How Important Is Race In US Politics?

How Important Is travel In US Politics?I am the son of a d sustain(p) man from Kenya and a bloodless woman from Kansas, asserted Barack Obama in 2008 and for as long as I live, I will never forget that in no former(a) bucolic on Earth is my fabrication possible. This speech came in March 2008 until this refer locoweeddidates on both sides had avoided discussing backwash as an bonk. Obama wished to establish himself as a toleratedidate outside of guidecourse, further ultimately this was non possible. Those opposed to this strategy ensured that ply re mained an integral factor in the 2008 election and the wider US political scene. extend stooge be seen to link to a variety of insurance policy beas. For example, a recent tonic York Times article states that, four in 10 minacious children be born into poverty while less than superstar in 10 light children ar.2Statistics such(prenominal) as this demonstrate that race in connection with economical science and cl ass are central issues for US politics much than gener wholey. The Center for Disease Control and Prevention compiled an extensive report in January 2011 detailing racial disparities in a broad array of health problems spunkylighting the unbroken significance of race as a policy issue, particularly in habitual discourse, as this report chanced much mainstream media precaution.3 save the subsequent issues raised by race incur changed. No longer are blatant displays of racial discrimination soci altogethery or legally acceptable so what is preventing us from deeming the States a post-racial society?4Further more(prenominal), why is a post-racial society the aspiration? On the one hand, it falls in line with the American principle of a united nation, yet on the other hand it is considered dangerous to attempt to embrace distinguishable cultures, after so many a(prenominal) years of segregation. Furthermore, the absence of overt discrimination does not mean that exclusion ha s ended, rather, that the character of such discrimination has changed.5This paper shall argue the go on importance of race in US politics, both through with(predicate) its overt influence on policy making as well as its unquestioning influence as often discussions which avoid race are making an equally important statement. This essay shall consider race with child(p)ly in wrong of traditional binaries of desolate and egg white. Incorporating an analysis of ethnicity will be too broad, particularly as language and immigration would need to be considered. Obamas election as a mixed-race American has brought traditional binaries of sinister and White back to the fountainhead of discussions. While other minority groups do add another layer of complexity, analysis of this goes beyond the scope of this essay. A further constraint has meant that race will be discussed with inclination to the interior(prenominal), and in particular, on a federal level. Historically race issues d iffered amidst states, and while there whitethorn still be variation regarding perceptions among more conservative or more liberal states, a discussion of federal policy regarding race will allow wider conclusions to be drawn.Race can be considered to encompass issues of governmental policy, party policy, public perceptions and political strategy. If race is viewed in this appearance it is possible to attempt to separate political and legislative conceptions of race from discussions of individual discrimination. The former is the focus for this paper. All of these factors become heightened during election years, where race play alongs to break open bulk, even within the same party. Notably, the emergence Tea Party faction on the republican side, a platform for conservative populist discontent demonstrates views held are not true of all of the republican Party furthermore, it may not necessarily represent views of all Tea Party movements, as there is no single Tea Party.6It is the nature of US political parties to encompass huge variation within the main parties. Election years provide an increased cognisance of the political, and as such will provide recent examples of the trends in racial politics. This can be seen presently through the debate over Obamas place of comport with the administration choosing to release the long birth certificate before the next election cycle. The telephone circuit will proceed through common chord substantive sections first off a discussion of race and the electorate second, the factors which protract to shape racial inequality and finally governing, including an analysis of candidate choice.Race and classRecent shifts in the American demographic are crucial to judgment how race as an issue has changed, particularly in the post-Bush era. This change in administration provided substantive change in some areas, just arguably not during the 2008 go flow rate. Minorities did, and will, continue to be a secondary conc ern while White voters retain plurality status, this conceit featured prominently in the 2008 general election, as voting statistics call down parties will continue to bring White issues to the forefront in order to hit elections. It can be seen that there is a glaring ideological disconnect mingled with the desire and reality of a race-free society.7Teasley and Ikard, in their article The Myth of Postracism suggest the danger of complete investment in postracial thinking, particularly for the most economically vulnerable African American population. The prominent liberal view of racial policy suggests a cautious