A Case Study Toyota Motor Corportion Marketing Essay

Toyota is a world renowned name, a brand dominating in the automotive industry, and multinational corporations based in Japan. The company was founded by Kiichiro Toyota by the end of the day in 1937 as a spin-off of his father's company Toyota Industries to generate automobiles. After some fluctuations Toyota started spreading its business around the world; in particular when visited produce small size cars at early 70s. It became popular in USA as well as in Europe established its supremacy in automotive business as it offered car in reasonable price. In 1982, Toyota Motor Co. and Toyota Motor Sales within a company are merged into Toyota Motor Corporation. According to the gross annual report 2010, with a severe business climate, vehicles are sold around 7, 237, 000 units, improving earnings by 1, 690 billion yen. In 21st century, except producing vehicles Toyota runs a number of non-automotive operations such financial services for purchasing and leasing vehicles, property development, online vehicle information networks, marine and aerospace businesses. It is listed on all Japanese stock exchanges as well as New York and London stock market.

Define the idea of operations management and explain the role and need for functions management in your selected organization. Critically examine how functions management enables your chosen organization in achieving its strategic goals and objectives.

Operations Management:

'Operations' is one of many elements of the organizations that involve all activities required to produce and deliver goods and services to the clients and clients. It really is obvious to state that organizations have to attempt operations functions because they produce goods and services. Sometimes, however, we get puzzled in identifying operations, as few do not make differentiate between 'operations' and 'operational'. "There exists obviously a distinction, now well accepted, between 'operations' and 'operational'. The former can be involved with the management resources for the creation of products and services. The later implies short-term, detailed and localized decisions. Thus, functions management is definitely not operational management. '' (N. Slack, 1999). To keep procedures activities, every organization procure resources, convert them into outputs and distribute them to their intended users. We, though, do not find difference in what manner procedures related people defined operations management.

>>> OM is just how organizations produce goods and services. Everything you wear, eat, sit on, use, read, knock about on the sports field comes to you courtesy of the businesses managers who organized its products. Every book you borrow from the library, every treatment you obtain at the hospital, every service you anticipate in the shops and every lecture you attend at university - all have been produced. (N. Slack et al, 2002).

>>> Richard (2000) described the functions management in such way, the field of management that specialized in the physical production of goods or services and uses quantitative techniques for solving manufacturing problems.

>>> Dr. Stephen (2003) said, procedures management refers to the design, operation and control of the transformation process that converts resources into finished goods or services.

>>> Operations management is approximately the management of the processes that produce or deliver goods and services. (A Greasley, 2008).

>>> Operations management is thought as the planning, scheduling, use and control of the activities that transform inputs into finished goods and services (J. Bicheno and B. Elliott, 1997).

Figur1: Process of Operations Management

Source: http://www. sussex. ac. uk/Users/dt31/TOMI/whatisom. html

Management process is the primary body dealing with the production. Productions and services are essential to the efficiency of business processes, monitor resources used to meet customer demand and expectations. Managing the use of government resources in the company's profits through efficient use and management of resources and goods produced little management to client satisfaction. In simple term, the procedure is managed to transform inputs into outputs.

Toyota's Objectives:

As the impressive and leading automobile company, Toyota's basic principle is to precede economical atmosphere and give the society a sustainable development and reliable products by ensuring quality and innovation. To aid this mission it still targets the continuing future of the automotive industry to determine how best to position the business. Toyota aims to attain long-term, steady development in harmony with the environment, global economy, and the communities they serve, as well as the stakeholders and shareholders. Announcing recent global vision, it continues enhancing lives all over the world through the safest and most reasonable ways. Moreover, showing respect its commitment, Toyota aims to exceed people expectations and to be awarded with a smile.

