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Strategic Analysis of Toyota Motor Global Product Portfolio

Strategic Analysis of Toyota Motor Global Product Portfolio

Executive Summary—Key Findings

Toyota has maintained its number 􂀀 position in the market as of 2013, even during the difficult recall period.

Toyota Group: Key Takeaways, Global, 2013

Toyota Vision 2020—Become Truly Global

Toyota announced its “Global Vision” in 2011 to help the company and its brands achieve “true competitiveness” for a sustainable growth during 2011–2020.

In light of the 2020 vision, current group organization structure formed in April 2013 has Lexus International directly managed by the Chief Executive Officer (CEO)—to make it more geographically diversified.

$􂀀 Billion for Each Research and Development (R&D) Center as Budget Theoretically

As a top R&D spender globally (budget of about 􂀀% of total revenues (or $􂀀 billion), Toyota manages a total of 􂀀 R&D centers (􂀀 are in Asia-Pacific).

Collaboration with external partners is seen as a new trend within Toyota R&D, which otherwise never existed as a noticeable trend within Toyota’s business.

Toyota Spends Nearly $3.50 Billion in Promoting its Vehicles

With a global advertising spend of $􂀀 billion in 2013, most of the focus is on North America – as this market is key to all the brands within Toyota group.

Toyota aims to further widen the gap of average showroom age of its models (􂀀 years) above industry metrics (􂀀years) to keep sales lead in key markets such as the United States (US).

About this report

The aim of this research is to provide a strategic overview of the Toyota Group that identifies and interprets the factors contributing to the success of the organization. The study covers Toyota Group’s product portfolio and sales performance and analyzes its key operational strategies with a focus on its corporate structure and its product strategies. Some of these strategies include product planning, product development, product positioning, and branding strategies. Technology strategies include research and development, platform, lightweight, powertrain, and vehicular communications. The study ends with key conclusions and recommendations. The base year of the study is 2013, with forecasts running up to 2020.


  • Executive Summary
    • Executive Summary-Key Findings
    • Executive Summary-Overview of Global Performance
      • Table Toyota Group: Key Performance Metrics, Global, 2011-2013
    • Executive Summary-Regional Unit Sales and Growth Plans
    • Executive Summary-Current and Future Product Portfolio Strategy
    • Executive Summary-TNGA
    • Executive Summary-Technology Strategy
    • Executive Summary-Mobility Strategy
    • Executive Summary-Manufacturing Strategy
    • Executive Summary-Current and Future Outlook
    • Associated Multimedia
  • Research Scope, Objectives, Methodology, and Background
    • Research Scope
      • Table Toyota Group: Unit Sales, Global, 2011-2020
    • Research Aims and Objectives
    • Key Questions this Study Will Answer
    • Research Background
    • Research Methodology
    • Key OEMs Compared in This Study
  • Segmentation
  • Overview of Toyota Group
    • Snapshot of Group Businesses
    • Snapshot of All Businesses
      • Table Toyota Group: Operating Margin by Business, Global, FY 2010-FY 2014
    • Automotive Business and Brand Strategy
    • Revenue and Operating Profit Margin
      • Table Toyota Group: Revenue and Operating Profit Margin, Global, 2010-2013
    • Unit Shipments and Market Share
      • Table Toyota Group: Unit Shipments and Market Share, Global, 2010-2013
    • FY 2014* Business Results and Vehicle Sales
      • Table Toyota Group: Vehicle Sales, Global, FY 2013 and FY 2014
  • Toyota Group Vision and Organization
    • Key Takeaways-Group Vision and Organization Strategy
    • 2020 Global Vision and Focal Points
    • Organization Restructure to Achieve 2020 Group Vision
    • Toyota's Build Better Cars Strategy Key to 2020 Vision
  • Role of Key Brands within Toyota Group
    • Role of Toyota Brand and Models in Toyota Future Global Vision
    • Role of Lexus Brand and Models in Toyota Future Global Vision
    • Role of Scion Brand and Models in Toyota Future Global Vision
  • R&D Strategy
    • Key Takeaways-R&D Strategy
    • R&D Budget as Percent of Net Sales
      • Table Toyota Group: R&D Budget as Percent of Net Sales, Global, 2010-2013
    • R&D Centers
      • Table Toyota Group: R&D Centers, Global, 2010-2013
    • Breakdown of Global R&D Centers by Function and Responsibility
    • Collaboration with External Stakeholders
    • Key Research Partners and R&D Projects
  • Sales Strategy
    • Sales Strategy-Key Findings
    • Selling, General, and Administrative Expenses
    • Dealerships by Brands in North America
      • Table Toyota Group: Dealerships Per Brand, US, 2010-2013
    • Sales Per Dealership (Retail Throughput) in US
      • Table Toyota Group: Sales Per Dealership, US, 2011 and 2012
    • Lexus Brand Marketing Strategy
  • Product Portfolio
    • Product and Technology Portfolio Strategy-Key Findings
    • Toyota, Lexus, and Scion* Product Planning
      • Table Toyota Group: Product Planning, Global, 2010-2013
    • All Brands Current and Future Product Strategy
    • Tribrand Product Strategy Performance
      • Table Toyota Group: Tribrand Segments Matrix, Global, 2013
    • Key Segments to Global Sales
  • Technology Strategy
    • Key Takeaways-Technology Strategy
    • Toyota Powertrain Philosophy
    • Toyota Group Sales Forecast by Technology
      • Table Toyota Group Vehicle Sales Forecast by Powertrain Technology, Global, 2013 and 2017
    • Toyota Group Safety Technology Strategy
    • Toyota Telematics and Infotainment Portfolio
    • Toyota HMI Portfolio Overview
  • New Mobility Business Models
    • Toyota-Mobility Roadmap
    • Toyota Products-Electric Vehicles/Plug-in Hybrid
    • Toyota Products-Micro Cars (Kei Cars)
    • Toyota Products-Micro-mobility
    • Toyota Services-Harmonious Mobility Network (Ha:mo)
    • Toyota Services-Integrated Mobility (Smart Mobility Society)
    • Toyota-Concepts in the Field of Mobility
    • Toyota-Technology Aiding Mobility Services
  • Manufacturing Strategy
    • Manufacturing Strategy-Key Findings
    • Global Vehicle Assembly, Engine, Transmission, and Parts Mfg. Plants
    • Production Volume, Assembly Plants Capacity, and Manpower in North America
    • Vehicle Assembly Plants Profiling in North America
  • Conclusions and Future Outlook
    • Future Outlook and Key Findings
    • The Last Word-3 Big Predictions
  • Appendix
    • Abbreviations and Acronyms Used
    • BSIG Research Program
    • Market Engineering Methodology

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