Toyota Marketing Case Study

Overview of Industry
Manufacturing industry represents Japanese superior
character. Even now, leading Japanese market
fundamental, gaining competitiveness on the global
business stage. On the high volatility market
condition, it had been considering the best way to
produce most confortable experience for the driver.
From this chapter, we’ll show you the trace of
Japanese automobile industry.
Toyota Story 1
Toyota started their business as a maker of loom. They had been sitting
on Nagoya city, approximately middle of Japan, for a long time ago, it
well-known as in dense of cotton fabric industries. You can see bunch of
components, why Toyota representing Japanese business style,
moreover it reflects our hunger to gain prosperity out of the poverty
circumstances after WWⅡ.

High quality output
Since their business evolved, highly reputation of elaborative work. It
embracing original automatic function, as soon as there almost left no
thread for sewing or cutting, putting it off by themselves. Came it from
users needs to avoid the case in trouble for working to complete
manufacturing work.
Automatically
suspending
Loom

Automatic Risk Management
One of their management word, “JIDOKA” coming from its origin to
cope it automatic function. It enables whole employee working with
some machines simultaneously, also made it highly productivity. It
including tons of secrets on Toyota’s walked journey, it brought them
get prosperity.

Tremendous idea
For reducing the loss of energy, they invented the rotation of shuttle
alternate to working generally style on round trip. It consist of their
original idea, and contribute to manage their less cost advantage than
any other competitors, furthermore patent strategy brought huge
obstacles for others.
Adaptive Service
Patent
Competitor
Needs Detection

Physical Approach
Co-founder of pre-Toyota enterprise, Sakichi Toyota is full of wit in
physical working. His insight in steam engine, applying for creating
circular working function. All his conceiving for circular approach more
effective than any other tips to manipulate their resources to produce.
Piston

Technology sought
His intrinsic curiosity involving in not only for function, but also motion.
He had been brought many invents into the market, and once visited
German to purchase the model of automobile for scrutinizing it to
recognize structuring. Their whole catering of electric energy is on their
own.
How’s this
components?

The history of automobile was driving on the
significant rails. Outstanding growth, around 1960-
1989 in Japan, brought the enormous wealth to
public citizens. The era contributed our lifestyle
innovation, in particular, had it quite precious notion
with driving own car. Not only for the fame, but on
their self-esteem, it was cherished to embrace as
their assets.
Toyota Story 2
The founder, Toyota Sakichi started business with his highly vision.
Cotton spinning industry had dramatically consolidated around 1900,
excessive supplying, is directly affected. Toyota was also inevitably
change their business style, effectively producing the products, highly
valuable contents.

Effectively output
It was hard time for all cotton spinning industries, over supplying
required to change their long-time scheme. For surviving, somehow
need to take any advantageous with other competitors. Toyota is not
sufficient cash stock, lasting their business model, for compensation,
invented originally productive way.
Supplying Demand

Tips squeezing
Through traveling to US, Sakichi learned cutting-edge for adapting
Toyota’s Way. He was confident of the vision on his business trip,
visited around agglomeration in cotton spinning industries. Further, he
moved around the world, UK, France, Belgium, Russia, Netherland,
German.

Japanese Manufacturing
Toyota Sakichi’s son, Kiichiro spent his childhood close to father’s
manufacturing work. His identity, bottom up to management, one of the
components brought up Toyota, to the global leader. Not only as a
expertise engineering, but creating innovation is on his profoundly
insight.
What is manufacturing？

Risk predicting
For avoiding critical fault is everytime disturbing managers. Toyota’s
original predicting ways is referral for all business owners.
Experimentally examining whether is out of order, or not with minimum
numbers, after then, adding step by step on rotation. Through this way,
it enable them to avoid the risk, even if tons of breakdown came
suddenly at once.
Experiment Numbers
Car
numbers
Gradually accustomed

Team Innovation
On the tough circumstances, team work brings innovative idea,
moreover help it execution. Toyota’s also undergone it as well as any
other business go through. Their team knowledge sharing
communication would maximize the potential beyond their ever limited.
Table
Where we should go？
How we should do？

These days, we’ re talking about IoT, Automation
drive on the coffee. Back to the origin of automobile,
it was for comfortable transportation, with baggage
or any material etc. Since it had shifted to the
personal driving, valued as a status or privilege, only
for among highly layers. Accordingly penetration, it
had been close to our daily life or business, one of
the central pillars for economical prosperity .
Toyota Story 3
Toyota had overcome quite severe conditions many times. In particular,
enormous earthquake occurred in 1923, directly affected their
management. For regain from this distinctive disasters, Sakichi Toyota
encourage themselves into automobile market for transpoartation. Saved
the tons of lives, useful for revival, through these contribution it admitted
for publicity.

Revival from Disaster
In 1923, Tokyo was suffered from enormous disaster. That disrupted,
not only for the building, but their lives, system, almost the fundamental
of citizen’s habit. Automobile contributed to revive the circumstances,
so more imported from US. Automobile industry had evolved since then.
Food
GoodsPerson

Industrialization
Fuel the domestic automobile development, government initially
consolidate the specific industrial expertise, centralized into one
designated area. At this moment, such as Toyota city, flourished with
consisting of originally resource, moreover it exported the products to
the world.
Designated area

Recreation
Japanese strong point, imitate for recreation. For recreating new model,
referred to US “NASH”, and divided the role, through the whole
manufacturing process among industrial community. Even though, this
first trial never succeeded, despite of high quality, it was too expensive
cost.
B
C
A

Combining tips
Kiichiro Toyota, elaborately examined the detail of US automobile, and
reconstruct with combining it partially. Adapting engine of Chevrolet,
chassis of Ford, etc. Scrutinized whole feature on it, effectively
integrated each parts with mutually outstanding advantage.
Brand A
Brand B

Recruiting Strategy
For synergizing, recruiting distinguished staff for manufacturing new
automobile. Toyota signified the past experience, some of came from
industrial project, others also local small company. Somehow they
combined Japanese manufacturing skill with US unprecedented
technology.
Toyota
US technologyJapanese Professional

Driving innovation brought us much distinctive
prosperity, not only having a fun, but carrying,
communicating, further lifestyle, business scheme.
In terms of marketing experiences, automobile has
been usually arguing among the professionals.
Elaborative marketing plot is intricately injected into
the mutually blood. We can see respectively
character on their history.
Toyota Story 4
You can see, how Toyota fueled Japanese economical growth, through
their survival. This moment, it not only for representing Japanese industry,
but global distinctive giant. Enormous members embarking on their
mission for driving their dream, to contribute the whole our life. Their
intrinsic valuable for the society had been supporting Japanese trunk.

Improvement of Productivity
For improving their productive way, Toyota learned some expertise in
famous University, research institutions, anywhere in dense the
professionalism globally. At this meanwhile, working for established
new factory with equipment to improve the productivity.
3 people working along line
1 person working on the same line
Improve

Developed Drivers
Most significant fuel of automobile is engine. With learning from US
style, developed their original engine sample. Even though the first
example not worked that they’ve expected, went it through with
alternative head parts, beat estimates of most engineering members
did.
Ex
Change the parts

Take into the fashion
Examining the trend of internal parts, for keeping their mind for
adapting the cutting edge technology, Kichiro Toyota said, prospect of
the market fashion is significant point, not to be delay of that. For
avoiding to take waste the time, focused on only new trend that will
definitely come to Japan.
1930 1940 1950

Free competitive pavement
Once Toyota got notified by Japanese government for creating any
tracks, with some subsidiaries, but the president stubbornly decline the
favor, and eager for free competitions to all challengers. He was
anxious for it disturbed their philosophy, to improve the productivity,
owing to consideration.
Government

Happy Birthday to sales team
Japanese General motors abandoned to continue the business in
Japan, caused with some reasons, so Toyota succeeded in their sales
retailors for selling Toyota’s automobile. Government regulated to
authorize to sell the external brand for public, and it affected to GM
critically to toke it to Toyota.
Japanese GM Toyota

Robot automatically intelligence will change
transportation regions in near future. Preparing for
that crunch time, Japanese outstanding industry also
innovative their scheme for taking action with
Internet business. Eve accidents numbers decreasing,
comparatively past years, still remains as the mess
among far numerous problems. AI innovation will
improve that in not so far future.
Toyota Story5
Toyota’s some researching center in US, aggressively concerning into
innovation, not only dedicating past components, but recreate embracing
cutting edge technology. Last year, released for cooperation with Stanford,
MIT for embarking on AI development. Robot is also vacant points for
their next investment, self-driving car perhaps will came it out much
sooner.

Kaizen mindset
First releasing of G1 trucks was out of order, some breakage perceived,
reason of vulnerable against the pressing. From this failure, Toyota
learned for revamping the process of welding, and reinforced the
mechanical procedure, room for dealing this cases. And established
assembly factory for dividing the roles.
Broken
Assembly the products

Entrepreneurship
Since then, Toyota is learning the specific knowledge from US, or
Europe. Kichiro Toyota declared, beyond this cozy relationship, and
progress on our way for innovation. Only creating innovation allowed to
create innovation again, is in their mindset at this time, led the to the
top player among global market.
We should create our own
innovation!

