyota is
aiming to help the
world become a low
carbon society.
7. Major components of the
Toyota way
• Long-term thinking as a
basis for management
decisions.
• A process for problem-
solving.
• Adding value to the
organization by
developing its people.
• Recognizing that
continuously solving root
problems drives
organizational learning.
15. Toyota sponsors:
• Motor sports.
• Motor shows.
• Sport authorities and
competitions.
• Competition for emerging
musicians.
• Design competitions.
16. Toyota’s devotion to sustainable
development
Toyota has undertaken a number of welfare projects and campaigns to
create awareness about environmental degradation and global
warming. It also encourages public to use hybrid cars.
17. Strength and weakness
Strength
• Lean manufacturing and
continuous improvements.
• Innovation in technology.
• Market leader in Hybrids and
electric cars.
• “Car for all” brand.
• Association of Brand image
with trust, safety,
environment friendliness.
• Great market coverage.
Weakness
• Negative image due to
vehicle recall.
• Weakness in China.
• Lack of competence in
autonomous vehicles.
18. Looking at the future
Opportunities
• Fuel prices are expected to
rise in the near future.
• Demand for autonomous
vehicles.
• Timing and frequency of
new model releases.
• Demand for safe vehicles.
Threats
• Rising Japanese yen
exchange rate.
• The automotive industry is
subject to various
governmental regulations.
• Increasing competition in
the worldwide automotive
market.
• Toyota may be adversely
affected by natural disasters
since its major production
plants are located in Japan.
19. Summary
• Although Toyota is just 80 years old, relatively young as compared to
other automakers, it has already reached the top of the industry.
• Through its wide range of products, integrated marketing
communication and promotions it has become a widely recognized
brand.
• Lean manufacturing and continuous improvement both in terms of
technology and human resources has allowed Toyota to build its
brand equity and huge consumer base.
• Being a leader in hybrid vehicles is a great strength to them now and
in the future but might be threatened by government regulations
and growing competition.
