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1、丰田丰田跨国公司经营跨国公司经营丰田跨国战略研究英丰田跨国战略研究英跨国公司经营组长组长 王希王希 2006524101 2006524101 成员成员 吴叶志吴叶志 2006524108 2006524108 陈成鹏陈成鹏 2006524117 2006524117 郭子毅郭子毅 2006524125 2006524125 潘健庭潘健庭 2006524131 2006524131 庞广浩庞广浩 2006524123 2006524123丰田跨国战略研究英丰田跨国战略研究英About Toyotan n Toyota is one of ten big automobile industry
2、companies, Toyota is one of ten big automobile industry companies, the whole world biggest Car company. In 1933 the Toyota the whole world biggest Car company. In 1933 the Toyota automatic loom manufacture tenable automobile automatic loom manufacture tenable automobile department was set up, and in
3、 1937 the automobile department was set up, and in 1937 the automobile department was officially independent from the Toyota department was officially independent from the Toyota automatic loom manufacture institute, established the automatic loom manufacture institute, established the Toyota automo
4、bile industry company. The early Toyota sign, Toyota automobile industry company. The early Toyota sign, the imperial crown, the light crown, the corolla automobile the imperial crown, the light crown, the corolla automobile are renowned in ones time, the recent cressida, LEXUS are renowned in ones
5、time, the recent cressida, LEXUS automobile also extremely has the great reputation. automobile also extremely has the great reputation. TOYOTA in automobiles sales volume, the sales volume, TOYOTA in automobiles sales volume, the sales volume, the popularity aspect is world one of three strong the
6、popularity aspect is world one of three strong companies. TOYOTA production including common public companies. TOYOTA production including common public automobile, upscale automobile, van, race car, four-wheel automobile, upscale automobile, van, race car, four-wheel drive vehicle, commercial vehic
7、les each kind of automobile. drive vehicle, commercial vehicles each kind of automobile. 丰田跨国战略研究英丰田跨国战略研究英Toyotas car brand 丰田跨国战略研究英丰田跨国战略研究英Toyotas market share n nIn Japan was 45.3%,In Japan was 45.3%, n nIn the United States there are 16.8%,In the United States there are 16.8%, n nIn the world
8、market share of 12.7%.In the world market share of 12.7%. 丰田跨国战略研究英丰田跨国战略研究英Competing products of itsn nTheres FAW Toyota Vios, Corolla, Corolla, Prius, Reiz, Theres FAW Toyota Vios, Corolla, Corolla, Prius, Reiz, Crown and other products.Crown and other products.n nthrough its analysis of competiti
9、ve products, can be through its analysis of competitive products, can be identified in the market:identified in the market:n n FAW Toyotas main competitors areFAW Toyotas main competitors are : :n nGuangzhou Honda, Guangzhou Honda, n nDongfeng Nissan Dongfeng Nissan n nChangan Mazda,Changan Mazda,n
10、nDongfeng HondaDongfeng Hondan nBeijing HyundaiBeijing Hyundain nFAW-Volkswagen,FAW-Volkswagen,n nShanghai GM, Shanghai VolkswagenShanghai GM, Shanghai Volkswagenn nShanghai VolkswagenShanghai Volkswagenn nSkodaSkodan n BMW Brilliance Enterprises BMW Brilliance Enterprises丰田跨国战略研究英丰田跨国战略研究英In market
11、 share n nthe first echelon:the first echelon: Shanghai GM, FAW Volkswagen, Shanghai Shanghai GM, FAW Volkswagen, Shanghai VolkswagenVolkswagen joint venture in Europe and joint venture in Europe and America, such as car prices in the America, such as car prices in the domestic car market share of a
12、round 9 domestic car market share of around 9 percentpercentn nthe second echelon :the second echelon : Changan Ford Mazda, Guangzhou Toyota, Changan Ford Mazda, Guangzhou Toyota, FAW-ToyotaFAW-Toyota lower market share, in the 3- lower market share, in the 3-6% between. 6% between. 丰田跨国战略研究英丰田跨国战略研
13、究英 n n FAW Toyota Vios small cars main rival is wide of Vios small cars main rival is wide of the the SDL, Mazda 2, Jin-xiang and AccFast polo. SDL, Mazda 2, Jin-xiang and AccFast polo. n nSDLSDL is positioned 30 to 35-year-old age group, the cause of an is positioned 30 to 35-year-old age group, th
14、e cause of an increase in development period, in a society of core class, is the increase in development period, in a society of core class, is the backbone of social development; backbone of social development; n nPOLO POLO sedan models AccFast focus on the rational sedan models AccFast focus on th
