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The Marketing strategy of Toyota in China market Essay

1.0 Title of the Project

The investigation marketting strategics of Toyota in China.

2.0 Objectives of the Projects

The objective of the project in the following.
• In the international market, Toyota’s facing the external environment
• The face of Chinese customers, Toyota has taken what kind of marketing strategy
• The strategy for the economic benefits of TOYOTA

And the sub-objectives of the report are giving as follows:
➢ The use of SPELT analysis of the external environment faced by Toyota
➢ Sale promotion
➢ In the Chinese market, Toyota’s business situation. Including its financial data and market share
➢ The impacts of the product life cycle

3.0 Statement of Issues to be Investigated

At first, in order to know the factors that influence a global business organisation to change products and services to adapt their products to local market conditions. I will analyze the marketing strategy of Toyota. Secondly, the factors which impact pricing decisions such as the company costs; customer ability to pay; the price of competitors will be reviewed in this report. Thirdly, investigate the different types of promotion methods used by Toyota evluate their impact on customer.

4.0 Reasons for the Choice of Issue and how this Issue Directly Relates to Topics

My topic is market strategies of TOYOTA in China. Marketing strategy is a method of focusing an organization’s energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements. So the issues I have investigated are the subjects, which are related to the topic. In addition TOYOTA have advantage and success in those issues.

5.0 Covered as Part of the Group Award

• Creating a culture of customer care
• The subject “Economics 2: The World Economy” refer to the free trade, the balance of payments and Chinese entering of WTO. Multinationals doing business in Chinese market through running trade between two countries.
• Micro and Macro Theory and Application. I would investigate the Chinese investment policies, and try to understand the detailed inferences of Chinese GDP, economic level and unemployment rate. Such things are all correlative in this subject.

6.0 Justification for Choice of Businesses

I would like to choose Toyota to be my investigation object. The level of management which has responsibility for the strategic overview of the business. Normally they should be looking at where they want the organisation to be in five to fifteen years time. “Customer First” slogan, for today’s consumers, are no longer strangers. When a reporter walked into the FAW Toyota dealership, see the left’s refreshing to hear.” Two years to achieve “one-time repair rates of the first” MA is not Food and fodder first.

7.0 TOYOTA Access to Information of Method

Companies can use two key sources of information:

• Primary – This is information gathered first hand by the organisation for a specific purpose. We should obtain it by ourselves. The primary sources of my study were obtained by the application of survey and questionnaire to investigate the customer need. And ask the department manager to get some documents of output and annual report. I also use telephone interview to obtain the correlative information from a department manager of marketing.

Secondary – This is information that already exists. This information should always be checked first as it is readily accessible and saves time and effort being used in collecting primary information. The relevant textbooks, newspapers, magazines and Internet collected all the secondary sources. The secondary information sources referred to here include: internet, newspapers, magazines, books (e.g. reference, encyclopaedia, educational, fiction), brochures (e.g. holidays, products, and services), financial statements (e.g. bank, insurance, and bills), directories (e.g. telephone, yellow pages, and companies)

8.0 The Method of Research Need to make use of in the Project

• The face to face Communication
This is a method used ectensively in establishing relationships with customers.
• Questionnaires
Questionnaires can be used to find out whether customers’ expectations are being met by current products or services. Turn to the internet and books for secondary information

9.0 Statement of Criteria

9.1 Analyze the 4P theories of Philip Kotler which have been Affected the TOYOTA

• Discuss the selection of suitable product to meet domestic customer needs
• Evaluate the pricing strategy to be used in the foreign market
• Evaluate the suitable mix of promotional tools that could be used in international markets.
• Indicate the place choice

9.2 Generic strategies— MichaelPoter

They outline the three main strategic options open to organizations that wish to achieve a competitive advantage( cost, leadership, differentiation and focus). TOYOTA successfully use differentiation strategy that provide differentiation goods and services to customers.

Section 2: Planing

2.0 Identification of the Resources Including Time Needed to Carry out the Investigation

The information of total Chinese economic background and the mainly Chinese investment policies to foreign investors could get from the official websites of Chinese government. Some investigate and finance reports could tell me the detailed information about some given companies. And these may spend several days in my first week. Then I will spend a few days to gather some firsthand information through questionnaires, telephone interviews, ect. This can intuitively know the views of consumers to the Toyota, at the same time, to find the promotion characteristics and advantages of the Toyota by comparing with other beverage companies in those methods.