approach, favouring the idea of a colour blind society. While it is suggested that there is no currently viable alternative to a liberal wad of race, it can be inferred that at least racialism as a theory acknowledges the persistence of racism in America.8Critical Race Theory (CRT) favours a race conscious approach, reliant upon political organisation. In arguing the n eed for CRT, Metzler presents an argument for why the term postracial is meaningless as a critique.9Usefully, the theory alike allows for intersections between race, class and sex. A basic premise is that while electoral decisions may claim to be colour blind they are genuinely steeped in racist ideology.10For example, it can be argued that race as a political factor will be avoided as much as possible unless a politicians political survival depends on it. Example 2008 or Sotomoyar The premise of a race neutral campaign is to develop a coalition of support, irrespective of race. Yet ultimately, there remains a divergence as to why assorted racial groups voted for Obama, while many Whites voted for Obama as a way to move beyond race, many Blacks voted for him as a way to vindicate the entire Black race.11While the term vindicate may be unnecessarily emotive, the notion of incarnate Black support for Obama is authoritative as an example of the continual relevance of race in US e lectoral politics and the differing motives for voting behaviour.The mere jot that issues still exist as Black or White demonstrates the continuing importance of race. After his 2000 election victory, Bush was famously advised that if he did not improve his minority vote, he would be unable to win the next election. The pattern of immigration in the US has left the country with a large multicultural demographic. The nature of such immigration, being both forced through sla really, and voluntary, is a relatively unique phenomenon as such racial issues are historically rooted in much of American society. This seems to make some of the electorate, particularly minorities, more inclined to talk about race, while often having the opposite move among White voters. out-of-pocket to the growth in minority populations, there has been a proportional decrease to the White population. In 2008, the Black population alone comprised 12.8% of the population. The bailiwick census of 2010 puts th is original figure at 12.6%, demonstrating a further demographic shift, with African Americans no longer comprising the majority minority, with the Black population comprising a smaller proportion than other minority groups.12This suggests a limit to traditional oppositional binaries of Black vs. White, with late minorities gaining ever increasing populations, and in theory increasing significance. Binaries remain important, but it is important to realise that they do not always give us a complete picture as an increasing look of citizens describing themselves as multi-racial, 3.4% in the last census.13However, in the 2008 election focus was not given evenly to each minority group. Perhaps beca lend oneself some minority groups are more priceless when translated into votes, or perhaps because some groups are more politically active than others. South Asian voters had a huge fix on the democratic primaries in 2008, particularly in California, yet the binary view move to dominat e discussions. This may rich person been a temporary fluctuation, encouraged by the race between a Black candidate and a White candidate for the presidency. Yet it seems that the trend is actually a continuation from a longstanding history of traffic in terms of Black and White issues of race. The Black community likewise remains much more vocal than other minority groups, particularly more assimilated Asian voters. Ultimately, binaries remain effectual in demonstrating the importance of race in contemporary politics, as it remains that conflicts between Black issues and White issues are at the forefront of debate, particularly with regard to healthcare and education.In the 1990s, Bill Clinton restored the Democratic Partys agonisticalness by mostly avoiding the race-specific rhetoric and policies that had helped drive disaffected White voters toward the Republican opposition. The boom he presided over produced political and economic benefits for African-American families as we ll as well as Whites, making him popular with both groups. comparability this to the situation in 2008 a deeper analysis of Obamas poll way outs indicates that very little changed in terms of voting habits in this election cycle.14Thus, on the originate it seems significant that Obama has in(predicate)ly reproduced the polling numbers of Clinton, a White Southerner, adding substance to the post-racial argument.15Yet in context, Obama was nominated during a period of frustration with the outgoing Republican administration, at a time of economic uncertainty, and when a generation of African Americans had won elected office. Thus it can be seen how race as a domestic issue is resolvely interlinked with other factors, notably feeling toward the outgoing administration and the fluctuating state of the economy. As such, examples which are often cited to demonstrate the decreasing significance of race can actually be at least partially attributed to other factors.The socioeconomic div ide in America is expanding in a racial society where the races are unequal, there will often be a racial dimension to class differences, for class is an efficient recoder of racism.16 beating-reed instrument suggests that this is an historical trend, construct