TOYOTAS Way to Success.docx

1、TOYOTAS Way to SuccessTOYOTAs Way to SuccessContents1.Toyota Introduction 21.1 Company overview 21.2 Company history 31.3 Research problem 52. Analysis 62.1 TOYOTAs Logo and branding 62.2 Marketing 72.3 Company strategy 82.3.1 Operations 82.3.2 Worldwide presence 92.4 Product line 102.4.1 Electric t

2、echnology 102.4.2 Cars 112.5 Business Model of Toyota 123. Conclusion 15Suggestions and advances 15References 161.Toyota Introduction1.1 Company overviewToyota Motor Corporation (Japanese: 自動車株式会社, Toyota Jidsha KK?, IPA: tojota) TYO: 7203, LSE: TYT, NYSE: TM, commonly known simply as Toyota and abb

3、reviated as TMC, is a multinational automaker headquartered in Toyota, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people worldwide, and was the worlds largest automobile manufacturer by production. The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his fathers

4、 company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota Industries, it created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are Toyota (including the Sci

5、on brand), Lexus, Daihatsu and Hino Motors, along with several non-automotive companies. TMC is part of the Toyota Group, one of the largest conglomerates in the world.Toyota Motor Corporation is headquartered in Toyota City, Aichi. Its Tokyo office is located in Bunkyo, Tokyo. Its Nagoya office is

6、located in Nakamura-ku, Nagoya. In addition to manufacturing automobiles, Toyota provides financial services through its Toyota Financial Services division and also builds robots.In predominantly Chinese-speaking countries or regions using traditional Chinese characters, e.g. Hong Kong and Taiwan, T

7、oyota is known as 豊田.In predominantly Chinese speaking countries using simplified Chinese characters (e.g. China), Toyota is known as 丰田 (pronounced as Fngtin in Mandarin Chinese ). These are the same characters as the founding familys name Toyoda in Japanese, which translate to fertile rice paddies

8、 in the Chinese language as well.1.2 Company historyIn 1924 Sakichi Toyoda invented the Toyoda Model G Automatic Loom. The principle of Jidoka, which means that the machine stops itself when a problem occurs, became later a part of the Toyota Production System. Looms were built on a small production

9、 line. In 1929, the patent for the automatic loom was sold to a British company, generating the starting capital for the automobile development.1Toyoda Standard Sedan AA 1936Vehicles were originally sold under the name Toyoda (), from the family name of the companys founder, Kiichir Toyoda. In April

10、 1936, Toyodas first passenger car, the Model AA was completed. The sales price was 3,350 yen, 400 yen cheaper than Ford or GM cars. House of Toyota founder Kiichiro Toyoda, near Toyota City .In September 1936, the company ran a public competition to design a new logo. Out of 27,000 entries the winn

11、ing entry was the three Japanese katakana letters for Toyoda in a circle. But Risabur Toyoda, who had married into the family and was not born with that name, preferred Toyota () because it took eight brush strokes (a fortuitous number) to write in Japanese, was visually simpler (leaving off the dia

12、critic at the end) and with a voiceless consonant instead of a voiced one (voiced consonants are considered to have a murky or muddy sound compared to voiceless consonants, which are clear).Inside the house of Toyota founder Kiichiro Toyoda, near Toyota CitySince Toyoda literally means fertile rice

13、paddies, changing the name also prevented the company being associated with old-fashioned farming. The newly formed word was trademarked and the company was registered in August 1937 as the Toyota Motor Company.1st generation Toyopet Crown Model RSD (1955/1 1958/10)From September 1947, Toyotas small

14、-sized vehicles were sold under the name Toyopet (). The first vehicle sold under this name was the Toyopet SA but it also included vehicles such as the Toyopet SB light truck, Toyopet Stout light truck, Toyopet Crown and the Toyopet Corona. However, when Toyota eventually entered the American marke

15、t in 1957 with the Crown, the name was not well received due to connotations of toys and pets. The name was soon dropped for the American market but continued in other markets until the mid 1960s.With over 30 million sold, the Corolla is one of the most popular and best selling cars in the world.The

16、 Toyota Motor Company received its first Japanese Quality Control Award at the start of the 1980s and began participating in a wide variety of motorsports. Due to the 1973 oil crisis, consumers in the lucrative US market began turning to small cars with better fuel economy. American car manufacturers had considered small economy cars to be an entry lev