15、e rational consumption of the private market, customer lock relatively consumption of the private market, customer lock relatively rational, cause an increase in stage, grade and family to pursue a rational, cause an increase in stage, grade and family to pursue a sense of tolerance of the crowd.sen
16、se of tolerance of the crowd.n nMazda 2 sedan was longer in the car after processing, and sedan was longer in the car after processing, and its market position has become more the same in the pursuit of its market position has become more the same in the pursuit of stable Groups of domestic consumpt
17、ion. stable Groups of domestic consumption. In the product market positioning丰田跨国战略研究英丰田跨国战略研究英Status of the Chinese automotive market n n Chinas auto industry on the status quoChinas auto industry on the status quo, , from two point of view, from two point of view, the perspective of the macro and
18、micro perspective.the perspective of the macro and micro perspective. n nChinas accession to the WTO,Chinas accession to the WTO, Chinas auto import tariffs have Chinas auto import tariffs have been loweredbeen loweredn nMany foreign enterprises have entered China, the applied joint Many foreign ent
19、erprises have entered China, the applied joint ventureventuren nChina has introduced a tariff reduction isChina has introduced a tariff reduction is n n1:expected to abolish import quotas1:expected to abolish import quotasn n2:the implementation of Management of Automobile Brand Sales“2:the implemen
20、tation of Management of Automobile Brand Sales“n n3:automatic import license registration of vehicles3:automatic import license registration of vehiclesn n4:vehicle characteristics approach4:vehicle characteristics approachn n5:landing tax policies5:landing tax policiesn n6:allowing foreign investor
21、s to enter the field of trade in services6:allowing foreign investors to enter the field of trade in services丰田跨国战略研究英丰田跨国战略研究英Organisational structure of TOYOTA丰田跨国战略研究英丰田跨国战略研究英Departments of TOYOTA丰田跨国战略研究英丰田跨国战略研究英Influencing factors in Chinan nEconomic environment:n nThe rapid growth of Chinas
22、GDP.The rapid growth of Chinas GDP.n nThe expansion of Consumers purchasing power.The expansion of Consumers purchasing power.n nThe expansion of Consumer demand.The expansion of Consumer demand.n nThe demand for second cars is increasing.The demand for second cars is increasing.n nThe Improving tra
23、nsport infrastructure.The Improving transport infrastructure.丰田跨国战略研究英丰田跨国战略研究英Influencing factors in Chinan nCulture:n nExterior, interior important than the configuration Exterior, interior important than the configuration in chinese eyes.in chinese eyes.n nChinese temperament better suited to the
24、 temper Chinese temperament better suited to the temper of Japaneseof Japanesen nThe development of automotive enthusiasm is The development of automotive enthusiasm is very high in China.very high in China.n nJapanese cars have an excellent reputation in Japanese cars have an excellent reputation i
25、n China.China. 丰田跨国战略研究英丰田跨国战略研究英Multinationaln nWhat TOYOTA is What TOYOTA is seeking for is the seeking for is the maximum of debugging maximum of debugging areas, and extensively areas, and extensively improving its products improving its products and sales strategies to and sales strategies to a
26、dapt to different adapt to different conditions of different conditions of different countries. The core of countries. The core of this strategy is to this strategy is to determine the determine the characteristics of the characteristics of the host country market. host country market. What kind of
27、product What kind of product production can meet production can meet the needs of the host the needs of the host country market, for country market, for example, Camry and example, Camry and “Camry” in China. “Camry” in China. 丰田跨国战略研究英丰田跨国战略研究英satisfying new requirements with new network capabiliti
28、es and configurationsn nTPS TPS n nthe target cost systemthe target cost systemn nGlobal competitive advantagesGlobal competitive advantagesn nManufacturing capability developmentManufacturing capability development丰田跨国战略研究英丰田跨国战略研究英TPSn nIn order to reduce costs:In order to reduce costs:n n focusin