on the back of enslaved Africans, as such, for Reed, race and colour ware always been the ultimate determinants of socioeconomic status.17Yet it seems that the greatest divide came long after the period of reconstruction. Since 1970 the socioeconomic divide has become more evident while the status of the most disadvantaged members of the minority population deteriorated, that of the advantaged has notably improved.18This is clearest in relation to the Black American population. As such, it seems that race becomes less important because of socioeconomic factors. The rate of improvement is besides notable in several areas, such as college attendance, Blacks have made those improvements at a relatively faster rate than the reported progress of comparable Whites.19Thus, the fact that the number of Blacks enrolled full-time at colleges and universities nearly double between 1970 and 1980 (to over 1 million) demonstrates that there is a growing economic schism between lower-income and richlyer-income Black families, with the lower members of the community being left behind.20Policies such as affirmative action enhance this trend, doing more for the more advantaged members of Black communities compared to those from lower incomes. With race being so closely connected to socioeconomic conditions, it hardly increases its importance as a factor in US politics as the subject becomes broader.Hooks divides the Black community into class groups, and suggests that this has a significant impact on perceptions by both the Black and the White community.21The impact of this has been to divide the Black community into sub groups, with many of the higher(prenominal)-income families becoming increasingly assimilated with the White community. As a basic concept this is still relevant, yet much of what Hooks outlined has become dated. Hooks argued that class-based racial integration disrupted what he terms, racial solidarity in essence that previously class standing was irrelevant to the Black community, but increased integration has erased this bond between communities.22While it can be accepted that there did exist a consciousness of community, it is not true to say this has diminished to the extent which Hooks believed. Significantly, it seems the nomination of Obama reignited a sense of Black community the mobilisation of Black voters can be attributed to a growing sense of group consciousness and empowerment.23Yet what is more convincing, is Hooks argument regarding communities. The emergence of what has been termed, a Black middle class, has led to wealth being removed from communities, leaving the poor and underclass as isolated segregated communities.24Race and the mediaIt is important to consider whether race can continue to be discussed independently, or if class is now a more important issue. It seems the two issues are, and have been, essentially intertwined, due to long standing inequalities linking back to before the Civil War. However, the extent of this has changed, and the emergence of Black middle class has led class to move toward the forefront of political discussions of race. It is significant to discuss how and why the public produce conceptions of race, with particular emphasis on the role of the media as a source. As a nation, America emerged from a unique system of oppression and slavery. As such, race remains deeply rooted in the lives of many Americans. In an age where post-racial politics seems to be a common aspiration, for electoral benefit as much as for issues of equality, it is important to realise how race continues to appear on the political agenda. Some significant events can be cited in contemporary American politics as periods of cha nge. The terrorist attacks of September 2001 permanently altered American domestic and foreign policy and new issues of race were raised with the growing politicisation of Islamophobia. More recently, with regard to the binaries discussed so far, came the political impact of hurricane Katrina in 2005. Worst affected by this disaster was the city of smart Orleans, which had a substantial Black population. The suffering of the the great unwashed of New Orleans allowed the Democratic Party to establish itself as an alternative and allowed it to distinguish itself through the racial politics of hurricane Katrina. It gave the Democrats the chance to put race onto the political agenda, yet arguably Obama attempted to distance himself from this strategy. This task was made easier for the Democrats due to a period of extremely publicised racial shaming. By the time of the 2008 election, the Democrats were seen as a viable alternative to the Republican Party, who were famously said not to care about Black people.25This quote from an influential Black performer became a popular sound bite, demonstrating the importance of the media, and as such it did much to contribute to Bushs unpopularity. Following hurricane Katrina, many people sought to answer the question of whether its social effects and the government response to the countrys biggest natural disaster had more to do with race or class. Or if again, they were ineluctably linked.An argument surrounds the prominence race received as a factor in the Katrina disaster. While liberals could be accuse of citing race in an attempt to reference book a wider, more historic discrimination against Blacks, it was not an effective strategy as it did little to alter government policy. Therefore, although addressing Katrina as a race issue had a profound effect on the electorate, it was merely later that