relationship marketing toyota

8/17/2019 Relationship Marketing Toyota

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TABLE OF CONTENT

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ITEM PAGES

1 Table of Content 1

2 Acknowledgement 2

3 Introduction 3

4 Industry Analysis 4 – 5

5 History of Comany !

6 "rder#$inning Criteria % – &

7 Conclusion 1'


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ACKNOWLEDGEMENT

Assalamualaikumwarak(matulla(iwabarokatu()

*irst of all+ t(anks to A,,AH -)$)T for (is mercy and guidance in gi.ing me strengt( to

comlete t(is indi.idual assignment task) /.en facing wit( some difficulties in comleting t(is

task+ I still managed to finis( it)A lot of t(anks to my lecturer+ -ir 0u(ammad -ari bin (amis w(o (ad taug(t me and

my classmates t(e elations(i 0arketing subect) I areciate your kindness and tolerant in

teac(ing us in class for time being) esides t(at+ I also areciate your guidance and ad.ice in

order to comlete t(is assignment)

T(en+ I would like to areciate and t(anks to my arents+ for suorting me mentally

and (ysically not ust during finis(ing t(is assignment but also during my w(ole studies)

,astly+ I also would like to t(ank eac( and e.ery erson w(o directly or indirectly (eled

me in comletion of t(is assignment esecially my friends and classmates)

1.0 INTRODUCTION

Toyota 0otor Cororation is a well#known 6aanese 0ultinational Cororation and founded by

iic(iro Toyoda) T(is comany is t(e world7s second largest manufacturer of automobiles+

trucks+ robots and buses) Toyota 0otor Cororation is a 6aanese automoti.e manufacture

(ead8uarters are in Toyota+ Aic(i+ 6aan) Toyota (as been (its une9ected around t(e world wit(

its bestselling car w(ic( is t(e Toyota Corolla w(ic( was released in 1&!!) As of 2'13+ Toyota

Corolla (as been sold worldwide about more t(an 4' million) T(is is t(e first ste for Toyota to

introduce its brand to around t(e world by followed ro.en a lu9ury car brand in 1&:& named

Lexus) T(is brand became a (uge (it wit( t(e ublic and went on to outsell establis(ed brands


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like BMW, Mercedes-Benz, Jaguar and ot(ers) After 5' years since 6aanese comany started

e9orting cars to t(e ;nited -tates+ almost a decade since Toyota launc(ed t(e world7s first

commercial (ybrid – t(e world7s first mass#roduced gasoline#electric (ybrid car+ t(e Prius only

in 6aan in 1&&%) T(is car reresenting !5)4< of t(e : million (ybrids car sold worldwide by

Toyota 0otor Comany since 1&&% and t(is makes Toyota become t(e world7s successful

automobile manufacturer) *or t(e first time+ in 2'': Toyota becomes t(e largest automobile

manufacturer in t(e world and also becomes t(e world7s first automobile manufacturer to

roduce more t(an 1' million .e(icles er year) In 2'12+ Toyota (ad become a(ead of t(e

=olkswagen >rou and >eneral 0otors by roduction) In 0arc( 2'14+ t(is multinational

cororation consisted of 33:+:%5 emloyees worldwide and as of ?o.ember 2'14+ t(is comany

becomes t(e ele.ent( largest comany in t(e world by re.enue)

2.0 INDUSTRY ANALYSIS

Today+ t(e automoti.e industry is one of t(e biggest industries and one of t(e world7s most

imortant economic sectors by re.enue) ut+ t(e automoti.e industry is now facing new and

ressing c(allenges) T(e automoti.e industry is (ig(ly cometiti.e+ and Toyota 0otor

Cororation cometes in t(e automoti.e industry) Toyota is not about becoming number one in

t(e global automobile industry in terms of (ow many automobiles Toyota manufactures or sell in

a year+ or about generating t(e most sales re.enues and rofits+ but being number one is about

being t(e best in t(e world in terms in 8uality on a sustained basis) Toyota7s keys to build a

stronger foundation@ we must improve product uality, !eep reducing costs, and develop "uman

resources)

