Order Qualifiers can be described as aspects of competitiveness where the operation’s performance has to be above a particular level to be considered by the customer. Order Qualifiers may not be the major competitive determinants of success but are important in another way. (Jones, Robinson 2007) Order Winning Factors are those things which directly and significantly contribute to wining business. They are regarded by customers as key reasons for purchasing the product or service. Raising performance in an order wining factor will either result in more business or improve the chances of gaining more business.
For Automotive industry, major order qualifiers could be defined as price, quality and variety. Toyota, Ford and GM are leading companies within that sector, which manufacture correspondent cars with these order qualifying factors mostly. However, due to high level of competitiveness, companies are struggling to keep their sales high. Even little problems within car or company may impact company’s future sales dramatically. Toyota is one of example that experienced reliability and quality problem with its cars lately likely Ford and GM experienced before.
As result of upcoming reliability issue, if we look over market share of Toyota within North America, which takes place of its most sales in comparison with other regions around world, has faced with a serious decline in market share within 2008-2009 . Ford and GM also try to improve their market share within North America, while Toyota loses customers during 2008-2009 . On the other hand, Order winners for Toyota are continuous innovation of Toyota and standardized quality. People, who choose Toyota, are mostly satisfied with innovative internal and external features of Toyota’s cars.
Since, Toyota always spares huge amounts of money about research and innovation for car manufacturing as explained in deeper within Toyota and Innovation section below. For Example, Prius, first mass production hybrid car in the world, is clear indicator of innovative mindset of Toyota Motor Corp. In terms of quality and flexibility, Toyota Quality Management is one of well known systems in world for car manufacturing quality control, which is still functioning and reason to buy a Toyota.