it began to really influence policy. However, it seems that concluding class to be a more significant factor, is to hive off attention away from race, thus discouraging a deeper discussion about the ways race and class intertwine.26Ultimately, Katrina is a prime example of the intrinsic way race and class are intertwined, largely due to the historical nature of racism in the region, in relation to housing and neighbourhood distribution. Few comparisons were made between White and Black residents, but as Lavelle and Feagin suggest only 17% of Whites lacked access to a car to evacuate with, compared to 60% of Black residents.27Media images showed nearly all those left suffering in New Orleans were Black Americans, making it seem like a race issue however those in more financially stable positions were able to live in safer areas, those families most able to afford homes in safer flood-protected areas and that had resources to evacuate easily suffered much less than poorer families, seemingly suggesting a class issue. Furthermore, what is also significant about the Katrina example is the way in which th e media reported the story. The media are one of the most effective methods of communication across the US, as such, what is reported is highly influential among the electorate It is universally accepted that mass media hold great power, as they transmit schooling to the public and are free to highlight certain news items and ignore others, setting the agenda of public life and creating consensus or disagreement on certain issues.28However, it took until September, a month after the disaster, for the media story to shift from stories of Black crime to the failures of government in mediating the disaster.Representation of race in the media has often contained rigid stereotypes, particularly with regard to the traditional binaries. This becomes increasingly baffling when it is considered that the portrayal may equate to the only contact a member may have with a particular racial group. In a test carried out by Johnson, he highlighted this dilemma questioning the consequences If som ebody is living in Boston, and all their information on Black Bostonians comes from the media, what does that look like?29Johnson purported that White owned media in Boston tended to report more according to stereotypes than the Black owned media. While it was the Black owned agencies that were said to carry more tyrannical stories, alongside the negative. Conducting a follow up to this initial study in the 1980s, Johnson looked at the distribution of coverage at the turn of the century. While crime stories continue to top the kind of coverage given to African Americans, the percentage of this coverage has send packingped. Among Black owned media, education stories became central, with crime stories being placed much lower. Perceptions are crucial in politics, particularly in such a vast nation as America. Kellstedt suggests that there is a lack of substantive evidence livelihood the notion that media coverage of race actually affects public opinion in any systematic way, yet he goes on to assert that it is an underlying assumption that the media has helped shape the course of race politics.30Due to their communicative role, the way the media chose to relay stories, or even the choice in stories they portray, have a profound impact in the electorate there is a discourse of racism that advances the interests of Whites and that has an identifiable repertoire of words, images, and practices through which racial power is applied.31However, although the media still dominate communication, candidates are having an increasingly close relationship with the electorate through mediums such as social networking. As such, it seems candidates are getting increasing access to the electorate, thus racial issues can be dealt with or avoided, as the candidates chose. Of course this is relative, and the media will always retain the power of scrutiny, as is the nature in a liberal democracy.If the media shape the political agenda in the aforementioned way, then what constitu tes a racial issue? It seems any number of issues could constitute a racial issue. For example, with regard to education the percentage rates of high school graduates can be used to summarise that Black students are still failing at an alarming rate compared with White students.32Or with regard to housing although overt discrimination is no longer practiced, other practices still take place to isolate minorities from the housing grocery. Issues regarding joblessness, healthcare and criminal justice all continue to disproportionally affect people of colour. But what is important to question is whether these issues should be framed as racial issues, or whether this in itself is an acknowledgement of a continual inequality. If the nation were to truly adopt colour blind policies, then the theory would suggest that issues should be discussed independently from race. As such, a policy about the surroundings should be isolated, even though it may impact disproportionately communities of colour. But if these issues are no longer treated in isolation, politicians can be accused of pandering towards affirmative action, which is still viewed sceptically by many of the electorate. To acknowledge that so many political issues can become issues of race acknowledges the uniqueness of race as an issue area. Whether the trade-off between isolating policies is acceptable, or desirable, gets to the heart of racial policy in the USA.Is Race neutrality possible?Finally, it will