EXECUTIVE SUMMARY

The Toyota Motor Co. Ltd was first established in 1937 as a spin-off from Toyoda Automatic Loom Works, one of the world's leading manufacturers of weaving machinery. The Toyoda Automatic Loom Works was then headed by Japan's "King of Inventors" Sakichi Toyoda. The patent rights to one of his machines had been sold to Platt Brothers (UK) and provided the seed-money for the development and test-building of Toyota's first automobiles. In 1950 the company experienced its one and only strike. Labour and management emerged from this stoppage firmly committed to the principles of mutual trust and dependence, and that corporate philosophy still guides our growth today. Production systems were improved in the late 1950s, culminating in the establishment of the 'Toyota Production System.' It became known as TPS in 1970 but was established much earlier by Taiichi Ohno. Based on the principles of Jidoka, Just-in-time and Kaizen, the system is a major factor in the reduction of inventories and defects in the plants of Toyota and its suppliers, and it underpins all our operations across the World. Toyota launched its first small car (SA Model) in 1947. Production of vehicles outside Japan began in 1959 at a small plant in Brazil, and continued with a growing network of overseas plants. Toyota believes in localizing its operations to provide customers with the products they need where they need them; this philosophy builds mutually beneficial long-term relationships with local suppliers and helps the company fulfil its commitments to local labour. Over and above manufacturing, Toyota also has a global network of design and 'Research and Development' facilities, embracing the three major car markets of Japan, North America and Europe. In every community in which the company operates, Toyota strives to be a responsible corporate citizen; close relationships with people and organizations in the local community are essential contributors to mutual prosperity. Across the world, Toyota participates enthusiastically in community activities ranging from the sponsorship of educational and cultural programmers to international exchange and research. Toyota Motor Corporation commonly known as Toyota and abbreviated as TMC is a multinational automaker headquartered in Toyota, Aichi, Japan. In 2010, Toyota Motor Corporation employed 317,734 people worldwide, and was the world's largest automobile manufacturer by production.

INTRODUCTION
Toyota Motor Corporation is headquartered in Toyota City, Aichi. Its Tokyo office is located in Bunkyo, Tokyo. Its Nagoya office is located in Nakamura-ku, Nagoya. In addition to manufacturing automobiles, Toyota provides financial services through its Toyota Financial Services division and also builds robots. In predominantly Chinese-speaking countries or regions using traditional Chinese characters, e.g. Hong Kong and Taiwan, Toyota is known as In predominantly Chinese speaking countries using simplified Chinese characters(e.g. China), Toyota is known as (pronounced as "Fngtin" in Mandarin Chinese ). These are the same characters as the founding family's name "Toyoda" in Japanese, which translate to "fertile rice paddies" in the Chinese language as well. The Toyota Company is a leader in the car manufacture, assembly and distribution the world over. A very efficient management style that the company uses has been one of the reasons for the firms good performance. There are many other salient factors that have made the company achieve the niche of market leader. The market structure the company operates in cannot be definitely stated. Some may consider it to be a monopoly. This is due to the fact that the company is a dominant market player in car exportation. In fact, its differentiation strategy has made it enjoy an almost monopolistic presence especially in the developing nations of the world. On the other hand, the market structure can be seen as an oligopoly. This is due to the fact that there are other key players like GM who are peer competitors. Toyota is keen to see what these competitors are doing and make sure it reacts to their actions in a way that will guarantee its market leadership.

From left, Iwate Governor Takuya Tasso, President Akio Toyoda, and Miyagi Governor Yoshihiro Murai

The new headquarters of the Toyota Motor Corporation Opened in February 2005 in Toyota City

Logo and Branding

Employee at Toyota Museum explains development of Toyota name and brand In 1936, Toyota entered the passenger car market with its Model AA and held a competition to establish a new logo emphasizing speed for its new product line. After receiving 27,000 entries, one was selected that additionally resulted in a change of its moniker to "Toyota" from the family name "Toyoda." It was believed that the new name sounded better and its eight-stroke count in the Japanese language was associated with wealth and good fortune. The original logo no longer is found on its vehicles but remains the corporate emblem used in Japan. Still, there were no guidelines for the use of the brand name, "TOYOTA", which was used throughout most of the world, which led to inconsistencies in its worldwide marketing campaigns. To remedy this, Toyota introduced a new worldwide logo in October 1989 to commemorate the 50th year of the company, and to differentiate it from the newly released luxury Lexus brand. The logo made its debut on the 1989 Toyota Celsior and quickly gained worldwide recognition. There are three ovals in the new logo that combine to form the letter "T", which stands for Toyota. The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust that is placed between the customer and the company while the larger oval that surrounds both of these inner ovals represent the "global expansion of Toyota's technology and unlimited potential for the future. Much like the design of the cars we sell, our logo has undergone a number of refinements and improvements over the years:

COMPANY AT A GLANCE

Type

Public company TYO: 7203 LSE: TYT NYSE: TM

Industry

Automotive Robotics Financial services

Founded

August 28, 1937

Founder(s) Kiichiro Toyoda Headquarte Toyota, Aichi, Japan rs Area served Worldwide Fujio Cho (Chairman and Representative Director) Akio Toyoda (President and Representative Director)

Key people

Products Production output Revenue Operating income Profit Total assets Total equity Employees

Automobiles Financial Services 7,308,039 units (FY2011)[1] 18.99 trillion (FY2011)[1] (US$235.89 billion) 468.28 billion (FY2011)[1] (US$5.82 billion) 408.18 billion (FY2011)[1] (US$5.07 billion) 29.818 trillion (FY2011)[1] (US$370.3 billion) 10.33 trillion (FY2011)[1] (US$128.32 billion) 317,734 (2010)[2]

Consumer Motivation Needs: can be primary needs or acquired needs. Goals: Specific objectives that serve as a motivation, since they are highly desired. The underlying need may be the same, but the goals as expressed by the individual would depend on several factors. Motivation can be positive or negative. Either way, marketers tend to appeal to both types of motivation as they deem fit. Motives of the customer can be rational or emotional. But then even that is a personal view. And marketers again can take advantage of the specific type of motive to appeal to the customer.