Introduction

Overview of the Company

Toyota has been leader and dominant in entire global automobile industry
because of its effective and efficient business strategies. Toyota is considered as the
2nd biggest automaker because of its auspicious and high quality designs,
manufacturing system, services, testing system and sells. The Toyota Company has
gains high profits and revenues annually. There are almost 170 countries where
Toyota markets and sells its automobiles. Diversified operations of Toyota include
prefabricated housing, leisure boats and telecommunication. Headquarter of Toyota
is located in Aichi in Japan. The operations of Toyota in the United States were
started in the year 1957. At present, there are almost 10 manufacturing plants of
Toyota which are being operated in United States. Toyota has been committed to be
an efficient corporate citizen in those regions and communities where it is operating
its business. Toyota has been struggling to integrate such technology into their
automobiles which can be helpful in reducing the carbon content from the
environment. In order to reduce these carbon emissions from the environment,
Toyota has integrated such technology into its production and manufacturing plants
which are playing inevitable in reducing environmental pollution (Hayakawa, 2009,
pp. 1-4). Toyota has developed effective and efficient waste management practices
in order to ensure their sustainable production and manufacturing system. The
company has been selected for it versatility and operations in different regions of
the world. They are being famous for maintaining their positive reputation in the
world.
Toyota is also making efforts in reducing its energy usage from its distribution
and sales network. In order to do this, Toyota has developed energy usage database
which is revised on monthly basis. The initiative of introducing energy usage
database has helped the Toyota in reducing total energy consumption by the figure
of almost 11 percent in its distribution and sales network since the year 2000.
Integration of these databases has prevented use of almost 18 million Kilo Watt
Hour of electricity, costs savings of almost $2.8 million and almost 707,000 therms
of natural gas. Thus, with the help of improving and enhancing its production and
manufacturing system, Toyota has reduced carbon footprints from the environment.
Improvements in processes of Toyota have been carried out through decreasing the
use of compressed air by the creation of waste heat recovery system and also
through enhancing system operating control.
As Toyota Motor Corporation has been business leaders in international
market; thus, in order to stay competitive, the company is continuously enhancing
its production and manufacturing processes. Through the production of high quality
cars, Toyota is making its customers highly satisfied which are consequently
enhancing overall productivity of Toyota. Toyota Motor Corporation has deployed
effective and efficient operational process as well as production system for

smoothly operating its business processes. Toyota has become the largest and
dominant manufacturer in automobile industry all across the world because of its
high sales and production. Toyota has introduced new and novel technologies in
order to make their products or cars environmentally sustainable. Development of
these new electric cars is playing an inevitable and indispensable in fierce
competition which is positively affecting the future of automobile industry. Due to its
environmentally sustainable production system as well as vehicles, Toyota is
ensuring the provision of sustainable environment.

Stakeholders
It can be said in regard to the perspective of the stakeholders in respect to
Toyota that the image of the organisation is quite good. The organisation tries to be
socially responsible by arranging different campaigns in relation to their corporate
social responsibility. There products are thought to be of the highest standards and
quality by the customers, who are also the stakeholders of the organisation. The
company also takes special care of its employees, as it believes that it is essential
for any organisation to satisfy the needs and wants of their employees, in order to
provide the customers with the best quality of products, which in turn satisfies the
needs and wants of the customers, as well. As a result of this the company is able to
develop long term relationships with their customers. The critism of the company
regarding their CSR policy is based on the fact that the organsiation is only involved
in CSR practices through their products and advertising campaign and does not
participate in anyother kind of CSR activities for the society.
The relevant stakeholders are categorized into internal and external entities
whom the company observes their responsibility. They believe that their innovations
are bound to the sustainability concept of their stakeholders. Their innovation is not
limited to bringing new products to market, but expands to innovations in
communications with customers and other stakeholders. Many business leaders in
Asia still do not understand that the construction and maintenance of cult brands
courtroom discipline. These skills and experience in public communication and
management issues of stakeholders - should be linked to the public and the center
of attention at any time. This is a critical point for Toyota, Akio Toyoda, and Chief
Executive Officer and management team. Toyota, closely linked with Japan Inc. is at
stake for Japan and reputation forward. Toyota is actively improving the world stage
and takes control of the crisis. This is easier said than done successfully. But Toyota
is one of the strongest brands in the world, and its brand value, which will help the
target company through the turbulent waters.
In order to enhance and improve environmental sustainability, Toyota
Company has also contributed in the manufacturing of eco friendly vehicles. To
ensure sustainability of the environment, Toyota Company has introduced and

developed environmentally friendly hybrid cars in order to ensure the provision of

sustainable and safe environment. These strategies are highly appreciated by the
internal as well as the external stakeholders of the company. Thus, with the help of
the production of these eco friendly hybrid cars, the Toyota Company is contributing
significantly and considerably towards the sustainable development. There are a
number of environmental benefits which are being offered by the development of
these sustainable and efficient eco friendly cars. Sustainability in the environment
has been pursued by the Toyota Company through integrating full hybrid technology
in its vehicles. In order to make the vehicle eco friendly and environmentally
sustainable, the Toyota Company is investing its great amount of money and
continuously struggling to attain its goal of sustainable environment.