2.1 Capital Mar!t Ri"

According from inter.iews wit( atsuaki $atanabe+ in ,essons from Toyota7s ,ong Bri.e+ (e

said t(at as Toyota wants to continuous to e9and outside 6aan+ t(e comany will face market


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risk+ w(ic( will .ary from country to country) T(ey will use t(e concet of le.eling fluctuations

#"ei$un!a%, w(ic( is art of t(e Toyota Droduction -ystem to reduce t(e risks) *or e9amle+ t(e

condition in some Asian markets+ suc( as Taiwan and Indonesia are still toug() 6aan7s economy

is doing better+ but t(e automobile market is stagnant e9cet for t(e mini.e(icles – w(ose

engines (a.e less t(an !!' cc caacity) $(en t(e roblems like t(is arise t(at are s(ort#term

demand fluctuations in one market+ t(e comany uses t(eir oerations in 6aan to suort t(em)

2.2 Gr#$t% a&' Gl#(ali)ati#& Ri"

Toyota (as continued to grow .ery raidly) Toyota (ad oened about a doen new facilities

during t(at eriod+ and also builds fi.e more lants) T(e facilities in C(ina and t(e ;nited -tates

and seen t(e new lants t(at t(ey (a.e been building in T(ailand+ Canada+ C(ina and ussia

surely (a.e facing distinct c(allenges and difficulties t(at makes t(e systems be o.erstretc(ed)

T(e actions taken by atsuaki $atanabe is t(ey will try t(eir best to kee (idden roblems and

try to sol.e it efficiency)

2.* Ri+alr, a-#& C#-p!tit#r"

1E 6aan

T(ere was ri.alry between ?issan and Toyota before Toyota (ad entered t(e American

market resulted in a great cost ad.antage for Toyota o.er American car comanies) T(e

ri.alry between t(ose comanies was fierce+ looking for ways to cut t(eir costs and make

better cars at t(e same time)

2E ;nited -tates

T(ere was ri.alry between *ord and >eneral 0otors wit( Toyota) Alt(oug( American

small cars were c(ea+ t(ey were not as reliable as 6aanese cars) ut now+ American car

comanies were seen as getting sloy about 8uality) esides t(at+ =olkswagen also

becomes a ri.alry to Toyota too)

2./ B,!r a&' Sppli!r Barai&i& P#$!r

ental car would (a.e some sway o.er car rices w(en t(ey boug(t large 8uantities of Toyota

cars but not enoug( to affect o.erall rices) 0eanw(ile+ suliers would e9tract a lot of t(e

rofits from cars comanies@ (owe.er t(ere were many suliers+ so sulier bargaining ower

was negligible)


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2. S("titt!"

,ocal transort or mass transit is a substitute to cars if you li.e in a big city) 0any eole would

refer to dri.e instead of taking buses+ subways+ or ta9is)

2. C##p!rati#& (!t$!!& C#-pa&i!"

T(ere were .ery few instances of cooeration between car comanies) ?o instances of collusion

to fi9 rices t(e cometition was fierce to lower t(e car rices and increase 8uality)

*.0 3ISTORY OF COMPANY

T(e (istory of Toyota Automobiles Comany was begun in 1&33 as a new di.ision of Toyota

Automatic ,oom $orks+ ,td founded by a 6aanese manufacturer+ -akic(i Toyoda) T(e new

di.ision was under t(e leaders(i of founder7s son+ iic(iro Toyoda) iic(iro Toyoda (ad

tra.eled to /uroe and ;nited -tates in 1&2& to e9lore about automobile roduction and (ad

begun researc(ing gasoline#owered engines in 1&3') Toyota Automatic ,oom $orks+ ,td was

encouraged to de.elo automobile roduction by t(e 6aanese go.ernment+ w(ic( needed

domestic .e(icle roduction due to t(e war wit( C(ina) Its first .e(icles were t(e &' passenger

car and t(e (' truc! in 1&35) After t(at+ in 1&3% t(e comany was establis(ed as indeendent

and searate comany renamed as Toyota 0otor Cororation) T(e comany was e.entually

founded by iic(iro Toyoda as a sinoff from (is fat(er7s comany Toyota Industries to create

automobiles)