Technology Asset
Kiichiro Toyota signified the practical technology, and much invested to
this area. He claims to combine practically, academically is inevitable
for progressing. Recruited some famous researcher, professors, and
concentrated on that with Japanese highly intelligences.
Practical Academic

Casting Skill
To create the casting, to strengthen highly solidity, tensile, brought the
electric furnace. Owing to their striving, it enables them to endure
against mechanical property. Their adoption was first cases in Japan,
so professional artificial was amazed with their deed.
Create the casting

Originality
Those days, not enough suitable steel materials in domestic market.
For the weapons, it was produced, but not for automobile of mass
production. They originally start the project for creating the resources, it
stepping up from beginners to be more elaborative skill. Accordingly
highly production, reinforced their internal provision.
Research
Pressing

The industrial Revolution was surging around 1970,
1980. Dramatically innovation came to us, beyond
our living before we met, since then, generally
convulsion made us much comfortably shifted with
some sacrifices. Also in Japan, polluted had been
arguing those days, against that, most of us
struggled to find the solution. What’s the business
innovation next?
Toyota Story6
Diligently striving is one of Toyota’s spirit, owing to embracement, their
tremendously achievement will come to effect, not only for domestic
landing, but globally. In terms of development, aggregated some
expertise into the team, through intensified, more the business ranges
widen. All of their mindset is talking to us, what’s the Japanese mind, and
seed for success.

Abbreviation
Additionally function stick to their system those days, not meaningful
producing that effectively, it enable to adapt for various orders. Referred
to imported machinery, abbreviated the role, only for the necessity,
when it came to the numbers for productions. Eliminated surplus,
achieved the most effective works.
A B
C
E
Adoption!
Adoption!

Why importing？
Predicted future internal development, Toyota adopted external
expertise. Gaining own development skill cost much time, until that,
alternate means needed for them to sustain presence on domestic
business. Importing is not only for gaining the method, but as paving
the fundamental of automobile beginner.

Launch pad assessment
Realizing mass-producing, new factory established on the comfortable
space, with factors, acquisition with low price, adamant indigenous
layer, transportable, electric abundant, etc. In short, started new project
for machinery of aviation.
Hydroelectric power
Low Price
Transportation
Proper Layer

Just in Time
To avoid the excessive production, or wasted time, Just in Time
philosophy was born, through the mind of Kiichiro Toyota. Produce it
within the necessity is significant for administrating the resources.
Please produce 100 parts today
Ok, it works
100 parts

Adoption
For adopting new management technology, between raw blank
department and processing, put the arrangement team for transiting
into new system. Measuring sufficient production numbers per day, and
bring to processing team for producing minimums. Finally take it to
constructive factory.
How much
needed today!
Arrangement
Ok

Among the new industry, up-to-date the words often
came out. Back to our life at the time of automobile
evolved, we’re excited with cutting edge technology.
These days, Google, Apple or other players joining
this turmoil, since online realm stretching out to
conventional transportation. When it comes to the
innovation, usually expects any new surging, what
about for our mindset?
Toyota Story7
Since invented “Just in Time”, Toyota’s management system ordered
effectively. That was big innovation, caused it for reducing cost, mistaken,
further it contributed their philosophy of Japanese. “Just in Time” is not
temporarily improvement, eternally working for changing a bit, little by
little. These accumulation, someday emerging as a big succeeding, and
competitiveness as a competitiveness.

Rapidly Corresponding
In the case, alter the parts on some errors, inevitable rapidly
correspondence. Minimum loss is required, not more oversupplying, so
“Just in Time” system is very responsible for dealing the matter
occurred. For shrinking the term of improvement, and reducing, “Just in
Time” was best words.
Change
Minimum
Stocks

Future Vision
Once 1924, the government adopted for measuring standard with meter,
not inch. Toyota needed to whole cost, and method to reconsidered.
Even thought it was huge investment, Kiichiro Toyota nodded to this
offering, and hopes it will invest to the next generations.
How long is this？
Inch Meter

Alternative Fuel
Since the Tokyo earthquake, automobile demands surged among the
citizens. Even thought, on the supplying side, all the fuel, gasoline
relying on the overseas market. The strategically material, petroleum
was in short on tense relationships, among the Manchurian incidents.
For that, Toyota recreated with combining alcohol with gasoline.
Overseas Japan
Petroleum
Tense
Create new fuel

Recovery from Shortage
Not sufficient material usually supplying to the market, sometimes on
the war, it never equilibrium with demand and it was. Toyota took
immunity for all the case, internally creating new resource,
redevelopped that many times. Through their education, it was became
stronger, to beat the difficulties.
Create the
resource
Overseas
Non providing
Japan

First Exportation
Responding the demand in China, Toyota was firstly exported to
Manshu, and prepared the mechanic for repairing. Accordingly the
growth of demand, located their factory and foundation to boost the
productivity. Whole the process was localized for each response, not
only for selling but, researching, development.
Japan
China

Industrial development inherit on their culture, life
style, and solution. Fintech is buzzword among the
tech enthusiasts, although each condition stick to
their growth velocity, affected tolerance. Technology
is rapidly progressing, as soon as it coming to
disclosure, even though, penetration not sometimes
unacceptable on the different character. We can
detect the future industry with yourself.
Toyota Story８
Toyota is getting growth with Japanese economical affluence. Not only for
the producer, but their unmeasurable contribution is remaining in the
Japanese mind. Toyota’s road is always on the lackness of resource. It
strengthened their philosophy, furthermore technological intelligence,
Japanese manufacturing addicted mindset.

Under the regulation
Economical regulation under the war, directly surged among the
manufacturing business. All the participants, distributed with minimum
resources on governance. For the sake of market liquidity, divided it
with per industry, owing to this claiming, Toyota could overcome on the
stagnant.
Government
Industry A Industry B Industry C Industry D
Resource

Macro Fluctuation
The steelworks, and factory of machinery launched for automobile
manufacturing, but on the enacted new regulation, it obliged to be
divided. Moreover, gum division also spin off caused with some
intention. For ramping up their productivity, steelworks was independent
of whole project, and started to work more flexibility.
Steel work
Gum product
machinery
others
Steelworks
Independent

Reconstruction
More than one-fourth of factories was disappeared on the non-
undergone air raid, 1945, Aug 14th. Predicted Japanese recovery,
executive vice-president, Akai determined to allocate resource to
product the truck for carrying materials or provisions to all citizens. In
parallel, Toyota took into account of risk aversion, prepared new project
in the case of prohibition of products.
Provision
・Food
・Material
・Preliminary
・Other needs

Made up their mind
Toyota burned their boat on the wilderness. Even it authorized to
produce trucks, their resources, factory, members, materials etc,
extremely short, and need to encourage them to bring recovery. After
death of Akai, caused on the traffic accident, Kiichiro Toyota proclaimed
4 policies.
Recovery
Factory Reconstruct
Fostering expertise
New technology
Supply
Management
Sales

Open to Public
GHQ ordered to untie some cozy systems, opening it for public. Not all
enterprises authorized with producing, some of them under regulation,
Toyota was also. Until the cease of control, Toyota was forced on
limited range of business, and weakened their productivity at that time.

On our predictions, no longer any past existing
industry of manufacturing will alter to the next stage.
Data consolidation surely change the process for
producing hardware. Likewise the PC experienced,
deprived by Smartphone, automobile will be made
on the innovation, from hard to soft, and finally all
on the cloud. How’s your prediction of that industry,
and moreover it makes more happy to us?
Toyota Story９
Tech innovation will surging toward the BtoB business In near future. That
means, even on the big capital, never promise to be avoidable on the
Internet extensions. Toyota originally keep their culture, or system, since
recovered on the recessions, nowadays that overwhelmingly influencing
other automobile industry. At the same time, inferior to shift on the rapidly
growing. This is crunch time for overcoming.

Reparing
One of the landing policy, Toyota ordered to repair, or maintenance of
US military automobile. It so-called “Procurement Demand” derived of
their purchasing orders. Under that circumstances, Toyota continued to
deeply research of the engine for small cars.
What’s engine？
Repair

Dodge Recession
Owing to global new transition, seriously shortage of cash flow, caused
of restrain the amount of currency. Tons of bankrupt was surged on that
condition, also Toyota oversupplied on 4 millions of stocks. Worse,
material prices increased on demolished of subsidiaries, so inevitably
reduce the cost on the process.
Bank
Yen
Material

Critical issue
Consumer stood on the advantageous condition on the transition of free
trade. Even though Toyota adapted monthly payment on bill, some of
them was failure to honor. It weakened the Toyota’s capital, not
sufficient to redeem the cost, that burdened on their fundamental.
YEN
Consumer
Toyota

Never firing
In spite of quite severe conditions, Toyota never give up to working with
existing members. Kept negotiated with banking or any funding
organization to lend sufficient cash flow to maintain. Toyota and labor
union working together overcome this situation hand in hand.
Union
BANK
Toyota
Funding
VISION

Divide Sales with Product
Reinforcing the sales management is one of the embracing issues, so
separate it from the coherent process, and independent sales
established. Not only for redeeming the cash flows, but paving the
system, sales, prices, concerning everything on Toyota delivering.
New technology

Even it were, highly global brand, required to sustain
their position on rapidly changing the trend.
Sometimes to invent originally managements system,
others, innovation, like Apple or Google.
Manufacturing core value obsessing to their inherit
status, back to Japanese step, it accelerated after
the World War Ⅱ, once ceased, and it simulate ours
to bring prosperity.
Toyota Story10
As soon as modernization surging to our citizens, automobile is not only
for designated people, but to the publicities. People would hope to
possess, high class model, showing off their own status, other times, it
working for business alternate to another options for riding. We can see
tremendously Japanese growth, as well as automobile industries went
through.

