Toyota launched its first passenger car in 1936 and has since expanded its product mix to have "something for everyone." In the 1980s and 1990s, Toyota launched new models like the Camry and entered new segments like SUVs. It also introduced Lexus as its luxury brand. Toyota applies integration across its global assembly plants to customize cars for local markets and shift production to meet changing demand. Its manufacturing strategy and ability to produce millions of vehicles per year from integrated plants have helped Toyota become the largest automaker.

1. TOYOTA : Setting Product Strategy

2. In 1936, Toyota
launched its first
passenger car, the
Modell AA.

3. The company’s products are based on the view
that there should be something for everyone.

4. In 1980s and 1990s, Toyota, as a part of its
marketing strategy, started to expand its product
mix.

5. Launched, Camry in 1982.

6. Entry into the SUV segment.

7. Introduced Lexus in 1989 – Luxury division of
Toyota.

8. In 1997, Toyota applied line
filling between Corolla
and Camry to launch
Prius.

10. One major reason behind Toyota’s success is its
lean manufacturing plant.

11. Its plants can make as many as eight models
at the same time.

12. Employee’s vision:
1) Make cars.
2) Make cars
better.
3) Teach everyone
how to make cars
better.

13. One key feature of
Toyota is
INTEGRATION

14. The New Tagline

15. Toyota has built a manufacturing capacity that
produces millions of cars each year for a wide
variety of consumers. Why was it able to
become so much bigger than any other auto
manufacturer?

16. • Toyota integrates its assembly plants around the world into a single
giant network.
• This can customize cars for local markets and shift production quickly
to meet surges in demand from markets worldwide.
• Other manufacturers fail in this aspect and hence are not able to fulfil
the surges in demand.

17. Has Toyota done the right thing by manufacturing a
car brand for everyone? Why or why not?

18. • By introducing a strong product line, Toyota makes sure that its
consumers do not have to move to other brands for specific
purposes.
• It also helps to increase the market share of Toyota.
• It ensures that it has consumer loyalty.

19. Recap
• Company Background
• Product Strategy
• Manufacturing Strategy
• Tagline
• Some Obvious Questions

21. Disclaimer: Presented by Karan Shah, IIT (ISM)
Dhanbad as a part of marketing internship under
Prof. Sameer Mathur