Executive Summary

The World is always change, the demand of market different day by day. Toyota Motor Corporation (TMC) has been developing sharply to meet the demands of their market. With the information was collected from TMC, this report provide the company’s strategy, mission, vision, market that has been assisting TMC was be a success global organization. The report also has developed the marketing tools for TMC’s business in the future involves: • • Toyota’s new long and short term objectives; Toyota Auris Hybrid new campaign for Euro market.

The details of these tools are listed within this report and if it was applied, I think company will be more successful to improve and maintain the business at highest positioning.

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......3 1......................................................................................................13 Conclusion..................................................................5 Toyota’s Strategy..................................................7 1................................................1 Introduction.........................6 1..................9 2 Toyota’s New Objectives Improvement:....................13 3...........................................................................4 Vision and Mission .........1 Product: ....................................12 3..............................................6 Toyota SWOT Analysis .....................9 2........................................................1 Company Overview:............................5 1..................................................................................................................................................................................................................................................................................................................................................................................................2 Product Positioning:..........................................4 1.......................................................................................................................................................10 3 Toyota Auris Hybrid new campaign:............11 3...............3 Company Financial:.....................................................................12 3.......10 2..................................7 Toyota’s Activities in past year and comments from management:....................................................................................................................4 Promotion:..............11 3.......2 Company Market:....................14 2 ..............................................6 Threats of product:...3 Price:...........Table of Contents Executive Summary..........6 1............................................................................13 References.............1 Competitive advantage:..........................................................................................4 1.......12 3.........................................5 Weaknesses of product:.........................................2 Place:...............................................................................

transport traffic.Introduction The automobile can help people to travel and transport goods farther and faster. Therefore. development and increase supplying the environment friendly and economic effective products is the main direction of automobile companies. 3 . and has opened wider market areas for business and commerce. It is leading to occurring of many environment factors such as CO2 emission. The purpose of this report is providing the main activities of Toyota Motor Corporation in the past few years and its future plan that shows how the company running its business to meet the demands of market in the past and in the future. The number of vehicle in the world is increasing sharply in few nearly year.

0% in fiscal 2009. Their vehicles are sold in more than 170 countries.074. Europe and Asia. and repairs passenger cars. with the automotive business accounting for more than 90 % of the company's total sales.8% in fiscal 2007. Toyota has manufacturing facilities in 26 other locations. North America. buses. Toyota’s primary markets are Japan.1 Company Overview: Established on August 28th. Toyota has high percentage of market share in their primary markets. telecommunications. 1937 in Japan. which produce Lexus.000 units and oversea is 5. This company has grown to employ over 316. leases. Toyota Motor Corporation (TMC) is one of the largest automotive manufacturers both by production and sales. Toyota has maintained its position as the largest automobile manufacturer for more than 40 years.Company Analysis 1.2 Company Market: Toyota has become a global company.6% in fiscal 2008 and 46. prefabricated housing and leisure boats. Toyota's diversified operations include financial services. From April 2009 to March 2010 vehicle sale result in Japan is 2. trucks. Vehicles sold by Daihatsu and Hino are included in the vehicle unit sales figures set forth below.121employees worldwide. The Toyota’s market share is showed in the figures below: 4 . 1. with 51 manufacturing companies in 26 countries. Toyota manufactures. In Japan.163. 45. Besides its own 33 plants and manufacturing subsidiaries in Japan. It held a domestic market share on a retail basis of 45. which is the center of its global operations.000 units. sells. and related parts worldwide.and Toyota-brand vehicles and components.

3 Company Financial: The following table shows the company spends its time and money from 2006 to 2010: 5 .1.

strengthening of costcompetitiveness and personnel development. supported by improvements in quality control. Vision is to be the most respected and successful enterprise. 2008. that’s more countries than McDonald’s with restaurants in over 100 countries.4 Vision and Mission Mission of Toyota is to provide safe & sound journey. 1. Toyota has been dedicated to addressing environmental issues. In particular.The total number of Toyota employees was 320. 2009) Toyota Motor Sales became the best-selling retail automaker in the U. Toyota is developing various new technologies from the perspective of energy saving and diversifying energy sources. 2009 and 316.590 at March 31. 27. In 2009. in order to develop environmentally-friendly products. (Feb.5 Toyota’s Strategy Toyota’s corporate goal is to achieve continuous growth and enhance its corporate value by contributing to society and gaining customers’ enduring trust through global operations and through products reflecting Toyota’s advanced technology that target the local demand in each market. However. Toyota strives to further improve technology.320.937 million yen. Environment has been first and most important issue in priorities of Toyota and working toward creating a prosperous society and clean world. 2010.808 at March 31.121 at March 31. supply capability and marketing. with the bad economic climate Toyota has loss 436.S. Toyota strives to further enhance its technology. Toyota current positioning strategy: • • • Toyota does business in more than 170 countries globally.456 million yen. in 2010 it has made profit by 209. (2009) (Toyota facts) 6 . (2009) (Toyota facts) Toyota ranked 3rd on the “World’s Most Admired” list. and as environmental awareness continues to grow in the market. In order to achieve this corporate goal. 1. behind only Apple and Berkshire Hathaway. delighting customers with a wide range of products and solutions in the automobile industry with the best people and the best technology. including its unique hybrid technology.

