도요타의 미국시장 전략분석
An Analysis Toyota's Strategy in the US Market
- 주제(키워드) Marketing Strategy
- 발행기관 아주대학교
- 지도교수 목영일
- 발행년도 2006
- 학위수여년월 2006. 2
- 학위명 석사
- 학과 및 전공 국제대학원 국제경영학과
- 본문언어 영어
초록/요약
The past decades, the US automotive industry has been dominated by a few big players despite increasing competition by foreign rivals. Cars account for more than 5 per cent of America？s GDP and, directly or indirectly, one in seven of its jobs. In the 1990s the big companies: General Motors, Ford and Chrysler began producing a wide range of vehicles and took to mass customization. Yet despite roaring sales, things have gone badly awry in Detroit. Incentives for car buyers kept sales high throughout America？s economic slowdown. Toyota like other Japanese car makers have been gaining significant market shares in the US and the global passenger car market the last few years. A review of Toyota？s strategy in the US market reveals that the company？s production system stands out as a major distinctive internal capability. Toyota？s emphasis on Kaizen ？ continuous improvement - has earned the company a reputation for producing one of the most reliable cars on America？s roads. Also, Toyota？s focus on innovation is seen in its hybrid models which constitute a large part of its North America growth strategy. TMC is a global leader in hybrid technology in an era of mounting environmental concerns. Toyota has a well-diversified product portfolio that insulates it from downturns in any particular market. Toyota models are among the top selling cars in America and the entire globe. My project focuses on Toyota？s strategy in the United States market taking into consideration the company？s growth strategy in North America.
more목차
Chapter 1 Introduction 1
1.1 Research Motivation and Objectives 1
1.2 Research Methods and Composition 2
Chapter 2 Company Overview 4
2.1 Company Background 4
2.2 Leadership 6
2.3 Mission Statement and Vision 6
2.4 Culture 7
2.4.1 Japanese Cultural Heritage 9
2.5 Company Guiding Principles 13
2.6 Some Models in the US Market 14
2.7 Environment 21
Chapter 3 SWOT Analysis 23
3.1 What is a SWOT Analysis 23
3.2 SWOT Analysis 24
3.2.1 Distinctive Competence 25
3.2.2 Niches 25
3.2.3 Strengths 25
3.2.3.1 Strong Industry Position 25
3.2.3.2 Well Diversified Product Portfolio 26
3.2.3.3 Technological Focus 26
3.2.3.4 Unique Production System 27
3.2.4 Weaknesses 27
3.2.4.1 US Market Reliance 27
3.2.4.2 Foreign Exchange Rate Risk 27
3.2.4.3 Operational Weakness 28
3.2.5 Opportunities 28
3.2.5.1 Rising Demand for Cars in Asia 28
3.2.5.2 New Research Facilities 29
3.2.5.3 Global Capacity Expansion 29
3.2.5.4 Economic Recovery in Japan 30
3.2.6 Threats 31
3.2.6.1 Rising Raw Material Prices 31
3.2.6.2 Weak Macro-Economic Conditions in Europe 31
3.2.6.3 Increasing Competition 32
3.2.6.4 Declining US Car Sales 32
Chapter 4 Industry Analysis 33
4.1 Industry Identification 33
4.2 Market Description 34
4.2.1 Supply and Demand Conditions 34
4.2.2 Overall Market Environment 37
4.3 Market Structure 38
4.3.1 Number of Sellers 40
4.3.2 Number of Buyers 41
4.4 Product Characteristics and Competition Analysis 42
4.4.1 Cars 42
4.4.2 Small Pickups 46
4.4.3 Minivans 48
4.4.4 Sports Utility Vehicles 50
4.4.5 SUV Crossover Wagons 51
4.5 Barriers to Entry 56
4.6 Industry Profitability Potential 58
Chapter 5 Competitive Strategy 60
5.1 Competitive Strategy 60
5.2 Competitive Strategy Identification 60
5.3 Conduct to Maintain Strategy 65
5.3.1 Operational Excellence 67
5.3.2 Product Leadership 69
5.3.3 Customer Intimacy 70
5.4 Operating Results 70
5.4.1 Financial Results 70
5.4.2 Operational Results 71
5.5 Strategy Evaluation 72
5.5.1 Consistency 72
5.5.2 Consonance 73
5.5.3 Advantage 75
5.5.4 Feasibility 76
Chapter 6 Conclusion 77
6.1 Summary 77
6.2 Implications of this Study 82
6.3 Limitations of this Study 82
6.4 Recommendations 82
Sources 84
References 86
Appendix-1 Acronyms 88
Appendix-2 Interview with Toyota Executive 89
