Toyota

INTRODUCTION

This report investigated Toyota Motor Corporation’s international marketing strategies and shows differentiated approaches of the company. The report studied Toyota Motor Corporation’s PR activities, its inventions such as JIT production system and new Hybrid technology. The aim of this report is to find out main ground of success that Toyota has achieved in last nearly 70 years. Because of the time limitation the researcher has decided to concentrate mostly on car manufacturing site than Toyota’s other business branches.

Globalization has shaped with the interaction of innovations in technology. People all around the world are more connected to each other than ever before. The impacts of computers, Internet, advance-traveling vehicles, accuracy of information change all around the globe have presented globalization as a full of candy box. Goods and services produced in one country have become increasingly available in all parts of the world. And Toyota has become a part of world product.

Brief History

Second World War was finished and Japan did not only lose the war but also they lost their honour. Their infrastructure has collapsed, heavy industry destroyed, most of the young generation either died in the war or killed from sickness and diseases because of the effect of Hiroshima and Nagasaki atomic bombings. Also singing a peace constitution between US, which was forcing Japan a non militaristic production in the future; seemed it was the end of last emperor. However it was the significant effect on Japan that the industries concentrated on electronics, automotive and consumer products, which influenced their success and over come after the great loss. Toyota has the same faith as Japanese nation, it is established in 1937 and started to apply JIT (just in time) system in its early years. After the war and struggling years, Toyota Motor sales established in US in 1957. From early 80s Japan captured US not with military terms but by taking over their market by offering Japanese products along with Toyota, which was the beginning of new era.

Toyota Motor Corporation manufactures automobiles in 25 countries and regions throughout the world and sells them in more than 160 countries and regions under the Toyota, Lexus, Daihatsu and Hino brands. In addition to its 12 plants in Japan, Toyota Motor Corporation has 54 manufacturing companies in 27 countries, which produce Lexus and Toyota vehicles and components. A hybrid version of the popular Lexus RX 330 SUV entered the market in 2005. KDDI, the company’s telecommunications enterprise, provides phone and Internet services in Japan and overseas. GAZOO provides a visual vehicle information network via the Internet, as well as e-commerce activities through multimedia kiosks. The company introduced Lexus in Japan in 2005. The firm's goal is to have a 15% global market share by 2010, up from about 10% in 2002. Toyota will emphasize its hybrid technology over the mid term, attempting to capitalize on growing desire among consumers for fuel efficient cars. Also, Toyota will capitalize on its extremely high ratings for quality as well as the terrific reputation of its luxury Lexus line. Building on its success in North America, Lexus has expanded to 49 countries around the world. (Toyota official website 2006)

The Emblem

The emblem refers to three ellipses depicting the heart of the customer, the heart of the product, and the ever-expanding technological advancements and boundless opportunities that lie ahead. In Japanese, 'Toyo' means an abundance of, and 'ta' is rice. I'm told that some Asian cultures believe that those blessed