Toyota 0otor Cororation roduces .e(icles of fi.e brands) T(ere are including Toyota brand+

Hino+ ,e9us+ an+ and -cion) It is also (olds a 51)2< stake in Bai(atsu+ a 1!)!!< stake in *ui

Hea.y Industries+ a 5)&< stake in Isuu+ and a ')2%< stake in Tesla+ as well as oint#.enture wit(

two in C(ina F>AC Toyota and -ic(uan *A$ Toyota 0otorE+ one in India FToyota irloskarE+

one in t(e Cec( eublic FTDCAE+ along wit( se.eral nonautomoti.e comanies) In addition+

Toyota 0otor Cororation is art of t(e Toyota >rou+ one of t(e largest cororations in t(e

world)


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esides t(at+ Toyota also (as se.eral facilities t(at been ro.ided to t(eir workers) Toyota furt(er

ro.ides great new knowledge centers for t(e ublic suc( as museums and lant tours) T(ese

facilities are esearc( and Be.eloment Center+ 6aanese Droduction -ites+ $orldwide

"erations+ Dlant Tour and Toyota aikan 0useum+ Toyota uragaike Commemorati.e Hall+

-akic(i Toyoda 0emories House+ Toyota Automobile 0useum and lastly Toyota

Commemorati.e 0useum of Industry and Tec(nology)

/.0 ORDER4WINNING CRITERIA

/.1 T%! T#,#ta Wa,

ased on from in order#winning criteria of Toyota+ Toyota (as de.eloed business beliefs and

met(ods are known as T(e Toyota $ay) In Toyota adoted t(e Toyota $ay 2''1+ an

e9ression of beliefs and guidelines t(at all Toyota emloyees s(ould embrace in order to carryout t(e >uiding Drinciles at Toyota t(roug(out

t(e comany7s global acti.ities)

T(e Toyota $ay is suorted by two main illars+

w(ic( are Continuous Imro.ement and

esect for Deole) Toyota summaries its

beliefs and met(ods wit( following rinciles@

challenge, kaizen (improvement), genchi

genbutsu (go and see for yourself), respect a&'

teamwork. y all t(ese rinciles+ Toyota is

ne.er satisfied wit( w(ere t(ey are and always work to imro.e t(eir business by utting

forward new ideas and working to t(e best of t(eir abilities) Toyota also resects wit( all Toyota

stake(olders+ and belie.e t(e success of business is created by indi.idual and effort and good

teamwork) T(is is s(ow (ow Toyota are trying to maintain t(eir efficiency and effecti.eness

meanw(ile keeing t(is weaon secret as becoming t(e successful comany around t(e world)

/.2 Fi+! S!5r!t" t# T#,#ta6" S55!""esides t(at+ t(ere are also criteria of order#winning t(at (ig(lig(t some of reasons for Toyota7s

success) ased from t(e aut(or of )ow Toyota Become *'+ Ba.id 0agee+ (e stated t(at t(e

reasons are Toyota using the long-term planning , because t(ey wants look far down t(e road

and try to de.elo roducts t(at will resonate for a long time) T(e best e9amles are t(e Drius

(ybrid car+ w(ic( (as (eled Toyota take a commanding lead in (ybrid tec(nology) ?e9t+


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studious speediness s(ows t(at Toyota is not rus( in making decisions and actions e.en t(oug(

t(eir suliers (a.ing comlains t(at Toyota are slow in making decision) ut t(ey will do lots of

researc(es to make sure and created new inno.ation and imro.ement for t(eir roducts day er

day) Anot(er reasons t(at (as been stated by t(e aut(or+ Ba.id 0agee are Toyota also become an

open minded by learned many of its early lessons from Americans+ and also studying *ord