Figure 2: Toyota visionary management: The tree metaphor

Source: www. toyota-global. com/company/vision_philosophy

Toyota's management philosophy is 'to donate to sustainable development through manufacturing and provision of innovative and quality products and services that lead the time (Toyota Annual Report 2010). According to the President Akio Toyoda, "since its foundation, Toyota's unchanging mission has been to contribute to society by making safe and reliable vehicles. This will still be our priority. " He also added, though the company experienced some crisis last year or two, "I have defined fiscal year 2010 as the entire year when Toyota makes a fresh start. " So, if the manufacturing process and management could meet this objective. For instance, the first inventory system 'Just in Time' (JIT) for Toyota is to keep inventories as low as possible. For employees, the Toyota group, the common goal of sales to increase market share and encourage staff.

Toyota administration has prioritized to increase long term shareholder value. Also being truly a corporate citizen responsible goal, too. Therefore, Toyota is wanting to create "good relations with stakeholders, including shareholders, customers and business partners, local communities, and the team" (Toyota Annual Report 2010). Ethical awareness is also recalled because they believe that the main element to effective governance. Without conscience never be utilized to provide, without regard to system success.

Operations Management at Toyota:

Operations Management process is essential for the business and today works in the day. During the analysis of business procedures and we must do two degrees of data collection: the company itself and secondary analysis to aid research on society and industry. Management processes and other issues to help us walk through the steps of secondary research, find the target company reviewed its internal processes and market place. Toyota uses various solutions to raise the yen to remain competitive in the labor market. They are both considering the building as being of major importance to enhance the system of Jet. A recently available study has renamed the machine, such as lean manufacturing system. So-called inferred out of this system is that it can be put into five sets of five

zeros. There are the five zeros, and paper, zero, zero inventory, zero defects and without delay and interference is zero. What exactly are the five zeros, the fact that

Conservation plans and inventory to the very least but also project a straightforward and clear, reliable and flexible, and save them in some both quality and speed of design and manufacture of real-time, as the beginning of the ultimate product. It really is, essentially, trying to set up place to dispose of waste and the complexity of its operations. To get nearer to achieving those objectives must be other components involved in the scheme under the entranceway which is the entire quality and commitment of the full total population. It should be done using ways of quality planning, quality control and quality improvement. Once we learned cannot work without the use of Jet MRP to work together to some extent. In addition, by reducing the number of Kanbans found in the amount of stock used between workstations automatically disabled. This permits Toyota to produce a symbolic war on waste.

We understand the necessity to replace the Japanese and implementing Just with time (JIT), Total Quality Management (TQM) and the principles relating to the overview of all it requires for the ability to compete not only on the market, but really, now one of the most crucial companies in the automotive market. Toyota made in this country, using the techniques mentioned, and when applied correctly, they must keep in mind for a long time.


Critically examine the value of effective quality management in obtaining the goals and objectives of your chosen organization. Identify and discuss the success of the prevailing quality management processes in the organization in attaining the strategic objectives.

Quality Management in Toyota:

Because of consumer demand for high quality products and services by focusing on quality management of large organizations, it is shown that the product quality is usually to be a fundamental element of maintaining long-term relationships with customers, and an instrument to attract new customers as a realtor to reduce costs. It'll focus on providing world class quality management standards, enabling the business to become more focused on the client and the marketplace, and the existence of increased competition and accountability of employees.


Source: http://www. tv-consultants. com/iso. html

Quality improvement approach

As soon as the implementation of TQM to succeed, it is necessary to ensure that performance continues to make a culture to add the inner and external customers. These clients have entered the final outcome of the product or service therefore will the business respond to customer needs or concerns. Toyota is using different approaches or methods to improve quality and standards, but over time, Taguchi methods, statistical process control and quality assurance. It really is about time that quality has improved and today have another method, such as six are known Kaizen, Six Sigma and business process re-engineering, to mention a few.

Customer Satisfaction

Toyota customers are most important to the company, and in order to complete customer satisfaction, it will always be concern of making certain all customers receive the highest degree of service and quick access to the report of any investigation. Toyota customer relations department, in all corners of the world are in charge of providing assistance to clients on issues, concerns, experience and maintain a good relationship, communicating with customers, including telephone and e-mail, fax and e-mail or personally.