be useful to look at the last presidential campaign, in order to discuss whether it can be concluded that the campaign was race neutral, and why this may have been an aspiration to so many candidates.33While this may have been the intention, partisan strategy among other factors, ensured that race was not allowed to remain off the political agenda. This continued to be true in light of the 2010 midterm elections, even though Obama was not on the ticket, much discussion among the media was once again give n to his African American status and the impact this would have.Race can be seen to affect politics both implicitly and explicitly. Candidate choice was undoubtedly the aspect of race occupied most by the media. The beginning of the campaign was in line with the notion of an inclusive America. Yet the campaign shifted with the widespread circulation of Reverend Wrights sermon, in which he controversially said, the government lied about branchs of mass destruction in Iraq being a curse to the United States peace.34Obamas candidacy became very clearly race bound. At this point Obama had to justify himself in racial terms, which was a strategy which had been avoided until this point. The significance of what has since been termed Obamas race speech in 2008 is not just that it was the first point in the campaign that race became openly discussed, but it is rather what Obama did in this speech, he acknowledged the continual tensions a part of our union we have yet to perfect.35He demons trated that he was a clear personification of both oppositional binaries, while offering an ability to transcend them.Black support can be seen to be both a strength and weakness for democrats. Black support can alienate other groups of voters, traditionally there have been tensions between the Black and Hispanic communities.36De-racialization is seen during campaigning when candidates attempt to avoid explicit references to race issues, in attempt to remain inclusive. Concurrently, candidates use implicit strategies such as using racial symbolic Black and Latino faces in their literature while putting increased emphasis on issues which are perceived to be racially original and ultimately, attempt to appeal to a broad selection of the electorate.37Thus even when race is not vocalised during an election, it still plays a vital role. Charles Hamilton first proposed a race neutral strategy in 1973,38Obama has been said to follow such strategy, in that he did so much to avoid discussin g race as an aspect of his campaign.39The supposed advantage of such avoidance is to encompass the widest possible selection of the electorate. With regard to voting behaviour, issues need to be directed at those who will provide the shake off vote. There are limitations on the political power and influence of minorities, thus making it rational for parties to focus on the White majority, and to use deracialisation strategies.40For example, Democrats traditionally receive a disproportionate share of the minority vote, as such, it is in their interest to direct policy to White issues because they can rely on receiveing Black votes regardless thus, the United States has racially polarized politics while race, itself, is depoliticised.41The running of a race neutral campaign is an acknowledgement in itself of the importance of race. If accepting that Black and White voters continue to prioritise different issue areas, it is also true to acknowledge that the running of a race-neutral campaign can be difficult to balance. The aim is to quarter White voters without losing a connection to the Black community.Race will continue to be an issue even after the election period ends. With regard to Obama, it is again a new phenomenon if it assumed that the race neutral campaign will extend to an attempt at race neutral governing, then Obama will continue to avoid the issue of race. This has been seen through the first half of his first term. Race issues are not overtly mentioned unless completely necessary. However this is not due to Obamas expert pragmatism. In fact, it seems Obama may be constrained by those who elected him in the first place, as well as by the partisan tactics of the Republican opposition. If Obama had mounted a concerted series of racial policy issues, then White voters may have felt alienated. A lot of the early fears from the campaign would be perceived to be correct for example that Obama was an African American interested in prioritising minori ty issues. This goes against the intended pluralistic nature of US politics. Reed claims that Americans will have to mount a concerted effort to have Obama promote anything regarded as a Black issue.42Thus, have African American issues actually been side-lined and consequently jeopardised through the election of the countrys first Black president. If Obama does continue to down play racial issues, Conservative arguments declaring the irrelevance of race will be strengthened.43Conservatives use Obamas image as a sign that racism is dead, while at the same time evoking race strategies against him.44Race becomes an unavoidable issue of contToyota Sustainable Strategies And orbiculate SuccessToyota Sustainable Strategies And Global SuccessThe global auto industry is a mention sector of the economy for every major country in the world. A huge invests in look, development and production result in gaining high industry performance (OICA, 2010). The high competition of pigment players i n self-propelling include BMW, FIAT, Ford, General push, Honda, Mitsubishi, Nissan, Peugeot Citroen, Toyota, Renault, Volkswagen, Hyundai and Daimler ..