Toyota is a company that has been in the news a great deal lately. Their mission is to Make Better Cars and Contribute to Society.
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?
Is Toyota's mission aligned with the needs of their stakeholders?
Using Toyota's website and contrasting what they say there with what is reported in the business press. Visit the Toyota Website and go to the Investor relations section. Read the section of their annual report titled "The Right Way Forward". In a word, or a phrase, conceptualize the company Toyota wants to be.
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.
Analyze whether Toyota's mission and vision take the needs, goals, and objectives of its stakeholders into account.
Include:
1. Your interpretation of Toyota's mission and vision
2. Your assessment of the stakeholders and their needs/goals.
3. Your critical assessment as to whether Toyota's mission and vision takes their stakeholders into account.
A conclusion concisely stating the main points of your analysis and the conclusions you reached.
Required Site:
Annual Report. (2009) "The Right Way Forward", Toyota Motor Corporation. Retrieved from http://www.toyota.co.jp/en/ir/library/annual/pdf/2009/p10_16.pdf
Required Articles:
Patton, J. and B. Estep (2010, February 11). Toyota debacle could be largest consumer fraud case ever, expert says. Lexington Herald-Leader (KY), Retrieved from Newspaper Source database.
http://wf2dnvr1.webfeat.org/g84EO13666/url=http://web.ebscohost.com/ehost/detail?vid=1&hid=6&sid=c74bd1ca-7ef2-41e5-831a-ba27913d8ed8%40sessionmgr11&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=nfh&AN=2W6638002481
Ceniceros R. (2010) As Toyota saga continues, shareholders ready case. Business Insurance. March 2010;44(9):1-24. Available from: Business Source Complete, Ipswich, MA. Accessed May 17, 2010.
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Vance, C. (2010, February 8). Toyota's Pain Will Be Rivals' Gain With Little Net Economic Impact. Investors Business Daily, p. A01. Retrieved from Regional Business News database.
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