Labor dispute
Even regulated on the sales process, it worse of their business
outcome. Because of higher price on their material, in spite of striving,
Toyota made a big loss on the accounts for 4 and half months. Labor
Union was opposite of this status, moreover dispute was occurred on
this turmoil for arrangement.
Company
We hope…

Burn Toyota’s bridge
On this turmoil, more and more deteriorating of result, Kiichiro Toyota
resigned the role of CEO, and determined to carry out 3 strategy. First,
admit the retirement, if they hope, Second, reducing the wages, Third,
renovating personal assignment system.
Admit
Retirement
Reduce WageNew Assignment

New alliance
As soon as settled on the dispute, Toyota tried to cooperate with Ford
Motors beyond the seas. It seemingly to be hard to whole agreed on
the Korean War, but partially Ford allowed to welcome trainee from
Toyota. They learned of the distinctive material goodness, the same
time, disadvantageous of national makers.
US
Good material
Learn it

Special Procurement of War
The Korean War had started on 1950, to provide the sufficient military
reinforcement, Toyota produced the truck for this momentum. Growing
demands pushed up of their sales, and broadened contributed to their
recovery. Special demand added their fundamental for regain.
Korean War

Renovation of Facilities
Scrutinized into whole facilities, examined their effectiveness,
determined it to be continuously operating or demolish. To reinforce,
and paving the circumstances for improving productivity, on that time,
adapted up-to-date technologies into their line.
AC
B
New System

In recent years, surrounding condition of Japanese
manufacturing industry has outstandingly changed,
badly affected their revenue scope. Toyota sustaining
their position among this turmoil, but it no longer
sufficient to control on the global dynamic
movement. Economical volatility, directly manipulate
their determination under the weaker or stronger
currency condition, more tackling necessary.
Toyota Story11
Accompany to the boost of sales, scientifically management system
required. Toyota historically innovated to overcome these issues,
inventing on the imitation of out-expertise, sometimes internally fostered.
That’s one reason, why keeping their position among highly developed on
the automobile industry, moreover it maintaining the motivation with
members.

Supermarket method
Learning from Lockheed, operated in the factories, solve the issues to
deal with product management. Supermarket means, encourage the
latter process, to bring the necessary goods from former, basically
divided with former and latter and allocated each roll. It enables to
reduce the loss of stocks, and corresponding flexibly to any alternation.
Latter Process
Former Process
Ask for the needs

Creative idea
That was tough to overcome the massive issues. Toyota proclaimed to
administrate the entire process, to coverage it effectively. Machine
standardization, Instructive similar working process, Risk Prevention,
Reduce the loss. This momentum includes Toyota Way to ramping up
their systematic factor.
Standardization Risk Prevention
Instruct
Forecasting
Reduce the Loss

Transforming Adaption
Reinforcing the new system, reducing the loss, generated between
disposal process. It getting to bring into the Toyota management system,
for mixture of these tips driving their business acceleration.
New tech Adapting Process

Quality Management
For keeping highly quality penetration, consistently administrating each
process, and strictly paved the step of the flowing. Realizing broaden
scope of management style, involving in the sales, administrative,
further concerns on this process for finally completion.
Excellent
Need Improve
Bit readjust

Electric Calculation
To ensure the efficient process, need to add technologically solution for
abbreviating some wasted time. Office simple works burden each
member to make themselves for taking it, and personally measuring the
result, so it bothers heavily. Toyota seeking the adaptable tech,
promptly install on their process.
How much？

Just surging big wave of decreasing child in Japan,
our consuming style directly influenced of this social
huge issues. Compare to our bubble era, youngers
tend to be reluctant to pay attention for physically
precious things. Automobile is heading also
inevitably toward this social fragment, and force
them beyond there recession for grasping their
flourish again.
Toyota Story13
Toyota‘s new era would have opened for BtoC public service. That’s
distinctive factors, getting more presence, with highly brand awareness
among citizens. Thus learning from this, Toyota nurtures Japanese mind
to be confident of global presence as well as domestic market. Their
marketing structure is distinguished components, why it could realize the
vision for all world citizens.

Development for public
Since it had been prohibited to develop automobile for public, at the
June,1947 allowed to produce passenger’s car, forecasting future
consideration. After this point, aggressively keeping invented many
models to penetrate their presence with much variety sources. That
event, fueled their business presence for BtoC market.
What’s cool!

Empower core competence
Devoting their strategic resources into the engine creation, and
improvement. Reinforcing the engine potential, and make it applying for
some various projects. Know as a famous model, Land Cruiser was
appeared on these days, robust to climbing even toward perpendicular
slope.
Climbing up!

Japanese Standardization
Since public passenger car had landed on Japanese market, there
perhaps some suspicious, that is bigger for Japanese life style. Toyota
initiatively to invent originally Japanese adaptable public cars, to enable
entire Japanese citizens to utilize their own automobile.

Flexibly Correspondence
It was hard landing for Toyota, selling it to their customer. Dealing with
this issues, change their promotion, not use for daily life, but into sales
traveling. Owning for this rapidly decision, sales result went well for the
usage, alternate to walking, but driving. We can learn from this
marketing case, what’s your customer use？
Driving Sales

National Brand Project
For making it highly automobile brand among the citizens, government
lead new policy to develop national brand, most of us enable to join this
movement. It widely contributed to establish that Japanese rapidly
flourish, and arranged fundamental to evolve innovation among the
public components.
Which is..？

Present manufacturing system stands on the
vulnerable soil. Even suffered many times on the
huge catastrophe, we’ve overcome these
momentum. It might be the time to reeingineer
entire system to produce the vehicle. In a short time
scope, it would not be easy, but we’ll discover
epoch-making structure, for own flourish to be
surviving upon these turmoil.
Toyota Story14
Overall, entire ecosystem of automobile industry has keeping to change
into highly effective level. How we could add the value is more significant,
rather than we talking about what’s the next car. Back to the history,
accordingly to increase the sale, most of the citizens became to willingly
purchase their own car, which sufficiently fulfill their desire.

Concisely Retailing System
Response to the needs for living on capital regions, established lighten
shops as front of customers. It expects not cannibalized among other
retailors under the Toyota management. For meeting the trait on highly
residential area, designated stores paid profoundly attention to being
match.
On the capital area…

Commence for exporting
Since 1955, Toyota start exporting to the Latin American region. Land
Cruiser acquires highly valued, meeting for their regional needs. Even it
volatilize the risks on unsustainable economical condition, aggressively
cultivated frontier toward southern.

Local Produce
Authorized by Brazilian government, rent the factory to deliver localized
products to the market. In spite of exporting termination from Japan,
never suspending, and established localized factory on Brazil. Pulling
up localizing rate, embarking on pavement for producing.

Knowledge Education
For increasing the Brazilian sales, Toyota attempted to adapt their own
knowledge of system for productivity. Not only for educational
processing, but additionally paved entire system to reinforce of
effectiveness. Even the whole sales in Brazil deteriorated, Toyota
positively invested, finally contributed to arise of revival on Brazilian
automobile market.
How to create it effectively …

Worse begining start
Upon the exporting into US market, legitimate burden would imposed
Toyota to change on US market condition. As it not sufficient market
examination, thus Toyota was forced to scrutinize the exporting process,
whether legally or not for heading whole strategy.
Market
Research

Automatic driving potentially swallows the entire
industry. Japanese makers hold their superiority to
create the manufactures. Even that highly
competitiveness, perhaps no longer sufficient to
keep position as leading whole market. Domestic
sales seems to become stagnant, worse it dwindling,
means not only for increasing the primitive profit,
but combine with up-to-date tech into that.
Toyota Story15
Toyota had been exporting their presence into the global market. Not only
for selling their products, but dwelling each region, likewise sitting on the
same table. That’s the one perspective, Toyota highly signified to manage
their global marketing system. Beating the recession over the bubble, it
embraces core competence, to contribute on the each social
circumstances.

