Downloaded 12 times
Uploaded byCamille CM
Toyota.
Toyota has been operating successfully in Europe since the 1960s. It now sells over 1 million vehicles per year in Europe and has invested $7 billion in the region. Toyota designs and manufactures vehicles specifically for the European market, including plants in the UK, France, and Poland. It is committed to high quality, customer satisfaction, environmental sustainability, and adapting to European customer needs and regulations. While facing competition, rising costs, and economic challenges, Toyota's strengths include its strong brand, emphasis on continuous improvement, and diversified product lineup.
More Related Content
Toyota.
- 1. Toyota: Advertising Drivers tosuccess in Europe Presented by: Carla Katrina T. Santiago Rhoda N. Tabisula Seminar in Trends and Marketing Masters in Business Administration Polytechnic University of the Philippines
- 2. The Company • InJanuary 1918, Sakichi founded the Toyoda Spinning & Weaving Company, and with the help of his son, Kiichiro Toyoda, he fulfilled his lifelong dream of building an automatic loom in 1924. • Two years later, he established Toyoda Automatic Loom Works.
- 3. Type-G Toyoda AutomaticLoom with Non-stop Shuttle Change Motion
- 4. Sakichi Toyoda KiichiroToyoda
- 5. The Company • ToyotaMotor Corporation has been voted the global most admired motor vehicle company by Fortune 500 global executives in 2005 and 2006, ranking first in the industry for quality, social responsibility, and ‘globalness’.
- 6. Why Toyota andnot Toyoda?
- 7.
- 8. Toyota in Europe •Toyota has been operating in Europe since the early 1960s. • In 2007, the company sold over 1,238,000 units in Europe. • Based in Brussels, Belgium, Toyota Motor Europe NV/SA handles the wholesale marketing of Toyota and Lexus vehicles, parts & accessories, and manages Toyota’s European manufacturing and engineering operations.
- 9. Toyota in Europe •Toyota has invested almost €7 billion throughout Europe since 1990 with the aim of designing and manufacturing vehicles that address the needs of European customers. Toyota’s European Head Office Toyota Europe Design Development (ED2)
- 10. Toyota in Europe •The first Toyota vehicles to be made in Europe were produced under licence in Portugal in 1971. In 1992, Toyota began full production of cars and engines in the U.K. A new Toyota facility in France began producing the Yaris in 2001. In April 2002, Toyota opened a new plant in Poland to build transmissions. • All of Toyota’s best-selling European models– AYGO, Yaris, Auris, Avensis, and Corolla Verso - are now built in Europe.
- 11.
- 12. • Toyota hasalways understood that Europeans want cars designed for Europe. • In early 2002, Toyota introduced the Toyota D-CAT (Diesel-Clean Advanced Technologies) concept, a revolutionary diesel emissions purification system. Its core assets are the DPNR (Diesel Particulate NOx Reduction) catalyst, which simultaneously reduces particulate matter and nitrogen oxide emissions, and Toyota’s own high-pressure common rail diesel injection system. Designing for Europe
- 13. Toyota Earth Charter Introduced by Toyota in 1992 and revised in 2000 to incorporate its commitment to attaining "zero-emissions” throughout all areas of its business activity, and participating in the “creation of a recycling society” as a response to increasingly serious environmental issues. It applies an environmental perspective to all aspects of a vehicle’s life cycle, from waste-free production processes to end-of-life recycling in line with European Union directives. Designing for Europe
- 14. Designing for Europe Toyota has also understood that Europeans want built-in quality. Toyota is committed to sustainable development and seeks to address the challenges of global warming and urban pollution by developing a number of innovative environmental technologies and vehicles.
- 15. The Toyota ProductionSystem The Toyota Production System (TPS) calls for the end product to be “pulled” through the system, meaning that the right parts reach the assembly line at the right place, just as they are needed, and with no excess. The idea of TPS is to produce only the products required in the precise quantities desired at a given point in time.
- 16. Complete Customer Satisfaction CompleteCustomer Satisfaction means delivering beyond expectations, listening to customers, constantly seeking to do things better, and going the extra distance to ensure that owners feel positive about their Toyota vehicle at every stage of the customer experience.
- 17. “Customer First” The truespirit of “Customer first” for Toyota means putting the customer in the driver’s seat before the car has even been designed! Today, this same spirit can be found throughout all of Toyota’s operations – including manufacturing and customer service.
- 18. How does CompleteCustomer Satisfaction relate to loyalty? Toyota’s studies have shown that only highly satisfied customers are likely to be loyal. In fact, the loyalty benefit is 1.5 times higher when customers are completely satisfied as opposed to just fairly satisfied.
