Toyota - A Study Case

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T O Y O T Aa study case…

“ I myself, as well as Toyota, am not perfect. I, more than anyone, wish for our customers' cars to be safe ”

Akio Toyoda

Classified - Highly Confidential

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CONTENT Backgrounds

History of Toyota Toyota Nowadays – Financial Toyota Nowadays – Brand & Product

Problems?

Environment Analysis Internal Environment External Environment

SWOT Analysis

Conclusions Classified - Highly

Confidential

3 Classified - Highly Confidential

BACKGROUNDSHISTORY OF TOYOTATOYOTA NOWADAYS

Akio Toyoda

“Everyone says Toyota is the best company in the world, but the customer doesn't care about the world. They care if we are the best in town, or not. That's what I want to be… “

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HISTORY OF TOYOTA

1890 Sakichi Toyoda (23 y.o.) invented the wooden Toyoda handloom.

1924Sakichi Toyoda completed the non-stop shuttle change type Toyoda automatic loom (Type G by Toyoda Automatic Loom Works)

1933 Automobile Department was established in Toyoda Automatic Loom Works.

1935 A1 prototype passenger car & G1 truck was completed.

1935 Toyota Motor Co., Ltd. was established.


HISTORY OF TOYOTA

1938 Koromo Plant (currently Honsha Plant) started their operations.

1947 Production of BM truck, SB small truck and SA compact passenger car started.

1951 BX truck and BJ Toyota Jeep (currently Land Cruiser) were announced.

1956 RK52 small truck (currently Dyna) was announced.

1957First export of Japanese passenger car (Crown) to the United States. (Toyota Motor Sales USA)


HISTORY OF TOYOTA

1962 1 millionth Toyota vehicle was produced domestically.

1966 Corolla (most selling products) was firstly annouced.

1967 Toyota 2000GT, Hiace and Miniace were announced.

1970 First Japan Quality Control Medal is awarded.

1971 Enter Indonesia (PT. Toyota-Astra Motor)


HISTORY OF TOYOTA

1974 The Toyota Foundation is established.

1975 Cumulative exports reach 5 million units.

1978 Celica XX (currently Supra), Tercel and Corsa are announced.

1980 Celica Camry (currently Camry) and Cresta are announced.

1982Toyota Motor Co., Ltd. and Toyota Motor Sales Co., Ltd. merge into Toyota Motor Corporation.


HISTORY OF TOYOTA

1986 50 millionth Toyota vehicle is produced domestically.

1988 Toyota Motor Manufacturing, Kentucky, Inc. started their production.

1997 Prius and Harrier are announced.

1998Toyota Motor Manufacturing Indiana, Inc. (TMMI) and Toyota Motor Manufacturing, West Virginia, Inc. (TMMWV) start operations.

2000 Sichuan Toyota Motor Co., Ltd. (SCTM) starts production in China.


HISTORY OF TOYOTA

2001 Toyota Motor Manufacturing France S.A.S. (TMMF) starts production.

2002 Alphard, Probox and Succeed, Voltz and WiLL CYPHA are announced.

2008 Worldwide Prius sales top 1 million mark.

2011 Microsoft and Toyota forge a strategic partnership on Next-Generation Telematics

2013Worldwide Prius sales top 3 million units.Worldwide Corolla sales top 40 million units.


Toyota BrandBest Global Automotive Brands 2014

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Toyota Global Vision


Toyota CSR


Toyota Financial


Toyota Financial


Toyota Financial


Toyota Brand Value


“It is in Toyota's DNA that mistakes made once will not be repeated… “

Akio Toyoda

The Cases…


The Cases….

Key success factors of Toyota?

Toyotas vulnerable?

Recommendations for Toyota?


“I am at the top of Toyota and drive cars myself. I was also born with this name... “

ENVIRONMENT ANALYSISINTERNAL ENVIRONMENTEXTERNAL ENVIRONMENT

Akio Toyoda


Externals & Internals

Externals: Threat of new entry Supplier power Buyer power Threat of substitutes Competitive rivalry

Internals: Great core competencies Distinctive competencies


“People look at me and think I am an expert in the automobile industry, and I'm not…. “

SWOT ANALYSIS

Akio Toyoda


Strength

Innovative Culture High valued brand Industry leader in

production and sales Strong brand

portfolio The leader in “green”

cars development


Weakness

Large-scale recalls Weak presence in the

emerging markets


Opportunity

Positive attitude towards “green” vehicles

Increasing fuel prices Changing customer

needs Growth through

acquisitions


Threats

New emission standards

Rising raw material prices

Intense competition Natural disasters Appreciating Yen

exchange rate


“When consumers purchase a Toyota, they are not simply purchasing a car, truck or van. They are placing their trust in our company… “

CONCLUSIONS

Akio Toyoda


Key Success Factors

Toyota Production System (TPS)

Effective & efficient HR management system

Customer satisfaction based marketing

Quality improvement trough learning from mistakes

Efficiently improving latest technologies

Optimum Capacity Utilization


Toyota’s Vulnerable

Increasing competition in automotive industries

Fuel price fluctuation Depends on Yen and USD

/ Euro exchange rate May impacted by natural

disaster in Japan


Recommendations

Decrease fixed cost, maintain streamline structure and improves business in developed countries

Add more production for Asian countries

Keep maintain and improving on ‘go green’ technologies

Maintain ‘Lexus’ as its exclusive brand Keep its business on track with

regulations and also participate in CSRs

Should consider to produce fuel-efficient cars to catch its market growth


Education

Toyota - A Study Case