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Learning the way of capability building from the case of Toyota Motor Thailand
Amano, TomofumiAssociate Professor
Graduate School of EconomicsThe University of Tokyo
JBIC‐LPEM workshopComparative performance assessment from
Management perspectives
The case study aims to be used in JBIC‐LPEM workshop. The citation is necessary to be approved by the
author
Contents
Ⅰ
Japanese manufacturing activities abroad and a brief history of Toyota
Ⅱ
Profiles of Toyota Motor Thailand(TMT)
Ⅲ
Building the capabilities while being small
Ⅳ
Overcoming the economic crisis and further growth
V
Implications
Source: METI
Overview of Japanese firms’
foreign business activities Inside the manufacturing sectors
Long‐term performance of Japanese automobile firms
Data Source: Development Bank of Japan
日本の自動車輸出台数
050
100150200250300350400450500
196
5
196
7
196
9
197
1
197
3
197
5
197
7
197
9
198
1
198
3
198
5
198
7
198
9
199
1
万台
輸出台数
北米向け
The rise of productivity at the early stage of growth
1959
Motomachi
1965
Kamigo1966
Takaoka1970
Tsutsumi
1974
Shimoyama
1979
Tahara
Establishment
of TPS
Eiji Toyoda and Taiichi Ohno
1. Early struggle of low productivities and low
qualities with hostile labor relationship and
financial shortage in the 1950s
2. Toyota laid‐off their employees and
announced “Joint labor declaration”
in 1962 to
promise the labor securities.
3. TPS was developed at the early stage of their
growth to overcome such shortages
Situations before TPS
Upgrading of
productivity and
quality
Sustain the long‐term
labor‐relationship and
upgrading organization
capabilities
The robust production
system to the demand
fluctuation and diversity
Missions
Components
Just‐in‐Time: demand
pull production
The respect of working
standard and application
to quality control and
Kaizen (Jidoka)
Normalization of processes
based on the cycle time
(Dohki‐ka and Heijunka)
Skill evaluation, education
and training to be multi‐
skilled workers
The philosophy of TPS (Toyota Production System)
• The first experience of executing TPS outside Japan• Toyota tried to seek joint venture partner and started
partnership with in 1981
• Two heads: GM John Smith and Toyota Eiji
Toyoda– Management is Toyota, Utilizing the GM’s unused factory in
California, Corolla with brand, 400,000 cars annually
– There were many opponents inside and outside the firms, however they persuaded the importance of the joint venture
The importance of NUMMI’s
case in the 1980s (USA)
• The Negotiation of labor issues comes first– Negotiation with UAW (United Auto Workers Union) – Rejecting the traditional “job based wage system”, taking “the
uniform wage system”
to every factory workers allowing the multi‐ job workers, because of the introduction of TPS.
– Hiring UAW workers
• Full support from mother factory – In 1984, Takaoka plant accepted 250 UAW workers to train the
concept and skills of TPS. Workers learned the basics and managers learned how to make the system.
– California government supported the training fee(3million dollars).– Japanese managers opened parties every Sunday during their stays.
• Building the trust through practices at NUMMI• In 1985 they succeed in launching the 1st
car
“Full and best supports”
from Toyota mother factory
Toyota’s another success in Taiwan
台湾自動車市場Taiwan Automobi le Market
0
10
20
30
40
50
60
70
1994
2000
2001
2002
2003
2004
2005
万台
(10,0
00unit
s)
国産車(DomesticProduction)輸入車(Imports)
台湾自動車市場シェアTW Automobi le Market Share
0
5
10
15
20
25
30
1994
2000
2001
2002
2003
2004
2005
%
国瑞(Toyota)
中華(Mitsubish)
馬自達(Mazda)
裕隆(Nissan)
本田(Honda)
福徳(Ford)
Toyota Motor Thailand (TMT)Establishment 1962Capital 7520 million BahtShareholders TMC 86.4%
Local 13.6% (Siam Cement 10%) Employees 13,500Plants Samrong, Gateway, Ban PhoNumber of Dealers 119 Chairman Pramon S. President Sonoda M.
TMT plantsSamrong plant (1964)220,000 unit/year430,000 ㎡
4,500 emps
IMV 1‐3 Tact time 1.1 min.
TAW (1988)55,000 unit/year40,000 ㎡
1,100 emps
IMV 3‐4 Tact time 4.0 min.