29、g on the pursuit of cost focusing on the pursuit of cost reduction and through completely reduction and through completely excluded from the process in the course of excluded from the process in the course of the production, uniform, recovery the production, uniform, recovery processes to reduce unn
30、ecessary costs.processes to reduce unnecessary costs.n n Thereby the profit can be increased. Thereby the profit can be increased. 丰田跨国战略研究英丰田跨国战略研究英the target cost systemn nThrough value engineering analysis it can ensure that the product attractive enough from price performance ration nCut down al
31、l the useless costs through the cost table.丰田跨国战略研究英丰田跨国战略研究英Global competitive advantagesBrand effectn nTOYOTA is committed to developing their TOYOTA is committed to developing their own competitive advantage.own competitive advantage.Unique advertising slogann n“Where there is a road, there is a
32、TOYOTA car”丰田跨国战略研究英丰田跨国战略研究英Manufacturing capability developmentn nTOYOTA has a number of TOYOTA has a number of technology patentstechnology patentsn nContinuous research and Continuous research and development of low fuel development of low fuel consumption, green consumption, green environmental
33、ly friendly environmentally friendly automotive systemsautomotive systemsn nCooperation in a number Cooperation in a number of international sporting of international sporting eventsevents丰田跨国战略研究英丰田跨国战略研究英Central, local, and transnational processes（1）Brief introduction： Central for gobal Local-for-
34、local （2）Analysis ： central for gobal the management process of TOYOTA (analyse from:controllers and projectors)丰田跨国战略研究英丰田跨国战略研究英(3)Four factor under central for gobal(3)Four factor under central for gobal Technology :Toyotas lean philosophy Technology :Toyotas lean philosophy Financing:analyze in
35、ChinaFinancing:analyze in China Staff mobility:Japans corporate culture Staff mobility:Japans corporate culture A single regional market strategy A single regional market strategy (4) The change of Toyotas center centralization (4) The change of Toyotas center centralization after the financial turm
36、oil after the financial turmoil Given the business district more decision- making Given the business district more decision- making power power For the different tastes of different markets to For the different tastes of different markets to introduce a suitable model introduce a suitable model 丰田跨国
37、战略研究英丰田跨国战略研究英CASE： “LEXUS”and“CAMERY” From 2004 to 2005, Toyota Corporation From 2004 to 2005, Toyota Corporation announced that its two brands, LEXUS and the announced that its two brands, LEXUS and the Camry Chinese name changes “LEXUS” separately Camry Chinese name changes “LEXUS” separately by
38、“Lingzhi”, “beautifully” by “Lingzhi”, “beautifully” changes “the triumphant US Switzerland”. These changes “the triumphant US Switzerland”. These two world-famous brands, as early as have the two world-famous brands, as early as have the remarkable prestige in China, this is understood remarkable p
39、restige in China, this is understood very with difficulty in many person of eyes, puts very with difficulty in many person of eyes, puts aside on own initiative, then promotes with two aside on own initiative, then promotes with two uncommon combination words, is simply uncommon combination words, i
40、s simply impervious. impervious. 丰田跨国战略研究英丰田跨国战略研究英Data analysis YEAR 2006YEAR 2006Amount Amount （Hundred million Hundred million Japanese Yen Japanese Yen ）Growth amount Growth amount （Hundred million Hundred million Japanese Yen Japanese Yen ）Rate of increment Rate of increment （%）Sales volume Sal
41、es volume 239239，481481291112911113.8%13.8%Trading profit Trading profit 2222，3863863603360319.2%19.2%Net profit Net profit 1616，4404402719271919.8%19.8%丰田跨国战略研究英丰田跨国战略研究英Work center of gravity customern nToyota drove the automobile to drive the school, Toyota drove the automobile to drive the schoo
42、l, and the matching facilities consummated and the matching facilities consummated (shower dressing room, nursery, coffeeroom, (shower dressing room, nursery, coffeeroom, and has constructed automobile play-ground for and has constructed automobile play-ground for children), at that time Toyotas reg