Specific Product
For achieving the monthly over 10 thousands, embarked on the
reinforcement of facilities. Coincidently, opened the second model of
Corona, brought it to the market. Once undergone the trouble, so the
next, improved the entire process to prevent it again.
On the capital area
Improvement

Total Quality Control
Learned from their past failure, process management is necessary
requirement for continuously producing high quality vehicles. Adding
the more strictly, entirely control their system, carried out two proclaims,
thoroughly penetration of high quality, and cooperation beyond each
divisions.
Should be the quality A

TQC Management
Reducing the bad claims, tighten of administrative each fundamental.
Through the examination, remaining the issues on the process for
supervising. Educating the all managers to monitor the process, and
should instruct the method to stably keep high quality product
management.
A + B + C

TQC function
Entirely adapting TQC system, enacted whole direction, embracing the
5 years project, and QC establishment. Each functions respectively,
disciplined the process across onto the different board. Thus, all
divisions enable to see the confirmation, how it overlapping the role, on
the whole project.
Q
M
Pr
M
O
M
Pe
M
Products
Design
Prepare
Supply
Produce
Sell

Deming Prize
Following the public reputation, applied for the Deming prize.
Incrementally penetrated, their sense toward entire improvement. As a
scrutinized survey, the committee judged to authorized Toyota for that
standard. More strongly to adapt on the management, to manipulate
originally quality control.
A + B + C
Give them Prize

Internet will getting closely union with transporting
solutions. Positively, big data giant approaching to
physical producers, respectively aiming for the
flourish to create innovation. Data assembles sits as
the entire brain to control naturally carrying our
presence. That’s terrible sign for primitive industrial
leaders, it surging new wave for whole data
innovation option.
Toyota Story16
Japanese economy ever experienced, overwhelmingly growth from 1955
to 1970. In compare to other developed countries, that was by far notable
momentum. Coincidently, domestic automobile sold quite well among
affluent citizens, here and there, highly penetration rate to possess each
own cars. Which brought excessive pavement for public railway or other
new projects.

Free Trade Enact
Since 1960, Japanese economy had been opened to the public market,
alleviate the friction for exchanging rate to in-out. Approximately the
same time, government proclaimed to ramping up the whole globally
competitiveness, categorized the genre to heavily focusing the
resources to beat the game beyond the severity.
Genre A Genre B Genre C

Strategic Cooperation
Expanding their region, prepared the opportunity to cooperate with Hino,
Inc. Mixture with the knowledge for track, and synergize it, combine to
Toyota Production System. Furthermore, strategize small car producing
system onto their new market, besides usual sales.

Driving Motorization
Causing the big motorization wave, invented public type “Carola”, intent
to convince the family usage, improved the entire system, included
engine, driving experience, seat, comfortableness. As soon as it
appears, brought the outstanding boom, and it was greater outcome.
Original Engine
Driving Experience
1
2
3
4
4 types gear

Motor Sports
Developing the up-to-date engine, start to participate in the motor
sports competition. Rather than to exhibit new models, racing for
pursing renovating their technologies to catch up with the global
standards. Accordingly getting more popular, it resized more smaller to
gather the attention of audiences.

Trend Saturation
Since it penetrated among the public, ordinary driving the car, it
requires to correspond the customer demands. Per user layer, it
separated each strategy, and responded to their direct voice, meeting
for the comfortableness. Around these times, marketing was core
resources to gain the attraction.
A
B
C

Government arbitrary bring up specific industries for
revival. Automobile is one of the promising business
to regain of empowerment, wake up on the severe
circumstance. On the developed pavement,
concentrated authorization is no longer meaningful
to stimulate whole industry, but recovery on the zero,
similarity watering to ruined scenery for hoping
landscape.
Toyota Story17
Toyota boosted their business presence to the international market. That
represents of Japanese aggressively expanding with promising
landscape. Massive investment sometimes bring us bad impressions,
nevertheless bubble economic whispered to us, no limited for our growth.
Toyota overcame quite severities, again and again, with fully hoping to
the Japanese revival.

Resource Allocation
Preparing for the free trade opening, pursuing the high productivity, to
catch up with the global standard. Effectively manipulation, allocated all
resources into specific process, to correspond the market needs.
According to this movement, established some organization to support
these system.
Parts A
PartsB
Parts C

Systemic Management
Controling entire system, proactively adapt the new system. Through
automatic conveyor process, effectively constructed whole parts into
the car. Uniformly painting, adapted cutting edge, reduce the wasted for
lubricate entire processing. Electric calculator worked as managing
productivity, and cost reduction.

Dealing System
Distributing stably on entire domestic market, learned from US style,
established originally retailing system. It regulates, 1, based on local
capital, and resources. 2, small vast, but much numbers. 3,
Concentrated on capital area with multiple stores. 4, Pre-payment
system
2, Small vast, but much numbers
4, Pre-payment system
1, Capital area domain
1, Local resources, capital

Knock down exporting
Embarking on the international market extension, adapting knock down
exporting style, it construct entire parts in each local area. It enables to
optimize with respectively condition of the country style or nationalism.
Flexibly absorbed each condition, and it applied for whole productivity.

Go for Europe
First landing in Denmark, and gradually expanding their network to
entire European market. Their target was non-producing automobile
countries. Owing to the low cost operation, and maintenance, further
minimum breakdown is also contributed to their highly sales result.

Japanese outstanding superior points, to learn the
professionals, and recreate it on our self branding.
Modestly, we’ve studied so hard, to catch up the
cutting edge, and expanding for entire flourish. Our
predecessor left the gifts for next generations, strive
for others, to contribute their success. Owning to
that, beneficially spending our ordinally lives, but as
so to succeed in the next to us.
Toyota Story18
Recall is one of the disturbing problems among the automobile industries.
It always obsessing to their head, occasionally it took a critical wound for
the management. Furthermore, motoring innovation caused some issues,
traffic jams, accidents, sudden troubles. Toyota was also running through
quite huge turmoil, and recovered it their own way.

What’s the Recall
As well as Japanese phenomenon, it coming in US to be cautious of
car accident, especially 『Unsafe at Any Speed』, wrote it down for
alarming of safety. Firing from this actions, the similar regulation was
execute for keeping the consumers right to claim for the recalling.
Something
Wrong？
Scrutinize

Hidden Recall
In 1969, Japanese publisher, Asahi addressed that American
Newspaper criticized with issue of Toyota, Nissan still retrieving under
their way without announcement. Recall campaign changed among
automobile fundamental, strictly examination required in the public.
Why never disclosure ？
What’s the
safety？

Countermove
Reducing the fault recall, Toyota stringently examined entire process,
altered specific parts, preventing to produce the loss, further related
issues. Respectively, each development, set the administrative
institution to monitor the progress, whether it attains the spot, standard
for manufacturing.
A
Supervisor

Quality Progress
Improve for
Standard
As a public company, raise their goals to contribute the public safety,
beyond pollution, accidental tragedy. Eliminating the reckless safety,
plus improved the quality control, to assess the entire standard.
Enhance the fundamental for nominated the awards of Deming again,
to honored stages.
Minimum Line

TQC management
Toyota originally invented the QC standard, TQC（Toyota Quality
Control）, and attempted to penetrate under the partners, creating the
parts, handles, motor, etc. Not only the Toyota, but any relatives,
cooperated to make innovation stepping up their whole standard.

Driving experience almost turning into tech oriented
direction. Sharing economic impact has been arising
since huge Internet rookies corroding. Sleeping the
car vacancy will potentially surpass the updating
productivities. New automobile war has about to
open, which giant going on holds the adequate
weapons to beat the game, somewhat will lose on
this turmoil.
Toyota Story19
Toyota announced to cooperate with Uber, upcoming winner on the
sharing taxies. Any competitors, VW, GM or others will also catching up
this cutting trend to embark on the same board. What means of this
surging, the time on the unexpectable experience will welcome us to
transport. Telecommunication is going to innovate ride sharing, but
includes internal communication with cars. Unable to stop exciting for the
future predictions.

Traffic Annoyance
So far, developed the traffic penetration among the citizens, upcoming
the argument for jam, or accidents. To prevent these issues, Toyota
originally investigate the reason, and promote the public to avoid such a
tragedy. These inspires another concerns to do the same for safety
experience.

Save our Life
In 1967, Federal Motor Vehicle Safety Standard had established in US,
it contains to instrument seat belt, energy absorbable steering, other
tighten regulations. According to this issues, Japanese government also
enacted the law, comprehensively embrace the structured to avoid the
traffic accident.

Experimental Safety Vehicle
To explore the prevention of accident, Us, Western German, and
Japanese cooperated to develop the testing cars. Japanese consist of
capabilities to endure the collision with 80km velocities, and alleviate
the impact to defend the riders. Finally attempted to adapt the entire
public cars, their effort evaluated as a best sold with high safety.
Examination
Pole

Telecommunication monitoring
Toyota participated in the project, develop the devices to remote
monitoring system, to avoid the highly dense traffic jam. It attached
each automobiles to navigate the proper routes to prevent for. It aiming
for metropolitan issues to solve through the cutting edge technologies,
assembled with professional engineer or researcher, to invent the new
innovation.
A
A points crowded

Proclaiming
Toyota stated to whole members, making the good society through the
cars, to contribute the public welfare, safety, convenience. It means to
be proud of working as one citizen to take an important role. Automobile
is no longer the vehicle, but almost the public legs for the people.

We’ve been arguing with self-driving car,
automatically set the goal for direction. Renowned
Internet giants addressed, embarking on this boards.
Apple’s hidden R&D might be able to bring the
something to upset. Japanese car maker, Honda also
established AI research center in Japan, to seek the
trend, behind to other Internet enterprise. Ride
share is no longer the issues among designated area.
Toyota Story20
We had experienced one critical issues, such as eliminate gas. That
suffered, particularly in dense around capital area, caused some
infections, diseases. Rapidly unexpectedly growth, usually brought us
bad aspect. Learning past reflection, walking on the progress story,
thought it was nuisance, back it from the presence, inevitable hardship for
all citizens.

