Mission Statement “To attract and attain customers with
high-valued products and services and the most satisfying ownership experience in America."
Vision Statement “To be the most successful and respected
car company in America."
Company Overview
Founded in Japan by Kiichiro Toyoda (1937)
Headquartered in Toyota City, Aichi and Tokyo
Worlds largest automobile manufacturer by sales
History-Japan
Founded in Japan by Kiichiro Toyoda (1937)
Started to develop national private automobile(1950)
Brought out many types of car and held a firmly established position in sales in Japan(1980’s)
Reached the company selling the most number of cars in the world(2005)
History- United States
Extended to the U.S. (1957) Five major manufacturing plants New product lines
Bigger trucks Hybrids(Prius, camry, highlander)
More hybrids sold than any other manufacturer
Products & Price
Wide Product Offering
Small family vehicles
($13,155~33,195) SUVs
($22,475~68,290) Trucks
($16,365~24,435) High end model
($29,120~375,000)
http://www.toyota.com/byt/pub/init.do?zipCode=97330&lang=en&x=23&y=17
Lexus
Prius –Goin’Green!
• Originally sold in Japan in 1997
• 1st mass produced hybrid car
Currently sells in more than 70 nations
• Largest markets are Japan and North America
• Competitive advantage
• Target Market
Production/Manufacturing
Just in time production( AKA “The Toyota Production System”) Streamlined processes Lower costs for customer
“The Toyota Way” Set of standards for the company
“The Toyota Way”
Base your management decisions on a long-term philosophy, even at the expense of short-term goals.
Create continuous process flow to bring problems to the surface. Use "pull" systems to avoid overproduction. Level out the workload (heijunka). (Work like the tortoise, not the hare.) Build a culture of stopping to fix problems, to get quality right the first time. Standardized tasks are the foundation for continuous improvement and employee
empowerment. Use visual control so that no problems are hidden. Use only reliable, thoroughly tested technology that serves your people and processes. Grow leaders who thoroughly understand the work, live the philosophy and
teach it to others. Develop exceptional people and teams who follow your company's philosophies. Respect your extended network of partners and suppliers by challenging them and
helping them to improve. Go and see for yourself to thoroughly understand the situation (genchi genbutsu). Make decisions slowly by consensus, thoroughly considering all options; implement
decisions rapidly. Become a learning organization through relentless reflection (hansei) and continuous
improvement (kaizen).
Promotion -Japan
Life style (soft music/nature) Celebrity appeal Simple image Young generation
http://www.youtube.com/watch?v=AqKBpB8jTqg&playnext=1&list=PL464A01FD17EE83C6
http://www.youtube.com/watch?v=Pdep72KjB4c&feature=related
Promotion- United States
http://www.youtube.com/watch?v=Ni4SZTIMUuc
Lifestyle (family friendly) Social Awareness (hybrid) Broad appeal (smart and sexy) Diversity
Current Situation
2009 Recall Unintended acceleration-floor mat 5.2 million recalled
2010 Recall “Sticking Accelerator pedal” 2.3 million + recalled Decrease in sales (-7.3 million units FY 2011)
2011 Tsunami
Bibliography• http://www.toyota.com• http://www.toyota.comedia.org/wiki/Toyota• http://en.wikipedia.org/wiki/Toyota_Prius• http://topics.nytimes.com/top/news/business/companies/
toyota_motor_corporation/index.html• http://www.industryweek.com/articles/excerpts_from_the_toyota_way_1
1303.aspx• http://www.toyota.com/toyotaSearch/search?
keyword=mission+statement&locale=en