Developing Stage

Executive Summary

This report will use researched data about the business strategy of TOYOTA, and use these data to analysis the demond and supply performance and effect of TOYOTA. In this report, the author will use researched data about the product differentiation of Toyota, and use these data to analysis the product differentiation situation and effect of Toyota, at last, take some suggestions to Toyota about the product differentiation.


In this report, there are some research methods should be adopted, such as Internet, Journals, In-depth Interview and Questionnaire. In this report there are some concepts should be used, such as: Marketing Mix (Marketing: An Introduction), Marketing Strategy (Marketing: An Introduction), SWOT Analysis (Marketing: An Introduction), Marketing Position (Marketing: An Introduction) and Customer Care Strategy (Creating a Culture of Customer Care)

1.0 Introduction

Toyota Motor Corporation is a multinational corporation headquartered in Japan, and is currently the world’s largest automaker. Toyota employs approximately 316,000 people worldwide. The courage to challenge themselves in order to continuously exceed the future. Various measures of human users FAW Toyota has the heart of the service smooth, which is bound to FAW Toyota switched to the smooth development path. From the “one-time repair rates of the first” to “customer satisfaction first”.

2.0 Finding

2.1 The Use of SPELT Analysis of the External Environment Faced by Toyota

Toyota has a global geographic structure with subsidiaries and plants all over the world. Toyota’s external environment relates to major forces outside the organization with potential to influence significantly their products and services. Toyota America will be analyzed in terms of the opportunities and problems they are currently facing and their likely contributing factors. Under the general environment we will be discussing the six dimensions: demographics, economic, sociocultural, global, technological and political/legal dimensions respectively.


The current demographic situation in the US is that baby boomers are retiring. This will not directly influence Toyotas sales, but will influence the future buyers and vehicles that will need to be produced.


Toyota is currently the most profitable automobile company in the industry. The general industry that Toyota competes is with the big three’s and Honda. Right now the U.S. economy is in turmoil. Profitability outlooks are almost out the door. The American public is simply not buying, thus making it tough for Toyota along with their competitors.


Threw out the late 40’s to the present Toyota’s sales have steadily increased (Ireland, Hoskisson, Hitt C-235). The reason for this increase in sales was the negative reputation that American people had against the Japanese after WWII. This stigma has long been forgotten in the American society, thus accommodate Toyota factories in the US in the late 80’s (Ireland, Hoskisson, Hitt C-239). Presently the Toyota Company is widely accepted by general society of the U.S.


Toyota has set up production plants in the U.S., China, France, Mexico, and the Czech Republic (Ireland, Hoskisson, Hitt C-236). There are little changes in the global environment that Toyota does not combat. Their company supplies trucks, luxury vehicles, cars, and compact cars to fit the ever-changing needs of the global market.


Toyota has been able to stay in tune with the changing technological trends. Toyota has kept to its roots by staying with a strong belief in the “Toyota Production System”, and the motto of Kaizen (Ireland, Hoskisson, Hitt C-236). With the current adoption of just in time inventory Toyota has been able to keep costs low and use their technology to stay ahead of their competition in the US who still rely on mass production and assembly lines. Toyota is one of the largest companies to push hybrid vehicles in the market and the first to commercially mass-produce and sell such vehicles, an example being the Toyota Prius. The company eventually began providing this option on the main smaller cars such as Camry and later with the Lexus divisions, producing some hybrid luxury vehicles.

It labeled such technology in Toyota cars as “Hybrid Synergy Drive” and in Lexus versions as “Lexus Hybrid Drive.” The Prius has become the top selling hybrid car in America. Toyota, as a brand, now has three hybrid vehicles in its lineup: the Prius, Highlander, and Camry. The popular minivan Toyota Sienna is scheduled to join the hybrid lineup by 2010, and by 2030 Toyota plans to offer its entire lineup of cars, trucks, and SUVs with a Hybrid Synergy Drive option.[citation needed] Worldwide sales of hybrid vehicles produced by Toyota reached 1.0 million vehicles by May 31, 2007, and the 2.0 million mark was reached by August 31, 2009, with hybrids sold in 50 countries.

