Dossier Toyota en anglais

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On costs and profits of the auto industry, for each vehicle produced in North America in 2006, GM posted a profit of $ 2,123 less than Toyota did. The Japanese car manufacturer is the most profitable car manufacturer in the world, its profit per vehicle increasing from U.S. $1.175 in 2005 to $1,977 in 2006.

In résumé: we can see the European market is very important and strategic for the Toyota Company, but the market where they sell the most Toyota cars remains the North American one.

2. Toyota’s Strategy in International Markets

The strategy used both by Toyota company and most Japanese companies is the KAIZEN strategy which means continuous improvement. It is the key word, which guides them towards perfection.

“KAIZEN” is an integrative strategy (annex 3), which means a cross-functional strategy: the gradual improvement, management and continuous business activities including the parameters of quality, productivity and competitiveness, with direct involvement of all staff.

For Toyota, their product strategy is based on high quality, on developing new innovative technologies, focusing on further research, creativity, but also hard work.

A- Research and development

It must be the reason why Toyota is a world leader in research and development of advanced automotive technologies. Toyota develops intelligent responses to the challenges of the automotive industry today, while assuming responsibility for future generations.

For the problem of pollutant emissions, Toyota explores simultaneously a variety of solutions for designing less polluting vehicles as well:

- Toyota has committed to develop hybrid systems as a basic factor in manufacturing clean technology cars, combining different sources of power.

- It has made significant progress in designing engines that use alternative energy sources. One of the most promising approaches is combining two different sources of energy in a single system with the potential to use both. (hybrid technology)

Search for innovative solutions is based on new technological concepts. All of the future technologies have to be tested in terms of daily life. Therefore, Toyota develops concepts such as the Fine-N engine powered by a fuel cell or CS&S roadster powered by a Hybrid Synergy Drive system.

The fabrication technology of engines is one of the most valuable property of Toyota. Toyota’s performance range of engines and advanced design reflects the high standards set by engineers. Toyota’s engines are designed for comfort and performance but also with the objective of reducing emissions and optimal fuel consumption. So, today, Toyota can offer its clients the following advantages: gasoline engines with advanced technology, variable rate control valves VV-i and VVT-i, D-4D common rail turbocharged engine - now available in D-CAT variant to equip Avensis, unique hybrid propulsion system Synergy Drive.

Safety is a priority for Toyota. It has made many innovations and improvement in active and passive safety. Advanced steering systems, brakes, suspension and traction control help keep control of the car. Each is designed with Toyota extreme care in terms of safety, using advanced computer simulations and crash tests. Body and chassis are designed to absorb energy from impact and provide a maximum occupant protection, besides SRS (Supplementary Restraint System) airbags protection system they use.

It can be said that Toyota’s main strategy is the total control of the quality using the “zero defects”, continuous improvement of its products. Toyota has aimed to improve the security and technology benefits that it offers to its clients

To be sure that they are on the right direction, Toyota makes independent studies on consumer needs, getting the vote of confidence on their part. Also, this is reinforced by the exceptional results of Toyota vehicles in Euro NCAP safety tests. Consumers trust Toyota cars and feel safe in them. This trust is the result of the highest standards of quality with which Toyota designs and produces its cars.

Because Europe is a market with growth potential, an important market for Toyota, it has invested substantial amounts to build production plants, research centers and design workshops.

B- Design

Design and environmental protection has been another key strategy for Toyota for a long time, it is the reason why they started by opening a center of design in Tokyo, then in USA and lastly, in France.

It opened in 1954 in Tokyo, Japan, Head Office Technical Centre, which was the center of design activities, planning, designing, production of prototypes and evaluation of vehicles. It was responsible for all fields, including planning, designing and evaluating vehicles. In addition, the center is also in charge of security technologies, energy conservation and environmental protection.

In 1973, in Newport Beach, California Toyota opened the design center Calty Design Research.

Toyota Europe Design Development opened in 2000 and is located in Nice, France. The company created the European Laboratory for Design ED for a better understanding of local influences and preferences of current and potential clients. Nice was the place where the manufacturer has developed successful models Yaris, Corolla, Corolla Verso, Avensis and Land Cruiser.

C- Adaptability based on survey

Another major main point in Toyota’s strategy is to build more research and design centers in the proximity of production facilities.

In fact, Toyota’s experts quickly realized that local production of vehicles and exporting them to different countries without any adaptation was not as profitable business. The producer met an unexpected success of its exportation of vehicles produced in Europe to other markets of the world by adopting special product’s characteristics in each country.

The very rapid conquest of significant market share in the EU of the manufacturer is a direct result of rapid adaptation to the specifics of each area and complying with regulations without trying to avoid or modify them.

In résumé: Toyota designers from three continents are exploring ideas, visions and desires in order to design advanced machines and new technologies bringing more quality of life. This is the strategy that Toyota has adopted to penetrate foreign markets worldwide.

3.Toyota