1 / 43

Toyota

Toyota. Presented by : Aditya Shanker Cut Dewi Kurnia Ammann Paola Cassana. ROADMAP. Why and Methodology 2. About Toyota 3. Integrated Brand and Reputation-Guided Management 4. Issues and Solution. Why & Methodology. About Toyota. Integrated Brand & Reputation-Guided Mgmt.

lrubio
Télécharger la présentation

Toyota

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Toyota Presentedby: AdityaShanker Cut DewiKurnia Ammann Paola Cassana

  2. ROADMAP • Why and Methodology • 2. About Toyota • 3. Integrated Brand and Reputation-Guided Management • 4. Issues and Solution

  3. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WHY METHODOLOGY

  4. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WHY METHODOLOGY • On August, 28, 2009 the Lexus ES 350 sedan, made by Toyota, had hit a sports utility vehicle, careened through a fence, rolled over and burst into flames • All four people inside were killed

  5. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WHY METHODOLOGY

  6. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WHY METHODOLOGY

  7. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WHY METHODOLOGY • http://www2.toyota.co.jp/en • http://www.toyota-europe.com • http://www.logoblog.org/toyota-logo.php • http://www.fuelyourbranding.com/brand-identity-start-an-evolution/ • http://www.consumerreports.org/cro/cars/new-cars/ ProdjoSunaryanto ChiefExecutiveOfficer Toyota Sales Operation - Indonesia • Corporate Brand Management, Marco Cassanova • Toyota Way

  8. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions THE COMPANY LOGO & BRANDING WORLDWIDE

  9. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions THE COMPANY LOGO & BRANDING WORLDWIDE LOGO BRANDING • Not using marketing products • Investing in creating a brand • Creating a corporate framework to facilitate customers’ preference • for the company's products

  10. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WORLDWIDE THE COMPANY LOGO & BRANDING

  11. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions WORLDWIDE THE COMPANY LOGO & BRANDING

  12. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Corporate Mission

  13. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Who are we? Who are we? Toyota Way Challenge Kaizen (improvement) Genchi Genbutsu (go and see) Respect Teamwork Corporate Mission

  14. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission • Vision Statement:To become the most successful and respected car company in each market around the world by offerring customers the best purchasing and ownership experience (CSR Policy) • CSR POLICY : Contribution towards Sustainable Development” • → Interprets and explains the “Guiding Principles at Toyota” taking into consideration of our relationship with stakeholders. • Mission Statement: • To make maximum long-term profits for its stockholders and be a good corporate citizen.

  15. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Business Strategy - Growth Philosophy Growth Drivers Take - in Technology Opportunities PRODUCT Full-line & All Regions Production & Supply Sales & Marketing Risks Product Quality / Cost Avoid Human Ressources

  16. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Business Strategy Corporate Mission

  17. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Business Strategy Corporate Mission

  18. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity Integrated Communication Brand Mission Customer Need Orientation • Toyota Philosophy: • Tomorrow will be better than today • Everybody should win • Customer first, dealers second and manufacturing last • GenchiGenbutsu (go and see things for yourself, firsthand) • The next process is our customer Corporate Mission

  19. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission

  20. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission • Environmentally Friendly & Green • Technology & Innovation • Quality Reputation Measurement Analysis Brand Personality • Sustainable Mobility Gap Analysis • No significant gap until recent events with gas pedal • Future gaps: • Safety • Quality • Technology • Value

  21. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Impression Management

  22. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Toyota Motor Corporation Brand Architecture Level 1: One firm Impression Management Level 2: House Branding Level 3: Endorsed Branding Level 4: Separate Branding

  23. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Evolvement of the brand personality – Attributes & Core Values • “Honour the language and spirit of the law of every nation...” • “...contribute to economic and social development...” • “...clean and safe products and to enhancing the quality of • life...” • “...advanced technologies...” • “...Foster a corporate culture...” • “...growth in harmony with the global community...” • (Translation from original Japanese.) Impression Management

  24. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Emerging into a brand reputation guided company Brand-guided companies • Alignment of the principles: • Work in harmony with society • Be creative • Work respecting the environment and the culture of each Land in which Toyota operates Branding is strategy

  25. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission

  26. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Corporate Design Product Logo Corporate Logo • There are three ovals in the logo that combine to form the letter "T", stands for Toyota. • The overlapping of the two perpendicular ovals inside the larger oval represent the • mutually beneficial relationship and trust. • The larger oval represent the “global expansion of Toyota’s technology and • unlimited potential for the future.

  27. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Corporate Communication

  28. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Corporate Communication • Employees • Respect employees and stimulate personal growth for our employees (guiding principles 5) • Support equal employment opportunities, diversity and inclusion for employees and do not • discriminate against them (guiding principles 5) • Strive to provide fair working conditions and to maintain a safe and healthy working environment • (guiding principles • Build and share the value "Mutual Trust and Mutual Responsibility" and work together for the • success of our employees and the company. • Recognize our employees' right to freely associate, or not to associate, complying with the • laws of the countries in with Toyota operate.(Guiding Principles 5) • Management of each company takes leadership in fostering a corporate culture, and • implementing policies, that promote ethical behavior. (Guiding Principles 1 and 5)

  29. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Corporate Communication • Business Partners • Respect business partners such as suppliers and dealers and work with them through long-term relationships to realize mutual growth based on mutual trust. (guiding principles 7) • In searching business partners, Toyota is open to any and all candidates, regardless of nationality or size, and evaluate them based on their overall strengths. (Guiding Principles 7) • Maintain fair and free competition in accordance with the letter and spirit of each country's competition laws. (Guiding Principles 1 and 7)

  30. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission

  31. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission

  32. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Targeting all segments with added focus on environment conscious customers. • Targeting upper class people through the Lexus brand. • Several SUV’s launched for sports enthusiasts. • Variations of Corolla available for the masses. • Hybrid cars built for the environmentalists. E.g. Lexus and Prius have hybrid • versions.

  33. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission Centralization vs. Decentralization • Toyota is primarily a decentralized organization • November 2006: Toyota has overseas bases in 27 countries, comprising 52 • production bases and eight overseas offices. • R&D and design bases in seven locations. • All units are run locally by staff employed from the host country primarily • and they independently cater to different target market needs differently.

  34. Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Corporate Mission Impression Management Corporate Identity IntegratedCommunication Brand Mission

  35. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effect to Sales & Brand Image Toyota‘s Issues and Responses ISSUES RESPONSES

  36. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effect to Sales & Brand Image Toyota‘s Issues and Responses ISSUES RESPONSES

  37. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effect to Sales & Brand Image Toyota‘s Issues and Responses ISSUES RESPONSES

  38. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effects to Sales & Brand Image Toyota‘s Issues and Responses

  39. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effects to Sales & Brand Image Toyota‘s Response

  40. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effects to Sales & Brand Image Toyota‘s Response best global brands (Ressources: Interbrand)

  41. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Crisis Management Effects to Sales & Brand Image Toyota‘s Response Top Five in Brand PerceptionbyCategory (Source: ConsumerReport.org)

  42. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Toyota‘s Response Crisis Management Effects to Sales & Brand Image

  43. Why & Methodology About Toyota Integrated Brand & Reputation-GuidedMgmt Issues & Solutions Thanks for your attention and…….

More Related