Gas Elimination
Caused of exhausted gas, air pollution had been critical issues.
Comparatively in the capital area, bad contamination would suffer to
our internal body. Learning the US regulation, government enacted the
standard to reduce the elimination gas, and aimed to cleanse of
circumstances for living.
Reduce
CO2

Practical Action
Toyota actively adopted the dealing with this issues. Not only for the
authorization in Japan, but challenged it in US, so that to prevent air
pollution for driving experience. Scrutinized the reason, established the
research center to observe the entire condition of this problem.
Examine

Pursue the best Way
Preventing the eliminating gas is frontier for all engineers, so it was
magnificent challenge to all the teams. 3 components, CO, HC, NOx
was disturbed them to diminish at the time. Learning from US
aerospace method, FMEA, scrutinized the entire parts, how it
influences of gas affection. Further established specific factories to
seek the critical factors of that.
Parts A
Parts B

Specific automobile
Toyota conducted the function on the public car to reduce the eliminate
gas. These system called TTC（Toyota Total Clean System）, settled
to focus the resources of these momentum. For penetrated to whole
retailing, educated the maintenance method, and allocated the
professional leaders on each places.
Leader
How to ….

Technical Asset
Concluded, Toyota attained their goal of reducing the elimination gas on
the technical progress. That was not only challenging, but asset for
entire the company. Beyond the inhouse network, cooperated with
externally partner, and seeking to reach the frontier to solve critical
human issues.

Concerns about sharing drive experience, Uber, Lyft,
Didi Dache and more players come appearance these
times. Conventional structures will be upset, surging
on the Internet connection. We’re boarding on this
game as a consuming, not transportation, but it
partially movement. Dynamically next industry
transition will go on near moment, and never be
retrieved.
Toyota Story21
Energetic crisis is one of the big issues for human being. Not only our
fundamental structures, but represents of flourish system, non-leakage
for driving experiences. Toyota has been seeking the best way to attain
their mission, provide the driving experience. Whether new alternative
options will widespread to us or not, it depends on the future technology
innovation.

Energetic Crisis
In 1970’s, people be cautious of oil shortage, and price was raised
much higher. It was in danger of any automobile enterprise, on the
massive ingredients cost, should be required to deal it with deduction.
Sales condition was affected under these circumstances, but it
recovered on their striving.
Seriously Shortage

Energetic Efficiency
For reasons of rumors, Toyota disputed to reduce the total energetic
consuming on the process. Hold the meeting to reduce the elimination,
and took their effort for minimum cost. Moderately, reviewed the wasted
matters, furthermore adapt the knowledge to another modeling.

Revamp the entire system
Learning through the oil shortage, explored the method to updated
administrative system. Involved over all concerns in examining the
whole condition, to improve if it was burden to make the efficiency. And
prepared the system, to succeed their way in the next generation.
Administrate..

Market Transition
Caused of energetic crisis, since then, consumers incline to purchase
moderate cars, to reduce the cost. Japanese automobile makers rode
on these waves, cultivated new frontier in US market. Their consecutive
effort would work on that time, not only overcame the crisis, but cutting
into new market.

Comfortable Driving
According to changing the trend, consumer tend to prefer the cheaper
fuel cost, and comfortable driving experiences. Light and smaller style,
high efficiency, low emission, fewer noisy, and comfortableness. Strive
to review the entire parts, and correspond to the user voices for
inventing new engine.
Use
r

AI is the buzzword, that widespread, not only among
Internet geeks, but penetrated on the new streams.
Data accumulation will become the ingredient for
composing of every physical visibilities. It says
calling the time to react largely with new
motorization. Google pronounced by far technlogical
approach, that never permit to catch the path for
others this moment.
Toyota Story22
Automobile histories told us some importants factors of successfully
business development. Channel extensions is no doubt, that empowers
potential to run it on the path to the goal. These days our channel,
encounter the products, shifting from online to offline, that embrace
meaningful answers, we should carefully go through that way.

Strong Salesforce
On the economical recession, Toyota allocated the resource to hire the
more sales person, as well as education. Promote the retailing
presence, independently funded for the new stores. Not only financial
support, but systemized entire opportunities to meet consensus. Having
the event to share the each idea, or made deeper mutual
communication.
How to increase the sales..

Extension in United States
Under the Nixon Shock, extended the distributing network in United
States. Moreover concentrated the specific models to localize American
style, on the fundamental relations between retail dealing and
headquarter, behalf to compensate the risk of stocks. Cause the
surging of small car booming, it attains unexpected sales.

Western Strategy from Japan
As well as into the eastern part, launched their business among
European high competitive required market. For the England, under the
lower consuming tax for the car, for France, cooperated with Swiss
agency, for German, working with local distributors.

Overcome the disadvantage
Oil crisis directly damaged European sales, under the some emergency
risks. Recovering these conditions, Toyota cooperated local German
bank, and injected the resources for spreading the sales distribution.
After the statically crisis ceased, locally promoted their presence, with
customer support, and so on.
Bank
Toyota

Local yielding
Each countries, politically propulsiving to yielding system in domestic
market. Driving on this trend, Toyota participated in some opportunities
to localize manufacturing system. As behalf of education, injected not
only capital join, but technological assets, or human resources.

Since first industrial revolution, huge amount of
products emerged, eftsoons disappeared. Internal
appetite to move it smoothly, or unburden, call to
react on these consumer needs, automobile world
had been changed our surrounding, enable to attain
the goal. That might be crunch time around
European Union, but there the birth place of seed for
original evolution.
Toyota Story23
1980s, Japanese automobile yields surpassed that of United States.
Exports had lead this momentum, simultaneously smaller car demand
effective on the market trend. As well as on these tremendously growth,
but we can seen some friction between international transaction, that
stands opposite of both relations, beyond the seas.

Bad courtesy of reputation
Behind the goodness of Japanese export, slip it down the sales among
domestic US car makers. On the court, criticized as it downsized entire
market sales, but Toyota stated of justice. Even it good relative with
local car dealers, though it inevitable to enact something to regulate
their carrying powerfulness, that settled to political matters.

Avalanche for limitation
Demand for equilibrium, each region addressed to save their domestic
yields, not only for productions, but employment. The positions,
comparatively incremental from eastern Asia, pressed back to their
home lands. Export fundamental moderates the status, and kept
ordinary consensus both relations.

Seed for success
Under the regulations, struggled to grab the ray for hope. Invented new
rule, seek the profitability, intention to keep highly motivation. Examine
the disposal components to take more cash creating, and founded own
facilities to enable reduce the cost ,much less nor wasted.

Way for leaving the mess
Again and again, require to migrate another options, corresponding the
customer voice. Small Truck is seemingly new frontier for them, but
should not be. Raising duties were severe impact, but beyond these
turmoil, as a challenging, inspired local dealers to praise their
achievement, in accordance, hiring admirable paycheck.
ToyotaManager
Good
Payment
Good
Outcome

Shake hands with sales
Primitively, separated sales team with makers. For catching up the
trend, approaching mutually, and finally meet the goal for merged to
forward the game. Global competition is much severe, that Toyota
landed on international stream, but almost behind theses trends, so this
statement will contribute the entire decisions to push their products

Both aspects of danger, and usefulness, automatic
driving experience will arise these affections. Our
argument for the frontier, is not always included
good references, but we should overcome upon the
issues. International market drivers would be shift to
critical risk management. Not only for securities
manipulation, consist of data aggregations, but
entire fluid averse.
Toyota Story24
Economy is such as studying mankind, thus Toyota experiences radically
global transition, it could not be avoidable, change their whole landscape.
Export had been growing region, though it was inconsecutive durations.
Toyota reunited to pursue the rebirth for the future international market
leader, that was mission, not statement of all members.

Market Friction
Is always, market condition fluctuating on unexpectable cells of human
reacted. Even on the tout relations, peer-to-peer deals, sudden
exclusions arose on the severe consumer trend. Oil crisis again,
damaged the transactions over the continent, EC, or US gradually
rejected mutually, and dived into technologically wars.

Sophisticate manipulation
More and more, polish their advantageous, so called QC is core
signified components. Established the bureau, proceeding union of
sales, and manufacturing. Improving the evolution, coincidently
reputable is rapidly widespread among automobile, fortunately it
evaluated around them.
Examine

Sharing knowledge
Do you know, that Toyota and GM ever done the joint venture for
counterpart flourish？GM side would to know for small car concept,
additionally manufacturing process, Toyota did learn the market
conditions. Beyond bunch of anxieties, met the both agreement for
cooperation.
Toyota GM

Local Contribution
In accordance with sales growing, take into the potential account,
concluded to establish the original local headquarter at the North part in
United States. Intended to serve for indigenous hiring, and economic
extensions around countryside. That was pleased to welcome by the
president of Kentucky.

