Strategic Management: Mission, Vision, and Stakeholders MGT499 CASE 1

Toyota: A Visionary Company?

Toyota is a company that has been in the news a great deal lately. Their mission is essentially to “Produce reliable vehicles and sustainable development of society by employing innovative and high quality products and services.” But does this mission adequately guide the company’s actions? Sometimes a company WANTS to be one thing but the actions take them somewhere else. And when this happens, who gets hurt?

Read the information in the background material, look for more information, and then write a 3 to 4 pages report for your professor and the executives of Toyota Corporation by answering the following questions:

i) Discuss to what degree you believe Toyota is currently proceeding towards what the company identifies as its ‘Global Vision’?

ii) Given Toyota’s quality problems in 2010, do you think Toyota’s current strategic direction is aligned with the needs of their stakeholders? Please explain your reasoning.

iii) Based on your analysis and findings, what would you recommend to the executives of Toyota corporations? Why? Please explain your reasoning.


i) Please note that this is an advance level course so you must show and demonstrate your ability to provide reasoning for your response.

ii) Also please note that your report/assignment will not be accepted without proper citations and references. You must use the sources from the background material together with the sources you find your own.

Case Assignment Instructions:

Step 1: Throughout the course we will be exploring Toyota’s website and contrasting what they say there with what is reported in the business press.

Step 2: Read the required articles about Toyota and conduct additional research as needed.

Step 3: Identify the main stakeholders; pick one or two, e.g., the customers, the employees, the stockholders and determine what their needs and goals are in regard to Toyota.

Step 4: In a three to four page paper, critically analyze whether Toyota’s mission and vision take the needs, goals, and objectives of its stakeholders into account.

Case expectations:

This paper should include:

An introduction stating the thesis of your paper.

A main body discussing:

►Your interpretation of Toyota’s mission and vision.

►Your assessment of the stakeholders and their needs/goals.

►Your critical assessment as to whether Toyota’s mission and vision takes their stakeholders into account.

►Your recommendations to Toyota corporation.

A conclusion concisely stating the main points of your analysis and the conclusions you reached.

Be sure to document your sources and provide in-text citations whenever you use information you obtained from a background reading or other outside source, as well as a separate reference list at the end of the paper. You may use footnotes instead, if you prefer, but you MUST document where you got the information you are using in your papers!

● The following criteria will also be used to assess your paper:

>Precision: Does the paper address the question(s) or task(s)?

>Breadth: Is the full breadth of the subject, i.e., all the keys to the assignment, addressed?

>Depth: Does the paper/report address all elements of the topic in sufficient depth? Does it include and apply the background readings and other background resources? Are they included as references?

>Critical thinking: Are the concepts of this module applied accurately, logically, and relevantly?

>Organization: Is the paper organized in a coherent and systematic manner? Are headings included in all papers greater than 2 pages?

>Clarity: Is the writing clear and the concepts articulated properly? Are paraphrasing and synthesis of concepts the primary means of response to the questions, or are thoughts conveyed through excessive use of quotations?

Toyota. (2012). Vision and Philosophy. Retrieved August, 2012, from  

Toyota. (2012) Annual Report 2011.  Retrieved August, 2012 from