Toyota

Toyota



Toyota

Q1: How Toyota Company reached # 1 position?

Today, Toyota is the most highly regarded vehicle company in America. And yet to become the biggest-selling carmaker in the U.S., it desires to make serious inroads into the heartland, where imports are often advised un-American and the pickup truck rules the road. Nationally, Toyota has a 17.4% retail share. But once you shatter down the figures by district, a more nuanced picture emerges. In the Midwest Toyota has just 11%, according to R.L. Polk & Co., which pathways vehicle registrations. And in Texas, Toyota has a meager 5% share of the pickup market. Mike Foster will arrogantly notify you why. A50-year-old homebuilder from San Antonio, he has 195,000 miles on his Ford F-150. I've not ever belongs to a Japanese car of any kind, says Foster. I believe in supporting American jobs. I understand Toyota conceives jobs here, but the money moves back to Japan.

Knowing what it's up against, Toyota has revolved out a $300 million trading crusade for the Tundra. It is sponsoring livestock shows, bass-fishing tournaments and made its NASCAR debut on Feb. 18. Toyota has a crusade, internally named Prove It, engaging free check drives at Bass Pro stores, a nationwide chain of outdoor sports stores, and 84 Lumber stores. Its TV publicity feature a narrator, complete with Texas drawl, encouraging the Tundra as the all-new, built-in-America, Toyota truck.

Meanwhile, Toyota is out winning hearts and minds in San Antonio's south edge, where the factory is. In late January, the business conveyed its 16-year-old literacy program to atmosphere Harbor Elementary School. There, in the Toyota Family Literacy Program Room, Hispanic families are discovering to read and write English. The south side had not been receiving much vigilance, says Jada Pitman, who sprints the program. But now you have dwellings and streets being constructed to accommodate Toyota. Their presence is actually being sensed in the community.

In Washington, Toyota's chief lobbyist, Josephine Cooper, who formerly told Detroit's story on the Hill, has been busy. At her behest, Toyota has amped up its advertising efforts interior the Beltway. Its newest crusade has been running on TV and in such publications as Roll Call, Washingtonian, assembly Daily, and constitution Quarterly. It recalls political leaders that Toyota has expended $17 billion over 20 years on new plants and that it exactly employs 38,000 Americans.

Q2: How Toyota mange its success and maintain its position.

The case details the globalization schemes taken up by one of the world's premier automobile majors, the Japan-based Toyota engine Corporation (Toyota). It examines the company's evolution from being Japan's number one automaker to a formidable competitor in the international automobile market by 2003. It examines the rationale behind Toyota's conclusion to concentrate on international expansion and investigations the company's diverse internationalization programs, focusing on the localization efforts. The case also investigates the difficulties faced by the company inside Japan and talks about the steps taken to overwhelm them. Finally, it examines the outcomes of Toyota's globalization strategies and talks about its future ...