Open Door Strategy
What we could speak for Toyota’s genius, aimed to become the citizen
in United States. Not as Japanese, dwelling like same residents, with
opening mind and relations, so that to contribute local culture, moreover
economical development. In terms of supplying structure, select the
best partner close to them, evidently Toyota wanted to do it with them.
Toyota

Global market circumstances, undoubtly changing for
Internet innovation. Most of all physical devices will
connect to the online communication, by far future
distance, unusual to talk about AI, IoT, other
buzzwords. We’re busy to catch up high velocity
wave, in other words, globalization is to update our
own machine for learning everything, even if were
not stick to ourselves this moment.
Toyota Story26
Starting from US fundamental, Toyota deed aggressive broaden
international presence. Coincidently, deeper consciousness for local
community. Making the relationship with each thrive, literally seeking the
both flourish is key factors, not only selling the vehicles, but mutual works
their own way. We could learn from the past days of Toyota walked along.

For Taiwan
So far did invest mainly among English speaking area, but further
looked into Asian, Taiwan no doubt enough. Accordingly to the policy for
pursuing highly industry growth, once do progressed with injection into
resources. Even though it was not going well, change their landscape
for joint-venture.
Toyota 国瑞汽車

For Australia
In Australia, the same time for integration of sales and manufacturing,
established the branch to associate with entire structure. Not only
financial, but whole sales, products, moreover that enabled to reduce
the time cost. Even though founded joint-venture with General Motors,
but finally disbanded in 1996.

For Asia
Between Japanese companies and ASEAN regions met agreement for
BBC scheme. It permits, each enterprise’s brand respectively free-trade
among them, that ingredients locally procured over 50%, alleviated the
friction. It enabled them to spread entire ASEAN areas, as well as
established indigenous factories.
Toyota ASEAN

For China
For pavement of service hospitality, Toyota educated the procedure,
how to welcome the customers. This network widespread to the whole
in China, even it went well, but the condition gradually worse. It
because, regenerated national markers flourish on warmly support.

For Africa
Since Nelson Mandela has become the president, in Africa, widespread
to the international market. Toyota promoted on the campaign, called
“Rising Sun” for South Africa, and delivered the knowledge for skill to
manufacture the process. Furthermore injected to the local agency
through their branch.

Industrial development usually stick to indigenous
history, further local inheritance. Genetic succeeding
will affect, in Japan, educational principles critically
took part in our visible consequences. Japanese
established past story-telling validates these
apparent causes. When it comes to thought of new
innovation, we should deeply take into account of
every options for respectively.
Toyota Story27
International cooperation was the key word, at the time, turning-point of
Cold War between United States and Soviet. Friction is also brought the
crisis to the automobile industries among the relations on Japanese –
American. Overcoming pressing issues, compromised their inssist, not
only pushing it, but tolerate accept both condition forward mutual flourish.

Counterpart Settlement
For mutual settlement, incrementally importing the products from
America, as well as extent of manufacturing capability. Intent for
alleviated circumstances, seek the high liquid transaction, peer-to-peer,
pursued the landing spot. Plus, aiming good connection with local
supplier, that produces further amount of fundamental.

Global Comprehensive Plan
Accelerating business expansion, built the comprehensive landscape
for exporting products. Furthermore, raised the proclaim, increase the
import, local supply-chain network, and additional cooperation.
Purposing the boosting ration of yielding outside Japan.

Decentralized demand
Since consumers to be accustomed with updated model, that made
puzzled for all car makers. Favorite trend of youngers, and elders much
different, so that to call their resonation, it requires to list originated
types. Reduce the eliminate gas, woman drivers, automation system
penetrations said to be the significant factors.

Engine Effectiveness
Catching up the trend, smaller formal engine is key topic for Toyota at
those days. Running behind the Nissan, thoroughly miniature, and
thinner would brought the competitiveness with other companies did.
Toyota pronounced with appearance copies for promoting their new
model.
Engine

Renewal the Channel
Attaining the over 2 million supplying, launched the new project. Named
after the landscaped, it called “Vista”, opening on Sunday, sales
hospitality, moreover started some new options. Committee positively
accept automation tools for labor working time, stock, any supplements.
Data
Management

Mechanical innovation often seen during the world
turmoil. In particular, automobile surged with
historical war widespread, as long term conflict as it
was stronger. Automatic driving experience might
not assert to bring new type of collision, but
technologically bad intent. Whether it used for the
flourish or collapse, all depends on our purpose,
somehow to convenient for us.
Toyota Story28
Plaza Accord, shivered Japanese export project. Since then, Yen
exchange rages overwhelmingly plunged, deprived the huge amount
profit of Japanese international business. Overshoot brought the down
trend for Toyota, once refrained the entire strategy, to rebuild the wholly
story-telling. The negotiation with labor unions continued for a while,
eventually that settles among the each consensus.

Emergent Option
Beyond these critical issues, promptly systemized the department, to
review the each cost for returns. Document, official work, or any other
eliminable stuff, aggregated to examine. Cost reduction said, why
Toyota could remain even on the severe circumstances.
Reduction Reduction

Customer Satisfaction
Even comparatively highly level of customer correspondence, chased
of their rival, Toyota changed their rail to the consumer retention. Under
the committee, administrated every process, from the bottom of
manufacturing to top for sales. Not only the domestic market, but called
to global fellows.
C M
Listen to the voice

Factory Establishment
From the first foundation, mainly resides on the narrows space, s o that
to maintain effective productivity. For the extension, built the new
factories per different Japanese estates. That because of various
companies took a role for establishment, to do contribution with each
local culture, and economic growth.
Toyota AToyota

State of the arts project
As soon as attainment of short term goal, Toyota founded original
development center, it accelerates entire story for invents new model,
that integrated technologies with product creation. Conducted includes
some skill for CAD, CAM, enabled to detect at the point of development
with tout relations of cooperators.

Classic Model
1989s, Toyota’s first classic model, LEXUS cut the red tape for opening
new ceremony in United States. Consolidated entire technology for
seeking high luxury brand, furthermore adapted new manufacturing
process “Assembly Line Control”, that control wholly system per model.

Driving components inherit to each local condition.
In Japan, capital region Tokyo is so crowded, many
residents, high buildings, not be highlighted to
become good experiences for manipulation. On
contrast, countryside with fruitful scenery or
amazing natural phenomenon. Automatic attention
will change our drive style, but it never bring
alternative stunning memories.
Toyota Story29
Not only for centric their resources into automobile invented, but seek the
entire fulfillment of our life on the Toyota journey. Since started to do the
business, manufacturing and sales, under the Toyota’s umbrella, project
to embark on some new plans. After a few decades later, involving core
businesses, as well as it compensates the lack of their internal resources.

Birth of Project
Following to automobile project, residential issue would arise for them
to solve the next. At the same time, cut the red tape for launching some
projects simultaneously. To create it independently, segmented the
division who concerned with each matters, enable to go through more
swimmingly.
Project A（Residents）
Project B
Project C

B2B residents story
Toyota is also well-known as a residential company in Japan. First
commenced the project for B2B business, rent the office to client.
Shifted to the B2C commerce, since that well going, accordingly high
population growth. It includes from public to classic models, extended
the variety of options to suggest the visitors.
Toyota

Communication issue
At the time of deregulation, predicted the future synergetic, get into the
telecommunication market. International communication was next trend
those days, so that, caught it as start-of-the-arts, cooperated with
Japanese enterprises to spread network on domestic market.

To the Sky, to the ocean
For diversification, marine project also started with cooperated entire
partners. Not only academic research, but includes resort business
spread. As well as took into the new region for developing the small
plane. Unfortunately it was not good landed, but nurtured new typical
technologies in it.

Toyota Green Way
Contribute to critical issues, invested in the biologically approach.
“Toyota Green Way” means, Toyota driving clean activity, and lead it to
the flourish on earth. For the development, assembled some teams,
even not concerning with automobile technology, positively adopted.
Social activity is good option for their mission.

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.

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.

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.

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.

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.

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.

Cognitive technologies will be taken on the driving
experiences in near future. Not only it as for
communication pipeline, but prevent for crucial
accident. The time is going to change every primitive
options, that believed it as our basically sense, doubt
for future flourish will erode the new market. If it
were connected all the devices online, that moment
would empower our potential.
Toyota Story31
1990s, generated new value into automobile industry. As a leading model,
classic, compact, responding to the demand. Channel strategy is about to
move online to connect supplier, and consumers. It enable to reach more
visitors, that means window shopping.

Next 4 Steps
Since the 1990s, have been opening the several projects into stages,
that accommodates to consumer fashions. First is Classic brand,
LEXUS. Second, American market extensions. Third, Changing the
brand awareness for green environment. Last, Internet promotion
channel. It stepped up their business toward the future optimization.

Prevent the Friction
TMMC, yielding agglomeration in Canada, extending to produce the
new field. Canadian government stated to eliminate the duty tax, if
produces as a local business, so that filed international landscape,
established the factory.