43、istered capital children), at that time Toyotas registered capital only then 1,000,000,000 Japanese Yen, they for only then 1,000,000,000 Japanese Yen, they for this reason invested 400,000,000. this reason invested 400,000,000. n nStepping in soccer domain, expanded influence. Stepping in soccer do
44、main, expanded influence. The Toyota cup, is the set various continents The Toyota cup, is the set various continents most outstanding club holds a competition in most outstanding club holds a competition in Japan, the player of the year can also obtain Japan, the player of the year can also obtain
45、Toyota luxury car one. Therefore, Toyota has left Toyota luxury car one. Therefore, Toyota has left behind profound impression for world soccer fan behind profound impression for world soccer fan 丰田跨国战略研究英丰田跨国战略研究英Sets up the good brand n nOpens the Toyota education prize to help the Opens the Toyot
46、a education prize to help the fund.fund.n nSets up the environmental protection image, Sets up the environmental protection image, the research and development environmental the research and development environmental protection product. protection product. n nParticipation solves each public welfare
47、 Participation solves each public welfare problem, particularly in transportation question. problem, particularly in transportation question. 丰田跨国战略研究英丰田跨国战略研究英Stepping in finance service Has established the Toyota financial service Has established the Toyota financial service company company Establ
48、ishes the Toyota financial service Establishes the Toyota financial service negotiable securities company negotiable securities company Establishment joint insurance companyEstablishment joint insurance company 丰田跨国战略研究英丰田跨国战略研究英Biological enterprise The construction “the Toyota forest”, The constru
49、ction “the Toyota forest”, the research attracts the exhaust trees the research attracts the exhaust trees Establishment “biology and affroestation Establishment “biology and affroestation department” department” Toyota in order to realize the automobile Toyota in order to realize the automobile man
50、ufacture and the diversified management manufacture and the diversified management perfect combinations, this has made the great perfect combinations, this has made the great contribution for its bearing capacity and contribution for its bearing capacity and business capacity.business capacity. 丰田跨国
51、战略研究英丰田跨国战略研究英Participates in the world first-level equation automobile n nDevelops the first-level equation automobile Develops the first-level equation automobile n nPurchase “Fuji high speed velodrome (FISCO) Purchase “Fuji high speed velodrome (FISCO) n nCooperates with Yamaha Cooperates with Ya
52、maha n nDevelopment high performance engine Development high performance engine n nTrains the race driver Trains the race driver 丰田跨国战略研究英丰田跨国战略研究英“the management is the decision-making” n nThe macro-scientific policy-making needs to determine The macro-scientific policy-making needs to determine th
53、e science the goal. the science the goal. n nThe scientific method is the macro-scientific policy-The scientific method is the macro-scientific policy-making method. making method. n nThe investigation and study, has the real information is The investigation and study, has the real information is th
54、e macro-scientific policy-making foundation.the macro-scientific policy-making foundation.n nAccording to the decision-making procedure management According to the decision-making procedure management is the macro-scientific policy-making need.is the macro-scientific policy-making need.n nThe prompt
55、 feedback and the audit trail are the macro-The prompt feedback and the audit trail are the macro-scientific policy-making guarantees. scientific policy-making guarantees. n nThe macro-scientific policy-making should insist “does not The macro-scientific policy-making should insist “does not lean to
56、 one side the decision-making” criterion.lean to one side the decision-making” criterion. 丰田跨国战略研究英丰田跨国战略研究英Toyotas supply chain strategy Toyota is not the efforts of the squeeze profit margins of Toyota is not the efforts of the squeeze profit margins of suppliers. And all their partners to find op
