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Runninghead:Toyota’sGlobalMarketing1Strengths-Toyotawasincorporatein1937andhasmanystrengthsbeingoneoftheindustryleadersintheautomotiveindustry.Toyota’sglobalorganizationhasastronginternationalpositionin170countriesworldwide.Toyotahasthreemajorbrandsunderneaththecompanyumbrella:Toyota,LexusandScion.Ithasahighfinancialstrengthsalesgrowthof29.3%ontheirstrongbrandstrengths.-Toyotaleadingbrandrecognition:Toyotaisoneoftheleadingautomotivebrandsintheworld.AnditsbrandLexusvaluesaround$3.1billion.TheotherbrandsCorolla,Camry,Sienna,PriusandScionarepopular.Theleadingbrandimagegivesitsignificantcompetitiveadvantageandchargepremiumprices.-ToyotaFocusonresearchanddevelopmentactivities:Toyotastronglyfocusesonresearchanddevelopmenttoexpanditsproduct.Thecompany’sstrongfocusonresearchanddevelopmentallowsittoupholdthetechnologicalleadershipinmostofitsproductsegments.IthasalsoenabledToyotatodevelopinnovativeproducts,leadingtostrongsales.Theybuildstrongdistributionnetwork:Thecompanyhasastrongdistributionnetwork.StrongdistributionnetworkhelpsToyotatoimproveitssalesandtostrengthenitsmarketpositionallovertheworld.-Toyotaproductionsystem:TheJust-in-TimeandJidokaProductionSystemwillhelpToyotatobuildqualitywiththelowdefectsandcosts.Weaknesses-Lapsesinproductquality:ToyotaannouncedtworecallsrecentlythatcoversomeofRunninghead:Toyota’sGlobalMarketing2itsmostpopularmodels,andrecalledabout10millionvehiclesacrosstheworld.Theserecallsnotonlyreducetheshareprices,butalsoimpactthebrandimageandtheconsumerconfidence.-Theunfundedpension:In2009,therewasabout$6537.7millionunfundedfortheprojectedpensionandpost-retirementbenefit.TherearesomeunfundedretirementpensionsinToyota,whichmayinfluencethecashflows.-Productioncapacity.ToyotaproducesmostofitscarsinUSandJapanwhereascompetitorsmaybemorestrategicallylocatedworldwidetotakeadvantageofglobalefficiencygains.Overseasproductionlow-about80%ofautomobilesdriveninlessthan20%oftheworldpopulationintheOECDcountries,thereforefuturegrowthindemandwouldbeincreasingoutsidetheOECD&Toyota’scurrenttargetmarket.Opportunities-Recoveryofautoindustry:Theautomotiveindustryshowedthesignsofrecovery,whichispredictedtobegradual.Themarketwillreachavolumeof129.9millionunitsin2013(Durbin,andKrisher,2010).Thisprovidespositiveinformationtotheautomotivemanufacturersandstimulationtotheinvestors.-Hybridelectricvehicles:Theincreasingenergycostsandstringentemissionregulationsenhancethedemandofthehybridelectricvehiclesbecauseofitshighfuelefficiency.Itisestimateditwillreach4.0millionunitsby2015.BesidesUS,WesternEuropeandJapan,Chinaisestimatedtobenextlargemarket.-OpportunitiesinAsianmarket:TheAsianautomotivemarketbecamethemainRunninghead:Toyota’sGlobalMarketing3increasingpointandisestimatedtoincreaseinthefollowingseveralyears.Thus,theautomotivecorporationsshouldconcentrateontheAsianmarkets,suchasChina,andIndia.Threats-Competitionintheglobalautomotivemarket:Theworldwideautomotivemarketishighlycompetitive,andbecomesstrongerduetotheglobalization,whichisinvolvedintoeveryfactorofautomotive.Thecompetitionmayleadtoreducetheautomobileunitsales,whichmayinfluencethecompany’sfinancialcondition.-Tighteningemissionstandards:ThetighteningemissionstandardsadoptedbytheEUincreasetheadditionalcostsforproductdevelopment,testingandmanufacturingoperationsfortheautomotivemanufactures.