Finalist in the John Molson Case Writing Competition 2009, organized by the John Molson School of Business, Concordia University

Toyota: The Once-in-a-Century Challenge

Toyota: The Once-in-a-Century Challenge
Case Code: BSTR362
Case Length: 16 Pages
Period: 2006-2009
Pub Date: 2010
Teaching Note: Not Available
Price: Rs.500
Organization: Toyota Motor Corporation
Industry: Automotive
Countries: Global
Themes: Business Policy, Strategic Management, Leadership and Change
Toyota: The Once-in-a-Century Challenge
Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

On June 23, 2009, Akio Toyoda (Akio) took over as President of Japanese automaker Toyota Motor Corporation (Toyota). Akio's appointment came in the wake of the company reporting its first losses since 1963, the year it began reporting business data.

Analysts felt that the global financial crisis had had its impact on the world's largest automaker and that the company was also trying to cope with a shift in the global automobile industry. The challenge before Akio, grandson of the founder of Toyota, was to bring the automaker back to profits.

The business segments of Toyota mainly include automotive operations, financial services operations, and other business operations.3 Automotive operations accounted for 89% of Toyota's total revenues in 2008. The company manufactured vehicles at 53 production sites in 27 countries around the globe. In the fiscal year 2008, Toyota sold approximately 8.91 million vehicles in 170 countries and regions under the Toyota, Lexus, Daihatsu, and Hino brands. North America was its biggest market followed by Japan, Europe, and Asia. After booming sales through 2007, which also saw the company dethrone General Motors (GM) as the world's leading automaker, Toyota's sales were hit hard in 2008. The company decided to opt for a change in leadership and appointed Akio as President. Akio immediately announced a slew of measures in a bid to bring the company back to profits...

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