Company analysis In the period of over fifty years of being in Australia market, Toyota always sticks to its own goal which is ‘uphold our corporate reputation at all times’ and now it has turn into be one of the leading automotive companies in Australia. In order to achieve this goal, Toyota Company also expects all employees, contractors and agents of Toyota Australia to follow some rules. For instance, it not only requires them to be responsible and be honest in word and deed, but also asks them to use good judgment and avoid action that could create a conflict between personal, company and community interests.In addition, Toyota Company always adheres to fulfill its own objective by implementing the mission of Toyota Company that is ‘to deliver outstanding automotive products and services to our customers, and enrich our community, partners and environment’. Moreover, Toyota has grown to be a dominant force in the Australian automobile market with a market share of around 18 percent as at the end of the 2011 calendar year.

Toyota Australia kept in the first place for selling 181624 vehicles (excluding Lexus), which is more than any other single brand in the country in 2011.Meanwhile, Toyota satisfies all the diverse needs of customers in different market segments. For example, Toyota Australia introduced various ranges that cover most market sectors from family sedans to sport cars, four-wheel drives to luxury vehicles and small hatches to small buses. There are over 800 employees working in Toyota Australia’s sales and marketing in areas including Marketing, Franchise Development, Domestic Sales, National Service, Operations and Logistics, Parts and Accessories and Strategic Planning, Export and Distribution. Market analysis The automotive industry has been of strategic importance to the economy in Australia.Many elements of macro economy such as growth, employment and technological progress are impacted strongly by the automotive industry. For instance, in the sale respect, FCAI (n.

d. ) mentioned that ‘1008437 new vehicles were sold in Australia in 2011’ and ‘annual turnover in the Australia automotive industry exceeds $160 billion’. At the same time, FCAI (n.

d. ) also noticed that more than 400000 people are employed in the automotive industry directly and in directly throughout Australia. In addition, the automotive industry is a major customer for many otherAustralian industries such as steel, glass, rubber, electronics, plastics, paint and advanced textiles. FCAI (n. d.

) emphasized that around 60000 people are employed directly by the automotive industry through Australia’s three vehicle manufacturers, dozens of importers and thousands of related component manufacturers. A sum of 1008437 new passenger cars, SUVs and commercial vehicles were delivered to customers during 2011. This number was a decrease of 27137 vehicles or 2. 6 per cent on 2010, due to challenging market conditions and significant supply shortages during the year.


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