Ban Pho plant (2006)110,000 unit/year760,000㎡
1,800 emps
IMV 3
Gateway plant (1996)200,000 unit/year1,000,000㎡
4,400
empsCamry Corolla Vios Wish
Yaris
TMT history
Importing complete cars
CKD assembly(1960‐70s)
Car assembly to local market(1970‐90s)
Dev. of Soluna
IMV and globalSamrong Factory(1964)
Gateway Factory(1996)Samrong ⅡFactory(1975)
BanPho Factory(2006)
TAW(1988)
TMT Headquarter(1989)Toyota Thailand Foundation(1992)
Toyota Education & Training Ctr(1996)AP‐GPC(2005)
Toyota Automotive School(2004)
PhaseⅠ
Phase Ⅱ
• Building strong dealership since 1956.– Contacting 60 reliable local commission partners
– One strong dealer in one prefecture (territory system)• One dealer has 5‐10 shops
– Strong service system (mechanics, pure parts supply network)
– TMT supported the education of sales persons and mechanics
– Direct communication with dealers (stocks)
– Financial backup from Bangkok Bank
Creating trust with local dealers
Building the production capabilities step‐by‐step
(1)Motorization started in the 1990s in Thailand. Before then,
the production lines are mainly CKD basis and labor intensive.
(2)Production lines in Samrong
plant were designed by engineers from Toyota Motor Sales Corp.
(1)Demand of commercial vehicles has increased since the 1990s. In 1996, TMT established Gateway plant which mainly producing
passenger cars, based on Motomachi
Factory’s technological supports.(2)In Gateway plant, the national car project “SOLUNA”
started in 1996,
based on Japanese Tercel
model.
“SOLUNA”
the 1st
national car in ThailandVolume by model in Gateway plant
• Building the stable labor relationship– Learning from Japanese labor relationship and proposing Joint
labor declaration in 1993(quality, mass production, productivity)
– 70% of employees are under one union and the union plays an important role in promoting communication between the
company and labors.
– TMT continued educating employees to understand the Toyota way by both OJT and Off‐JT
Joint labor declaration and relationship with unions
When launching new models,
Toyota celebrated it with the
labor union leaders.(1993)
• TMT’s localization policy (Thai‐nization)– TMT educated and promoted local managers in 20 years
– Japanse Thai
• Advisory system(Kuroko‐system)– Local manager should stand on the lines. Japanese are staffs.
• Localization of “promotion committee”– Evaluation and promotion of managers are all localized
Localization of management and organizational capability building
President (1)
EVP/SVP (3‐5)
VP (20)
GM/M (500)
Localized organization at TMT
TMT in the 1990s
Appraisal based on competencies and performance Current sales organization in TMT
• Skill formation in Toyota’s factories in Japan
ProfessionalKnowledge
PracticalSkills
BasicSkills
Level S(25
year~)
Level A(10
year~)
Level B(5 year~)
Level C(1 year~)
ProfessionalKnowledge
Practice and maintenance of every process
Practice and maintenance of 80% processes
Practice and maintenance of 60% processes
Basics
Practice of 20% processBasic skills
Team leader is from level B
(Ref) Education and training to multi‐skilled workers
IMV project to increase the export of
complete pick‐up trucks and their parts
Internal capability building of sales and
production for domestic market in
Thailand
Baht crisis in 1997Production volume
decrease to almost 30%.SOLUNA project is stuck
• Maintaining employees through deep cost cutting– TMT showed strong commitment to uniting with the whole
workforce, dealers and suppliers to ride out the crisis
– Making operations more lean and utilizing the excess labor to implement improvement initiatives and additional
education of employees and suppliers
• Respects to the King of Thailand– The king of Thailand asked TMT to stay in Thailand. TMT
presented SOLUNA to his Majesty. The motivation of employees rose.
Maintaining labor relationship and social trust
His majesty in SOLUNA
IMV (Innovative International Multipurpose Vehicle Projects) initiated by Japanese headquarter
IMV project was initiated by Japanese headquarter as their global
strategies to emerging countries in 2002.
Dispersion of R&D centres to 4 areas1)
Nagoya Technical Centre
2) Toyota Motor Engineering & Manufacturing, North America
3) Toyota Motor Europe, R&D and Manufacturing
4) Toyota Motor Asia Pacific
Engineering and Manufacturing (Thailand)
• IMV project in Samrong
plant in Thailand – IMV project room started in Samrong
plant in 2002.
Maximum 200 Japanese engineers moved to the factory and initiated the project
– Mother plant is Hino’s Hamura
plant. They moved the production lines to Samrong
plant and
launched their production for exporting their turcks– 13 task force teams. Obeya‐room method, E‐
kanban, quality gates and other new methods were introduced when launching the lines.
