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从丰田汽车公司的发展看现代市场竞争的发展态势

时间:2015-06-16 10:53来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

当代,是一个充满竞争的时代,行业内由于竞争的扩张,业务逐渐增大,许多新玩家进入市场。市场竞争愈演愈烈有几个方面的原因。首先,全球化是主要原因之一,贸易和商业扩张导致竞争的扩大化。在海外市场,许多商业组织发现更多的机会,在自由贸易政策的准许下,多个国家开始推动市场扩张计划。国内市场已经变成了全球市场竞争加剧的地方,主要集中于国内现有的和新的跨国企业之间的竞争,本文就简要分析了近年来市场竞争的变迁和特点。
 

Toyota motor corporation in the modern age
 

Introduction
 

The modern age of business can be defined as age of competition. The competition within an industry is gradually increasing with the expansion of business as many new players are entering into the market. There are several reasons behind this intensifying competition. Firstly, globalisation is one of the primary reasons for expansion of trade and business that lead to increase competition. Many business organisations have found greater opportunities in overseas market, and free trade policies and agreements between multiple countries facilitated their market expansion programs. The domestic markets have turned into global markets that heightened competition rivalry among existing domestic and new multinational enterprises. Since last two decades, the society has been experiencing a rapid technological improvement. The technological advancements have led to change the structure entire trade and business. The management tasks and operational process are now backed with technology like e-commerce and e-business. A better grip of technological advancement helps a business organisation to gain an upper hand position. Finally, enhancing economic condition of consumers and increasing their disposable income have strengthened their purchasing power. This has also changed their consumer buying behaviours and they have developed their specific brand preferences (Vashisht, 2005, p.68).
 

In the modern and competitive business world, business organisations always try to position itself in market for avoiding unnecessary competitions. In this process they aim to achieve strong competitive advantages and core competencies that enable them to gain upper hand position in the market. There are multiple ways to achieve competitive advantages; however, brand development is the most preferred way for creating high business value. The increasing demands of brand development is due to two primary factors i.e. urge for acquiring higher market share and increasing concern towards consumer value. The modern management style and thought process of decision makers have transformed. The modern management concept more focuses on long term benefits by creative a sustainable businesses environment where stakeholders' wealth and value creation is the first priority. When a company is able to meet these responsibilities towards stakeholders, society, community and environment, it is able to create a high brand image in the market. Managements in modern organisation culture follow management theories and models which are very effective in achieving common organisational goal. In this respect, they concentrate on two-way communicational system within cross-functional teams and with its consumers. For example, the existing management system deliberately tries to implement integrated marketing communication that focuses on better marketing strategy for enhancing consumer values. These efforts made by the modern managements are very helpful in brand development and hence, they try to draft specific plans for branding strategies.
 

This paper will attempt to deal with brand improvement strategies for Toyota Motor Corporation and primary aim of this paper is to offer a plausible set of recommendations based on findings of primary research and secondary research data analysis. At first, a brief description of Toyota Corporation will be offered to understand fundamentals of it. The second section will explain the research question and objective based on which the entire research methodology will be constructed to obtain viable and valid results. The third section will present theoretical background and models relating to marketing and branding. Marketing and branding are interrelated with each other and the later is an integral part of marketing. Multiple marketing theories and models are very helpful for brand development. Moreover, many scholars have developed brand specific theories and models which facilitate brand management tasks. The fourth section will include the research methodology, and research framework will be framed as per the requirements of this research paper. Finally, based on data analyses and its findings, the entire project will be summarized and a set of credible recommendation will be developed.
 

Chapter 1
 

A Company Overview: Toyota Motor Corporation
 

Toyota Motor Corporation is a multinational automobile company and it is famous as Toyota in global market. The company is a Japan-based company and it is present in the most of the international markets. Sakichi Toyoda laid the foundations of automobile company and latter, in 1933, his son Kiichiro Toyoda opened an automobile department after conducting an extensive research on engines powered by gasoline. Automobile department was known as Toyoda Automatic Loom Works, Ltd. One of the sister company of Toyota, called Hinode Motors (now known as Aichi Toyota) introduced its first A1 prototype cars and G1 truck during 1935. In 1937, Kiichiro Toyoda established Toyota Motor Company Ltd. and in 1938 he started producing SB trucks in its Honsha plant in 1938 (Toyota-a, 2011). Toyota brought a revolution in automobile industry of Japan during 1930s to 1950s by incorporating innovation and growth oriented business model.
 

At present, Toyota is one of the leading and the largest automobile manufacturing in the world. It is also one of the pioneers in automobile innovation which is the company's core value. The technological expertise is prime competitive advantage that has helped the company to cater the global automobile market. Since the inception of Toyota, the company is committed to produce reliable and value added vehicles, Innovation is the major tool for the company and it also uses its technological expertise in meeting social and environmental responsibilities. In order to operate in the global market, the company has formed its seven specific guidelines and principles. These principles mainly include with business ethics, respects and honour for every country and its culture, and develop a growth oriented organisation with the business partners etc (Toyota-b, 2011).(责任编辑:BUG)



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