Polk & Co. and Lexus LS 460. 2009.L. Movements in exchange rates this information. Prius. The company is known to satisfy beginning to shift its attentions to the emerging its customers. which the company holds. but he’s not as handy when Having high commitment and truly believe in it comes to ethics. that comes from the customers is another strength. commitment. It is not successful in the European market. It leads to the employees. 21. Knowing the kind of demand Chinese market. many companies that are committed to building a strong relationship with its Loss control quality of product. Neither of which are Toyota’s forte. management. One way to The large numbers of product are made in make this happen is by giving education as a Japan which place has high cost. Toyota has done a really good job in eliminating waste and time in making its products.S. 13. After all these years. He might be great when it comes to doing business in his own country.• Toyota has more hybrids on the road than all other automakers.. the company is then able to 7 .) (Toyota facts) Toyota was first in five of the 10 vehicle categories in Consumer Reports’ annual rankings.6 billion. Greatly affected by economic and political conditions of markets in the US and in Japan. (R. Sept. Toyota is known to be one of abroad. (TMS news release on New Product Leadership. By having Exchange rates.612. The automotive operations segment is Toyota’s largest operating segment by net revenues. Toyota is a wholly owned overseas firm. the most of any automaker: Toyota Highlander. marketing.6 Toyota SWOT Analysis Weaknesses: Strengths: Strong Financial. It can’t seem to provide what’s demanded by the European market which seeks smaller cars and high performance vehicles. 2010) • • 1. Perhaps that is why the company is customers. Its CEO lives in Japan. Vehicles in Operation as of Jan. etc their company. 2009. Based on R. motivation to its employees. U. Jan. This program keeps the company to stand strong when it comes to efficiency compare to its competitors. The company believes that it grows as the employees grow. Net revenue for the automotive segment in 2009 is ¥5. (April 2009) (Toyota facts) Toyota has the highest owner loyalty of any automaker. The company has been doing well when it Toyota markets most of its products in those comes to building strong relationships with its markets. 1. Everything is based on trust and large numbers of recall vehicles. who’s not yet completely knowledgeable about global business. Polk & Co. Toyota is also known for its TPS (Toyota Production System) program. Toyota ranked #1 by having the greatest percentage of households return to purchase or lease another Toyota vehicle.L. RAV4 and Sienna.

which has announced that it will begin exporting vehicles in 2010. Brazil and developing countries as Indonesia. Scion and Lexus. China is known to be able to produce cheaper products. Toyota has also sold on its technology to other motor manufacturers. which makes it possible for the company to offer great vehicles for all people. Nissan. Lexus has RX 400h hybrid. being the first from its competitors to see this kind of market demand. manufactures by Toyota. The development of emerging markets such as China. All these brands are targeted for different social classes. Hyundai. particularly laws. These are Toyota itself. for example Ford has bought into the technology for its new Explorer SUV Hybrid. Opportunities: Lexus and Toyota now have a reputation for manufacturing environmentally friendly vehicles. which Toyota has to face in the near future. 8 . Rocketing oil prices have seen sales of the new hybrid vehicles increase. including the outcome of current and future litigation and other legal proceedings. Threats: Product recalls are always a problem for vehicle manufacturers. India. soon Toyota will also have to compete with China. The company seems to be doing well in adjusting and fulfilling customers demand. trade. vehicle emissions and vehicle fuel economy. Moreover. GM. Hence. environmental protection. Toyota issued a recall affecting 3. Surely. as well as changes in laws.8 million Toyota and Lexus vehicles. Increasing raw material prices leading to decrease profit margins and create low competition. The development of new innovative products as well as increasing technologies which can be used to create different models to suit the changes in consumer tastes.create cars that can satisfy its customers. regulations and policies relating to vehicle safety including recalls. and Toyota has it Prius. all market being reduced. electric vehicles. could see the already narrow margins in the car The company holds three brands of cars. regulations and government policies in the markets in which Toyota operates that affect its automotive operations. Both are based upon advance technologies developed by the organization. Such moves can only firm up Toyota's interest and investment in hybrid R&D. Vietnam. The company holds environment friendly products: Hybrid. Toyota has been making innovative and high tech cars for so many years. In 2009. The developing of competitors: Honda. Doing everything to take all the opportunities to increase sales and building better relationship with the customers through its products. Changes in the laws. this will come to a threat in price competition. Enhanced environmental and energy sensitivity. regulations and government policies that affect Toyota’s other operations.

