Abstract

The case details the globalization strategies adopted by one of the world's leading automobile majors, the Japan-based Toyota Motor Corporation (Toyota). It examines the company's evolution from being Japan's number one automaker to a formidable competitor in the global automobile market by 2003. It examines the rationale behind Toyota's decision to concentrate on global expansion and studies the company's various globalization programs, focusing on the localization efforts. The case also analyzes the problems faced by the company within Japan and discusses the steps taken to overcome them. Finally, it examines the results of Toyota's globalization strategies and discusses its future prospects in the light of intensifying competition and demand saturation in its core markets, Japan and the US.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Toyota’s strategies to emerge as a global leader.

Keywords

Globalization, strategies, world, leading, automobile, majors, Toyota Motor Corporation, Toyota, evolution, Japan, automaker, localization,intensifying competition, demand saturation, core markets, US