The Global Brand- Toyota
Agenda
y Profile & Facts y Distribution Network y Product & Services y Market Share y Competitive Information y Culture y Leadership y Strenght Concept y Toyota production System y Innovation y Award y Offensive Strategy y Defensive Strategy y Target Customer y Is Toyota Market ² Based?
Profile & Facts
y y y y y y y y y y
Established on August 28, 1937 in Japan. Ranked 27th in Global Brand List 2011 Ranked 1st in automobile sector in 2011 Brand Value $ 24198 million 1st overseas production starts in 1956 (Brazil) Has 51 overseas manufacturing companies, in 26 countries/regions. Has 170 distributors sell vehicles in more than 170 countries/region Number of employees 317,716 Sales FY2011 18993.6 billion yen More than 7 million units produced and sold.
Overseas Manufacturing Companies
Toyota Distribution Network
Region North America Latin America Europwe Africa Asia (Excluding Japan) Oceania Middle East OverseasTotal Manufacturing Companies 11 4 8 2 24 1 1 51 Distributors 3 43 29 49 15 14 17 170
Toyota as compared to competitors
Toyota global production and sales
Products and Services
y Automobile
Passenger Vehicles, diesel & gasoline engines, car air-conditioning compressors, foundry parts, electronic components.
y Material Handling Equipment
Counterbalanced lift trucks, warehouse trucks, automated storage and retrieval systems, truck mount aerial work platform.
y Logistics:
Transportation services, logistic planning, operating of disruption centres, collection and delivery of cash and managements of sales proceeds and secure storage.
y Textile machinery:
Air-jet looms, water-jet looms, ring spinning frames
Toyota Culture
y Developing and motivating their people to drive excellence y y y y y
throughout the production process Humility, because without this culture, team member will not be willing to accept that the current way is not the best. Continues improvement through elimination of waste Organizing all jobs around human activity in the work place, creating an efficient sequence called standardized work Quality is their top priority. Work aggressively to increase quality by identifying the root causes of defected
High Quality and Productivity
y Jidoka-Highlighting of problems y ´Quality must be built in during the manufacturing processµ y Just-in-Time- Productivity improvement y ´Making only what is needed, when it is needed, and in the
amount neededµ
Toyota Production System Implementation Advantages
y Helps to make what the customer needs y Minimize inventories y Efficient utilization of both machine and labor y Quality improvement y Reduce lead times y Production of high mix of low volume products
Strategies of Toyota
y Aggressive Marketing: Their cars more fuel efficient,
environmentally friendly, small size and better quality than other brands y Aggressive marketing in 1980s y Toyota- green company y Diversity in their products
World automobiles market
Leadership
y Since its founding, the company has been aiming to enrich society y y y y y
through car making. Goal : ´good corporate citizenµ. Aim for stable long term growth. Work to make a better place to live. Culture of collaboration. Leading from behind.
Strengths contributing to leadership
y JIT : The most visible and highly publicized characteristics of TPS y Jidoka : Never letting a defect pass to the next station; and freeing y y y y y y y
people from machines Thinking : How to think and reflect; creative ideas Standard work : Visual management, job instruction Stability : Long term philosophy Kaizen : Each demand instance triggers a part being pulled from upstream. Accountability : Daily, weekly, monthly checks Urgency : Escalation system, speed of response Leadership : Zone control, Teams
Defensive Strategy
y Overseas production for reducing labor cost. y A Huge Dealers network overall the world, that·s made their products y
y y
y
reachable for all around the world. Built -the best system (TOYOTA Production system-TPS) that organizes manufacturing and logistics for their automobile manufacturer, including interaction with suppliers and customers. Their system has proven its effectiveness through the past and present. And Now TPS system being studied & followed by other automakers. After many years of the excellence , TOYOTA brand become known in selling a high quality, low maintenance, reliable and fuel efficient vehicles with widely available spare parts. By the excellent reputation that TOYOTA has built through the past, their cars have got the best resale value.This participates in ´Captives Customer "and maximizes customer retention, market share, profitability and maximize Net marketing contribution. In the past TOYOTA MOTOR COMPANY has lunched ´Scion "for youth market, because the younger customer has a greater "lifetime value" to the company. (The younger person has more car purchases in his future than does the older one)
Targeted Customers
y Individuals over all the world y SCION-Youth market (16-30) College degree, median
income$30,000-$50,000 per year. y TOYOTA-Medium class (25 and up), college degree, medianincome $40,000 and up y LEXUS-Toyota's luxury division (35 and up), college degree,median income $65,000 and up.
Is TOYOTA Market--Based?
y Yes, according to TOYOTA achievements, marketing matrix and
customer satisfaction index, TOYOTA is a Market Based organization. y TOYOTA are constantly in tune with customers needs, competitors strategies, changes in the business climate, and emerging technologies and they seek ways to continuously improve the solutions they bring to target customers. y This process enables them to move with- and often lead change
y
Thank you
doc_179558552.pptx
Agenda
y Profile & Facts y Distribution Network y Product & Services y Market Share y Competitive Information y Culture y Leadership y Strenght Concept y Toyota production System y Innovation y Award y Offensive Strategy y Defensive Strategy y Target Customer y Is Toyota Market ² Based?
