Toyota: A Visionary Company?
Toyota is a company that has been in the news a great deal lately.
Their mission is essentially to “Produce reliable vehicles and
sustainable development of society by employing innovative and high
quality products and services.” But does this mission adequately guide
the company’s actions? Sometimes a company WANTS to be one thing but the
actions take them somewhere else. And when this happens, who gets hurt?
Read the information in the background material, look for more
information, and then write a 3 to 4 pages report for your professor and
the executives of Toyota Corporation by answering the following
i) Discuss to what degree you believe Toyota is currently proceeding towards what the company identifies as its ‘Global Vision’?
ii) Given Toyota’s quality problems in 2010, do you think
Toyota’s current strategic direction is aligned with the needs of their
stakeholders? Please explain your reasoning.
iii) Based on your analysis and findings, what would you
recommend to the executives of Toyota corporations? Why? Please explain
your reasoning.
i) Please note that this is an advance level course so you must show
and demonstrate your ability to provide reasoning for your response.
ii) Also please note that your report/assignment will not be accepted
without proper citations and references. You must use the sources from
the background material together with the sources you find your own.
Case Assignment Instructions:
Step 1: Throughout the course we will be exploring
Toyota’s website and contrasting what they say there with what is
reported in the business press.
Step 2: Read the required articles about Toyota and conduct additional research as needed.
Step 3: Identify the main stakeholders; pick one or
two, e.g., the customers, the employees, the stockholders and determine
what their needs and goals are in regard to Toyota.
Step 4: In a three to four page paper, critically
analyze whether Toyota’s mission and vision take the needs, goals, and
objectives of its stakeholders into account.
Case expectations:
This paper should include:
An introduction stating the thesis of your paper.
A main body discussing:
►Your interpretation of Toyota’s mission and vision.
►Your assessment of the stakeholders and their needs/goals.
►Your critical assessment as to whether Toyota’s mission and vision takes their stakeholders into account.
►Your recommendations to Toyota corporation.
A conclusion concisely stating the main points of your analysis and the conclusions you reached.
Be sure to document your sources and provide in-text citations
whenever you use information you obtained from a background reading or
other outside source, as well as a separate reference list at the end of
the paper. You may use footnotes instead, if you prefer, but you MUST
document where you got the information you are using in your papers!
● The following criteria will also be used to assess your paper:
>Precision: Does the paper address the question(s) or task(s)?
>Breadth: Is the full breadth of the subject, i.e., all the keys to the assignment, addressed?
>Depth: Does the paper/report address all
elements of the topic in sufficient depth? Does it include and apply the
background readings and other background resources? Are they included
as references?
>Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly?
>Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers greater than 2 pages?
>Clarity: Is the writing clear and the concepts
articulated properly? Are paraphrasing and synthesis of concepts the
primary means of response to the questions, or are thoughts conveyed
through excessive use of quotations?
Toyota. (2012). Vision and Philosophy. Retrieved August, 2012, from  
Toyota. (2012) Annual Report 2011.  Retrieved August, 2012 from

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