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丰田的全球战略管理 1 执行概要:
丰田汽车公司是一个跨国公司,主要经营汽车,卡车和机器人生产。丰田公司创建于1993年,是日本第一大汽车生产公司。发展至今，已经成为日本最大的汽车制造商，拥有超过40%的市场份额。此外，它也是世界上第一大汽车制造商。丰田已经在27个国家和地区成立了50个制造工厂,并在全球160个国家和地区销售其产品。它每年，丰田公司的生产量大约为580万辆。丰田公司的员工目前已经达到了317800个(Fba,2013)。本文旨在分析丰田公司的全球战略管理，主要通过分析丰田公司发展所面临的外部环境,核心竞争力,合理的战略和全球战略进行分析。 内容: 1.前言 ........................................................................................3 2.环境分析....................................................................3 3.竞争策略..........................................................................5 4.全球发展的合理性战略措施 ...................................... 6 5.扩大全球化发展的方法和措施....................................................9 6.结论........................................................................................... 11
7.参考............................................................................................. 13
Global Strategic Management for Toyota
1. Executive Summary:
Toyota Motor Corporation is a multinational company that deals in cars, truck, and robots production. It created in 1993 and became the first automobile company in Japan. Now it is the largest vehicle manufacture in Japan with over 40% market share. Beside, it’s the 1st largest automotive manufacturer in the world. Toyota has 50 manufacturing plants in 27 countries and regions, and sells its products in 160 countries and regions. It produces around 5.8 million vehicles per pear. And its employees reach around 317800(Fba, 2013). The present paper is intended to analyze the global strategy of Toyota through analyzing its external environment, core competence, rational strategy and global strategies.
Contents: 1. Introduction........................................................................................3 2. Environmental analysis....................................................................3 3. Competitive strategy..........................................................................5 4. Strategic Rational for Global Development......................................6 5. Methods Used to Expand Globally....................................................9 6. Conclusion...........................................................................................11
7. Reference.............................................................................................13
1. Introduction:
Toyota Motor Corporation is a multinational company that deals in cars, truck, and robots production. It created in 1993 and became the first automobile company in Japan. Now it is the largest vehicle manufacture in Japan with over 40% market share. Beside, it’s the 1st largest automotive manufacturer in the world. Toyota has 50 manufacturing plants in 27 countries and regions, and sells its products in 160 countries and regions. It produces around 5.8 million vehicles per pear. And its employees reach around 317800(Fba, 2013). Its sales system mainly covers in America, Europe, and East Asia. It offers the best service with appropriate price for customers in the world and it is welcome around the world. To build trust and confidence with customers by delivering outstanding quality products and services is the mission of Toyota Motor Corporation. And To reduce global carbon emissions by continuous improvements and application of conventional technology is the vision of the international company. Besides, Toyota Focuses on promoting educational opportunities for employees, Constantly improving product safety and cost reduction for customers, reduction of carbon footprint i.e. Hybrid cars for the public, and Constantly communicating CSR related issues with shareholders and suppliers.
2. External Environment
External environment plays a significant part in the globalization strategy of Toyota Motor Corporation. It includes political environment, economical environment, social and cultural environment, Technological environment, legal environment and environmental environment.
Firstly, the political environment includes domestic political environment and global political environment. As the largest automobile in Japan, Toyota has to follow the local regulators such as vehicle safety, noise, taxes and political stability; As an international company, Toyota has to subject to global legislative issues including emission, trade barriers and exchange rate.
Secondly, Toyota owns the economic state of being the largest auto mobile producer in the world. However, its GDP growth diminished around 1.2% in 2008 and 5% in 2009(Marr,2011 ). Furthermore, highly relying on raw material imports is also a shortcoming of its economic environment.
Thirdly, Toyota has the tenth largest population in the world, which ensures it has a large local market and strong enough human resources. Besides, Japanese earnings level is relatively higher than other Asia countries. Besides, Japanese has a free religion trust; one man could choose to believe in two completely different religions (Porter, 1998). Such religions force Toyota to have more difficulties in human resources management.
Fourthly, Japanese' budget highly invest into R&D, fastest growing industry. Toyota emphasizes the importance of market research and customer tastes.
Fifthly, Toyota pays attention to legality issues of products--safety, quality, pollution. For example, Toyota’s recalling of products put a negative influence on its sales performance.
Finally, Toyota emphasizes the Eco friendly concepts--Hybrid drive, electro cars, and alternative engines.
3. Competitive Strategy
The core competence of Toyota Motor Corporation is achieved by a blend of three core competencies: technology based core-competence, alliance based core competence, and knowledge based core competence (.Popular, 2010). Toyota owns the most advanced auto mobile technology. Its leading technology has helped it in becoming the largest and top selling auto-maker. The brand ‘Toyota’ is associated with quality and reliability due to its JIT expertise. Besides, Toyota has the largest alliance system in the world.
In 1957, U.S. Entrance became the first exports to Toyota Motor Sales (TMS) USA; In 1982 U.S government voluntary restraints in 1981 led to merging of TMS and TMC; in 1984, Toyota formed alliance with GM, and NUMMI was established in Fremont, California; in 1986, Toyota established its first wholly owned manufacturing plant in U.S in Kentucky (Toyota, 2013).
Furthermore, Toyota pays more attention to knowledge. The TPS uses lean management to achieve low cost production. Toyota attaches much importance to the quality and reliability of the employees.
Due to the forceful competition from international companies and low raw material present situation, the hybrid strategy of Toyota is cost leadership and differentiation.Cost leadership means providing products at affordable prices to customers in countries around the world ——IMV project (Thailand, Indonesia, South Africa, Argentina——global bases affiliates for production and experts. Besides, Toyota established “optimum purchasing system”， which helps to reduce costs through reducing the cost of raw materials and 4Ps in market. (Toyota Motor Europe，2012)Differentiation mean products design based on diverse usage environments such as customer behaviors, roads conditions and low temperature resistant. The obvious character of Toyota is that its products are designed according to different usages. Besides, Toyota also sets the local maintenance infrastructure to prove after-sales support in foreign countries.
4. Strategic Rational for Global Development
Due to pursuing the lower cost and broaden its business scale, Toyota Motor Corporation set multinational companies in the world. The global strategy for global development of Toyota is to think local and act global. It has the systematically tapping tacit local knowledge about local needs whilst globally coordinating for operational excellence. Besides, it sets a serial of regional strategy. In Japan, it mainly manufactures hybrid vehicles and other high-value-added product; in North America and Europe, it maximizes productivity at existing plants; in emerging markets, it expands production capacity and geographical positioning. The following will reflects rational strategy of Toyota in China. Firstly, Toyota made a full preparation of market research before entering the Chinese market. China has the largest population of the world, which means it owns the largest potential market. Due to the reform and opening policy, China’s economy develops very quickly. It’s the filed that merges love and hate of international motor corporations. Considering the Chinese environment, Toyota adopted the penetration strategy. Since 1964, Toyota started commercial activities in China to promote its product. During the period, it understood the market through all kinds of methods. In 1971, the representatives of Toyota visited China and invited Chinese auto mobile representatives in the same field to visit Toyota, which ushered in the communication between Toyota and Chinese mobile corporations. In 1978, China FAW group went to Japan to have a study and research in Toyota. From then, Toyota visited FAW Company and Beijing automobile companies frequently (John，2013 ). However, it did not anxiously to cooperate with China. Instead, it made the full preparation through two strategies: firstly, it made the full preparation of technology localization; secondly, it penetrated the Chinese auto parts market. In Through the full preparation, Toyota started its travel in China. |
