How Toyota Achieve Its Aims By Implementing Tqm Marketing Essay

The Toyota motor company of Japan has used this challenge seriously and has proven its capacity to compete with the once emperors of the industry such as Ford, Volvo, Chevrolet et al. Buy careful adoption of leading edge solutions such as Total quality management, Toyota has converted itself into a casino game changer on the market.

This assignment centers how Toyota achieved its objectives using TQM. It unfolds in three stages starting with TQM and its scope. Second of all competitive environment evaluation with SWOT and PESTLE analyses and finally it arrives at conclusion based on a thorough evaluation of the organization.

Company Overview

Toyota Electric motor Company (TMC) is the crown of Japanese car industry. Started out as a small car supplier on August 28, 1937 it gifted many quality inventions to the planet throughout its background. In the early 1980s Toyota gained its first quality control honor in Japan.

The company launched its luxury brand Lexus in 1989 which became a massive success. It also manufactures Scion a cost-effective auto brand that focuses on adults. Toyota also conquered the cross car market with the introduction of its iconic car Prius in 17.

Today with a employees of 71, 116 and an gross annual sale of US$228+ billion, Toyota is really as profitable as the rest of the car companies merged. In 2007 it became the world's largest auto manufacturer defeating Standard Motors.

(Info - http://www. toyota-global. com/)

Literature Review

Total Quality management

Total quality management can be defined as

"A management psychology that seeks to assimilate all organizational functions such as marketing, fund, design, engineering, production, customers satisfaction et al. to focus on get together customer needs and organizational objectives. "

[Abstract Besterfield D, Michna Besterfield C, Besterfield Glen and Besterfield-Sacre Mary Total Quality Management (3rd Release) (2002)]

The team of the organization that the TQM is employing tries to be a part of improving techniques, products, services as well as the culture which they work. This process is encouraged by quality market leaders such as Philip B Crosby, W. Edwards Deming, Kaonru Ishikawa and Joshep M. Juran.

According to Deming TQM will involve 14 key points.

1. Create constancy of purpose

2. Adopt a new philosophy of cooperation

3. Cease dependence on mass inspection to achieve quality

4. End the practice of awarding business

5. Improve constantly, and forever

6. Institute training

7. Adopt and institute control for the management of individuals,

8. Drive out fear and build trust

9. Breakdown barriers between departments.

10. Eliminate slogans, exhortations, and goals asking for zero defects or new levels of productivity

11. Eliminate numerical goals, numerical quotas and management by objectives

12. Remove barriers that rob people of enjoyment in their work

13. Institute a energetic program of education and self-improvement.

14. Put everyone in the business to work to perform the transformation.

Today The concept of quality is significant as part of your before. The history of quality should go as far as 1920s to the changing times of gurus such as F. W. Taylor who is the "dad of medical management".

It erupted in 1950s in Japan in a time where the Japanese were searching ways to improve their economy that was ruined by World Battle 2. By 70s high quality Japanese goods got flooded the united states and European market segments. It took 20 years for the western world to get up the Japanese quality system.

By today the growing global competition the quality has turned into a decisive factor and it is encouraged by changing customer needs. Today the customer is the individual who defines the quality of a product. Quality management is important because attaining a higher quality is ever before changing.

Also failing woefully to meet the quality standards continually would bring about shedding customers.

An organization can take many initiatives to assure quality of its products.

Standardization is one such effort that assures quality. Standardization can be executed by rounded interchangeability, variety decrease; improved upon communication of specialized criteria, commonly decided security and performance variables. Standardization applies to raw materials, testing, sampling methods as well as processes

Institutional learning is another way of making sure quality. Here the training process for workers are recorded and you will be used in the learning process. The learning varieties such as lessons as well nearly as good practices will be the primary sources of the knowledge working process. The institutional learning process can be further enhanced through training workshops, analysis materials as well as electric training media.

Also via knowledge management a business can assure the grade of its products. Under knowledge management the capacity to retain knowledge, educational capacity, design and training methods, working out programs as well as trained trainers will be the majors concerns under knowledge management.

The fruits of knowledge management can only just be chosen when

The learnt knowledge puts directly into practice.

The knowledge is materials in development.

Turning tacit knowledge directly into explicit knowledge

Gathering and preserving knowledge from every possible source such as information, experience etc.

SWOT Analysis

SWOT evaluation is a way used to analyze the inner and external environment of an organization. Following is a thorough SWOT analysis of Toyota Motor unit Company.


Toyota operates factories in US and China that resulted in upsurge in company income since 2005.

The company through careful segmentation, Targeting and placement offers the right product combine to the market.

Toyota is highly efficient in its manufacturing which uses total quality management.

