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Case Title:

'Global Vision 2010': Toyota's Strategic Initiatives

Publication Year :  2010

Authors: Priti Krishnan, Sumit Kumar Chaudhuri

Industry: Automobile Manufacturing

Region: Japan

Case Code: MM0047

Teaching Note: Available

Structured Assignment: Available


In 2002, Toyota Motor Corporation, the No. 2 carmaker in the world, released its 'Global Vision 2010', in which it highlighted, among others, its concern for environmental protection. Although Toyota has been criticised for representing a false environmental friendly image, Toyota has constantly been involved in activities like initiating environment protection plans and manufacturing hybrid cars. The company believes that through this it would be able to achieve its aim of becoming the No.1 carmaker in the world and occupy 15% of the global automobile market.

Pedagogical Objective:

  • To highlight Toyota's efforts towards environmental protection as part of its global vision
  • To discuss whether Toyota would achieve its goal of becoming the leading carmaker in the world by 2010 by establishing itself in difficult markets.

Keywords : Vision; Vision, Mission & Goals Case Study; Business ethics; Hybrid cars; Global expansion of Toyota; General Motors; Ford; Market positioning; Market leadership; Corporate image; Social responsibility of an organisation; Product differentiation


  • Global Vision 2010 of Toyota
  • Strategic Initiatives

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