Ltd. and are better for the environment. people are not buying large cars in the numbers they used to. Short term objectives: 1) Increase Hybrid cars sales 100% in 2011 by 2010. Toyota announced a business partnership with Tesla Motors for developing electric vehicle.5 billion vehicles in 2020. energy and safety measures there can be no future for motor vehicles”. Toyota is building a RAV4 electric car using Tesla battery technology.7 Toyota’s Activities in past year and comments from management: “Without focusing on environmental. Small cars consume much less fuel. (Mike Ramsey. Toyota’s automobile ownership exceeds 1 billion vehicles in 2010 and will likely reach 1. The Ban Pho Plant of Toyota Motor Thailand Co. Toyota is expanding its sustainable plant activities worldwide. Toyota also offers a training program throughout the year at the TOYOTA Safety Education Center “mobilitas” completed in 2005 inside Fuji Speedway in Shizuoka Prefecture. France and Thailand. In August 2008. Toyota is very much aware of the tremendous impact this will have on the environment and human safety. Chief Executive Officer Akio Toyoda said Toyota would try to be the world leader in building environmentally conscious vehicles and touted the company's cooperation with Tesla Motors Inc.1. Toyota should develop new objectives for assisting to continue to do business in this ‘new environment”. For this purpose. 2 Toyota’s New Objectives Improvement: With fuel price increasing. the United Kingdom. 2010) Toyota has been developing too many safety systems such as: ABS (anti-lock brake system) VSC (Vehicle Stability Control) and VDIM (Vehicle Dynamics Integrated Management) systems Toyota’s Pre-crash Safety System. beginning with manufacturing facilities in the United States. For this reason. Toyota is concentrating its efforts on improving fuel economy by making cars smaller and lighter. while enhancing power efficiency. conducted one of the largest-ever treeplanting events in Thailand with about 14.000 trees. 2) Promote the development of Toyota’s eco-cars with fuel effective and safety.. This is a comment of Toyota’s President Katsuaki Watanabe.000 people planting 100. The new objectives can be: Long term objectives: 1) Sale Hybrid cars at all countries which Toyota doing business in 2020. 9 .

Toyota Motor Corp. keeps a sharp focus on conventional engine for obvious reasons: the more efficient the gasoline-powered component of 10 .68 million units. SUVs and rear-wheel-drive sedans. Completely satisfied buyers on interior styling: 62%. TMC has survey with 267 new Prius owners. In 2009. (Toyota. no squeaks and rattles with 67%.1 Competitive advantage: TMC has been successful in launching and supplying the Hybrid car market. 2010) With new type of Hybrid vehicles. (Automotive News. 2. 2010) Outside Japan. TMC launched the Toyota "Prius"—the world's first mass-produced hybrid vehicle. Its result is: • • • • Completely satisfied buyers on exterior styling: 52%. 2. (Toyota. Completely satisfied buyers on fuel economy with 64%. TMC is committed to augmenting this lineup even further and increasing the number of countries and regions in which it sells hybrid vehicles. The use of the Toyota hybrid system was subsequently expanded to such vehicles as minivans. In December 1997. body workmanship & finish with 71%.2 Product Positioning: Hybrid cars are the future of the auto industry globally.88 million. as well as two other dedicated hybrid vehicles. Nov. the industry leader in hybrid vehicles with 13 years on the road. quietness when driving with 67%. and the TMC has achieved the 1 million car milestone of hybrid vehicles in Japan in 2010. roominess 73%. TMC has eight hybrid passenger vehicle models are sold in approximately 80 countries and regions. the Lexus "HS250h" and the Toyota "Sai". with cumulative overseas sales having topped 1. 2009) TMC. nine TMC-produced hybrid passenger vehicle models and three hybrid commercial vehicle models are sold in Japan. is No. (Toyota-euro) 2. 1 among automakers for patent applications and awards in alternative power technology. TMC broadened its range of hybrid vehicles further with the launch of the third-generation Prius. The new objectives are consistent with the forecasted needs of the business by its competitive advantage and positioning. Toyota now holds 16% of all patents and applications in the field globally.2) Increase 2 Hybrid production factories and 2 R&D centers in oversea. Currently. Satisfaction is very high on environmental friendliness with 91% of buyers completely satisfied. which makes up a large proportion of the global figure of 2.

