The International Collaboration Project involves developing a technology for Toyota that improves safety measures in a car. The project was worked with team members from Ghana, Slovakia, Romania, Ecuador and Malaysia. The 6 month project resulted in a technology that improves safety for passengers on emergency situations. A sensor situated on the tire that sends emergency signals to ambulance, Police and Fire Brigade. The signals will be only sent when a tire moves more than 45 degree angle in less than 2 secs.

1. Help-Emergency Service
International Business Student Collaboration Project
Team # __90___
Client (Company): ______Toyota Motor Corporation___________________________
Product/Service : ______Toyota@Help Service______________________
Team members:
Name
Jason Horbac
Okyere-TawiahAntwi Nana
Kristian Bachman
Nilay Patel
Country
Did not Participate
(Please make note if this
teammate did not participate
during the project, has not
replied to emails, etc)
USA
Paricipated well& Team Player
Ghana
Responded only few times
Slovakia
Worked excellent to get results
USA
Participated as a team Leader
Gilda Friend
Ecuador
Victor Dercaci
Romania
Replied back just a day before
report was due!
Group Planner &initiator
Frank Orizawa
Indonesia
Participated to a certain extent
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2. Table of Contents
Number
Content
Page No
1
Service Description
2
2
Target Market
4
3
Production Site or Service Personnel
6
4
Entry Mode
7
5
Staffing
9
6
Marketing
11
7
Payment Arrangements
13
Capital
14
9
Likely Challenges
14
10
Elective Summary
17
11
References
18
8
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3. Idea and Service Description
Toyota Motor Corporation is an automobile company established in 1937 by its owner Sikachi
Toyoda. Toyota has positioned itself as a reliable automobile company all over the world.
Toyota’s mission is to strive towards introducing innovative products and services. But in recent
times, Toyota has been facing safety issues due to the recent failures in the break system of the
cars; there has been increasing number of accidents all over the world. Toyota had to recall about
420,000 cars in North America itself and about 550,000 cars all over the world due to concerns
of steering in the car. The company has not reported any major casualties due to the mechanical
issues in the car, but the brand image of the company is disturbed and questions are being raised
about the reliability of Toyota manufactured cars. In this project, we have introduced an
emergency technology system in the all the Toyota compatible cars. The system would be named
as Toyota@Help. The technology can be operated by a single touch of a button placed on the
rear mirror. The main purpose of the technology is to install the system at a complete mass scale
in all the Toyota cars (old and new). This strategy is to create Toyota as one of the safest
automobile company in the world.
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4. Benefits of Toyota@Help
Toyota@Helpwill provide six significant services to its customers:
1. Emergency crash response- The emergency crash system will be provided completely
free to all the customers. Special sensors will be installed in the engine pedal which will
be connected to every part of the car’s system. So, e.g. if the tires of the car turn more
than 45 degrees within a time span of 5 seconds, it will immediately call the emergency
system for help. The sensors can detect the jerk at any point of time.
2. Voluntary Emergency Help- The voluntary emergency option will provide customers for
medical emergency. The customer service representative will stay online until the help
arrives. It will also give an Amber support in case of missing child, or pregnancy
emergency.
3. Security Help- The security service will provide roadside assistance during an engine
breakdown and also provide security police assistance during a stolen vehicle
circumstances.
4. Navigation- The navigation will provide an excellent tool for direction help. The cars
having a GPS (Global Positioning system) navigation will automatically have the
Toyota@Helpservice synced. The cars without GPS navigation will have an audio
direction help. The service will provide directions to restaurants, hospitals or any kind of
government office just by voice recognition of the driver.
5. ConnectYou- If the customer does not prefer to use his/her cellphone, Toyota@Helpwill
provide the customer with service to make a phone call to the desired person. The option
may not be available in old cars without the Bluetooth system.
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5. 6. Bluetooth- Bluetooth will provide a parallel option along with ConnectYou. It will
automatically sync your cell phone to the car system when the passenger starts his/her
car.
