Toyota: The Once-in-a-Century Challenge

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Case Details:

Case Code : BSTR362
Case Length : 16 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Toyota Motor Corporation
Industry : Automotive
Countries : Global

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Back to Basics

Akio planned to adopt a "back to basics" approach to revive the company. "The global automobile industry has been facing extreme hardships since the latter half of last year... We expect our losses to deepen this fiscal year, and so all of us in the new management team at Toyota feel like we are setting sail during a storm...

Regional Autonomy

The company's management was to place a priority on meeting the needs of regional markets by closely watching consumers and markets and noticing changes. In order to respond to consumer needs, each of the EVPs was to oversee a global region - North America, Europe, Japan, and emerging markets...

Challenges Ahead

Akio expressed confidence that Toyota would bounce back but he added that it would take at least two more years for the company to turn a profit. Some analysts too echoed this view. According to CLSA's Richter, "Toyota has a history of rising to overcome crises...


Exhibit I: Vehicle Production, Sales and Exports of Toyota*: 2008
Exhibit II: Toyota's Primary Markets*: 2008
Exhibit III: World's Most Admired Companies
Exhibit IV: Toyota's Industry Rank on Key Attributes: 2009
Exhibit V: Toyota's Balance Sheet
Exhibit VI: Toyota's Income Statement
Exhibit VII: Five-Year Stock Chart of Toyota
Exhibit VIII: World's Top 10 Auto Groups by 2009 H1 Sales
Exhibit IX: International Car Sales Outlook
Exhibit X: Car Sales in Developing Nations Remain in the Fast Lane

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