Toyota Prius just spends 89 g/km compare with Fiat’ 92 grams of carbon emissions per kilometer and the Fiesta with Ford's Econetic technology produces 98 g/km. With using in the new model go beyond exceptional fuel economy and low CO2 emissions. 11 .1 Product: Toyota Auris Hybrid available in two grades – T4and T Spirit with strengths of product are: • • • • First full hybrid model in the European C-segment Toyota Auris Hybrid: fuel economy starting from 3. comfortable and stress-free drive unlike anything else in the segment. 3. Therefore. on research and development to develop the cars and technologies of the future. (Toyota facts_3) 3 Toyota Auris Hybrid new campaign: In 2010 TMC has introduced Toyota Auris Hybrid vehicle for sale outside Japan. Increase the local factories leading to reducing the traffic.2010) Toyota Auris Hybrid has been designed specifically for the European market. Toyota annually spends nearly $9 billion (more than $1 million an hour). Toyota spends more on R&D than any company in the world. TMC has enough financial to implement above subject. (COLLEEN BARRY and GREG KELLER (AP) – Oct 1. Reducing CO2 emissions.the hybrid. promotion.8l/100 km The Toyota Auris Hybrid emits at least 89g CO2/km Zero-rated for UK road tax (Vehicle Excise Duty) (carsession. the more efficient the hybrid. Increasing of jobs for local employees. price. emission caused by transportation and logistics. 2010) With the new technology of air flow for better efficiency. it is userfriendly and delivers a quiet. 2010) These objectives also are ethical and legal by reasons: • • • • Increasing environment friendly product. (COLLEEN BARRY and GREG KELLER (AP) – Oct 1. place. The advantages and the ‘character’ of the product are represented of four elements: product.

Using the sales personnel and test-drive as effective tools to persuade the customers and provide more information such as service after sales.3 Price: TMC has clear understanding of the situation of Euro economic climate and it key target market (young people and other environment. it also helps the owner reduce their running cost by providing a fuel-efficient transportation with 3. and aside from a chunkier. As the push strategy. 3. benefit. economic effective and high technology caring buyers). expand warranty time more 6 months and reward the excellent distributor of the year. and has decided pricing strategy and advertising campaign to push the customer buy this product with best address their needs and the positioning of Toyota Auris Hybrid The vehicle has a starting price of EUR 22. As the pull strategy.4 Promotion: Website and showroom are two good address which proving full information such as product feature. sales assistance and to encourage orders. Auris Hybrid is really to create as the leader of friendly product. 12 . the Auris is a completely new model that replaces the long-running Corolla and is built in the UK. Website is the cheapest tool and working 24 hours in 7 days per week. give them the perfect choose in the economic downtown period in European. European buyers like bold design. Using a one-page of spots magazine ad and 30-second television ad to provides much importance information at 6 months before sales.150 (UK) and its running cost is low. With the ‘pull strategy’.2 Place: Styled in Europe. the interest in and demand for product even before it reaches the stores are made possible because social medial. With the stringent of environment protection regulations in European. Yaris-style nose. Auris Hybrid not only provides a service that will help reduce the city’s carbon emissions. the proportions and profile are barely changed from the Corolla's. safety feature and getting customer’s orders or feedbacks. 3.8l/100km. TMC spent 5% amount of its marketing resource on maintaining relationship with its distributors and provide the action plans to distributors such as discount 20% service fees. TMC hope that Auris Hybrid will meet demand of customers in this market who want to care their living environment more and more by using the green products. TMC get the product to customers.3.

13 . 3. the reaffirming people’s acceptance of hybrid technology worldwide 3. Toyota always research and develop to improve quality.000 units in next year to assist the TMC achieves the sales objective.6 Threats of product: • • High competitive.The KPI of promotion is proving a new eco-product to Euro market. Ford) Economic downtown. Audi. TMC should put in its best efforts to manufacture quality cars designed for its customers. As the ethical and legal promotion. TMC should promote advertising campaign to show the benefits of product and increase the customer’s awareness about eco-Toyota Auris Hybrid.5 Weaknesses of product: • • High price. Conclusion TMC has created a new dimension in the field of automobile business that Toyota so cares about their customer and quality. (Nissan. this campaign assists the number of green product users will increase. and made its brand name. With new objectives and activities plan above. enhance efficiency. that's why Toyota is very famous. TMC believe that they really to meet the market demand by supplying the new type of eco-product at the moment and improvement to expand number of green cars will be available in the years ahead. minimize cost and increase productivity. Honda. increasing sales to 400. New product so difficult to change customer’s behavior.

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