These six excellent options are completely intended to towards providing an overall safe and
friendly experience while driving a car. The system not only aims at protecting the vehicle, but
also adds a human protective element from the perspective of Toyota’s side.
Target Market
Starting with our team’s idea, we agreed that Toyota vehicles ranked low in safety
tests & none of their vehicles ranked in the top 10 in safety (especially in roof strength & crash
durability). Thus, by looking at that point we have decided to develop a technology that can
detect the crash and report to hospital and send an ambulance on the accident site. Through this
kind of idea we conclude our target market is the Toyota dealership supplier who will be able to
sell this technology to its new as well as existing customers. The service will be introduced in
two markets of Canada and India. The purpose of selecting one developed and one developing
country is to experiment the acceptance of the technology in different kind of markets. If the
service works very well only in developed countries, than the target market becomes more
focused and narrow. The same concept applies to developing countries. There are more chances
to generate profits in the growing developing countries where there are greater chances for
economic growth and less competition. We have a strong belief on the new technology that it
will shake the sales’ market of Toyota. Placing Toyota dealership suppliers as our first target
market depends on the implementation of our innovative product that may use to the vehicles.
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6. Since our product is about installing technology to improve vehicles safety in new cars as well as
old cars which does not have it installed, the hard part would be to adjust this new breakthrough
with dealership supplier agreement.
This intended idea is to create new services of Toyota vehicles itself that is why we
placed dealership suppliers as our primary or main target that will confirm or exactly need our
product to complete vehicles optimization safety. Objectively our segmented customer will be
concentrated more in developing country that has low rating in terms of safety. The death rate of
vehicles accident in developing countries is bigger than in developed countries.
Segmenting
Specifically this technology can be segmented through Toyota dealership suppliers who
are present all over the world. Toyota dealership suppliers can have the authority to install the
technology before, during or after the sale process of any Toyota car. The suppliers may also be
capable to sell this technology as the spare part of Toyota’s car production. The service can also
be installed in any car by customer’s direct request. The customer can choose to order the system
online or go to the nearest Toyota dealership to get it installed.
Targeting
Targeting of our services specifically will be more focused on the developing country.
Toyota’s dealership suppliers in developing country will be our priority to apply this new
technology. Because the accident data has shown us how the developing country has higher
number of car accident than developed country, especially Toyota’s car.
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7. Positioning
This technology will be placed as the safest system in cars. Within full services up to
24/7, our customers will not need to worry about accident anymore. Therefore, accidents can be
solved as fast as it is possible without waiting for a long period. Decreasing number of car’s
accident will also bring more welfare and security of our daily driving. No more fear while
driving every day.
Production Site or service personnel location
Currently Toyota is known as one of the leading automobile manufacturers throughout
the world. Their name is very recognizable throughout the world and the company employs
many individuals. The company employs over 317,716 people. Toyota sells vehicles in over
one-hundred and seventy countries. They have presence throughout the world but have distinct
popularity in Japan, North America, Europe and Asia. Toyota’s main headquarters is in Toyota
City, Japan. The company even has a city named after it in there! (Business Source)
In the United States alone Toyota has ten plants and where nine models of vehicles are
built. Throughout the world the company has a large amount of Research and Design Centers. In
the United States these centers are located in Arizona, Washington, DC, California and
Michigan. The company specializes in product planning, vehicle engineering and evaluation of
basic research. In Japan, where the company began, the centers also specialize in product
planning development but also vehicle testing and new tech research. In Japan they do a lot of
research on all parts of the car and the vehicle testing is particularly important especially due to
the safety issues the company has faced in the previous years. The country also has a huge
number of production sites.
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8. In Europe, Toyota specializes in product planning and vehicle engineering evaluation.
France, which is different than other countries, specializes in exterior and interior color design.