- 19. And how doesloyalty benefit the company? Not only do completely satisfied customers continue to buy Toyota vehicles, but they also become Toyota brand advocates. Personal recommendations are crucial in attracting new customers to the Toyota brand, and thereby to increasing Toyota’s market share. Completely satisfied customers
- 20. Sustainability: Economic, Environmental andSocial Stewardship
- 21. Sustainability: Economic, Environmental andSocial Stewardship • Toyota’s concern for quality products encompasses its concern for the quality of the environment. For a reputable automaker today, anything less would be short-sighted and self-defeating.
- 22. • Eco-VAS –Ecological Vehicle Assesstment System • Economic and Social Contribution Advertising Campaign 2006 • Corporate Advertising Campaign 2007 • EMS – Environmental Management System • Recycling • EuroRAP – European Road Assessment Program
- 23. • Sicherim Auto– “Safe in The Car” • APROSYS – dedicated to the development and introduction of critical technologies that improve passive safety for all European road users. • TFfE - Toyota Fund for Europe • European Red Cross Road Safety Campaign
- 24. The Vehicle Line-up TOYOTAAYGO Convenient and Dynamic urban mobility TOYOTA YARIS Compact and safe Toyota’s best selling car in Europe
- 25. TOYOTA AURIS Distinctive design,engaging driving pleasure TOYOTA COROLLA VERSO Practical and stylish
- 26. TOYOTA COROLLA The world’sbest-selling car TOYOTA AVENSIS Superior Quality-driven performance
- 27. TOYOTA PRIUS Economy, ecology,and power to spare TOYOTA RAV4 Recreation redefined
- 28. TOYOTA LAND CRUISER Premiumall road appeal TOYOTA HILUX A true work and leisure vehicle
- 29. TOYOTA HIACE Value andVolume’ LEXUS HYBRID DRIVE
- 30.
- 31. The Toyota WorkExperience • Mutual respect, attention, dialogue, high expectations, commitment and concern. • Continuous Training • Management Training • European Global Production Centre (EGPC) • School for Retail Development • European Work’s Council – Toyota European Forum
- 32.
- 33. STRENGTHS – Strong brandequity – Motivated and extremely productive work force – Careful market research and short design so as to keep models closely aligned with market demand – Custom order production and superior customer service (principles and beliefs based on Continuous Improvement and Respect for People) – Long-term relationship with supplier – Diversified product range, highly targeted marketing and a commitment to lean manufacturing and quality
- 34. STRENGTHS – High penetrationin key market - Japan, China and USA – Toyota Motor Corporation is the part of “Toyota Group”; one of the biggest conglomerates in the globe – best known for environmentally safe, quality, durability, reliability, and value for money and convenient – Strong distribution and marketing efforts focused on the meeting diverse needs and high quality sales and services
- 35. WEAKNESS • Less marketshare as compare to General Motors and Ford • Customers not segmented • Customers are not being involved in the process • Limited Research and Development done as compare to competitors • Lack of a proper sales force • Continuous stress on employees due to kaizen (Continuous improvement) • huge investment in expensive fixed costs, as well as the high costs of training and retraining labor
- 36. OPPORTUNITIES • Quota imposedby US government is beneficial for Toyota in the sense that it enabled Toyota to charge a premium price and to replace its inexpensive one, which were loaded with many options • Changing demographics e.g. decline of large families needing large family cars
- 37. OPPORTUNITIES • Toyota isto target the 'urban youth' market. The company launched its Aygo, which is targeted at the streetwise youth market and captures (or attempts to) the nature of dance and DJ culture in a very competitive segment. The vehicle itself is a unique convertible, with models extending at their rear! • Growing demand for hybrid electric vehicles • Emerging markets China & India
- 38. THREATS – Rising gasolineprices triggered by decisions of the OPEC oil cartel to hike crude oil prices substantially – Declining economic growth on a global scale – Continuing trade frictions due to trade imbalances between Japan and other countries and the lack of openness in the Japanese market to import – Declining exports due to import restrictions in the United Sates and Europe and strict domestic content laws in other countries – Credit Unavailability
- 39. THREATS – Stiff competition& a saturated/shrinking market – Alternative forms of transport (e.g. cycling, public transport) encouraged by governments all around the world – The recall of cars with sticky acceleration pedals and the media attack connected with this issue – adverse impact of fluctuations in foreign currency conversion rates – Increasing maintenance costs of vehicles, rising fuel price and changing customer preference are challenging threats
- 40.
- 41. REFERENCES: Toyota Motor inEurope. (2014).Retrieved from www.toyota.eu.
