case analysis 案例分析 商务英语

1AnalysisonToyota's“Recall”BackgroundandHistoryofToyotaToyotaisoneoftheworld'stoptenautomotiveindustrycorporations,Japan'slargestcarcompany,foundedin1933,nowhasdevelopedintoahugeindustrialgroup,whichgivesprioritytocarproduction,andinvolvesothersectorssuchasfinancial,machineryandelectronics.Intheearlytime,Toyotawasmainlymanufacturingtextilemachinery.In1933,Toyotaxiichiro,thefounderofToyota,setupthecardepartmentintextilemachineryproductiondivision,whichstartedthehistoryofToyotamotorcompanytomanufacturecars.Fig.1ToyotaxiichiroFig.2ToyotacarFigure3isthelogoofToyota.Toyota'sthreeovalslogowasusedfromthebeginningof1990.Thelargeovalonthelogorepresentstheearth,inthemiddle,twoverticalovalsarecombinedintoaTword,onbehalfofthecompany.Fig.3thelogoforToyotaItsymbolizestheconfidenceandambitionofToyotacompanyforthefuture,keepingafootholdonthefuture.Inaddition,itisalsoasymbolofToyotatokeepafootholdonthecustomer,meaningtheguaranteetocustomers.Furthermore,itisasymbolthattheuser'sheartandautomobilemanufacturer'sheartarelinkedtogether,withmutualtrust.Atthesametime,thelogoheraldsToyota'ssuperbtechnologyandinnovationpotential,too.2In1937,Toyotamotorindustrycompanywasfoundedwiththecapitalof12millionyen.In1938,thefactorybeganproduction.In1950,Toyotasalescompanywasfounded.Afterthesecondworldwar,Japanwastransformedintothepost-wareconomicrecovery.Atthismoment,forthefutureofJapan'sautomobileindustry,itwasaverydangerousperiod.Forexample,In1949,theJapanesecar'sproductionwas25622trucksand1008cars.Thetotaloutputwas26630units.Fig.4ToyotaworkshopAtthattime,theJapaneseindustrylaborproductivitywasonlyaboutoneninthtooneeighthofAmericanindustrylaborproductivity.Thiswasaveragelaborproductivityoftheindustrialindustry.ComparedwiththeautomobilemanufacturinginAmerica,whichwasrelativelymoredeveloped,thegapincarmanufacturinglaborproductivitybetweenJapanandAmericawaslarger.HowcanToyotagetoutofthiscrisis?(1)TheJITproductionmodeConfrontedwithsuchagrimreality,Taiichiohno,whowasthedirectorofthesecondmachineryfactoryofmotherfactory,thoughtthereasonforthegapisn'tthatAmericanspaid10timesmoreenergy,theremustbeseriouswasteandunreasonablephenomenonintheproductionofJapanesefactory.Aslongasitcaneliminatethewasteandunreasonablephenomenon,laborproductivityaresupposedtobe10timesasmuchthannow.Theconceptfinallybecamethemostrevolutionary,wellknownforitsextraordinaryproductionmanagement,theToyotamodeofJIT(JUSTINTIME)production.Thatistosay,thebasicideaoftheToyotaproductionmodeistothoroughlyeliminatewaste,andthetwopillarsofsupportingthisthoughtisJust-In-TimeandAutomation.Sincethen,withthegoalthattocatchupwiththeUnitedStatesinthreeyears,Toyotachallengedtotheoldsystem,strivedforprosperity,foughttenaciously,andovercomeamajordifficulty,makinglaborproductivityrisingperpendicularly.By1982,comparedwithGeneralcompanyintheUnitedStates,theproportionoflaborproductivitywascompletelyreversed.Thisyear,GMproduced6vehiclespercapita,whileToyotareachthelevelof55vehiclespercapitaproduction.Intheviewofprofitcreatedpercapita,thisyear,theprofitofGeneralcompanywas$1400percapita,whiletheprofitofToyotawas$14000percapita,whichisexactly10timesasmuchasGM's.3(2)ZeroinventorymanagementToyotaisthefirstthatsuggestedzeroinventorymanagementintheglobalindustry.Fornow,itisalsotheenterprisethatisdoingthebestinzeroinventorymanagement.Toyota'szeroinventorymanagementcanmakeitthatasformorethanhalfofthemainrawmaterialsandsemi-finishedproducts,theyarereadytobepreparedatthesceneintenminutesearlywhentheyareneededinproductionline,insteadofbeingtransportedintothewarehouse.Inothertimes,thestocksareexpectedtobeontheroad.Zeroinventoryisnotequaltotheinventoryiszero,butbystrengtheningthemanagementonstrengthenyourlogistics,maketheinventoryinthefieldoftimeandspaceasfaraspossibleclosetozero.Undertheactionofsuchaproductionmodeandthemanagementpattern,Toyotamotorcompanyenteredintoahigh-speeddevelopmentstage.In1957,ToyotasalescompanyintheUnitedStateswasfounded.Until1972therehavebeen10millioncarsproducedinaccumulation.In1984,Toyota-GMjointventurecompanystartedproduction.In1988,Toyota'sU.S.companyannouncedopening,In1992,ToyotaBritishcompanystartedbusiness.In1994,ToyotaTurkeyautomobileindustrytradingcompanywasopened.AtpresenttheplightoftheToyotaIn2007,withannualoutputofnearly9.5millioncars,JapanToyotamotorcorp.,surpassedGeneralmotors,becomingthebiggestcarmakerallovertheworld.Ontheotherhand,fromtheendof2009tonow,becauseofqualityproblems,Toyotahasrecalledaccumulativelytotalabout6millionvehiclesintheglobal,whichisraretobeseeninthewholeautomotiveindustries.In2010,therehasbeenaneventofToyotaRecall.DuetothepedalandbrakeproblemsofToyotacars,sinceJanuary2010,Toyotatotallyrecallednearly8millionvehiclesinfourmonthsaroundtheworld.InMay2015,thetwoautogiantToyotaandNissan,becauseofthehiddentroubleofairbag,willlaunchtherecall.Itrelatestomillionsofvehicles,whichwerecaughtinthisproblem.Inadditiontothepaymentofarecallandlossesofstoppingproduction,Toyotaalsofacesaunprecedentedcrisisoftrust.Fig.5ToyotarecallsFig.6RelatedcarsManyindustryanalyststhink,duri