Building Successful Brand of Toyota
5 pages
(1250 words)
, Download 2
, Essay
The TQM strategy at Toyota is based on the Kaizen or customer first concept that stands for continuous improvement, as well as total participation that refers to input and involvement of all its workers (Chernatony, 2010: p32).... Indeed, the company's obsession with becoming the biggest automotive manufacturer in the world strongly clashed with their normal procedures of operation, while the new strategy was not communicated effectively to its employees.... However, in the recent past, Toyota has been seeking to market its mission to all its employees by integrating the mission and vision with their performance, strategy, and business objectives, as well as aligning their performance metrics with their mission statement (Rothacher, 2014: p41).
...