Toyota has a solid brand name which is a house hold brand all over the world.


Toyota is exceedingly centered on US and Japanese markets. Thus is suffering from fluctuating monetary and political conditions of the countries.

Toyota has few tiers in its hierarchy and therefore there are few opportunities for offers.

Heavy emphasize on techniques such as kaizen has resulted in higher-level of stress among staff.


Toyota and Lexus has pioneered the environmentally friendly technologies. The world needs vehicles influenced by such technology as part of your.

The company is concentrating on the urban youth market that includes a huge probable.

The EU is growing as a world of opportunities for vehicle manufacturers. Toyota already has a large market show in countries such as Denmark, Finland, Ireland et al.


Global recession has drastically influenced the performance of the global car industry.

Rising gas prices due to the OPEC decision of price hike is a severe harm.

In 200, 2010 the merchandise recall of Toyota was projected to be million models. This can have undesireable effects the organizations reputation.

Toyota encounters strong competition from rivals. New entrants from China, South Korea and India are growing quickly.

(Info http://www. marketingteacher. com/swot/toyota-swot. html)

PESTLE Analysis

The PESTLE stands for

P - Political

E - Economical

S - Social

T - Technological

L - Legal

E - Environmental


Since it is a worldwide organization Toyota needs to take notice of the global politics situation. For recent years Toyota has been enjoying from some of the government authorities key decisions. The government's decision to limit vehicle imports to Japan and the US government's release of quota system in vehicle importing eases the pressure of heavy competition from the outsiders.

The Japanese federal government has provided stimulus plans and duty reliefs to cope with the recent financial down flip.


The global tough economy has strike the global auto industry seriously. With inevitable losses companies have a tendency to cut jobs. The exact same does apply to Toyota.

Due to sky rocketing cost of living people might be prioritizing the fulfillment of their needs at primitive levels. In such a qualifications the industry could easily get a significant blow. Also during the past 5 consecutive years the global car mobile sales in major markets have sharply slipped.


Social factors are essential in deciding the demand for a certain good. Throughout the past 10 years Japan is experiencing a growing adult population. It is estimated that by 2030 the 65 time old populace will be 25. 6% of the full total inhabitants of Japan. Some critical changes in the age structure of the country can be observed. Also the country's negative populace growth rates provide serious implications for the business enterprise organizations. Because the shrinking population implies that the business organizations must face a shortage in skilled labor soon.

[Source Matsumoto Yoshiko Encounters of Increasing age: The Lived Experiences of the Elderly in Japan ]


With the introduction of leading edge production technologies adoption of such technology in the automobile industry can be broadly seen. Use of robotics for development in Japan has turned into a major pattern.

In these details age folks have more ways to learn about products which makes today's consumer an extremely aware one in comparison to some decades back again.

The development in INTERNET resulted in many organizations heading online. The business must adapt to the new ground realities of online marketing to remain ahead of the curve.


Today however the free trade is been heavily promoted some key player in the global current economic climate are pursuing protectionism. Countries such as India, Brazil et al are imposing legal restrictions on foreign vehicle manufacturers in order to market indigenous production.

With its recall of some of the automobile models in 2010 2010 Toyota acquired to handle several court instances over accidents took place scheduled to defect Toyota automobiles. It had been reported that Toyota has paid $ 1. 2 million in pay out of a circumstance that was filed against the company.

(Info http://www. dailymarkets. com/stock/2010/12/28/toyota-pays-10m-crash-compensation/)


The global warming and weather change has become a burning problem in today's world. The changes in this respect have a significant affect on the global automobile mobile industry.

The global warming has insisted the global automobile manufacturing firms to create less emission alternatives. Governments all around the world are elevating the criteria and tightening environmentally friendly laws upon this matter.

In addition to the global warming problem the dwindling olive oil reserves in Middle Eastern countries which are anticipated to come to an end as soon as 2040s has urged the auto manufacturers to seek more sustainable and energy conserving solutions for the future.

The renewable marketing has turned into a major weapon for any organization rivalling in todays vehicle industry. Today the renewable products as well as renewable production methods has turned into a threshold in many cases. Thus any company lagging behind its counterparts in inexperienced marketing is in the path to damage.


Although the total quality management is extensively adopted in today's highly vibrant business environment Toyota motor unit company has its own version of quality management called the Toyota development system or TPS. The TPS includes just with time production which means making products in required volumes avoiding excess inventories Kanban and Jidoko or automation.

According to the field research done and shared by Harvard's Steven J. Spear it causes the final outcome that Toyota has achieved a powerful capability by following a 'Rules-in-Use' for

Organizational design, improvement, and adaptation.