Toyota’s hybrid sales are led by the Prius, with worldwide cumulative sales of 1.43 million by August 2009.Toyota’s CEO has committed to eventually making every car of the company a hybrid vehicle. Lexus LS 600h hybrid sedan.Lexus also has their own hybrid lineup, consisting of the GS 450h, RX 400h, and launched in 2007, the LS 600h/LS 600h L. Toyota has said it plans to make a hybrid-electric system available on every vehicle it sells worldwide sometime in the 2010s.


Since Toyota has started production in the US they have had little political and legal implications. One theory that US manufacturers hold about Toyota is that they don’t have to deal with unions, have little financial burdens and retirement and pension plans, and have little healthcare and legal costs (Ireland, Hoskisson, Hitt C-239).

2.2 Sale Promotion

Customer Incentive offers valid on retail delivery of select new unregistered Toyota vehicles, when purchased or leased (as applicable – see chart eligibility details; if no details then purchase and lease are both eligible) from a Canadian Toyota dealership. Vehicle must be purchased/leased, registered and delivered between May 1 and May 31, 2010. Customer Incentive offers are from May 1 to May 31, 2010. See your Toyota Dealer to determine if tax applies before or after the application of the offer in your jurisdiction. Cash Customer Incentives are available for all Toyota retail customers except customers who lease or purchase finance through Toyota Financial Services at a special rate of interest offered by Toyota as part of a low rate interest program. All advertised lease and finance rates are special rates. Offers valid on retail delivery of select new and unregistered Toyota vehicles, when purchased from a Canadian Toyota dealership.

Vehicle must be purchased, registered and delivered between May 1 and May 31, 2010. See your Toyota Dealer to determine if tax applies before or after the application of incentive in your jurisdiction. A large year-on-year decline in Toyota Motor Corp.’s car sales in February is further somber news for the crisis-hit automaker. When will the world’s biggest carmaker be able to turn its poor sales around? The carmaker’s announcement that it will start an unprecedentedly large sales promotion this month comes on the heels of US congressional hearings on the Japanese car manufacturer’s massive recalls on Tuesday. According to statistics released by a US research firm Tuesday, Toyota sold 100,027 new cars in the US market in February, marking a 8.7 per cent decline from the same month last year and a second consecutive monthly drop. The greatest factor behind the decline in Toyota’s new car sales in February was a sizable 19.8 per cent year-on-year drop in the sales of the Camry midsize sedan.

Toyota’s woes are in stark contrast to the growth attained by such rivals as Ford Motor Co. of the United States and Hyundai Motor Co. of South Korea. In February, Ford and Hyundai saw their sales increase by 43.5 per cent and 11 per cent, respectively. Ford and Hyundai, along with General Motors Co., conducted a sales promotion campaign in which customers were offered a US$1,000 rebate per car if they switched from Toyota to these rivals when buying new cars in February. This contributed heavily to an improvement in Ford’s business performance, as shown by a more-than-double increase in the sales of its Fusion midsize sedan. Hyundai saw similar results with several of its cars, including the Sonata, a midsize sedan that is Hyundai’s answer to the Camry.

The manager of a Hyundai dealership in New York said sales there doubled in February from a year earlier, largely due to favourable Sonata sales and those of the Tucson, another popular sport-utility vehicle. However, a bitter sales competition among carmakers in the United States has served to raise the amount of sales incentives received by customers from automakers. In February, the figure rose by 10.6 per cent from the previous month.

Meanwhile, Toyota launched an unprecedentedly large sales campaign Tuesday, which includes offering car loans interest-free for five years, in hopes of turning the tide of poor sales. This has immediately prompted GM to start a similar interest-free auto loan program. The Wall Street Journal has said such incentive programs could have an adverse effect on efforts by the US Big Three automakers to return to profitability. Meanwhile, an increasing number of members of the US Congress are starting to argue that Toyota’s massive recalls should be perceived as an issue to be addressed by the US auto industry as a whole.

2.3 Toyota’s Financial Data and Market Share

Toyota Motor Corporation (Toyota) primarily conducts business in the automotive industry. Toyota also conducts business in the finance and other industries. It is organized in three segments: automotive operations, financial services operations and all other operations. Toyota automotive operations include the design, manufacture, assembly and sale of passenger cars, minivans and commercial vehicles, such as trucks and related parts and accessories.

