Toyota and Its Mode of Entry Essay

Words: 2868
Pages: 12

1. Introduction

Toyota Motor Corporation was established in 1937. The company operates both automotive, under the brand Toyota, Lexus, Hino and Daihatsu, and non-automotive and can be seen as one of the best known automobile manufacturers. According to Japan Corporate News network, in 2007, the firm sold over 8.5 million vehicles in more than 170 countries. Based on Toyota Motor Global site , the major Consolidated Subsidiaries of Toyota Corporation across the world mainly locates in North America, Latin America, Europe, and Asia/Oceania. Furthermore, vehicle sales of Toyota can be broken down as 26.7% in Japan, 34.5% in North America, 14.4% in Europe, 9.2% in Asia and 15.2% in other regions . Toyota aims at localisation and
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After investing US$300 million in an expansion plan, the plant enlargement adds more than 1,000 new jobs (Gazeta Mercantil).

In 2003, Toyota started a restructure plan in South America merging TDB with Toyota of Argentine. The new group operates two production plants, exporting throughout Latin America, including Central America. However, according to Mercantil, the Mercosul market is extremely competitive due to the strong presence of market leader. Another important step of the company was the opening of Guaiba Distribution Centre in Porto Alegre in 2005. The centre distributed the New Hilux in Brazil. Subsequently, Toyota continues to expand in order to match the target: 10% of the market share by 2010.
Currently, TDB operates 2 plants: the Indaiatuba Plant producing the Corolla, and the Sao Bernardo Plant manufacturing for the Corolla and the Hilux. The company has 3.1% of market share in Brazil and is ranked in the eighth position (Toyota website). As a result of the new global strategy, Toyota recognizes the importance of the emerging market such as Brazil to help it achieves the global sales of 15% by 2012. Capelano, Roland Berger Consultancy Analyst, explains that Toyota Brasil has a capacity to be among the leaders in the Brazilian market. However the company has opted for slower growth strategy in exchange for long-term security.