Question

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Toyota Missions Statement:Toyota strives to be a strong corporate citizen, engaging with and earning the trust of its stakeholders, and to contribute to the creation of a prosperous society through all its business operations.Our corporate principles form the basis of our initiatives, reflect values that enable action, and drive our mindset.

Step 1. Review and analyze the mission statement of ToyotaStep

2. Identify the following key terms Toyota uses to develop their vision, mission, and intent statements (Consider “The Tree Metaphor” as a visual means or manner of identifying Toyota’s intent):ValuesPreceptsToyota WayPrinciplesPhilosophy

Answer 1

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Toyota Motor Corporation’s vision statement indicates the company’s long-term strategic direction in the automobile industry. This vision statement reads, “Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people. Through our commitment to quality, constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way.”

In this vision statement, Toyota includes major areas of its business. The vision statement states that the company aims to achieve leadership in the global market. The vision statement also shows that Toyota moves forward based on quality, innovation and environmental conservation. Thus, Toyota includes corporate social responsibility in its vision statement. In addition, the company emphasizes human resource development, as shown in the “talent and passion of people” component of the vision statement. Therefore, Toyota’s vision statement is holistic because it encompasses strategic goals for business leadership, product quality, human resources, and corporate social responsibility. These points of the vision statement have direct correlation with the points in Toyota’s mission statement.

Toyota’s Mission Statement

Toyota Motor Corporation uses various mission statements for its businesses in different markets. However, with regard to the business of automobile manufacturing and sales, the company’s mission statement pertains to its strategic actions in technology. Thus, Toyota’s mission statement is as follows: “Create vehicles that are popular with consumers.” In expanded form, Toyota’s mission statement includes the following strategic actions:

• Provide world-class safety to protect the lives of customers.
• Provide optimization of energy/infrastructure to local communities.
• Put high priority on safety and promote product development with the ultimate goal of “completely eliminating traffic casualties”.
• Deliver cars that stimulate and even inspire, and earn smiles from our customers.
• Address employees’ education under “Genchi-genbutsu” philosophy, which is to go to the source to find the facts to make correct decisions, build consensus and achieve goals at our best speed.
• Through true mutual trust with partners, contribute to the development of new technology and improved expertise.
• Contribute to economic development of local communities with R&D operations functioning effectively in each region.

Toyota’s mission statement focuses on products. The firm always considers the preferences and expectations of consumers, arguably based on trends and market research. In the strategic actions encompassed in its mission statement, Toyota emphasizes quality of products, with reference to such criteria as safety and customer satisfaction. In addition, Toyota’s mission statement specifies employee education as a way of achieving the human resource development aim in its vision statement. Also, this mission statement shows that Toyota maintains its commitment to technological innovation. Innovation is seen as a way for the company to achieve its aims in product quality, customer satisfaction, and corporate social responsibility. Thus, Toyota’s mission statement is holistic and aligned to its vision statement.