Building Successful Brand of Toyota Essay Example | Topics and Well Written Essays - 1250 words

Building Successful Brand of Toyota - Essay Example This paper illustrates that Toyota recognizes the difference between product marketing alone and actual investment in the creation of a company brand. Indeed, Toyota seems to understand and appreciate the value of forming a corporate framework that facilitates the consumer’s preference for its products. As noted, the company faces fierce competition from other brands for the global market, which has meant that Toyota needed to reposition itself using contemporary means to stay ahead of the competition, at which they succeeded. Toyota Motors is responsible for total quality management or TQM, receiving numerous awards for quality management, such as the Japan Quality Control Award and the Deming Application Prize. 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. The Creative Idea Suggestion System, for example, seeks to encou rage and support employees in contributing effectively to quality development at the company. The Toyota’s production System has also resulted in quality improvement for work and products. In addition, the Toyota Way, established in 2001, is composed of continuous improvement, also referred to as Kaizen, which strives eliminate overproduction and waste, as well as to allow employees to suggest appropriate changes. Other techniques under Kaizen include eliminating employee fears to report issues, eliminating mistakes through a root cause analysis, eliminating transport and mistakes, creating a satisfying relationship with customers, and using mathematical and intellectual rationalization to create long-term solutions. Integrated marketing communications have been defined as a planning process that is designed to make sure that the customer receives brand contacts for a service, product, or organization that relevant and consistent over time to that customer.