Toyota Production System (TPS)

It is set up that TMC operates the production control system for quite some time to continually improve standard also to make a car based on the customers in the fastest and most effective to give a car at the earliest opportunity.

Figure 4: Toyota Production System

Source: http://www. 1tech. eu/clients/casestudy_toyota3?tps

Toyota Production System (TPS) is constructed of on two concepts

*** Jidoka (control, contact the person), means that the device is safe to stop at the end of normal processing. In addition, it means that these devices detects a difficulty on its own initiative to avoid and prevent defective products from being available. Therefore, it will only send products that meet quality standards for the next functions on the production line. Because the machine stops automatically at the end of treatment, or when a problem arises, and be expressed through the "Andon" (Council of the problems presented), operators can continue steadily to work confidently in the exercise device other, and easily determine the reason and prevent their problems.

*** "Just with time"(JIT) meaning each process produces only what is needed next in a continuing stream. Production of high quality products is performed efficiently through a full end waste, and inconsistencies and unreasonable demands on the production line.

Figure 5: Toyota Just in Time

Source: http://www. 1tech. eu/clients/casestudy_toyota3?tps

Principles of Toyota Production System (TPS)

Reduce preparation Times: All practices and extravagance in the unit because they do not add value and work-related equipment.

Extension of objects stated in large series of results on the cost of preparing an enormous capital cost of high speed machines with high grade and larger stocks, and the time and the biggest cost disadvantage: a tiny batch. .

Toyota personnel organized their teams and gave them training and responsibility to do more specialized tasks: participation and empowerment of employees

Quality at the foundation: To eliminate product defects, it must be learned and corrected at the earliest opportunity. Workers are in a much better position to find fault and fix it immediately, so that responsibility is assigned.

TMC established a simple charge of maintenance, as with the ability to detect failures: equipment maintenance.

Pull production: the costs and time for you to do inventory, Toyota has developed a production method of the withdrawal of the amount of work done each step of this process is dictated only by demand for materials immediately after phase.

Ability to join Toyota treats its suppliers and partners within the Toyota Production System (TPS). And suppliers are instructed to limit the amount of times, and inventories, defects, automobile accidents, etc.

TASK - 3

(i) You need to plan a strategic quality change aimed at improving organizational performance in the chosen organization. Your plan should be action oriented, detailed with SMART objectives. The resources, tools and systems required to support the business processes in the quality change process should be obviously identified and discussed.

(ii) Discuss the implications of planned strategic quality change in your chosen organization.

(iii) Recommend the right system for monitoring such a change.

Toyota Recall

Toyota has an obvious edge quality, involved with a number of recalls in recent years. In '09 2009, Toyota announced its first twelve-monthly net lack of around 500 billion yen in the six decades. Between 2004 and 2007, Toyota has recalled 9. 3 million vehicles and the large number of total twelve-monthly production. In 2010 2010, recalled about 8 million cars including 180000 units in UK, Toyota's two proudest names; Prius hybrid and high-end Lexus marque, that have been accidentally stuck accelerator pedal into the carpet, which led to the sudden acceleration. (The Telegraph, 8 Feb, 2010) In addition, some experts said that errors, not only with mats, car gas system but Toyota sticks caused the accelerator at high speed, leading to accidents. Reference was manufactured in 2010, 230000 vehicles in the U. S. for the same reason. Also the famous sticky accelerator pedal to recall the next reasons: ECU faulty steering column, air bag failure, engine sludge, accidents and other programs, body rust, etc. because of this, Toyota has suspended the delivery of thousands of new car as the crisis over defective accelerator pedals threatens the engulf the company. (The Times, Feb 4, 2010)

