도요타 성공 사례 분석

소개글

도요타에 대해 성공 분석

목차

1. 서 론 ······················································································ 1
1) 선정 이유 ·············································································· 1
2) 소개 및 현황 ·········································································· 1
①기업 소개 ············································································ 1
②경영이념 ············································································· 2
③차별화전략 ··········································································· 2
④기업시스템 ··········································································· 3
2. 본 론 ······················································································ 4
1) 실패 사례 및 요인 ··································································· 4
①도요타 리콜 사태 ··································································· 4
②도요타의 리콜 사태의 원인 ······················································· 4
③일본 경제에 가장 심각한 문제는 엔고··········································· 5
④일본경제의 장기침체 사유 및 진행과정·········································· 5
2) 성공 사례 및 요인 ···································································· 9
①친환경 차 프리우스 ································································· 9
②친환경 전략 ·········································································· 9
③특징이 없는 차, 캠리 ······························································ 10
④도요타의 성공 요인 ································································ 11
3. 결 론 ······················································································ 14
1) 앞으로의 동향, 전망 ································································· 14
①한국시장 진출 ········································································ 14
②도요타 친환경차 관련 협력관계 ··················································· 15
2) 시사 및 느낀점 ······································································ 15
역할분담 ····························································································· 17
참고 및 문헌 ························································································ 17

본문내용

1. 서 론
1) 선정이유

자동차왕국으로 불리는 일본의 자동차 역사를 이야기 할 때 절대 빼놓을 수 없는 회사가 있으니 바로 도요타이다. 도요타는 일본 최대의 자동차 메이커로 생산 및 판매대수로는 세계 3위이며, 종합경쟁력에서는 종합 1위라는 평가를 받는 대기업1)이다. 도요타가 비교적 짧은 기간에 성공을 거둔 비결은 뛰어난 경영전략과 사원들의 단합된 힘 그리고 위기 때마다 좋은 기회를 만나 새로운 발전의 계기로 삼은 점 등을 들 수 있다. 이에 글로벌기업조사라는 과제에 도요타가 부합한다고 고려되어 조사하게 되었다.

2) 소개 및 현황

① 기업소개
2001년 1월 렉서스 모델을 필두로 우리나라 시장에 진출한 도요타는 일본 1위, 세계 2위의 자동차 메이커로서 내적으로는 위기의식 및 낭비제거 경영과 대외적으로는 자동차 박물관 및 교통안전 교육 등 자동차와 관련한 다양한 공익 문화사업 전개를 통한 이미지 차별화 전략을 특징으로 하고 있다. `한국전쟁`을 계기로 세계 시장에서 성공할 밑거름을 쌓은 도요타는 어려움을 딛고 큰 성공을 거두면서 세계적인 회사로 거듭나게 되었다. 태생의 한계를 딛고 렉서스가 고급차 시장에서 각광을 받으며 벤츠나 BMW에 버금가는 가치를 인정받게 된 도요타는 `값싼 일본차`라는 이미지에서 벗어나 `세계 최고의 부호인 빌 게이츠가 즐겨 타는 차`, `보편적인 세계화 시스템이 만들어낸 걸작` 등으로 평가받으며 세계인이 사랑하는 자동차로 다시 태어나게 되었다.

② 경영이념
도요타의 경영이념은 크게 4가지로 볼 수 있다.

<중 략>

② 도요타 친환경차 관련 협력관계

토요타는 BMW와 친환경 분야에서의 장기적 협력 관계를 구축하는 양해각서를 체결했다. 친환경차 기술과 관련된 도요타와 기타 완성차 업체간 제휴는 지난 8월 포드와의 하이브리드차 기술 제휴 이후 두 번째이며 후 토요타는 BMW와 차세대 리튬이온 배터리를 공동으로 개발하는 한편, 토요타는 하이브리드차 기술을, BMW는 친환경 디젤 기술을 공유할 계획이다. 먼저 BMW가 2014년 유럽에 판매할 도요타 차량에 대해 1.6ℓ, 2.0ℓ디젤 엔진을 공급할 예정임. 최근 토요타는 디젤 엔진 경쟁력 열세로 인해 판매의 60%이상이 디젤차인 유럽시장에서 고전하고 있는 상태이다.

참고 자료

http://news.mk.co.kr/newsRead.php?year=2012&no=188163
http://blog.chosun.com/hitmap/4126389
LG경제연구원 주간경제 796호
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- 글로벌 완성차 메이커 TOP CEO와의 인터뷰 -
- 현 상황 분석과 위기 속에서의 생존전략과 기회 확보 -
자료원: Automotive News, 코트라 디트로이트 무역관 종합
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한경닷컴 김정훈 기자
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