Toyota financial services business consists primarily of providing financing to dealers and their customers for the purchase or lease of Toyota vehicles. Toyota financial services also provide retail leasing through the purchase of lease contracts originated by Toyota dealers. Related to Toyota automotive operations is its development of intelligent transport systems (ITS). Toyota all other operations business segment includes the design and manufacture of prefabricated housing and information technology related businesses.

Anyone who’s been watching market share in the auto industry over the years has known it’s only a matter of time before Toyota’s market share trumps GM’s in the U.S. According to a forecasting firm, that time could be as early as next year. IHS Global Insight predicted yesterday that Toyota will win a 17.6-percent share of the U.S. auto market, while GM will slip to 17.3 percent of the market. Through April, GM’s market share has dropped 2.7 points from the same time period last year, to 19.2 percent. Toyota has lost .3 percentage points, landing at 16.1 percent. The firm also predicted that this year’s seasonally adjusted annual sales rate (SAAR) will hover at 9.5 million units, a rate it reached last month.

The SAAR won’t reach 10 million units until September, it predicted. The SAAR fell from 15.4 million in February 2008 to 9.1 million a year later. George Magliano, the North American director of IHS, said the projected 9.5-million-unit SAAR for this year would be the lowest SAAR since the 1960s. Magliano also said annual sales won’t match 2007’s 16.2-million SAAR until 2013. In 2002, Toyota initiated the “Innovative International Multi-purpose vehicle” project (IMV) to optimize global manufacturing and supply systems for pickup trucks and multipurpose vehicles, and to satisfy market demand in more than 140 countries worldwide.

IMV called for diesel engines to be made in Thailand, gasoline engines in Indonesia and manual transmissions in the Philippines, for supply to the countries charged with vehicle production. For vehicle assembly, Toyota would use plants in Thailand, Indonesia, Argentina, South Africa and Pakistan. These four main IMV production and export bases supply Asia, Europe, Africa, Oceania, Latin America and the Middle East with three IMV vehicles: The Toyota Hilux (Vigo), the Fortuner, and the Toyota Innova. Appendix1 is about Toyota financial data.

2.4 The Impacts of the Product Life Cycle

In an effort to reduce the impacts of cars on the environment and society, Toyota has developed ‘Eco-Vehicle Assessment Systems’ (Eco-VAS) to evaluate performance. [pic]

Design and production

Development and design greatly affect the overall environmental impact of a vehicle. Fuel efficiency, exhaust emissions, the use of hazardous substances and raw materials are all assessed. Engineers use data from the Eco-VAS design tool to explore every potential impact and ways to overcome them prior to sending a single new car into production. Production. All Toyota manufacturing facilities are accredited to ISO14001 environmental management system, and work to aggressive targets to reduce energy and natural resource use, as well as waste and emissions. A range of other ‘sustainable plant’ activities are also adopted.


Within Japan, Toyota measures its environmental impact from the distribution of vehicles and vehicle parts throughout Japan and overseas. Vehicles are imported into NZ on the Toyofuji shipping line, owned by Toyota. The modern fleet is specifically designed as car carriers and incorporate the latest fuel-saving technologies for sea freighting, saving a third of the fuel compared to conventional shipping.


As well as leading the way with hybrid technology, Toyota is constantly improving conventional petrol and diesel engines to increase fuel efficiency and reduce emissions. In NZ we have the widest range of vehicles available including compact fuel efficient vehicles and commercial vehicles which feature the latest ‘common rail’ clean diesel technology. Our models are amongst the most fuel efficient in the market and the average fuel economy of all the vehicles we sell in NZ has improved by 13% since 2002. The maintenance and servicing of vehicles also has an environmental impact. To reduce the volume of waste generated during the driving stage, Toyota has extended service intervals, developed long-life fluids and funded equipment to recycle and recover materials at dealerships. In addition, all Toyota dealers follow a comprehensive environmental management programme which goes beyond local authority requirements.