Finally, other centers could be found in Asia Pacific- Australia and Thailand. These centers
evaluate vehicles and focus on engineering planning. (Facilities)
It is very beneficial that Toyota has a huge global presence. It is important that the
company manufacturers quality products to all of its customers throughout the world. In each
country and in each Research and Design Center enhanced steps should be taken to make sure
that quality and safety measures are met. Because our service focuses on quality and maintaining
the strong brand name I think that it is justified to have our service be present and familiar at all
locations.
Toyota’s global presence:
(http://car2all.blogspot.com/2010/10/6-global-presence-for-toyota.html)
Entry Mode
Our team has selected two markets to introduce the service. The service would be introduced in
Canada and India. The main reason to select these two countries is to understand the progress of
Toyota@Helpin a developed and developing economy. These two countries are selected due to
the country’s reliability and stability in economy. The charts below explain the sales and
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9. production in both the countries. If the service is a huge success, Toyota can introduce the
service in bigger developing country like China and other developed countries in North America
and Europe.
Figure 1: Country Profile Canada
Figure 1 shows the sales and production data of Toyota in Canada. Canada has a consistent
market potential of over 1 million cars per year. As a developed country, the sales of Canada
from 2006 to 2011 are also consistent on an average of about 200,000 cars per year. Toyota is
established as a wholly owned subsidiary in Canada. Thus, the risk factor to introduce the service
in well-known brand would not be too difficult. Promotion of the service on a mass scale through
integrated marketing would become easier in Canada and may increase the sales by at least
5%.Toyota@Help will have a direct competition with OnStar in Canada which provides a similar
service to a generic target market. So, Toyota@Help would enter in Canada as a new service in
existing market.
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10. Figure 2: Country Profile India
Figure 2 shows the country profile of India. India has one of biggest automobile growing market.
Since 2006, India has a tremendous demand for automobiles. The rising middle class with
sufficient reserves demands more cars and vehicles. The country has a GDP growth rate of 8%
per annum. The demand for cars is increasing at an alarming rate of 20%. The sales for 2010 had
approximate sales of around 75,000 cars which is almost 100% more than 2006. The Indian
automobile market has a potential of about 3 million cars a year. Thus, Toyota has a great chance
to grow in the developing market. Toyota@Help could be introduced at a cheaper price since the
manufacturing cost is less in India. Toyota has a Joint Venture with Kirloskar Motor Private
Limited. Toyota@Helpcan be introduced as a new service in new market.
Staffing
The staffing is one of the most important factors for providing a successful system to our
customers. To make staffing as good as possible, we need effective administrators in each
country. This person responsible for emergency support system in his country must be skilled in
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11. management and able to accomplish our goals with new emergency support system. There are
changing circumstances in the market, so we need a person, who is flexible in his/her approach
to solutions, who can work with people and with resources to complete our objectives.
The company need to appoint a responsible person for every dealership in each country .
The Security Support System (SSS) Manager should coordinate the deployment, the operation,
the control and solve the possible problems of the system. First we should train the SSS
managers for the new service we are going to provide. So we have to organize an introduction of
training with all details of the service. They have to know everything about the system to sell it
effectively. We should make this training in accordance with Toyota’s principles, which are
valid for this service also:
o to base management decisions on a philosophical sense of purpose.
o the services exist not just for the very sake of it, but to fulfil deeper emotional and
psychological needs of the customers.
o to fulfill long term goals.
o to base the decisions on a long term philosophy, even at the expense of short-term
financial goals.
o to have a process for solving problems.
o the right process will produce the right results.
o to add value to the organization by developing its people.
o we need leaders who thoroughly understand the work, live the philosophy and teach it
to others.
o the managers have to strive to respect the network of partners and dealerships by
challenging them and helping them to improve.
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12. o to recognize that continuously solving of root problems drives organizational learning
After training all of the leaders for the service we need to compile a training booklet for
both the countries in all languages for each dealership. This booklet should contain the details
and operation of the system and the benefits of the new service for the customers. It is important
to inform all the dealership salesperson about the system by the booklet and also practiced and
taught by the dealership leaders verbally.