Profile & Facts
y y y y y y y y y y
Established on August 28, 1937 in Japan. Ranked 27th in Global Brand List 2011 Ranked 1st in automobile sector in 2011 Brand Value $ 24198 million 1st overseas production starts in 1956 (Brazil) Has 51 overseas manufacturing companies, in 26 countries/regions. Has 170 distributors sell vehicles in more than 170 countries/region Number of employees 317,716 Sales FY2011 18993.6 billion yen More than 7 million units produced and sold.
Overseas Manufacturing Companies
Toyota Distribution Network
Region North America Latin America Europwe Africa Asia (Excluding Japan) Oceania Middle East OverseasTotal Manufacturing Companies 11 4 8 2 24 1 1 51 Distributors 3 43 29 49 15 14 17 170
Toyota as compared to competitors
Toyota global production and sales
Products and Services
y Automobile
Passenger Vehicles, diesel & gasoline engines, car air-conditioning compressors, foundry parts, electronic components.
y Material Handling Equipment
Counterbalanced lift trucks, warehouse trucks, automated storage and retrieval systems, truck mount aerial work platform.
y Logistics:
Transportation services, logistic planning, operating of disruption centres, collection and delivery of cash and managements of sales proceeds and secure storage.
y Textile machinery:
Air-jet looms, water-jet looms, ring spinning frames
Toyota Culture
y Developing and motivating their people to drive excellence y y y y y
throughout the production process Humility, because without this culture, team member will not be willing to accept that the current way is not the best. Continues improvement through elimination of waste Organizing all jobs around human activity in the work place, creating an efficient sequence called standardized work Quality is their top priority. Work aggressively to increase quality by identifying the root causes of defected
High Quality and Productivity
y Jidoka-Highlighting of problems y ´Quality must be built in during the manufacturing processµ y Just-in-Time- Productivity improvement y ´Making only what is needed, when it is needed, and in the
amount neededµ
Toyota Production System Implementation Advantages
y Helps to make what the customer needs y Minimize inventories y Efficient utilization of both machine and labor y Quality improvement y Reduce lead times y Production of high mix of low volume products
Strategies of Toyota
y Aggressive Marketing: Their cars more fuel efficient,
environmentally friendly, small size and better quality than other brands y Aggressive marketing in 1980s y Toyota- green company y Diversity in their products
World automobiles market
Leadership
y Since its founding, the company has been aiming to enrich society y y y y y
through car making. Goal : ´good corporate citizenµ. Aim for stable long term growth. Work to make a better place to live. Culture of collaboration. Leading from behind.
Strengths contributing to leadership
y JIT : The most visible and highly publicized characteristics of TPS y Jidoka : Never letting a defect pass to the next station; and freeing y y y y y y y
people from machines Thinking : How to think and reflect; creative ideas Standard work : Visual management, job instruction Stability : Long term philosophy Kaizen : Each demand instance triggers a part being pulled from upstream. Accountability : Daily, weekly, monthly checks Urgency : Escalation system, speed of response Leadership : Zone control, Teams
Defensive Strategy
y Overseas production for reducing labor cost. y A Huge Dealers network overall the world, that·s made their products y
y y
y
reachable for all around the world. Built -the best system (TOYOTA Production system-TPS) that organizes manufacturing and logistics for their automobile manufacturer, including interaction with suppliers and customers. Their system has proven its effectiveness through the past and present. And Now TPS system being studied & followed by other automakers. After many years of the excellence , TOYOTA brand become known in selling a high quality, low maintenance, reliable and fuel efficient vehicles with widely available spare parts. By the excellent reputation that TOYOTA has built through the past, their cars have got the best resale value.This participates in ´Captives Customer "and maximizes customer retention, market share, profitability and maximize Net marketing contribution. In the past TOYOTA MOTOR COMPANY has lunched ´Scion "for youth market, because the younger customer has a greater "lifetime value" to the company. (The younger person has more car purchases in his future than does the older one)
Targeted Customers
y Individuals over all the world y SCION-Youth market (16-30) College degree, median
income$30,000-$50,000 per year. y TOYOTA-Medium class (25 and up), college degree, medianincome $40,000 and up y LEXUS-Toyota's luxury division (35 and up), college degree,median income $65,000 and up.
Is TOYOTA Market--Based?
y Yes, according to TOYOTA achievements, marketing matrix and
customer satisfaction index, TOYOTA is a Market Based organization. y TOYOTA are constantly in tune with customers needs, competitors strategies, changes in the business climate, and emerging technologies and they seek ways to continuously improve the solutions they bring to target customers. y This process enables them to move with- and often lead change
y
Thank you
doc_179558552.pptx