Plug-in Hybrid and Toyota

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Marketing Management – MRK-1101
Case Study
Marketing Environment

Prius: Leading a wave of Hybrid

About Toyota

Founded by Kiichiro Toyoda, Toyota Motor Corporation is a Japanese multinational corporation that is principally engaged in the production of cars, vans, trucks, buses and robots. Alongside its extensive vertical and horizontal integration, Toyota participates in the construction of houses, production of textile machinery, real estate market, financial activities, and biotechnology research. Currently, its president and representative director is Akio Toyoda, and is headquartered in Aichi, Japan. Over time, Toyota Motor Corporation has been awarded the title of largest automobile producer in the world, along with the privilege of being the twelfth largest company in the world. Toyota has 50 manufacturing plants, 170 distributors, 326,000 employees and 660,000 shareholders around the globe. In the fiscal year ended 2012 March 31, it sold more than 7,351,000 vehicles. The largest portion of its production takes place in Japan along with most of its sales, closely followed by those made in North America. According to the R & I (Rating and Investment Information Inc.), Toyota is in the AAA category, this being the highest. Among its greatest creations, characterized by creativity and strength, are the methods of production and procurement "Just In Time" and “Jidoka”, the first mass-produced hybrid car and widespread distribution (Prius), the first automatic parking system in a vehicle and the most sold car in world history (Corolla - more than 37.5 million units). Through four global strategic business units (Cars & Minivans, Trucks, Crossovers & SUVs and Hybrids & EVs) and many international branches, Toyota attends to completely different markets, meaning it commercializes a complete line of products for each type of customer and every region of the world, by developing both global and regional models. Brazil is different from China, which is different from India, and so on. As an example: in Brazil, the Corolla model sells well. On the opposite, the Lexus is the Russian bestseller. By selling quality and reliable products, Toyota harvests an intense loyalty that grows with transferable warranties, product availability in any country, nurtured personal experiences and testimonies of financial services offered, making its users consider only the option of replacing their Toyota with another Toyota. Toyota's earnings are derived from two main sources. On one hand, it is able to reduce costs to a minimum because of its highly effective organization of production systems. On the other hand, it is a leveraged company, and as indicated by the fundamentals of corporate finance, as the ratio of debt to equity grows, increases the return on investment for shareholders.

Following we expose Toyota’s mission, vision and values:
"Offering our customers the prestigious car brand Toyota. Based on quality delivery, after-sales tracking and quality service at reasonable prices, to meet customer needs with technological support and quality, while achieving a return for our shareholders." Vision

"We have leaders in each of our workstations for the full satisfaction of our customers. We are a service-oriented company, so we constantly innovate to exceed established standards. Our vision is long term, since the relationship with our customers does not end with the sale of a car, just then is when it starts." Values

• Honesty: "We act with honesty and integrity, maintaining fair treatment to all people." • Loyalty: "We are part of the Toyota Family, leading us according to the values ​​and business goals of the organization." • Respect: "We keep at all times due regard for human dignity and their environment." • Accountability: "We fulfilled our duty, making the company’s policies and provisions our own." • Confidence: "We perform with accuracy, timeliness and fidelity to strengthen our...
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