The manager of every region should organize a regional meeting for dealership leaders to
let them know the most important details of the system and help them understand the system.The
meeting should also discuss the feedback after the introduction of the service in the market.
The comprehensive marketing support helps to recognize the system by the costumers, but they
will need more information to accept it, to like it and to know this service is necessary for them.
So the staffing of the Emergency Support System should be solved by appointing
responsible managers of the service, who will coordinate the system. They will also control it
and make reports of the sale and the possible operation problems. We need to have leaders for
each country separately because of the different terms and conditions for example in health
system, which is connected with our system by ambulance service.
Marketing
Toyota is known for their wide range of automobiles. The Insurance Institute for
Highway and Safety Control has favorably rated Toyota’s vehicles according to how safe they
are. Their models include the Avalon which was a top safety pick for large cars, the Corolla
which was a top safety pick for small cars, the Highlander which is a top safety pick for midsize
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13. SUV’s, the Sienna which is a top safety pick for minivans, the Venza which is another top pick
for midsize SUV’s, the Prius which is another top safety pick for small cars and the Tundra
which is a top safety pick for large pickups. (Toyota safety)
It is very beneficial that the company makes vehicles which can virtually fit any type of
consumers need. It produces electric cars for those who are green-friendly, small cars, minivans
and trucks for families, trucks for those interested in the outdoors or need a truck for work. For
this reason I believe that they should market to everyone in the market because they make
vehicles that would be suitable for any customer. The one thing that doesn’t vary about all of the
different types of customers that Toyota has is that they are all interested in safety. Whether you
have a family, are single, etc. you want a vehicle with a high safety rating and one that is
reliable. That’s why reinforcing the fact that Toyota cars are ranked high in safety is important,
especially in marketing.
In 2009, Toyota unfortunately became known for its “unsafe” vehicles. People began to
say that they were of bad quality because of the acceleration and also because the gas pedal was
sticking on a lot of models. The company was under a lot of scrutiny and people were made
because they felt the company was trying to hide these problems. Eventually Toyota had to recall
and stop making eleven million models worldwide and faced fines around $48.8 millon. (Toyota
Motor Corporation)
Toyota should market to those customers who they lost at that time. It is instilling the fact
that the automobiles are ranked at the top in the industry through TV, internet, radio and social
media (face book, twitter, etc.) people would begin to gain trust in the company again. Also,
Toyota should give away free or complimentary trails of the service to allow consumers to
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14. experience how good it is first hand. There is no better way to advertise than through a happy
customer. I believe that through customer experience and satisfaction the service and the
company will get the recognition that it deserves.
Both charts from :http://www.toyotaforklift.com/pages/about-us/toyotaphilosophy/safety-focus/safety-study.aspx
Payment Arrangements
Toyota@Help will be provided to the customers at a very generous price. A new
emergency support system will be sold at a price of $200 US Dollars and $75 for installation
charges to a new customer. The installation charges will only be charged in Canada. In India, the
system itself will cost to about ₨
20,000 (approximately, US $400). The installation charges would be
covered in the final price for Indian customers. The payment would be taken in advance from the
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15. dealership suppliers before the cars are dispatched from the Toyota manufacturing plants. The new cars
will have the systems installed when they are delivered to the dealership locations. The online model of
selling the system is primarily focused on existing customers who would like to install the system in their
cars. They would ony be charged for the system, no installation charges. The payment online could be
made through credit card, debit card or automatic debit payment from bank accounts. Apart from that,
Toyota@Help will also provide a communcation option at a fair price of $18.99 per month to make calls
anywhere in the country. The network merger will be done with the communication network provider of
Airtel. Airtel has well-established cellular network in Canada and India.