– The first truck was introduced in 2004– The tact time is shortened from 1.7 sec to 1.0 sec
in 2006.
• Gateway plant – Established in 1996, Factory of passenger cars (Vitz, Corolla, Camry,
Wish and Yaris), Sales(Domestic
110 thousand and export 76 thousand cars) , Increase export.
– One production line treats 5 different model with about 1 minute cycle time and the highest qualities in Asia.
– The leader of production line with best practices in Asia‐Pacific– The continuous Kaizen and the improvement of workers’
skills
IMV part supplies from Thailand to the other countries
OEM parts of 13,200 containers per year
are exported to 13 countries
• Human resource development at AP‐GPC– Overcoming the limitation of mother plant system
• The number of Japanese engineering staffs are limited
• GPC started in Toyota Motomachi
plant in Nagoya in 2003
and soon expanded to Asia, North America and EU.
– AP‐GPS started in 2005 near Samrong
plant• 700 workers are trained basic skills in 2 months
• Educating trainer’s trainer• Spreading their best practices to other countries
Global Production Center (GPC)
within the Motomachi
Plant
Learning the basic skills with visual
methods
Strengthening the total value creation in Thailand
Toyota Motor Thailand(1962)
Auto Manufacturing and
Sales
Toyota Motor Asia Pacific
Engineering &
Manufacturing(2006)
Technical & Production
Support
Toyota Auto Body(1978) ,
Siam Toyota
Manufacturing(1987)
Internal Parts Manufacturers
Hino Motor
Manufacturing(1964)
Truck Manufacturing and
Sales
Denso , Aisin・・・・
AutoPart s Suppliers
Toyota Transport(1993)
Logistics
Toyota 120 Lexus 3
Dealers
Toyota Leasing1993), AICI
Lease and Insurance
Toyota Auto Works(1988)
Auto Manufacturing and
Sales
• Standardization of Operation Procedure(SOP)– Times of dealer visits, Contents of communication, Whom to talk,
How to
train them, Sales achievement, part supplies, financial supports
and human
skill supports etc.– The systems are standardized and improved by staffs every months. They
are also used for the education of staffs.
• Parts Centre at Ban Pho
plant– JIT supply of service parts to dealers
• Training centre for service mechanics of dealers– TETC (Toyota Education & Training Centre) in 1996– After‐service has been recognized as an important cash source even in the
economic slowdown like Baht crisis.
• Localization of service engineers and the creation of their own management system
– Areal
marketing, Demand‐Supply matching, National demand forecast, CR(customer
retention) system, CS survey etc.
• Communication through the dealer club
Development of dealer support system
• Use of carrying charge in purchasing a car: 70‐80% in Thailand
• Toyota Leasing Thailand – Established in 1993– Shareholders: Bangkok Bank 10.0%, TABT 0.83%, TMT 0.26%.
Japanese Banks 10%.
• Case of carrying charge
Financial Services of Toyota Leasing Thailand
High level of integration among the departments of manufacturing, sales, R&D, and human resource with highly
localized organizations
• Regional technical and production centre in Thailand– TMAP (Toyota Motor Asia Pacific, Thailand) in 2006, supporting
production and part supplies in Asia pacific region
– TMAP Thailand will support the region with TMAP Singapore and Toyota Technical Centre Asia Pacific(TTCAP) in Thailand
• The Importance of social contribution activities in Thailand– Toyota Thailand Foundation was established in 1992– Currently 400 million baht fund
– Supporting public activities including education, life support and healthcare.
CEO Eiji Toyota visited King several times
Birthday present to Loyal family
Launching of new cars in 1970s
Establishment of nurse school in 1995
Not only localization, but also socialization
The effects of automotive industry on SMEs in ThailandThere are large clusters of mechanics and parts importers around
Bangkok
(Siancon)
Sources and Photos are from T.Rachott and Shintaku(2008)
Many car users repair gasoline engines to LNG usable engines
• The importance of foreign firms operations and the role of their technology transfers and localization policies in
national level of economic development• Market attractiveness + export manufacturing advantage• The importance of “bottom‐up”
style education and training
(Training to the “middle class”) within and outside the MNEs.• Long‐term and stable labor relationship for the commitment
to the accumulation of technological skills • Good and reliable relationship of foreign firms with local
government and overall society• Creating qualitative capabilities not like only volume
building is very important to Japanese firms
Some implications from the case study