Toyota as a Global Corporate Citizen

Abstract
Toyota’s incredible success as a truly global corporate power can be attributed to many factors, but the one that sets it apart is its emphasis upon being a “good corporate citizen” of every country in which it does business. By respecting and engaging the culture and communities in which it markets its products, Toyota minimizes concerns over the import status of its products. In the countries where Toyota has established large manufacturing operations, these investments have even given the company favored status in state and local communities as a large employer. These strategies, combined with Toyota’s traditional team-oriented and methodology based management have created a company which can deliver high quality products in an efficient business model.

Toyota International Marketing Strategies
As it has from its humble beginnings in 1937, Toyota continues to win success by blending smart business with social, cultural and environmental awareness. Toyota’s marketing material and news releases consistently stress social awareness and responsibility as strongly as profitability to measure corporation’s success. For example, Toyota’s mission statement calls for “stable long-term growth, while striving for harmony with people, society and the environment,” while their website repeatedly describes their social contributions and efforts to be a “good corporate citizen” (Toyota website, 2005). This approach is key to Toyota’s global success from a marketing standpoint.