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Strategic Management: Strategic Choices

For decades Toyota has been one of the most admired companies in the world. They were able to turn their image in the 1960's and 70's from cheap Japanese import to the car of choice for millions of consumer's world-wide.

What strategy (or combination of strategies) did Toyota use to make the company into the powerhouse we know today? Has it changed over the years, or been constant? How does this strategy "fit" with the environment of the automobile industry? How does it fit with the internal resources and competencies of the firm?

Step One. Consider the SWOT model. In addition, do some research into the environment of the early years (1930's on ) and how it has evolved. For a quick-and-dirty analysis, ToyoLand gives a pretty good overview of Toyota's history, from which you can make some deductions about Toyota's strategies in the early years:

Toyota history: Corporate and Automotive (2010)
ToyoLand can be retrieved from http://www.toyoland.com/history.html

Conduct some original research to gain some insight into Toyota's recent strategic moves.

Step Two. Consider which strategy (or strategies) Toyota has used over the years. Draw on Porter's four generic strategies.

Step Three. Explain how this strategy takes fits with the elements you identified in the external environment as well as the internal environment of the firm.

Step Four. Write up your analysis using APA format.

Expectations:

Evaluate both the degrees of good and bad fit between Toyota's strategy and its industry environment. Be sure to document all sources with citations and a reference list.

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Conduct some original research to gain some insight into Toyota's recent strategic moves.

There are some recent strategic moves made by Toyota. The first move by Toyota is designed to retain its customers. This is the move of Toyota to recall large number of automobiles. The reason for this is that the brand name Toyota has got associated with glitches in its different models. These glitches have received wide publicity and the people know exactly what is wrong with Toyota models (2). Further, the president, Akio Toyoda was summoned by the Congress on this issue and was asked why his Company did not recall the cars when defects were first detected in them. Loss of life and property could have been avoided. The customers are aware that Toyota has dragged its feet over recalling its cars so the large number of recalls is an important step to retaining its customers and to creating confidence in the minds of Toyota users all over the world.

The second recent strategic move by Toyota is extra expenditure on enhancing the green image of Toyota. Toyota wants to position itself as a socially responsible company. It cares for the health and safety of its employees, and supports the communities in which it operates. The traditional way in which Toyota positioned itself as a green company was to comply with the laws, contribute to green causes and support the community in undertaking green initiatives. However, Toyota has changes its strategy and has focused more on its products. It ...

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