Toyota's Globalization*

Details

Mini Case Code : CLIM003
Publication date : 2005
Subject : International Marketing
Industry : Automobiles
Length : 05 Pages
Price : Rs. 100

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Key words:

Toyota Motor Corporation, globalization, automobile manufacturer, localization, global business vision, localizing design, global automobile market, market share, saturated demand

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet describes the globalization strategies of Toyota and explains how Toyota began its global expansion and soon became a leading automobile company in the world. It focuses on the various long-term and short-term plans drafted by the company, the hurdles faced, etc. in the process of its achieving its objective of becoming the world's leading automobile player.

Issues: » Toyota's globalization efforts » Impact of diverse needs and preferences of customers on globalization » Can Toyota achieve its 'Global Vision'? » What is 'global localization'? Introduction In 2004, Toyota Motor Corporation (Toyota) was the world's second largest automobile manufacturer, selling 6.78 million vehicles worldwide...

Questions for Discussion:

1. Critically examine Toyota's globalization efforts.

2. Considering the extremely competitive global market scenario and the nearly saturated demand in its core automobile markets (US and Japan), do you think Toyota will be able to achieve its goal of attaining a 15% market share by 2010? Justify your stand.

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