[Source Spear J Steven Just-in-Time in practice at Toyota: Rules-in-Use for building self-diagnostic, adaptive work-systems Harvard Business Review Oct 2002]

The paper identifies that in TPS monitored organizations every operation is performed by undertaking hypothesis testing tests which makes accelerated era and build up of specific and organizational studying coordinating delegating, and undertaking work done collaboratively. This also includes work which is done frequently few times.

The findings contributes literature by detailing the most tools that acquired whole lot of attention in the businesses research process were trustworthy and were supplying uninterrupted service without any malfunctioning.

lean_cs_toyota. gif

[Source http://www. icsti. su/rus_ten3/1000ventures_e/presentations/production_systems. html]

Just in time

The idea behind just in time is manufacturing the required portions in required statistics at the required time. For instance the assembly line of a car arrives all the sub assemblage lines should reach the main assembly lines in right volumes. This will get rid of the dependence on inventories thus removing the requirement for warehouses and safe-keeping facilities. As a result the inventory cost will be substantially reduced giving an increased capital turn out to the business.

The JIT produces quality products in an productive manner by completely reducing waste products, inconsistencies and unwanted use of creation lines. Based on the JIT the Toyota by sticking with the following guidelines can manufacture an automobile which was bought by a person in a soonest possible manner.

No sooner an order is received for a vehicle the instructions as well as requirements of the vehicle reach the beginning of the production lines.

The assembly range is stored with sufficient parts and components to enable the plant to put together any sort of vehicle model with no delays.

The assembly brand must replace the parts employed by retrieving the same range of parts from the parts-producing process.

The preceding process should store a tiny number of most types of parts to produce only the amounts of parts which were retrieved by an operator from another process.

Although it proves to be always a success of pursuing JIT method it is a complicated exercise at Toyota as its business entails hundreds of extra parts and components.

Kanban system

Although many believe kanban is TPS, the kanban method exist to control the just with time method. Simply it is an information system which handles the quantities atlanta divorce attorneys process.

In kanban the mandatory amount of products and types are written in a credit card called kanban. It really is send to the people in preceding process to the next process which connects many processes in a Toyota flower. This method is supported by followings.

Smoothing of process

Reduction of machine create time


Standardization of jobs

Improvement activities

Kanban uses two credit cards. One a drawback credit card and the other a production order credit card.

jit. gif

(Source - http://www. toyota-global. com/)

According to the above physique there are two functional flows as production instructions kanban and the functional stream of parts retrieval kanban.

In the creation instruction kanban it entails 3 distinctive steps. Firstly a production education kanban A is removed when an operator retrieves parts. Then your amounts of parts that are mentioned in the kanban greeting card are only manufactured. Finally the kanban is mounted on the newly production parts ready for another process.

Then the next process starts off on the operational circulation of parts retrieval kanban. The parts are used in this technique from the preceding process. Then as the first rung on the ladder the parts retrieval kanban is removed when an operator uses parts. Second the operator provides the kanban to retrieve replacement unit parts. As the 3rd step the operator eliminates the production instructions kanban and replaces it with a parts retrieval kanban. Finally the parts that are displaying the parts retrieval kanban are carried to the next process.


To gain maximum of just with time 100% good units must reach the last process. Which process should continue without the interruptions. This means quality control must co-exist with JIT to get the best out of kanban.

The idea behind autonomation is built in a mechanism methods to avoid mass development of faulty items in products. It consists of autonomous inspections for abnormalities along the way. At Toyota all machines are autonomous where every machine is attached with computerized stopping device. This avoids mass production of defective items and also alarms machine break downs if there are any.

The above theory also applies to the manual works at Toyota where a worker pushes the stop button if something abnormal happens in the development line. This might eventually cease the functions of his complete lines.

In order to find discrepancies along the way a device called andon, an electric light mother board is hung very high in the manufacturing plant that it is obvious to everyone this is named Toyota's aesthetic control system.


The Toyota creation system is a functional and effective as it popped out from the real life experience of the organization. This system is enriched with practical effects, actual routines and implications within the analysis.

This system has a vital role in expanding the quality of operations of the companies all over the world. Even to this date hundreds of traditional western companies are using the Toyota quality management methods that are a clear indicator of Toyotas success.

Since Toyotas founding we have adhered to the core primary of contributing to culture through the practice of processing high quality products and services. Our business techniques and activities predicated on this core primary created values, beliefs and business methods that over time have become a way to obtain competitive advantage. they are the managerial principles and business methods that are known collectively as the Toyota way. - Fujio Cho, leader Toyota

[Source Liker Jeffery, The Toyota Way, McGraw-hill, 2003]

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