Figure 6: THE WEB Impact of Toyota's recalls dating

Source: toyota-global. co. uk/online_impact

Other manufacturers have similar issues with their cars, but do not require put on the marketplace as a Toyota vehicle. Since 2006, Toyota hired 850 engineers and opened two of the quality of institutions in THE UNITED STATES and Europe to fortify the "Toyota way" of their workers in these areas. The "Toyota Way" set of guidelines and principles of conduct to ensure quality production process, conceived in 2001 at the Toyota site and production facilities abroad

Way to change

Toyota is wanting to do everything possible to solve this problem as getting back its long period reputations. Toyota spends big money considering what that basically proves that Toyota cares about its customers and has the hope of bouncing back shortly. The business must recognize that their state alone to solve the problem of quality. To reflect the problem Toyota calls Hansei (it means to acknowledge your own mistake and pledge improvement) which root is deep problem solving - the pinnacle of the Toyota way. (Harvard Business Review, Feb 12, 2010). The best way to prevent potential future failure, it is given that car owners receive a fixed car, and wash their cars and fuel tanks filled to the top of ours, following its establishment. According to surveys, people still like Toyota. They say that if the defects in their cars, Toyota will care for their own. Who knew that Toyota Motor Corporation was profitable last year, and which amount is in 2010 2010, an effort to save its customers who've made the business profitable for the prior 60 years. President said, "TMC is targeting an auto industry first by reaching twelve-monthly sales of 10 million vehicles by 2015 even while it acknowledges that overly rapid growth was at the root of its recall fiasco" (Los Angles Times, March 9, 2010). The company forecasts profit will be raised to 48% in this fiscal year. (Business week, May 11, 2010)

SMART oriented steps in Toyota:

During 1940s and 1950s many educational engineering publication started discussing the merits of specific and measurable goals or objectives through SMART acronym. However the credit of popularization it goes to Blanchard and Hersey who used the word SMART in their publication 'Management of Organizational Behavior in 1988. SMART is an acronym that really helps to write objectives. The objectives can be for managing performances, developmental purposes and even sometimes in personal evaluation. In recent time, many organizations are employing SMART to set goal and appraise their performances or management environment. SMART means

S= specific



R= realistic

T= Tangible/ Time bound.

Along with other evaluation theories Toyota also uses SMART acronym to set its goals and objects. The company has already set its goal of rising vehicle sales to 10 million by the year 2015. However, to attain the objects the most popular vehicle brand takes the measures by collecting date, changing demand, people requirement to their favorite company, locating the problems and weakness out and also upgrading its production process. It always respect to its customers as well as employees who are the life blood of the company.

Image reconstruction

Toyota team, in order to prevent, images from sliding further concentrating on quality. The business must monitor the reform process and quality design, engineering and manufacturing. Company has aggressive global expansion slowed by focusing on quality rather than quantity. It really is clear that the famous Toyota production system concepts such as JIT, Kanban, Kaizen Jidoka and maintain foreign Pokayoke plant during the manufacturing process. There was too little high-skilled manufacturing jobs and those who do not care about quality problems in everything. Toyota is to improve its facilities to provide all members with highly qualified individuals who would wait before system of trade preferences is strictly enforced.

Figure 7: Toyota problem-solving process

Source: toyota-global. com/companyprofile

Toyota's innovation process

The system of trade preferences is the basic philosophy of providing facilities for Toyota. A significant part of the system of trade preferences is the sole system time (JIT) inventory, which is required for each manufacturing unit to convince Toyota production lines. It was realistic and Jet technology was initially employed by Henry Ford back in the 1920s. However, it was adopted by Toyota in 1950 and refined at a higher level of efficiency; it creates a world leader in the recruitment of JIT. It is the principle of the existence of documents in hand, as undesirable, to remove the necessity for, and especially on inventory management costs. Besides A smaller capital held in inventory systems with Jet, and also greater versatility for installation and improvement of model also features much more quickly, having less spare parts stock to be issued; problems may Some parts also have to find more effective because they are being used to provide once.