Local Management
According to the extension for North America, Toyota integrated entire
process, authorized to administrate, includes PR, promotion. Logistic,
yields, supplying, wholly systematic proceeding was brought to
indigenous branch, so far 1993s, ratio incrementally to 45%, widely
expanded their presence.
Toyota

European Stagnant
The early of 1990s, the Gulf War, Yugoslavia conflict, and currency
crisis, these economic deterioration hit the sales in Europe. Bad
infection spread to the other areas, as adding insult to injury, Lehman
crisis brought rapidly decreasing profit. Even though it once recovered,
Greek impact was overwhelmed.
Bank

European Style
Since that, change the model for European oriented style, vigorously
proceeded marketing campaign. In 1990, hold the contest at Barcelona,
on promoting new model Yaris, opinion influencer loudly pronounced to
the audiences. As yield results for these striving, highly presence
saturated to the public.
Good styling
New
experience

Ford announced to create the automatic driving in
2021, that perhaps comes future realistic
experiences. Heated invested race will go up next
stages, it congested too much traffics from different
businesses. Driving shared platform would appear to
plot for eroding presently market, at the same time,
conventional vehicle dived into dense turmoil. No
matter what would come, era shifting to personal.
Toyota Story33
In 1980s, exports regulation, and stronger yen pushed themselves to
determine for settled own yield resource in European regions.
Comprehensively shake their hands with local big company to realize
highly productivity. That means to pronounce of their presence in Europe
is very significant mission, not only for selling, but cover the everything for
economical growth there.

Core Technology
In 1998, founded product management hub, TMEM, and extend to
strengthen network in Poland. Joint venture with PSA revealed to
develop the core engine technology. Through cooperation, been taught
the savvy for distribution pipeline in Europe. Afterward, anticipate of
future growth, moved to Russian region to widen their potential activity.

Marketing Optimization
Not only for established the spot for development, additionally also
includes sales control tower, marketing or Public relations division
authorized for local statements. In 2002, alleviated the regulation of
territory occupation, accordingly to this transition, deals comprehensive
brands for consumers.
Toyota
M M
M M

Learning from Experience
Due to the Asian currency crisis taught them, once leave to export,
restart to build local yielding network. Targeted for classic layer, Corolla
aggressively promotes with copy of “Break into Style”, consistency to
other 6 countries. Founded Management organization in Singapore,
that administrates “Made by Toyota”
Toyota

Asian Key Role
Thailand is one of the important role for global expansion. As a gateway,
put the entire manufacturing system, as well includes local designing,
sales reinforcement. Centralized the resources in Thailand for exporting
among Asia, and broadened to Middle East or further ranges.

Effective Consolidation
Respond the radically demand, consolidated the segmented functions
into one organization. Took a role for managing entire process, yield,
distribute, development, logistics. Supports the localization, and
promote the Toyota brand for each regions. It accelerates their sales
outcome ASEAN countries.
Toyota

Singapore raised their hands to become laboratory
for bridging the technology and human needs.
Automatic driving leads stepping up to the next
stages, that will bring us non-human operating
platform. Sharing conveniences, Uber, Didi, or other
challengers have been battling with these issues,
which pursuing to beat this games includes
development of technical method.
Toyota Story34
International strategy is aming for local flourish to spread the car
presence outside Japan. Government policy regulates the market
potential in China, and huge impact of Toyota sales, that requires diverted
pipeline to get into the business opportunity. Learning the good method,
how to go through each market, so that enable to expand it.

Severe Regulation
In 1994, Chinese government stated, that permitted to found joint-
venture, prohibited over 2 partners. The project with Tianjin, the end of
1990, Daihatsu and Tianjin Automobile do the business on the same
table for developing both technology. At that time, Tianjin FAW XIALI
Automobile cooperated with Toyota to produce Land Cruiser, and Prius.

Entire sales system
Intent of paving entire salesforce, TMCL and Toyota Tsusho collectively
founded company. That because to arrange the supplying pipeline,
under some service systems. Afterward put the retail stores at Beijing,
ruling marketing strategy. Until the opened the regulation, participating
in WTO, also sold the LEXUS brand.
ToyotaToyota
Tsusho

New Frontier
Central and South America will be the new frontier, according to the
rapidly economical growth. Such as Mercosur, consistent market
vertically community, eliminated duty tax, free trading. Toyota take on
this waves, founded it to accelerate the profit around Argentina, Brazil
branch to manage coherent process.
Toyota
Toyota

Vertically South Landing
In Brazil, recovered sales with changing the new model of Carola,
beyond the diminishing profit to Argentina. Sustaining as sales channel,
even though it was critical issues of bankrupt, which was good news for
local citizens. Venezuela also demands local oriented car landscape,
so that to corresponded their needs.
Different Target

Complement the big deals
Mexico is key place to supplying the robust logistical issues to US
market, moreover promising high growth. Signified points to permitted
by the government, but it worked so well. Absolutely other side of the
world at the time, on going to strengthen the potential for African yields
in South area.
Toyota
Toyota

Automatic brain function will apply to another
options to fuel it as next innovation. Artificial
intelligence is core competence, not being ignorant
of adaption, for all businesses. It compels to pursue
the new object, that Chinese development perhaps
surpassed these games, Alibaba also raised the
hands as exclusive candidates for this turmoil. That’s
notable competitions.
Toyota Story35
Since the bubble was broken, as well as ceased of flourish on rapid
growth, Japanese economic condition was deteriorating. It infected
among automobile industry, gave an additional blow, raising the
consumer tax hit the totally sales, in consequences, decreasing new
comer on this market. From these terms, we had our life under the
deflation circumstances.

Emergency for New Sales
In 1999, the number of enrollments defeated over 4 million, in other
words, it means less demand for purchasing new automobiles. Not only
for economical transition, but high durability is also, reluctant for
consumers to change the mind. On the other hand, small car needs
incrementally, that because, social environment affected.

Brand Renovation
Respond to the woman demands, recruiting new members from outside,
mainly youngers on coherent strategies. Because Toyota’s brand had
been avoided among them, would launched project for setting different
target. Through this terms, cooperate with Panasonic, some travel
agencies.

Small Car Demand
Since the era has been shifted to the small car needs, includes woman
oriented model, named “Vitz” marketed to new demands. Accords to the
market penetration, Honda or another rivals also revealed exclusive
models, people was immune to purchase it. Toyota raised the injection
of ratio, accelerating to develop this business.
Toyota
Daihatsu
Inject

Sales Strategy
Renovated channel strategy, comprehensively service provided to
customers, insurance, used car, other services. Reuse automobile
sales surpassed the new models, and made huge impact for Toyota’s
market, competitors erodes this potential regions. Solve issues, owns
division to operate these channels.
Toyota
Used Car

Recognition Network
Referring Internet Technology, launched image cognitive censors,
squeezing customer resonation, and improvement. Extensively, online
shopping, entertainment, moreover financial networks, on purpose to
amplify the fulfillment service through new technologies.
Shopping
Finance
Entertainment
Logistic

Foxconn started to cooperate with Didi, that means
excess competition among this industries. Soon it
will be revealed the answers, who would win this
turmoil. Not only technologically progress, but it
exceptional heated surroundings, team up with
appropriate partner in each location. Apple is
seriously losing the way to earn the case on the
automatic driving, but also not sure how it works.
Toyota Story36
International automobile market, the latter of 1990, the wave has come to
migrate with cooperation of global competitors. Joint venture includes
Daimler, and Chrysler, for developing each resources, Nissan and
Renault also cooperate to invent new models. It was representative that
surging new era to restructure the market.

Entrepreneur Mind
Beating severe competitiveness, stated the goal for fostering internal
entrepreneurship, to embark on spontaneously approach to squeeze
market needs. Even though the outcome was so positive on the US
market, but never been working submissively, change it themselves,
appetite to take on the innovation into the automobile industry.
Entrepreneur

CCC21
Toyota was embarking on the project, CCC21, the name of
Construction of Cost Competitiveness 21, intent to reduce the cost to
meet sufficient goal of customer satisfaction. Per parts, common used
across the products. Thoroughly improved the entire process to deduct
the cost, and enhance the each value to contribute the customer
resonation.
Toyota
Efficient Process

Digital Engineering
Internet revolution would bring the huge impact among automobile
industry. Data engineering is rapidly growing, to connect the cars and
human action results. 3 dimension data visualized system would
construct on the virtual space, to create the images. Since then
positively adapted digital process.

Fostering the system
Diversified staffs, is necessary to meet consensus on the same values,
further to foster the global members. Toyota raised their own ways,
named “Toyota Way”, to reveal the mission for all employees. Stated
the mission is penetrated into the all divisions, remind them own
philosophy.
Toyota Way
Toyota Way
Toyota Way

Global Management
As it broken the account rule had occurred many times, strictly
regulated international law system. Because of the international level
account management induced, prevented the loss of stably stock ration,
and keep it as personal holders, raised on the public market.
Additionally robust stock price to deliver the dividend for stockholders.
Account

Panasonic also announced to invest automatic
driving technologies. Japanese company following
these momentum beyond the specific business
development. Existing electric player, Sony,
Panasonic potentially applying internal team to
referable new opportunity. Not only for automobile
companies, this controversy includes out of
consecutive knowledge, accordingly getting into.
Toyota Story37
Since the Toyota was born in Aichi prefecture, embrace the mission for
appreciation, leading industry, positive economical condition push their
back to invest of volunteer activity. Nowadays, social responsibility is core
value to sustain the business, but at this time, the latter of 1980 is almost
coming the trend among Japanese business.