Analysis of the Strategy

Increment in Greenhouse Gases Emissions
There has been significant increment in the emissions of greenhouse gases
due to manufacturing system as well as transportation. Automobiles and vehicles
are producing greenhouse gases in considerable and significant amounts which are
contributing to climate change as well as global warming. Carbon dioxide emissions
are the main greenhouse gases emissions which are contaminating the
environment. However, methane and nitrous oxide are also contributing greatly as
greenhouse gases. Production and manufacturing systems of cars are also
contributing greatly in this environmental issue because it burns carbon based fuels
like oil and coal. Such burning of carbon based fuels is increasing the global
warming through the increment in average temperature of the globe. This global
warming is affecting local climates like rainfall and temperature which is
contributing to climate change. Due to increased consumption of fuel, emissions of
greenhouse gases are taking place and passenger vehicles are contributing almost
10 percent of total emissions of greenhouse gases. Leakages of gases which are
used in air conditioning system of car are greatly contributing to the greenhouse
gases emissions. Following figure is representing ever increasing carbon dioxide
emissions in the environment. However, several initiatives and plans have been
developed by leading automobile industries including Toyota to reduce their
contribution in these greenhouse gases emissions.
Since the time of its establishment, Toyota Company has struggled on
continuous basis in order to contribute in the provision of sustainable environment.
In order to ensure sustainability in the environment and to reduce emissions of
greenhouse gases, Toyota has improved its manufacturing processes and providing
high quality as well as innovative services and products to its customers. Thus,
through its initiatives towards the attainment of sustainable environment, Toyota is
complying with the guidelines and policies which are associated with the

environmental protection. Toyota is seeking its harmony with society, people as well
as global environment. It has integrated such an effective business strategy which
is leading towards the achievement of sustainable environment.
In addition to this, Toyota has decreased the quantity of harmful wastes which
are released to landfills from the production and manufacturing plants of Toyota.
Almost 40 percent of decrement in these wastes has been observed since the year
2000. In order to improve its waste management, Toyota has integrated web based
and nationwide waste tracking system for analyzing and collecting waste related
data for facilitating additional reductions all across distribution and manufacturing
operations of Toyota. Moreover, in order to reduce these carbon footprints and
carbon emissions from the environment, Toyota is committed to introduce hydrogen
powered automobiles by the year 2015. Toyota is also focusing on the technology of
Fuel Cell Hybrid Vehicles in order to further improving their automobiles through
prevention carbon emission from the environment.
CSR and Time-And-Place-Specific
The best strategy of the company is that they adopt and re-state their CSR
policy as per the norms and requirements of their operating country. Toyota
Company has achieved success in todays competitive business environment
because of its will to manufacture high quality products in both the markets, while
adhering to their social responsibility i.e. in international market as well as in local
market. In addition to this, Toyota Company is continuously striving to improve its
processes as well as the quality of its products in order to attain its goals. Toyota
Company has committed to create hybrid engines for its vehicles like a fundamental
feature of technology of eco-car. Toyota Company is sustaining and maintaining its
dominant as well as leading position in the international market through the
provision of reliable and safe products to its consumers. Furthermore, Toyota is
following effective and efficient strategies for dealing with their stakeholders which
have been the major and significant reason for its successful development and
growth in the local as well as international market. Continuous quality improvement
and technological innovation has been the major reason for its successful market
position in global marketplace.
As a communication tool with the various stakeholders, the Toyota Foundation
launches portal, directed the disclosure and monitoring of activities held across the
country. It's also possible to write projects and get much information about attitudes
that contribute to sustainability. The environmental policy employed by Toyota is
also widespread in its supply chain and a dealer. Toyota also operates in the
communities where it is located with the preservation of squares, corporate
campaigns, and environmental education programs for public school students and
cultural events to raise awareness about the preservation of nature, facing the
population. Respect for the environment is one of the main pillars of Toyota. From
the planning of its factories, the automaker worldwide, conducts environmental

impact studies and from the results, implements its production units within
parameters that minimize damage to the fauna, flora and atmosphere.

Recommendation

If Toyota wants to retain the image of brand than the organization should
follow the green and the eco friendly strategy that has already been
introduced by the organization and should continue with lean and green
marketing strategy
The competitors are trying to reach the market with the same innovative idea
but the customer perceived values of the Toyota is not only affiliated with the
quality of the product but also with the relationship it has developed since
many year therefore it has to tighten its grip on the CSR more than ever
before in the past.
In the region of the improvement, Toyota should make all the possible
innovation for increasing the durability of the product, and the system that
will be governed by the good driving system
Further Toyota is making all the possible efforts for the supply chain
management systems. So it is very important to continue and affirm the
relationship with the market suppliers.