57、portunities for suppliers. And all their partners to find opportunities for cost reduction. Throughout the production process in the cost reduction. Throughout the production process in the implementation of initiatives to reduce. implementation of initiatives to reduce. It will also allow suppliers
58、 a certain period of time, at It will also allow suppliers a certain period of time, at least in part to retain the remaining profits. least in part to retain the remaining profits. 丰田跨国战略研究英丰田跨国战略研究英SuppliersTOYOTAn nToyota production Toyota production expertsexpertsn nTo establish long-term To est
59、ablish long-term supply agreementsupply agreementn nSet up a 30% reduction Set up a 30% reduction in the cost of the entire in the cost of the entire supply chain of the supply chain of the objectives and objectives and requirementsrequirementsn nProfit sharingProfit sharingn nHigh-qualityHigh-quali
60、tyn nCreativeCreativen nReliabilityReliability丰田跨国战略研究英丰田跨国战略研究英Value chain n nIn the manufacturing sectorn nIn advertising 丰田跨国战略研究英丰田跨国战略研究英TOYOTA VS GMTOYOTATOYOTAGMGMProduction Production Pattern Pattern Impetus type Impetus type Drawing type Drawing type Product Product research research By mar
61、ket By market demand demand Lacks the Lacks the market to be market to be sensitive sensitive Staff relations Staff relations Altogether Altogether wins wins Opposes Opposes 丰田跨国战略研究英丰田跨国战略研究英Data comparison 丰田跨国战略研究英丰田跨国战略研究英Counter measures n nReduces facing the sales volume, reduces outputReduces
62、 facing the sales volume, reduces outputn nFor the reduced stock, implements the reduction For the reduced stock, implements the reduction n nFor the reduced disbursement, massive reducing For the reduced disbursement, massive reducing staff, the deletion plans staff, the deletion plans 丰田跨国战略研究英丰田跨
63、国战略研究英The idea suggestion n ncontrol cost n nmain attack market requirement vehicle plants 丰田跨国战略研究英丰田跨国战略研究英GTMCn nGTMC is founded in 04 GTMC is founded in 04 years on September years on September 1, invests by the 1, invests by the broad steam group broad steam group and the Japanese and the Japan
64、ese Toyota Car company Toyota Car company 50% to set up 50% to set up respectively, respectively, cooperation deadline cooperation deadline 30 years, registered 30 years, registered capital 1,692,000,000 capital 1,692,000,000 Yuan. Yuan. 丰田跨国战略研究英丰田跨国战略研究英e-CRBn ne-CRB is realizes Personal&Premium c
65、hannel e-CRB is realizes Personal&Premium channel concept advantageous weapon concept advantageous weapon n ne-CRB is constructs Trinity quality systems e-CRB is constructs Trinity quality systems tenacious link tenacious link n nthrough the e-CRB advanced technology and the through the e-CRB advanc
66、ed technology and the advanced operation system, built the advanced operation system, built the surmounting anticipation for the customer to surmounting anticipation for the customer to experience to have the global leading quality experience to have the global leading quality honored, we also uncea
67、singly devoted in honored, we also unceasingly devoted in transform it as customers own experience. transform it as customers own experience. 丰田跨国战略研究英丰田跨国战略研究英CAMRY丰田跨国战略研究英丰田跨国战略研究英Successful reason n nRigorous exquisite fabrication technology n n“Trinity” quality safeguard system n nLeans strengt
68、h making the marketing channel n nQuality and service strength 丰田跨国战略研究英丰田跨国战略研究英Value chain n nIn the manufacturing sectorn nIn advertising 丰田跨国战略研究英丰田跨国战略研究英Merger and acquisition of MNC. Summary the concept of merger and acquisition 1.The essence of merger and acquisition 2.The factor of merger a
69、nd acquisition .Toyotas important motions about merger and acquisition丰田跨国战略研究英丰田跨国战略研究英 .Analysis of Toyotas merger and acquisition .Analysis of Toyotas merger and acquisition 1.View of North America market 1.View of North America market (1)Cooperation between Toyota and NISSAN (1)Cooperation betwe
70、en Toyota and NISSAN (2)Cooperation between Toyota and GM (2)Cooperation between Toyota and GM 2.View of China market2.View of China market (1)Purchase Daihatsu (1)Purchase Daihatsu (2) Cooperation with FAWs (2) Cooperation with FAWs 3. Conformity way after merger and acquisition 3. Conformity way after merger and acquisition丰田跨国战略研究英丰田跨国战略研究英ENDThank you for your attention!丰田跨国战略研究英丰田跨国战略研究英
