Toyota Corp SWOT analysis, business level and corporate strategy Toyota is one of the largest and the most well respected car companies in the world. Its greatest adventure is brand name, size and reputation. These are its strengths and the company is constantly increasing them by developing technological capabilities and by controlling its own inputs. Toyota gained a good reputation for flexibility and innovations. It is necessary to emphasize that Toyota has 500 awards from EPA for using new technologies in reducing pollution of air. Currently the company is competing successfully in car markets with futuristic and more stylish cars such as SUVs.
Toyota is well known for its modern idea system. Its ideas activators are well suited to the way of manufactures automobiles. Its idea system helps the company to foresee its strengths and weaknesses. As a result it plans to provide loans, insurance products, and a credit card as a part of its new banking venture. It helps to understand customers changing preferences. But Toyota is not without weaknesses. First of all it is weak in the young adult market.
Than, it holds too many non core businesses that underperformed. Though the company is well developing the human resources and technological competences it has some difficulties with staffing, in staffing its new businesses. For example, 15 or 20 percent of U. S. Toyota dealers need to improve. Sometimes the chances that consumers will buy another vehicle at that dealership fall to single digits.
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Thats why the company officials have studied the shortcomings of their sales network. The next weakness is that some customers complain about confusing charges, drab waiting rooms and long delays. But in spite of all weaknesses analysts say that most of the problems are manageable and cannot be a real danger for the companys fundamental strengths. Recently Toyota has started a new generation of futuristic cars. It manufactures new products such as Hybrid Engines and Matrix. It is planning to make a breach in American car market with its new Tundra light truck. That could give an opportunity for fund investors.
There are three main threats that the company may meet: increasing market saturation, consumer confidence and flexibility. If, for example, there will be some problems with sales and no demands for customized cars develops Toyota would have serious trouble. And it is not clear weather its adventures are sustainable. Additionally, Toyota might not be sufficiently flexible to change strategic direction. If the environment change is in unexpected ways. Additional problems that may cause fall of consumer confidence are problems with staffing the new businesses. By the way Toyotas strategy seems to be difficult to recover quickly if things change. An effective strategy should fit well both with the external environment and with an organizations resources and core competencies. Toyotas car businesses are differentiated with broad focuses. They are based on brand, image and design.
The main points are technological innovation and superior customer service. Toyotas business level can be classified as analyzing. It is because the company tries to protect its existing operations while looking for new opportunities. The new businesses use new opportunities and are innovative. So, they can be classified as prospectors. Toyota is constantly providing customers with good service and it is developing capabilities in technology.
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I think that Toyotas corporate level strategy will be effective over the next 10 years, because the company demonstrates consistency at corporate level. Its new business are logically linked to its long term goal. Some of new businesses are dot coms, cell phones and financial services. They seem to be unrelated, but in the context of Toyotas long term goals new businesses help to customize and deliver within two weeks. They provide some coherence to Toyotas actions. The relationship between the company and customers is both horizontally and vertically integrated.
Thats why it is the most effective.
Bibliography:
http://www.google.com/search?q=www.toyota.com. Toyota: Japan’s unstoppable juggernaut – Automotive Industries. June. 2002 Alan G. Robinson, Dean M. Schroeder. “Ideas Are Free”. Toyota’s idea factory.
April. 2004.