Toyota product innovation

Toyota proved its commitment to environmental protection by creating in 1992 Toyota Environment Committee, chaired by the President of TMC, Mr. Katsuaki Watanabe himself. The Committee shall meet at least twice per annum, and discuss issues such as emissions, fuel consumption and noise reduction itself. With crude oil prices and increasing environmental awareness in every regions surrounding the world, Toyota has moved their attention. Hybrid cars are cars that produce effective use of all internal combustion engines and alternative resources of renewable energy such as electricity. The harmful emission from hybrid car is more than 10% of these produced by an average of petroleum or diesel car.

Results innovations Toyota

Since many changes implemented as part of Toyota's progressive style has seen significant benefits to the institution generally. Based on materials of varied magazines such as Fortune and Bloomberg market, we see that Toyota has gradually acquired most of the automobile market with the products get a reputation to be cheap and reliable at the same time. The market share of 9. 3% (USA) in 2000, Toyota has increased exponentially in the past six years to fully capture 14. 6% of the U. S. market today.


Implement the strategic quality change you are suffering from in your chosen organization. Using relevant examples, discuss how you will cultivate a quality in the business. Implement and monitor the strategic quality change you have planned.

Measures taken by Toyota

After experiencing an awful situation, the globally renowned automaker is attempting mount to come back strongly by commencing inevitable measures to make certain improvement safely and security. Though its engineers worked hard and soul to repair the problems and find out the solutions examining every accident, complaint gave by customers, keeping continuous communication with journalists and other automotive companies. Toyota invited some experts from outside were also to provide independent appraisal. Seeking counsel from outside could be a good step for the automaker due to regular criticism received during crisis moment and rising question of transparency its taking measures for solving the issues created in its productions.

The leading automotive vehicle company takes some measures to solve the problems facing in virtually any situation. Initial step is that all works must be speechified such that it is to do staffs and to all about everyone responsibility. There is absolutely no occurring hamper in operating activities in the centre stage of works. Then your question of relationship of customer and suppliers that is direct; no medium plays among them due to communicate one another instantly. It really is ensured in both inside and outside. The techniques of productions and services are simple and clear so the clients come to learn easily whom to get hold of in experiencing technical as well as quality problems. The past one is to check out the method determined by the company to solve problems. It entails defining specifications, establishing hypothesis, constantly testing them and evaluating the outcomes. President of Toyota, Mr. Akio Toyoda said, describing of his directly involvement to clarify the standing point of the automaker company to the people, "for our group of quality problem, I, personally played a direct role in trying to explain to the US congress, to members of media round the world, and, to, most of all, our customers, what kind of company we live and the type of values we held"

Using the scientific method as a foundation, Toyota developed the most important communication system called A3 that provides those who engaged in solving the problems to easy access to the key point very quickly. The challenge solving principle is too simple and not based on new technology but on its respected customers who are always considered the heart of Toyota. It does not differ in recent recall breakdown; first measure taken by the automaker is to get opinions from the clients as well as the complaints of the productions and services. The experts critically consider questions uttered from people and also continue communication to the journalists contain the spokesmen of society. On the basis of review and opinions, company is taking the immediate measures to improve its technologies found in producing vehicles, admitting it fault and definitely with the promise of giving compensation for victims. There was no hesitation to come back back its productions got technical problems, though the automaker had a bitter experience a hug loss amounting about 300 billion yen. Using a dreadful production recall, Toyota was able to earn profit increasing to 323 billion yen in last year which a huge part originated from US selling market. And Europe was not from it.

To minimize the thickness problem in accelerator pedal complained by the clients, Toyota EU division increased the online tools to communicate continually using its customers and buyers. An online vehicle identification checker number originated in order that they were instantly got access to test if their cars were affected. Toyota EU was everyday received about 40000 news through 'toyota-europe. com' opened specially because of its customers and stakeholders.

