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Essay / Research Paper Abstract
In this 8 page research paper, the writer discusses some of the problems that Toyota had during the early 1990's along with other Japanese auto manufacturers. Some specific concerns included : high material costs, too few vehicle choices, high employee turnover, and inattentiveness to marketing mix. The writer makes pertinent recommendations -- detailing some of the steps that Toyota can take to ensure a more productive, profitable future. Bibliography lists 8 sources.
Page Count:
8 pages (~225 words per page)
File: D0_Toyota.doc
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Unformatted sample text from the term paper:
won them millions of happy customers world-wide and huge increases in market share. They seemed immune from the business-cycle downturns that had long produced wild swings in the fortunes of
the U.S. and European automobile industries. During and after the 1980-82 double-barreled recessions in the U.S., for example, the Japanese automakers expanded their sales and won a significantly larger share
of the North American market (Woodworth, 1994). By contrast, in the 1990s, Japanese automakers like Toyota seemingly can do nothing right. They have been hurt, not
only by the recession at home, but by the huge loss of market share within North America and by the 25 percent appreciation of the yen during the past two
years or so (Goldberg, 1994). Much to their own horror, Japanese companies like Toyota have discovered that they, too, can misread the consumer, as the Detroit companies did during
most of the 1970s and 1980s. The product offerings of Toyota, for example, are long in passenger cars and short in full-sized minivans, pickup trucks, and jeep-type vehicles that are
in hot demand at the present time in North America. Their full-sized passenger cars are now reportedly too big for the downsized tastes of the recession-battered Japanese consumer. And, in
Europe, their exports from Japan--and even the production from their new U.K. plants--are being constrained by increasingly protectionist European governments bent on shoring up the hard-hit European auto companies.
II. Presentation of the Problem The worsening squeeze on the Japanese auto producers is a combination of still-mild (by U.S. and European standards) cyclical forces and
long-term structural problems that will very much remain in place in the late- 1990s when a Japanese economic recovery will presumably be underway. This is highly reminiscent of the
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