Uber and Didi are facing turmoil in China while Tesla debates automation. Technology companies are developing new ecosystems to efficiently share resources and overcome challenges. In the 1990s, Toyota faced severe economic difficulties following the Japanese asset price bubble. Consumer demand shifted towards smaller, more affordable vehicles as the economy deteriorated. Toyota established committees to develop more environmentally friendly technologies and reduce greenhouse gas emissions. They aimed to lead in developing new fuel efficient and less polluting technologies. Safety features like airbags also became a higher priority amid new government regulations.

1. Marketing Case #58

2. Overview of Industry
Uber and Didi, huge turmoil among ride sharing
economy, and might put an end to these conflict in
China. Still arguing the position of automation
driving experiences, Tesla is also crunch time, oblige
to confront toward customer voice. Technology
develops new ecosystem to combine the efficient
resources, not only includes beyond the chasm, but
pursuing to overcome.
Toyota Story30
1990s, consist of series on severe hunger for economic recovery, since it
burst the bubble growth. Downsized estate rate caused huge panic, and
gradually deteriorating. Toyota was also in turmoil, necessary to do the
business beyond pressing cash flow negative. Banking was reluctant to
take investment, strictly regulated limited Net Worth Ratio.

3. Demand Shift
Since the bubble ceased, consumers preferable move to personal or
smaller type automobile. Classic, or Large size was not match demand
those days, so shifting the models were first issue for all makers. Entire
car trend walked toward, cheaper and compact box to casually driving.

4. Ecologically Effort
Initially established committee to considerable method,
comprehensively take into every options for next future. Relative
cooperation between stakeholders, and proceeding omitted elimination
gas, developing new technology as a leader. Afterwards proclaimed for
globally ecologically peace.

5. Greenhouse effect reduction
Not only for improving fuel consumption, but includes extension from
logistic effectiveness, and sales. Toyota raised the planning to attain top
layer goal. Paved the development process, consist of reducing CO2,
and refrained to utilized the material that bad affection for
environmental condition.

6. Circulating Effectiveness
Social environment gradually shifting to the recycling, or reuse the
energy. Toyota strived to reduce the wasted material as fewer as it
could attain, and established the committee for achievement. Ecology
oriented plastic used for their contribution, further adopted new cycle for
energy effectiveness.

7. Safety Driving
Prevent the incremental traffic accident, secure the driving is impressed
issues for all car makers. Government published for committee,
required to put the air bags, to alleviate the impact of collision. As a
regulation process, Toyota developed whole system to monitor the
manipulation works, seat belt also penetrated.