Toyota Us Introduction

Executive summary:

Toyota Motor Engineering &manufacturing North America is an automobile manufacturing and R&D company owned by Toyota Motor Corporation headquartered in Japan. Nowadays, the company has large presence in United States with more than five major assembly plants and manufactures various automobiles from sedans to trucks.

Market:

Toyota is participating in an exciting growing market. Automobile has been explosive growth in the USA since 90s. A recent survey indicates that total revenue generated from U.S new car & truck sales in 2007 is around $675billions. And Toyota has gained around 15% of the market shares. However, in the U.S, there were 15.9 millions cars and trucks sold in 2007, which is down from 16.5 millions the previous year due to the rally of gasoline price, and one result was the increasing demand of fuel-efficient vehicles.

Products & Service:

United States is a major automobile market for Toyota. In those assembly plants owned by Toyota in North America, various types of automobiles are manufactured. Its products have been diversified from economy sedans to luxurious sport cars and SUVs. Nevertheless, Toyota is also pushing hybrid vehicles in the US market such as Toyota Prius, Toyota Camry hybrid and various Lexus products. Toyota has been a leading force in the hybrid technology and as a result it has sold more hybrid vehicles in the country than any other manufacturers.

Main objective of Toyota U.S division:

Be the best automaker and dominate the U.S market with automobile supply.

Toyota: SWOT analysis with regards to US market, overview

Internal

Strength weakness

1. World’s largest automaker 1. understanding US market/culture

2. Reliable and high quality image 2. Distribution network

3. Innovation 3. Market share in US

4. JIT system

5. Diversified products

External

Opportunities Threats

1. Hybrid technology 1. strong competitors from all segments of products

2. Introduction of new models 2. fuel price rally

3. Online