Case study on Toyota as a part of marketing internship under Prof Sameer Mathur

2. THE WORLD’S LARGEST AUTOMAKER MADE
ITS FIRST PASSENGER CAR IN THE YEAR 1936,
THE MODEL AA.

3. FINANCIAL CRISIS
OF 1950s…

4. TOYOTA WAS
HIT HARD BY
A CUTOFF IN
RECONSTRUC
TION
FINANCE
BANK.

7. CAMRY- A 4-DOOR ,MID-SIZED
CAR THAT OFFERED MORE
SPACE

8. IT LAUNCHED VARIOUS SUVs, 4RUNNER,Rav4,
HIGHLANDER AND LANDCRUISER.
IT ALSO INTRODUCED A FULL SIZE PICK UP TRUCK,
TODAY’S TUNDRA.
IT ADDED SEVERAL SPORTY AND AFORDABLE CARS
THAT TARGETED YOUNG ADULTS.

10. TOYOTA UNDERSTOOD THAT EACH
COUNTRY DEFINES LUXURY
DIFFERENTLY. FOR EG.
IN US ,IT MEANT COMFORT,SIZE
AND DEPENDABILITY.
IN EUROPE,ATTENTION TO DETAIL
AND BRAND HERITAGE.

11. PRIUS-FIRST HYBRID CAR

12. THE COMPANY’S KEEN FOCUS ON DEVELOPING A
CLEAN ENERGY CAR WAS BRILLIANTLY TIMED

13. IT STARTED CREATING
VEHICLES
FOR SPECIFIC TARGET
GROUPS ,
LIKE THE SCION FOR
YOUNG
ADULTS,WHO WANTED
MORE
PERSONALIZATION.

14. Big reason of Toyota’s success is its mastery of lean
manufacturing and continuous improvement.
Its plants can make as many as 8 models at a time.

15. The company
relentlessly
innovates; a typical
Toyota assembly
line makes
thousands of
operational
changes in a year.

16. Employees see their purpose as threefold:
• Making cars,
• Making cars better,
•Teaching everyone how to make cars better

17. Toyota lost billions of dollars when an
earthquake and tsunami in Japan
destroyed the company’s plants and
parts suppliers in 2011.

18. It strongly focuses on hybrid vehicles
and continues to innovate them
believing
that there are many more gains they
can achieve with hybrids.

20. Toyota has an 80 year old history of car making.
Initially manufactured fuel-efficient automobiles.
Toyota offers a full line of cars from family sedans and
sports utility vehicles to trucks and minivans.
It targets each country and age group separately.
It has integrated assembly plants into a giant network
that can customize cars quickly to meet surges in
demand.
The company has faced many challenges and its strong
focus on hybrid vehicles has helped it rebound.