Capital
The initial investing capital will be generated from a new public offer of shares in the stock
market. The shares would be available in all the major stock markets of the world depending
upon the accessibility of each country’s rules and regulations. Toyota@help will operating has a
separate entity . Thus, the initial public offer will be done in NASDAQ, Sensex BSE30,
NIKKEI,Shanghai Composite &FTSE. The Share price would be set as $25 US Dollars per
share.
Likely challenges
It is difficult to make reputation for a completely new service like the Toyota@HelpSupport
System. What is most important factor for customer? Is it the result? or the relationship?
The changing customer needs makes it difficult to provide a service in automotive industry.
The security and the safety in case of emergency are the most important factors for buyers, but
the complicated economic situation in the large part of the world in background plays an
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16. important role in families’ life. So the first challenge is to set the price of the service on an
appropriate level which is acceptable by customers. In case of too high price the selling of
service will decline.
On the other side we need to analize the country-specified risks:
there are different terms and conditions in ambulance service and the costs of this
services of course
different economic situation
different level of development
culture
preferences
Different
conditions in
ambulance service
Preferences
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Economic situation
Culture
Security Support
System
Development

17. This all factors can influence the prosperity of the service. A cumulative impact is also
possible. We can see the most dramatic changes in customer preferences in automotive in last
few years, and in the near future it will be the same. Attitudes altered by the recession will
continue to evolve in mature market. We need to profitably and flexibly meet customer
requirements. It is necessary to pay attention to regional differences in mentioned factors. As
technologies evolve, safety remains a primary customer need across all markets. The system we
have developed meets consumer demand in most of the ways.
It is very important to provide the service spotlessly, and the consumers will reward us
because we make best use of advanced service which guarantees the safety in our vehicles.
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18. Electivity Summary
Toyota@Helpis an innovative technology which provides an instant emergency support system
to all the existing and new customers of Toyota cars. The main purpose of this strategy is to
reduce the safety concerns of Toyota cars. The emergency service will help drivers with any
medical, navigational and communication wireless services. The target market would be the
Toyota Dealership suppliers who will have the authority to install and sell the portable system to
the customers. The customer can also order the system at a little cheaper price online and get it
installed at the nearest Toyota dealership. The country where Toyota would introduce would be
Canada and India. The reason to introduce this service in one developed country and one
developing country is to understand different markets suitable for this service. It would help the
company to become more focused and narrow in terms of target market. Canada and India are
stable markets which would provide an excellent platform to introduce the service. The company
will put emphasis on staffing by providing a proper detailed understanding for selling the service
to customers by regional managers, dealership leaders and salesperson. The best results will
come out as all these factors are performed well to make it a company’s success and society’s
prosperity.
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19. References
1. Toyota Safety. (n.d.). Retrieved from http://www.toyota.com/safety/awards.html
2. Toyota Motor Corporation. (n.d.). Retrieved from http://topics.nytimes.com/top/
news/business/companies/toyota_motor_corporation/index.html
3. Facilities. (n.d.). Retrieved from http://www.toyota-global.com/company/profile/
facilities/
4. Business Source: Toyota Motor Corporation. (n.d.). Retrieved from
http://bluehawk.monmouth.edu:2055/bsi/
companyinfo?sid=779c0c09-e684-4b9a-b56d-c539b3fe815e%40sessionmgr110&vid=4&hid=12
7&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&authdb=dmhco&AN=2A89F017-6903-477AA94B-628 576B59972
5. Vehicle Production, Sales and Exports by Region. (2010). Retrieved November 25, 2011, from
Toyota-Global: http://money.cnn.com/data/world_markets/americas/
6. Corporation, C. F. (2011, October 15). FAW Group. Retrieved November 28, 2011, from
Wikepedia: http://en.wikipedia.org/wiki/China_FAW_Group_Corporation
7. Valdes-Dapena, P. (2011, November 9). CNN Personal Finance. Retrieved November 27, 2011,
from www.CNN.com: http://money.cnn.com/2011/11/09/autos/toyota_lexus_recall/index.htm
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