Toyota is an automaker company that was founded in 1937 by Kiichiro Toyoda. Its headquarters is at Aichi in Japan. Currently, Toyota is the largest manufacturers by production and sales worldwide. TMC has branches worldwide and have over 314,730 employees. In 2005, Toyota was ranked the 8th leading company in the world on Forbes 2000. TMC has been in business for over 70 years now, and they have still managed to be on top.
Lean production has been there for some time, and the system has brought immense progress in the automobile world. Toyota Automakers are now respected and are considered to be among the companies that make massive profits annually. TMC is also contributing a lot in boosting the economic growth of Japan and countries with these branches. TMC has always focused on improving the quality of their products. It has also shown brand loyalty and consistency as a section of the consumers of their products. According to Liker (29), this is the most important aspect especially in marketing consistency in the supply of products to consumers is a substantial boost, and wins over the client’s loyalty.
In 2008, Toyota began social media campaign to reach their client’s in a higher and modern way. Face book, Twitter, and MySpace are among the social networking sites that have become popular worldwide. Toyota joined this social sites and actively engaging in conversations with their customers. This gave them a chance to build a healthy relationship with their customers and begun understanding their customer’s preference. According to Liker (169), social media will soon become the most reliable means of marketing and useful source of information of products. Toyota proved their commitment in excelling and satisfying their customer’s satisfaction, by launching Twitter, and Face book profiles.
As a fact, the media have played a crucial role in marketing Toyota’s products. The media are always following the trend of their brand production. Media has been advertising Toyota’s products, thus bringing the customers close to their supplies. They also propose outsourcing, but points to the fact that, on top of not being in touch with the end user, such a move would add another layer. Outsourcing would provide the division with a bigger sales force and paid by the commission, a higher motivation to sell the company’s products (Borowski 16).
Being among the top companies in the world, Toyota has the best trained employees and sales persons. The sales force has to understand that being customer friendly is not to mean that they market the products at the price, place and needs of the customer. Understanding the customer’s needs means that while the adage that the customer is always right holds, the sales force must offer alternatives for the company. These alternatives are the ones that would work best for the customer.
Toyota develops new strategies after every 4 years in order to keep improving their competitiveness. In 2008, they had a new strategy that will utilize the rise of technology. The main reason is to meet the 2008 strategy goals, but it is a long-term shift in strategy. This means that the organizational structure has to change in such a way that it allows for dynamic growth. All this must happen in such a way that it does not lose focus on the product centric nature. As much as it is essential to shift to the new strategy, it is also noteworthy that the products still remain top-notch and high quality.
Morgan & Liker (96) argues that, while outsourcing sales is a brilliant idea, it will not do any good for the company’s name. It might enhance the efficiency of getting the products to the customer, but in line with being more consumers centric, it will become another layer between the company and the consumer. The challenges that come with growth in size, including a bigger monolith of an organization structure, must be anticipated in the division’s new structure.
In the past few years, there has been stiff competition in automakers companies. Toyota, therefore, need to start concentrating on their supplies with a view to changing its position and increasing the customer base. This means that the division has to, establish product innovation, introduction of new products, customization to satisfy the customer’s needs and reduce the operational costs. Customization means that the company listens to the customer and makes products and processes that enhance the relationship.