End of Life Vehicles (ELVs) are cars which have come to the end of their lives. They are usually sent to dismantling companies where a number of parts are removed and reused. Toyota’s Eco-VAS design approach aims to improve the dismantling, resource recovery and recycling of materials at the end of the vehicles life. This approach has led to the development of a number of innovative technologies and processes, which reduces the demand on natural resources and the volume of waste to landfill. Toyota began recycling vehicle parts in 1970 and, since then, has been progressively implementing numerous recovery and recycling measures – in some cases creating new products for ‘wastes’ discarded by society.

These include:

➢ Improved dismantling – Toyota has incorporated a range of easy-to-dismantle features into its new vehicles since 2003. Toyota’s Automobile Recycle Technical Centre researches tools and designs for improved dismantling. ➢ Reduction of harmful substances – Today many thousands of chemical substances are manufactured for a wide range of products, and the effects on human health and the environment are not always clearly known. Toyota is voluntarily working towards the early elimination of the use of four substances of concern (lead, mercury, cadmium and hexavalent chromium). In addition, Toyota is reducing the amount of PVC resin used, as well as toluene and xylene in thinning and cleaning solvents. ➢ Collection and recycling of hybrid batteries.

Toyota hybrid batteries have a warranty of 8 years or 160,000kms and last for the life time of the vehicle. We have a programme in place for nationwide collection and recycling of HV batteries. Batteries are transported overseas for disassembly and component parts (precious and scrap metals, and plastics) from electrode plates, casing, cables etc., are recycled or reprocessed. Motor vehicles contain hazardous fluids, gases and heavy metals, posing a potential risk to the environment at disposal, and a cost to society – especially for the 25,000 vehicles which are abandoned or illegally dumped each year.

A further 170,000 used vehicles enter NZ ever year. As these cars have an average age of seven years, they are closer to the end of their life which creates disposal problems here. At best NZ has an ‘average’ infrastructure to deal with cars, and only around 75% of a vehicle by weight, is recycled. In addition to its own research, Toyota invested in a major study by Massey University that investigated this issue and presented recommendations for improving the manufacture, dealer, customer and governmental response.

3.0 Assessment about Strategic of TOYOTA

Some criteria could assessment customer care of the Toyota.

3.1 Analyze the 4P Theories of Philip Kotler which have been Affected the TOYOTA

Product – A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer’s perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place – Place represents the location where a product can be purchased.

It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.

Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Toyota to raise the attention of the world’s first in the 1980s, when customers began to realize that Toyota has longer life and fewer repairs than U.S. cars. Today they are one of the car manufacturers the world’s most profitable, producing high-quality car, according to the tastes of users, now use less labor and inventory.

To this day, Toyota continues to increase production, product development and improve processes “The success of the Toyota way” to explain the principles and philosophy of economic management has brought to predict the success of Toyota. Book presentation Toyota’s approach to the production of savings (known as the Toyota Production System) and the 14 principles put to the Toyota reputation for quality and excellence. Book also presents ways in which we can apply the same principles to the improvement of business processes that can cut costs and production activities. The Toyota Production System has garnered praise and accolades not only in the realm of automobile manufacturing, but in the realm of operational efficiency.

The triple or integrative bottom line of People, Planet, and Profits, the underlying elements of the Toyota Production System can be summarized in the 4p’s: price, promotion, product and place . The 4P’s are at the heart of what Toyota wants to be culturally. Furthermore, there is much crossover in the fundamental framework of the Toyota Production System and Sustainability. On another note, the visible actions of Toyota are not the core of the Toyota Production System. As Stevens and Kent state, “Toyota does not consider any of the tools or practices – such as kanbans or andon cords, which so many outsiders have observed and copied – as fundamental to the Toyota Production System.” Rather, it’s the underlying cultural framework of the Toyota Production System that enables Toyota to outperform western production methods.

3.2 Generic Strategies – Michael Porter

Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage. This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin. The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price. For example, British Airways differentiates its service. The differentiating organization will incur additional costs in creating their competitive advantage. These costs must be offset by the increase in revenue generated by sales. Costs must be recovered. There is also the chance that any differentiation could be copied by competitors. Therefore there is always an incentive to innovated and continuously improve. [pic]

Differentiation: appealing to a broad cross-section of the market through offering differentiating features that make customers willing to pay premium prices, e.g., superior technology, quality, prestige, special features, service, convenience (examples are Nordstrom and Lexus). Success with this type of strategy requires differentiation features that are hard or expensive for competitors to duplicate. Sustainable differentiation usually comes from advantages in core competencies, unique company resources or capabilities, and superior management of value chain activities.