0otors Co)7s roduction lines and t(e t(eories of management) *urt(ermore+ Toyota be

obsession with waste for its roduction to continuous imro.ement for its roducts and being

humility wit( e.eryone+ w(ic( t(e Toyota7s comany culture (ig(lig(ts teamwork o.er

indi.idual stars) *or e9amles+ at Toyota comanies+ t(e manager doesn7t e.en get a reser.ed

arked sace+ a erk t(at is ractically uni.ersal among manufacturing comanies) T(is is s(ows

t(at t(e most (umble comany and (ow Toyota manage t(eir comany to become so successful

and efficient comany t(roug( around t(e world)

/.* Fi+! Mai& Pri&5ipl!" #7 T#,#'a

T(e *i.e 0ain Drinciles of Toyoda are a written statement of t(e teac(ing of -akic(i Toyoda

collected and arranged by isaburo Toyoda and iic(iro Toyoda) T(is rinciles were first

released on "ctober 3'+ 1&35+ t(e fift( anni.ersary of -akic(i7s deat() -ince t(at+ t(ese fi.e main

rinciles of Toyoda (a.e been (anded down to e.ery Toyota >rou comany and ser.e as

conduct guidelines for all emloyees)

Always be faithful to your duties, thereby contributing to the Company and to theoverall good.

Always be studious and creative, striving to stay ahead of the times.

Always be practical and avoid frivolousness.

Always strive to build a homelike atmosphere at work that is warm and friendly.

Always have respect for spiritual matters, and remember to be grateful at all times.

/./ Gi'i& Pri&5ipl!" at T#,#ta

-ince its establis(ment+ Toyota (as been using its >uiding Drinciles t(at created in 1&&2 and

re.ised it in 1&&%) T(is rincile was designed to roduce reliable .e(icles and sustainablede.eloment of society by emloying inno.ati.e and (ig( 8uality roducts and ser.ices) T(ere

(a.e se.en rinciles at Toyota+ (ad been translated from original 6aaneseG

onor the language and spirit of the law of every nation and undertake open and fair

business activities to be a good corporate citizen of the world.


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!espect the culture and customs of every nation and contribute to economic and social

development through corporate activities in their respective communities.

"edicate our business to providing clean and safe products and to enhancing the

#uality of life everywhere through all of our activities.

Create and develop advanced technologies and provide outstanding products and

services that fulfill the needs of customers worldwide.

$oster a corporate culture that enhance both individual creativity and the value of

teamwork, while honoring mutual trust and respect between labor and management.

%ursue growth through harmony with the global community via innovative

management.

&ork with business partners in research and manufacture to achieve stable, long-term

growth and mutual benefits, while keeping ourselves open to new partnerships.

All of t(ese criteria in order#winning of Toyota s(ow us t(e real c(aracters of Toyota in

consistency and efficiency in t(eir roduction+ t(eir .alues and beliefs and also met(ods (ow to

ac(ie.e t(eir goals in continuous imro.ing and also want try t(e best to fulfill t(e needs and

wants of customers)

.0 CONCLUSION

-tarting wit( t(e .alues by -akic(i Toyoda+ learned from (is fat(er iic(iro Toyoda (as

successfully to introduce t(e Toyota brand t(roug(out t(e world+ and ac(ie.ed to establis( a


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successful automobile car comany around in t(e world) How Toyota becomes to be so

successful +t is its values, w(ic( is t(e Toyota $ay .alues t(at (as two .alues of continuous

imro.ement+ and resect for eole and t(e secifics of (ow t(ose .alues are actually racticed

by Toyota7s eole) 0ore t(an t(at+ Toyota also always focused on keeing t(e imro.ing

8uality+ faces t(e c(allenges efficiency and effecti.ely+ and try creating new inno.ation for t(eir

roducts) T(ere are some 8uotes from Toyota7s resident+ atsuaki $atanabe+ (e ust said t(at

We "ave een "umle. t"at "as een t"e traditional Toyota c"aracter/ 0ow, o1 course, we

constantly remind ourselves, don2t e arrogant/3 T(is makes Toyota (as become one of t(e most

successful+ admired+ and imitated comanies in t(e world)

relationship marketing toyota

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