The forest of Toyota
To contribute the social issue, took on earth problem, make it use
effectively to improve their nature surroundings. That’s said, Toyota
forest project, activate to foster the new seed for future woods. Not only
to volunteering action, but educate the participants to learn of playing in
the green environment. It shows their presence, not as company but
citizens.
Toyota
House
Toyota
House
Forest

Art, Culture, Safety Driving
Cooperate with retailor, supporting community to perform the orchestra,
and concert. Further assist of safety drive penetration activity. Through
the lecture, or donation to all Japanese kindergartens with picture
books for all kids. Since the 2005, facilitate the space for teaching
thousands of drivers.
Forest

Global Vision
In 2007, 70 anniversaries came out with “Toyota Global Vision 2020”
includes mission for eco-circulative harmony with technologies, with
entrepreneurship mind, pursue the Toyota way, moreover to aim the
best company as global citizens. Renewal of their brand values,
emphasize with eco responsibility.

Hybrid Technologies
Toyota supplied the hybrid car ”Prius” to the market, before 21 centuries,
that cultivated the frontier to adapt eco-oriented technologies. Hybrid
system is core value for next generation, coincidently stated to provide
for all countries with no time limit. That’s consist of indeed localized
strategy.

Electric, Fuel-cell Vehicle
Future lack of petroleum resource is serious problem, as well as on the
table with eco issues. At 1990, in California, enacted to supply the
minimum 2% with no emission. At the first, challenge to apply with the
lead, but it’s not afford to fully runs with charging, so that practically
working on nickel hydrogen motors in Japan.
motor
AirHydrogen

Cartech is evolving in each area, that everywhere in
the world. It inherits the old stream of primitive
manufacturing pipeline, not only meaning of
development process, but includes internal parts or
something essence. Even the brand is coming from
designated region, the knowledge of creating
accessories on the different soil. Looking into that,
reaching the resource of next innovation.
Toyota Story38
Toyota has been challenging for their future to create the leading pipeline.
Not only as an automobile business, with comprehensive insight,
acquiring the huge potential technological development. Since the birth to
today, coherent striving to become the global number 1 car company, as
well as one of the exclusive outcome among the Japanese.

Bio Technology
Bio technologies was came out around the latter of 1990, prevent the
shortage of petroleum, or global warming phenomena. Meanwhile of
this momentum, invented the component of bio plastic, as resource for
wholly parts. It broadly accepted, not only for the partial structure, but
applied for green project.

Intelligent Transport System
Traffic jam is one of the biggest loss, less yield, stressful. Alleviate with
this issue, embarked on the project with small EV, manipulate the
system to operate reservation schedule. As for middle distance
management, developed the IMTS, Intelligent Multi-mode Transit
system, it detect magnetism marker in the street, telecommunicate it
enable to running in a line.

Car information technology
Internet device can connect the automobiles through the devices.
Gazoo is the project to navigate the passenger for the appropriate
destination. Moreover it connects online to deliver the updated
information, traffic, place, hobby on the fundamental car driving.
Recommend
Place
Traffic
Condition
Email
Weather News

Consolidated safety
Since the 2006, purpose for safety development with technology,
Toyota stated new proclaim. It supports to predict the accident
beforehand, and it prevents to confront it. Cooperate with the
surrounding devices, mutually communicate of each position, and
recognize the distance, take a room for preliminary.

Universal Design
On the good accessibility for all passenger is next issue, and started to
discuss of incremental aging layers. As a solution, Toyota suggested to
them or some people who embraces something disadvantage.
Incremental personal needs, oriented it for nursing care to utilize on the
home carrying.
Carrying

Future technology always taking us to the dream, it
connects the Internet with primitive business today,
embedded each gaps to help the both negative
points.Online world show us none limited potential to
stretch their scope for your project, in other word,
lead us to the next stage. Existing king is no longer
enough to spread their realm, but inevitably to
diving new highly competitiveness.
Toyota Story39
Restart is the keyword for Toyota. According to the rapidly development in
the recent gaining growth region, incrementally spread their international
profit. Superficially, even it going so well-predicted, but actually bad
waves were sneaking into their foot. Finally, Subprime hit the automobile
industries, it worse and worse obsessed to entire the market.

Positive Condition
21 century is good call for domestic Toyota business, once alleviated
the bad trend, and shifted to preferable condition. India, or China,
overwhelmingly been growing, it contributed to this historical sales, so
as to catch up this wave, accelerated to invest as productive reinforce
in each local region.

Sneeking the Risk
Behind the good condition, surely evolving the phenomenon, rising the
energy prices, that was huge impact, even it sold well, still not reflects
to their profit. That because of their components mainly occupied by
small cars, that directly means, sold numbers is not positive for the
sales.
Well sold
but not profitable

Seriously down trend
Continuously higher oil prices hit their profit, and development countries
excessively need that demand. Add insult to injury, Subprime issue
occurs from United States , that causes stronger yen, it made huge
impact of exporting sales from Japan. Especially operating profit
converted to the red at this moment.
YenDollar

Negative outcome
In 2008, Subprime issue broke out, and pandemic to entire the world.
Credit crunch induced bad effect to the stock market, at Japanese,
down to 7,054yen, that close to the after bubbled. Car loan would be
strictly assessed, and stronger yen was critical impact for their sales
strategy. To call this problem, improve the cost structure, and once
suspended new project.

Toyota Shock
Almost medias report “Toyota Shock”, that includes meaning of even
Toyota would going down trend, still decreasing the total sales, and loss
the big profit opportunity. It was among the all car industries, since the
autumn, announced to less producing to deduct the stocks. At this time,
start to share working, or flexible time schedule of each style.
Toyota Shock

Unveiled the new technology, ARM Inc, recently
acquired by Softbank group, would pronounce their
significant process, internally components to pervade
automatic driving. These impacts, not only for the
physical business, but software, consist of each
bodies, or brain to manipulate new innovation. AI
will be good working for surrounded industries,
involved it dynamically, and call the huge wave again.
Toyota Story40
Since the hit, Lehman shocked around 2008, it was crunch time for
Toyota, to change the entire vision, strongly proceeding new wave. Past
days, less concept to create the fun driving, but back to their own start,
pursue the professionalism to create the car experience. Beyond some
difficulties, Toyota will be reborn on robust fundamental.

Renewal Management
In the confronting crisis, Toyota hired new president to overcome this
situation. Back to the origin, for the customer, localization, and
additional new innovation injection has executed since the initial
presentation. Furthermore, closest president to the real consumer
stance, with diversified insight.
Customer First

Global Vision
Since 2009, Toyota revised the vision, not only for the company, but it
widespread global condition, that notified to all members in Toyota
corporation. In order to realize the oral vision, thoroughly practical
working for localization to each consumers. Next President, Akio
Toyoda, revealed to make it robust axis for creating the good car.
Squeeze the
voice

Sales Logistics Integrated Management
Cooperated with Guangzhou Automobile Group in China, joint venture
GTMC induced the cutting edge, SLIM, that managing sales process,
consecutively monitoring the process from produced to service. It
effectively reflect the status of stocks, sales result, related the entire
pipeline for business.
Result image

Seeking the best car
Toyota officially revealed the new LFA for sports type to pursue the fun
for all driving enthusiasm. Sold it overseas with 350,000 dollars, limited
for 500 candidates, and started to shop from 2012. Established the
Toyota Award means to seek the best car, additionally make the culture.
Limited 500s

Desperate Evacuation
In 2009, Toyota announced to evacuated, to keep going operation for
NUUMI, under the GM, for restructuring themselves. NUUMI has been
representing the relations between, GM and Toyota. Symbolically, last
one Corolla would be stocked at the Toyota museum as
commemorated numbers.

Car usability will change our remote transportation,
still not driving the vehicle on our brain, but time
passing, mandatory to scratch the unexpected
conception. Communication would be supposing the
next key issue, disruptive of existing obsession, we
could be using as robot alternate. If you’re able to
talk with your device, how’s planning to cover of
your ideal idea?.
Toyota Story41
Recalls is a critical issue, VW also took undergone of apparently breaking
the rule for elimination, and it sufferred to non-description. Takata, that
Japanese maker to yield the air bags for fatal instruments for all drivers,
opted it out a misleading statement, at this time, in conclued to commit
them to financial crisis would lose their credibility, and nor Toyota never
witnessed the same impact.

Recall Impact
In 2009, replacement car in San Francisco, would involve the family
with losing their control, and tragically all the riders were died on huge
systematic problem. It published, that caused of the something wrong
with accelerator of the pedal, by far it alarmed to prevent the interfering
the floor mat, once it recall for examination.

Public Presentation
Response to the customer concerns, Toyota apologized to the series of
this critical issued, promised to the public for scrutinizing entire
qualification, further improvement, and set the committee to proceeding
global anxiety. In US, the claims arising toward the unintentionally
problem, at the chamber, hold the public hearing to pursue the fact
behind the accident.

Undiscovered the fault
Owing to the comprehensive research, by US Ministry of Transport,
cooperated with NASA, NHTSA revealed, that undiscovered the fact of
electric throttle, potentially call the unintentionally accident. In
conclusion, settled the agreement that also admitted by US scientific
academy.

Recover the trust
Toyota Spirit is for genuine customer oriented business, it urgently hold
the meeting to revamp of wholly attention toward this matters.
Strengthen bond with international team would enhance to recover their
fame, back to the No.1 automobile company to seek the customer
satisfaction

Toyota Marketing Case Study

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