Such as Toyota, are very good not only at producing high quality autos at a low price, but have the brand and marketing skills to use a premium pricing policy. Some conditions that tend to favor differentiation strategies are: ➢ There are multiple ways to differentiate the product/service that buyers think have substantial value ➢ Buyers have different needs or uses of the product/service ➢ Product innovations and technological change are rapid and competition emphasizes the latest product features ➢ Not many rivals are following a similar differentiation strategy

4.0 Conclusion from Assessment

According to two aspects of evaluation of section 2 Toyota achieve success in market strategy. Toyota is shaking up its marketing strategy. The OEM plans to set up two new marketing companies later this year – one to oversee marketing within Japan and one for global marketing and assisting marketing for Toyota affiliates. The companies have not yet been named, but they will begin operations on 1 January 2002.

Toyota explains that the new companies will function as two separate entities, allowing greater regional specialisation. Toyota’s recently appointed president Aiko Toyoda will head the ‘marketing assistance and coordination company’, along with Hiroshi Takada. Takada, a recent Toyota retiree who previously served as general manager of domestic marketing and advertising, will also head the domestic marketing company. The domestic unit will employ around 140 people, while the marketing assistance unit will have around 110 employees.

5.0 Recommendation

As we’re sure you know, Toyota is trying to deal with its largest recall ever – approximately 4 million cars are affected by what appears to be a safety issues concerning the accelerator pedal. Although some voices said that the problem was actually caused by some incompatible floor mats – which blocked the accelerator pedal and continued accelerating the car – it seems like it all happens due to a faulty pedal that could get stuck in some cases. Obviously, dealing with such a problem could prove to be extremely difficult, especially in an “against the clock” case. However, Toyota issued a Frequently Asked Questions article regarding the problem that could give you some recommendations on how to act if your car is affected by the faulty pedal. Here are the official advices, as provided by Toyota:

➢ Each circumstance may vary, and drivers must use their best judgment, but Toyota recommends taking one of following actions: ➢ If you need to stop immediately, the vehicle can be controlled by stepping on the brake pedal with both feet using firm and steady pressure. Do not pump the brake pedal as it will deplete the vacuum utilized for the power brake assist. ➢ Shift the transmission gear selector to the Neutral (N) position and use the brakes to make a controlled stop at the side of the road and turn off the engine.

➢ If unable to put the vehicle in Neutral, turn the engine OFF. This will not cause loss of steering or braking control, but the power assist to these systems will be lost. ➢ If the vehicle is equipped with an Engine Start/Stop button, firmly and steadily push the button for at least three seconds to turn off the engine. Do NOT tap the Engine Start/Stop button. ➢ If the vehicle is equipped with a conventional key-ignition, turn the ignition key to the ACC position to turn off the engine. Do NOT remove the key from the ignition as this will lock the steering wheel.

Toyota is a Japan automobile company and it has grown to be one of the magnates of the world. It is considered as the third auto company following the Ford and GM of America. The particular management of the company and its global sales system are the foundations of its success. The research focuses on the teamwork inner Toyota and with special focus on the sales departments. Since Toyota has initiated its businesses in many countries besides Japan, the staffs of the sales departments are of different nationalities, religions, cultural backgrounds and speak different languages. It seems hard for them to work in one team but they made it, and in fact it turns out to be efficient and excellent.

6.0 References

• http://www.toyota.co.jp/en/ir/financial/index.html
• http://www.businessweek.com/news/2010-02-11/toyota-may-lose-u-s-market-share-drop-behind-ford-on-recalls.html • http://rumors.automobilemag.com/6545603/news/toyotas-market-share-could-top-gms-by-2010/index.html • http://www.scribd.com/doc/5995399/Generic-Strategy

• http://www.besttoyotasales.com/promotions.html
• http://www.free-press-release.com/news-toyota-central-los-angeles-is-the-place-to-go-for-all-of-your-questions-and-concerns-regarding-the-important-information-on-toyota-s-safety-recall-c-1264623403.html • http://www.toyotaplace.com/

• http://www.toyota.co.nz/AboutUs/Sponsorships

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