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Toyota case

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documents in English
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4 pages
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  1. Executive summary.
  2. Introduction.
  3. Charisma of the CEO.
  4. Obsession for details.
  5. Search for excellence.
  6. Marketing strategy.
  7. Adaptability and responsiveness.
  8. Management of risks.
  9. Trends and innovation.
  10. Problems of Toyota's competitors.
  11. Long-term efforts.
  12. Bibliography.

The success of Toyota is incredible today, and the company is showing astonishing financial results when most of Japanese companies are in the doldrums. It is the biggest of the heavyweight competitor in the car industry. General Motors and Ford, whose market shares are falling in favor of Toyota, are only selling 10% of the global cars. This car manufacturer is an example to follow, but also a mystery that is not so easy to understand. The reasons for its success are numerous and come from a clear policy, which is shared in factories and headquarters all around the world: the search for excellence. Several key strengths are fueling this policy, which are flexibility, speed and productivity. Toyota managed to create a global and integrated manufacturing system to increase its productivity and guarantee perfect market responses.

[...] For instance, when Toyota launches new models for new targets that can be defined as risky (the eco-cars for example), it knows that it owns a cash-and-securities reserve of $30 billion, which is useful in case of failure. ?This is a company that does not fear failure?, says Cho, because it knows that many assets are here to avoid a catastrophe. All of Toyota's philosophy is based on this idea of security: the firm builds factories in the USA also to protect itself from the fluctuations of the yen. [...]


[...] All countries, all needs, all budgets, this shows that Toyota adopted a risky policy, but was nevertheless successful. Toyota builds cars for all geographical markets, adapting the design and the characteristics of the cars to the market. But the firm also wants to surprise the consumer, and proposes models that were not likely to be launched in particular markets. For example, in the USA, where the car is evidence of social success and where people are keen on vans or big cars and are not as concerned about pollution, Toyota succeeded in launching eco-friendly cars. [...]

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