Abstract
Toyota Motor Corporation is a Japanese firm that was founded in 1937 by Kiichiro Toyoda. Now, it is a multinational corporation that is employing more than 300,000 employees worldwide and has become the leader as a car manufacturer in terms of sales.
Toyota became very famous as it develops new processes; its production system has always inspired many other car manufacturers and its management style has been copied by competitors.
The multinational headquarters in Toyota city (Aichi, Japan) in Tokyo is also diversifying from its core activity, providing financial services and producing robots.
What makes Toyota so special? What has been its strategy to become the number one car seller?
The strategic analysis of Toyota is relevant as the strategies it has implemented over the decades has inspired many research studies and are now followed by other companies, not only from the automotive sector but also from other sectors. Its trademarks have always been safety and quality; Toyota received its first Japanese quality award in the 80s and is now renowned for the high standards of quality of its vehicles and the innovative solutions it introduces to the market every year.
