The document outlines Toyota's strategic map aimed at achieving a trillion-dollar market valuation, focusing on maximizing shareholder value, attracting customers, and improving brand image while addressing environmental concerns. It includes a SWOT analysis highlighting strengths such as brand recognition and weaknesses like high recall rates, alongside opportunities in green vehicle production and threats from competition. The analysis further covers PESTEL factors influencing the industry, emphasizing technological innovations and regulatory challenges.

1. Toyota Strategy Map
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2. Toyota Strategy Map
Strategic theme: Reaching
the trillion-dollar mark
Financial Maximize shareholder value
Increase revenue
Reduce operating costs
Customer Attract new customers
Reduce number of recalls
Better brand image
Process Develop eco-friendly products
Improve production efficiency
Increase partnership
Learning and growth Invest in R&D
Market research
Seek new business
opportunities

3. Vision
Toyota envisages to lead the way to the future
mobility by enriching lives with the safest and
responsible ways of moving people

4. Mission
To create vehicles that are popular with consumers

5. Values
•Faithfulness
•Studiousness and creativity
•Be Practical
•Home-like work environment
•Respect and being grateful

6. SWOT Analysis
Strengths Weaknesses
 Strong brand with a world-wide recognition  Large number of recalls due to poor
qualities and manufacturing faults (Anne
Marie Kelly, 2012).
Opportunities Threats
 Opportunities to increase the production of
green cars e.g. the electric vehicle
 High level of competition from other
automakers e.g. Nissan, Ford, Honda
(Consumer Reports, 2013).

7. PESTELAnalysis
Political Emission laws and the oil crisis
Economic Rising energy costs and global economic
Social Negative brand exposure
Technological Hybrid car, new energy sources
Environmental Gas emission and battery disposal concerns
Legal Taxation system

8. Toyota Resources and Capabilities
Resources and capabilities V R I O
Efficiency in
manufacturing process
Yes
High production capacity Yes
Global network of
manufacturing
Yes
Partnership and alliances Yes
AI and technology Yes
R&D Yes Yes

9. Sustainable Competitive advantage
Sustainable Competitive
advantage
V R I O
Technological expertise ✔ ✔ ✔ ✔
Access to support ✔ ✔ ✔ ✔
Capacity to compete based on
cost and capacity
✔ ✔ ✔ ✔
High brand popularity ✔ ✔ ✔ ✔

10. Work Cited
• Consumer Reports. (2013). 2013 Car Brand Perception Survey. Available:
http://www.consumerreports.org/cro/2013/02/2013-car-brand-perceptionsurvey/index.htm.
(Accessed October 29, 2018).
• Anne Marie Kelly. (2012). Has Toyota's Image Recovered From The Brand's Recall Crisis?.
Available: http://www.forbes.com/sites/annemariekelly/2012/03/05/has-toyotasimage-recovered-
from-the-brands-recall-crisis/. (Accessed October 29, 2018).