Toyota Motors: A Japanese Multinational Automaker in China
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Case Code: BSTR465 Case Length: 15 Pages Period: 2005 - 2014 Pub Date: 2015 Teaching Note: Not Available |
Price: Rs.400 Organization: Toyota Motors Industry: Automotive Countries: China Themes: International Management, Emerging Markets, Geo-political Tensions |
Abstract Case Intro 1 Case Intro 2 Excerpts
About Toyota
Toyota was founded by Kiichiro Toyoda in 1937. In its initial years, it focused on adapting the Ford Production System to suit the Japanese market. However, it later adopted its famed Toyota Production System (TPS), also referred to as the "lean manufacturing system", which took the
automobile industry by storm and enabled the company to come out with many innovative models in a cost-efficient way.
Following World War II, international manufacturers were concentrating on medium-sized and larger cars but Toyota kept its focus on small cars. Kiichiro resigned from Toyota in 1950 and the following years saw a series of Presidents come and go at the company. Toyota started its globalization in the 1950s and entered the US market in 1957. It established its first overseas production unit in Brazil in 1959. It entered the European market in 1963. Besides manufacturing, the company started a global network of design and R&D facilities covering the three major car markets of Japan, North America, and Europe. The company underwent rapid expansion in the 1960s and 1970s and exported fuel-efficient small cars to many foreign markets. It focused on lowering its production costs and on developing more sophisticated cars. The Toyota Corolla, which went on sale in 1966, became Japan's most popular family car.
By the early 1970s, Toyota's production was behind that of only GM and Ford. It also began to tap the markets in the Middle East. By 1974, Toyota Corolla had become the largest selling car in the world, and a decade later, Toyota ranked next only to GM in the total number of cars produced. By the end of the 1980s, Toyota began to build new brands and the luxury division, Lexus, was launched. During this period, Toyota continued to strive for improvements and its manufacturing processes served as a model for other companies...
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