Toyota’s value proposition has been focused on reliability issue, parts supply and quality (Toyota Corporation 5; Toyota Forklift 1). Toyota believes that customers are after of reliability issue and that they are after of the value for their money. Thus, part of it is to ensure that the products they purchased were built to keep on working. Toyota sees to it that the products they produced are built to minimize maintenance cost. In this way, the Toyota brand over a period of time has earned remarkable reputation for its impeccable reliability. Thus, history of its recalls on products with questionable reliability was central to its commitment to produce reliable product and service offerings. On the other hand, Toyota believes that customers have the parts of its product offerings whenever they need them. In this way, customers are ensured to maximize the working potential of the products they purchased from Toyota. This increases productivity and cost savings. Lastly, Toyota brand ensures customers the quality of a product offering they deserve to have. Toyota brand is Toyota Corporation’s asset knowing that it implies quality which is integrated with its cutting edge technology. The value proposition for Toyota brand sounds good to prospective customers who are after of certain values such as primarily on reliability, parts supply and quality. These customers are certainly in line with business that maximizes their advantage on cost savings and productivity.