Case Study Toyota Midlife Crisis

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Case: (#6A) Toyota’s Midlife Crisis Overview Toyota is experiencing problems due to a recession and their competitive strategy. They make more of their money overseas and they are losing customers in their home country. The increasing value of the yen is hurting their profits overseas so they have to look to the future and improve their business at home. They have a limited consumer base and need to expand to compete with rival automakers. Key Learning Points The growing value of your domestic currency can hurt your operations overseas. Consumers are less willing to buy your product because it is more expensive than comparable offerings. When your profits are becoming stagnant it is important to capture new customers. Toyota wasn’t making money with its older market so it turned its efforts to capturing a younger market. To change how consumers view your product you can start new ventures to create products that appeal to other demographics under a different name. Industries with high operating costs are extremely risky because if profits fall behind it is much harder to get back into the black. Problems to be Addressed The growing value of the yen is creating a problem for Toyota. Most of their profits were made in other countries and now they have to focus on their domestic market due to falling exports. This could create an opportunity in the future for the company to reduce costs. The company might find it is cheaper to buy supplies outside of the country because their currency may grow to a point when it is more valuable than competing currencies. Their brand is associated with a less profitable consumer base in their home country and now they need to restructure. Toyota is making the right steps by trimming down its staff and using a new venture to create new vehicles that appeal to a younger demographic. However, they will face higher costs to

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