Figure 8: Toyota recall situation on EU

http://www. toyota. eu/sustainability/social_performance/Pages/recall. aspx

External division of the business continued spending significant amounts of time by directly engaging with its clients and stakeholders, especially with media to get their opinions and advices, and also share views with one another to discover the answer immediately.

To be the main Toyota always needs in the automotive industries to looking for new markets. The business should be able to identify the markets and what it can get hegemony over them. Automotive market is very interesting. World time, you can see how cars like Toyota, expanding their activities in emerging markets. Toyota is expanding in major markets in the economies of China and India. The two largest economies and increasingly more car manufacturers make an effort to capture a significant share of the markets. Other vehicle selling markets now continue growing hybrid market. With high oil prices and environmental concerns growing, the main element to Toyota's hybrid market to become number one automobile.


Critically measure the outcomes of the strategic quality change implemented in the organization and provide relevant advice for future improvements to attain the overall goals and objectives.

Proposals for changing the quality of Toyota's strategy


In future, the oil shortage and the demand will be sought out the company for innovation intensive. Like electric cars. It can be an accelerator problem. Toyota would have to accept new innovations like solar cars on compressed gas car to overcome the risk of future oil. It really is cheaper and less polluting, and available everywhere. The other type of security system and auto theft a huge problem and can capture more market. Bio-diesel plant, which is often extracted from the leaves of fuel Full control computerized machine

Improvement in packaging design

Packaging offers big environment impact throughout its lifecycle. Toyota uses yearly 110 million parts of both reusable and disposable packaging over through its part of logistic businesses that has a bad impact on environment as well as company's economical position. TMC engineers have the work to learn significant role in both environment and economy. But due to insufficient accurate understanding of the matter, they can not carry out their tasks properly. That's the reason it can be an inevitable for the company to arrange training and employ more skilled visitors to meet its words for protecting environment.

Customer Service

Toyota always feels proud uttering customers and clients are the life blood of the company, and also admit for them it is currently where Toyota is. They Continue supporting the business and never quit, especially in series of products and services crisis the main moral online backup found from them. Though TMC consistently shows respect to them by wanting to provide quality and standard services. It also offers some financial facilities such alliance with the insurance provider providing insurance services to its customers (such as the NRMA)

Trade Expansion

Computerized inspection vehicle jv with computer strategic research and development cooperation with key actors. There is more concern in Asia and the Russian market the most dynamic markets Motorcycles and power products in North America. The Institute should most probably for training before minimum production level for the introduction of new technologies Car of the men and women in conditions of shapes and forms expanding market for sports vehicle to attract younger generation. Enhance virtual manufacturing, and CAD and CAM technology to lessen production costs to manufacture services.


Over time, and monitor long-term commitments for the payment of cash or net profit prior to making any investment or savings to reduce debt. Toyota would be the dominant leader in the automotive industry this year 2010. Companies are buying smaller, such as Toyota, Hyundai to be more powerful this year 2010 and with some problems for the last few years; the primary automaker hasn't kept back from its financial target. Its market share constantly increases all around the globe, though little down trend has been shown in the us and EU recently. Toyota fixed its new goal to regain approximately fifty percent of automotive market share by 2015.


While Toyota remains one of the world's major automakers, like other organizations, it is constantly on the critical business challenges. This may lead to development of the Toyota production system and the planet earth Charter, which can only help to handle the strategic problems and Toyota foundation for rebuilding. Application of the Toyota production system requires an unbelievable amount of detailed planning and control. Using the development of the system, consumers can identify the identity of reliability that Toyota has to offer in their products. Through the use of the Toyota Production System in action, it's advocated that Toyota should create relationships with customers to meet customer needs promoting Toyota products. This will certainly reduce the demand and sales offered by other competitors. Development of the Toyota Earth Charter is to assist in environmental impact reduction. Making use of this model, there are two benefits to society may arise, increase sales and reduce environmental pollution. Result was above expectations in-may Toyota, but as profitable as now, Toyota must maintain concentrate on a hybrid market sector to meet their expectations for the future

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