TOYOTAS Way to Success.docx

TOYOTAS Way to Success.docx

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TOYOTASWaytoSuccess

TOYOTA’sWaytoSuccess

Contents

1.ToyotaIntroduction2

1.1Companyoverview2

1.2Companyhistory3

1.3Researchproblem5

2.Analysis6

2.1TOYOTA’sLogoandbranding6

2.2Marketing7

2.3Companystrategy8

2.3.1Operations8

2.3.2Worldwidepresence9

2.4Productline10

2.4.1Electrictechnology10

2.4.2Cars11

2.5BusinessModelofToyota12

3.Conclusion15

Suggestionsandadvances15

References16

1.ToyotaIntroduction

1.1Companyoverview

ToyotaMotorCorporation（Japanese:

トヨタ自動車株式会社,ToyotaJidōshaKK?

IPA:

[toꜜjota]）TYO:

7203,LSE:

TYT,NYSE:

TM,commonlyknownsimplyasToyotaandabbreviatedasTMC,isamultinationalautomakerheadquarteredinToyota,Aichi,Japan.In2010,ToyotaMotorCorporationemployed317,734peopleworldwide,andwastheworld'slargestautomobilemanufacturerbyproduction.

ThecompanywasfoundedbyKiichiroToyodain1937asaspinofffromhisfather'scompanyToyotaIndustriestocreateautomobiles.Threeyearsearlier,in1934,whilestilladepartmentofToyotaIndustries,itcreateditsfirstproduct,theTypeAengine,and,in1936,itsfirstpassengercar,theToyotaAA.ToyotaMotorCorporationgroupcompaniesareToyota（includingtheScionbrand）,Lexus,DaihatsuandHinoMotors,alongwithseveral"non-automotive"companies.TMCispartoftheToyotaGroup,oneofthelargestconglomeratesintheworld.

ToyotaMotorCorporationisheadquarteredinToyotaCity,Aichi.ItsTokyoofficeislocatedinBunkyo,Tokyo.ItsNagoyaofficeislocatedinNakamura-ku,Nagoya.Inadditiontomanufacturingautomobiles,ToyotaprovidesfinancialservicesthroughitsToyotaFinancialServicesdivisionandalsobuildsrobots.

InpredominantlyChinese-speakingcountriesorregionsusingtraditionalChinesecharacters,e.g.HongKongandTaiwan,Toyotaisknownas"豊田".InpredominantlyChinesespeakingcountriesusingsimplifiedChinesecharacters（e.g.China）,Toyotaisknownas"丰田"（pronouncedas"Fēngtián"inMandarinChinese）.Thesearethesamecharactersasthefoundingfamily'sname"Toyoda"inJapanese,whichtranslateto"fertilericepaddies"intheChineselanguageaswell.

1.2Companyhistory

In1924SakichiToyodainventedtheToyodaModelGAutomaticLoom.TheprincipleofJidoka,whichmeansthatthemachinestopsitselfwhenaproblemoccurs,becamelaterapartoftheToyotaProductionSystem.Loomswerebuiltonasmallproductionline.In1929,thepatentfortheautomaticloomwassoldtoaBritishcompany,generatingthestartingcapitalfortheautomobiledevelopment.[1]

ToyodaStandardSedanAA1936

Vehicleswereoriginallysoldunderthename"Toyoda"（トヨダ）,fromthefamilynameofthecompany'sfounder,KiichirōToyoda.InApril1936,Toyoda'sfirstpassengercar,theModelAAwascompleted.Thesalespricewas3,350yen,400yencheaperthanFordorGMcars.

HouseofToyotafounderKiichiroToyoda,nearToyotaCity.

InSeptember1936,thecompanyranapubliccompetitiontodesignanewlogo.Outof27,000entriesthewinningentrywasthethreeJapanesekatakanalettersfor"Toyoda"inacircle.ButRisaburōToyoda,whohadmarriedintothefamilyandwasnotbornwiththatname,preferred"Toyota"（トヨタ）becauseittookeightbrushstrokes（afortuitousnumber）towriteinJapanese,wasvisuallysimpler（leavingoffthediacriticattheend）andwithavoicelessconsonantinsteadofavoicedone（voicedconsonantsareconsideredtohavea"murky"or"muddy"soundcomparedtovoicelessconsonants,whichare"clear"）.

InsidethehouseofToyotafounderKiichiroToyoda,nearToyotaCity

Since"Toyoda"literallymeans"fertilericepaddies",changingthenamealsopreventedthecompanybeingassociatedwithold-fashionedfarming.ThenewlyformedwordwastrademarkedandthecompanywasregisteredinAugust1937asthe"ToyotaMotorCompany".

1stgenerationToyopetCrownModelRSD（1955/1–1958/10）

FromSeptember1947,Toyota'ssmall-sizedvehiclesweresoldunderthename"Toyopet"（トヨペット）.ThefirstvehiclesoldunderthisnamewastheToyopetSAbutitalsoincludedvehiclessuchastheToyopetSBlighttruck,ToyopetStoutlighttruck,ToyopetCrownandtheToyopetCorona.However,whenToyotaeventuallyenteredtheAmericanmarketin1957withtheCrown,thenamewasnotwellreceivedduetoconnotationsoftoysandpets.ThenamewassoondroppedfortheAmericanmarketbutcontinuedinothermarketsuntilthemid1960s.

Withover30millionsold,theCorollaisoneofthemostpopularandbestsellingcarsintheworld.

TheToyotaMotorCompanyreceiveditsfirstJapaneseQualityControlAwardatthestartofthe1980sandbeganparticipatinginawidevarietyofmotorsports.Duetothe1973oilcrisis,consumersinthelucrativeUSmarketbeganturningtosmallcarswithbetterfueleconomy.Americancarmanufacturershadconsideredsmalleconomycarstobean"entrylev