Dissertation entreprise

UFP 61 Langue des affaires (anglais)

Dossier à rendre pour le jeudi 19 avril 2018.

 Année universitaire 2017-2018

Sujet 1 : En prenant le cas concret et précis d’une entreprise de l’industrie ou des services réellement existante (française, russe, allemande, espagnole, italienne, britannique, américaine, polonaise, etc.) vous expliquerez la stratégie (ou les stratégies) qu’elle a mise en œuvre dans le contexte de la mondialisation (délocalisation, relocalisation, etc.) et les résultats qu’elle en a tirés (pistes de résultats possibles : incidences sur ses bénéfices, sur ses employés, etc.)

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When we think of globalisation, we think of a large and unlimited market opened to the world, of an active method of liberalisation, integration of market across the world. Globalisation means freedom: freedom to have connection and trade with the rest of the world and to get advantage and an certain relationship with each nation in purpose to get benefits, also to invest where returns on capital are seemed to be the highest, handle the risk of a delocalisation for a maximum gain at the end.. Let’s talk about our company’s choice, Toyota.

Toyota reached the peak level of its corporate history up to then, and has managed to become the highest rated automobile manufacturer of the worlds, Toyota has been ranked as the automobile with the highest overall productivity, highest profit and average quality.

Even if nowadays we live in a automotive industry at its maximum globalisation and competitive as it has never been before, Toyota has still be called the most successful car maker in the world, and it has been this case for almost 15 years in terms of durability. In the past few years Toyota’s market capitalisation peaked at more than 190 billion US dollars. With a view of these impressive figures, we will then try to understand through which strategies Toyota has become a market leader in a increasingly globalised world and how these impact the global way of producing, selling and thinking of Toyota.

In this essay we will study the Toyota strategies to stay at the top of the sector, its impact on theirs employees and environments.

In a first section we will learn a bit more about Toyota’s history linked with the Globalisation.

Then secondly we will study what kind of strategies Toyota had pulled out and finally the impact.

I - Toyota’s history. A way to be globalised.

In today’s society, owning a car is no longer a issue, business has a lot invested in the manufacturing sector, for example, these past few decades has been full of a lot of investment in General Motor, Ford and Nissan,  and Toyota.

All of this created the new launch of a super competitive environment in the automotive industry. Expending business market to other countries in the trend of global integration has become a serious point to study and a sort of emergency for any kind of company. In fact, there is a lot to learn from different business environment that can affect on your production, to get ready to adapt and see changes in a view to conform and survive, also business can take advantage of available resources on site such as cheap labour force or natural resources from the new emergents markets.

 Toyota is an automotive group transnational with its headquarters located in Japan, the group was founded by Kjchiro Toyota in 1937. After a long development time, life started to change for the group when the economic bubble burst at the middle of the 20th century, at that time the government have launched a programme of cost cutting to make company’s exports competitive, since then Toyota has now become the largest car manufacturing group in the world.

Toyota has two main service in its company, one is dedicated to manufacturing car with major activities composed of designing, assembling and selling cars but also race cars, trucks and transportation vehicles. It is important to notice that Toyota owns a important amount of shares in  worldwide companies. The group holds 26% of market share in Japan, 29% in northern America and 14% in Europe that allows the group to build factories all around the world, from manufacturing to assembling space in a view to serve the market needs. The other one is dedicated to the financial services and outgoings management,  R&D and studies realised on foreign markets that allowed the group to be here just at the right time and right place.

The group has endured desperate periods of economics crisis but in the meantime has enjoyed huge accomplishment where prosperity was present. The group, in any and every situation through its lifetime, has realised memorable global marketing campaigns that occurred to be crucial to the survival and growth of the business.

 And this is exactly what we are going to see in the next section dedicated to analysis of these strategies.

 II -  Toyota’s strategic policy.

Toyota has known what to do when the group needed to evolve and when it was necessary to implement strategies. Toyota’s management philosophy has evolved from the company’s origins. Toyota focuses its forces on long term thinking for management decision, problem-solving strategic and adding value to the organisation by developing its people.

 Let’s start by the technical aspect and resettlement, in fact Toyota benefits from the impressive technological research and development policy of Japan, the country maintains the largest investment proportion of GDP to researches in the world. Toyota is benefiting from a collaboration in researches of advances technologies, so all of this leads to a close collaboration and relationship between the government and the company, we can also notice that the government give aids on taxes and investments, political environment has effects on the business operation of an company. Business operation are also affected by the national economy, the company can have access to more opportunities thanks to increasing income of consumer but however there are risks.. In fact you have to take in consideration the environmental impacts on the host country.

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