Editor's Notes
- #3 Toyota is one of the world’s largest automobile manufacturers, selling over 9.3 million models in 2007(1) on all five continents. A Top 10 Fortune Global 500(2) enterprise, Toyota ranks among the world’s leading global corporations and is proud to be the most admired automaker(3), an achievement the company believes stems from its dedication to customer satisfaction. Toyota has been shaped by a set of values and principles that have their roots in the company’s formative years in Japan. The Toyota story begins in the late 19th century, when Sakichi Toyoda invented Japan’s first power loom, which was to revolutionize the country’s textile industry. In January 1918, Sakichi founded the Toyoda Spinning & Weaving Company, and with the help of his son, Kiichiro Toyoda, he fulfilled his lifelong dream of building an automatic loom in 1924. Two years later, he established Toyoda Automatic Loom Works.
- #6 Toyota is one of the world’s largest automobile manufacturers, selling over 9.3 million models in 2007(1) on all five continents. A Top 10 Fortune Global 500(2) enterprise, Toyota ranks among the world’s leading global corporations and is proud to be the most admired automaker(3), an achievement the company believes stems from its dedication to customer satisfaction. Toyota has been shaped by a set of values and principles that have their roots in the company’s formative years in Japan. The Toyota story begins in the late 19th century, when Sakichi Toyoda invented Japan’s first power loom, which was to revolutionize the country’s textile industry. In January 1918, Sakichi founded the Toyoda Spinning & Weaving Company, and with the help of his son, Kiichiro Toyoda, he fulfilled his lifelong dream of building an automatic loom in 1924. Two years later, he established Toyoda Automatic Loom Works.
- #10 Toyota first began selling cars in Europe under an official distributor agreement in 1963. Since then, the company has matured into the leading Japanese car manufacturer in this highly competitive market. Toyota has invested over almost €7 billion throughout Europe since 1990, and currently employs approximately 80,000 people, both directly and through retailer channels. Toyota’s operations in Europe are supported by a network of 29 National Marketing and Sales Companies in 48 countries, a total of more than 3,000 sales outlets, and nine manufacturing plants. As an important player in Europe, Toyota continues to grow, both geographically and in terms of market share – with the goal of putting its customers first.
- #11 Guided by a clear vision of a sustainable future, Toyota has developed a wide range of vehicles powered by excellent new petrol and diesel engines. The company is also an acknowledged leader in environmental technologies, such as hybrid Toyota believes in a policy of localization, adapting its vehicles to meet the specific needs of Europe’s varied customers. This means the company’s operations in Europe – be they manufacturing, research and development or marketing – are generally located within the continent to serve the local market. The first Toyota vehicles to be made in Europe were produced under licence in Portugal in 1971. In 1992, Toyota began full production of cars and engines in the U.K. A new Toyota facility in France began producing the Yaris in 2001. In April 2002, Toyota opened a new plant in Poland to build transmissions. Also in 2002, Toyota Motor Manufacturing Turkey (TMMT), located in Adapazari, established itself as a major strategic manufacturing centre for Corolla vehicles, which are now exported to European countries and beyond. In 2004, TMMT started production of the Corolla Verso. Toyota’s new diesel engine plant in Jelcz-Laskowice, Poland, began operations in 2005 as did the new vehicle manufacturing plant in Kolin, Czech Republic, which is a joint venture between Toyota Motor Corporation and PSA Peugeot Citroën. Toyota’s expansion in Europe continues with the start of production at the new manufacturing plant in Russia in 2007. The St. Petersburg plant assembles the Camry and has an annual production capacity of 50,000 units. All of Toyota’s best-selling European models – AYGO, Yaris, Auris, Avensis, and Corolla Verso - are now built in Europe.
- #16 This approach represented a radical departure from conventional manufacturing systems, which required large inventories in order to “push” as much product as possible through production lines, regardless of actual demand.
- #17 In any competitive business, customer satisfaction is a top priority. But for Toyota, it is merely the point of departure. Toyota’s goal is to turn customer satisfaction into “Complete Customer Satisfaction” (CCS), which means delivering beyond expectations, listening to customers, constantly seeking to do things better, and going the extra distance to ensure that owners feel positive about their Toyota vehicle at every stage of the customer experience. The secret to any successful relationship is mutual trust and loyalty. Toyota’s secret is that it spares no effort to earn this trust with each and every customer. From design and production to sales and after-sales service, every aspect of the customer experience receives the same high level of consideration. At the heart of Toyota’s approach lies an uncompromising commitment to quality. Here, too, the principle of “Kaizen”, or continuous improvement, inspires an ongoing drive for excellence that allows customers to feel confident their vehicle will continue to conform to Toyota’s highest standards of quality, safety, performance and driving pleasure.
- #18 The “Customer First” concept originated in the Toyota Production System. Production engineers understood that no matter how good the final product might be, it would be worthless if it didn’t meet customers’ demands and satisfy their needs.