(Datamonitor, 2010).Toyota Motor Corporation has become one of the most successful companies in the world today. In 2010, Toyota was ranked number 5 of the worlds largest corporations (Fortune, 2010) and number 11 of the best global grunges (Interbrand, 2010). It is also considered as the most profitable organisation of automobile (Datamonitor, 2010). For almost 15 years J.D Power and other research firms have consistently rated Toyota and its luxury line, Lexus, among the top automotive brand. Over 50 years automotive operation worldwide and its launched the world first commercial interbreeding car, Prius, enhance Toyota more strengthen and gaining high competitive advantage over the rivals in term of its reputation and dependableness, initial quality, and long-term durability (J.D Power, 2010 Stewart and Raman, 2007).Thus, stud y of Toyota outside(a) moving in operation could be provided distinctive knowledge for researcher in term of strategic implementation from some well-known literatures and an investigation of some facts and information could enhance more analytical skills.Therefore, this report will start with the analysis of automobile industry including marketplace overview, market size and it competition situation. Follow by the reviews of Toyota Motor Corporation. Then, it strategic make lovement will be examined. After that, Toyota performance assessment will be scrutinized. Strategic analysis will be provided in order to obtain deep analysis of corporation. Finally, conclusion part will be summarised all information according to the researchers study.1. Automobile Industry1.1 Market OverviewDue to the progressive globalization, the climate change and the idea of air quality improvement, automobile manufacturers have put more efforts to create sustainable development which is to minimise di splace consumption and exhaust emission (UNEP, 2002). They have also made use of advanced technological solution to reduce waste and emission in the factories as well as to improve the vehicle safety and recycling ideas (Oliver Wyman, 2010 UNEP, 2002). Moreover, it is very crucial for the industry to continue the concept of great product design and modern development such as the initiative in hybridization engineering (Sturgeon, 2009, Oliver Wyman, 2010).In addition, Sturgeon et. al. (2009) explained four characteristics of the automobile industry which areA small number of huge firms have more power than small companies. Eleven huge and dominant companies from three countries including Japan, Germany, and the USA.The automobile industry has developed affectionate regional social organisation along with globalisation integration.The final product assembly of vehicle has been moved to the home market due to political sensitivity issues.There are only few generic parts and compone nt systems that can be fit to all products. Therefore, it has to be customised before production.The automobile markets condition has also been driven by globalization which can be split up into four categories Market globalisation drivers, Cost globalsation drivers, Government globalisation drivers, and Competitive globalisation drivers (YIP, 1992). The firms should understand and recognize these drivers in order to evaluate and gain their competitive advantages. epitome of the globalisation drivers for the automotive industry is demonstrated in Figure 1.Figure 1 Yips globalization drivers of automobile industrySource Authors own1.2 Market SizeThe global market of new cars has been recovered from a decline in take account in 2008. In 2009, the market rose by 2.7% and reached a value of $1,019.2 billion while its combined annual market growth rate was just 2.1% during 2005 2009. concord to the pie chart shown on Figure 2, Toyota Motor Corporation took a 15.3% share of the mark ets volume being a leader in the market, compared to Volkswagen (14.2% ) and Ford (8.1%) (Datamonitor, 2010).Figure 2 Market size and share of automobileSource Adapted from Datamonitor (2010)1.3 Porters Five ForcesPorters five forces (Porter, 1980) is the crucial tool to be used to analyse the important forces that decided the competitive power of automobile industry as illustrated in figure 3understand both the strength of your current competitive position, and the strength of a position youre considering moving into.Figure 3 Porters five forcesSource Authors ownThreat of New EntrantsIt can be said that there is low threat of new entrants in the automobile industry since it has reached the mature stage of the product life cycle. If a new ac association wants to enter the market, it needs to achieve economic of scale price reduction and mass production. Consequently, the new comer is required to have a huge amount of capital in order to own its automotive manufacture and innovat ive technology. Moreover, it is quite difficult for a new player to have its distribution channel and dealers due to the strong channel of the key companies and their reputation.Bargaining Power of SuppliersIn order to produce a vehicle, it consists of many components perform final product assembly. A lot of suppliers are then tangled in production process. They are very similar due to the fact that raw materials are not different. As a result, it will be very easy to change suppliers since they have low bargaining power.Bargaining Power of BuyersConsumers are the main players in this industry since the automotive business depends on them. It is not difficult for them to switch the brands if they are not satisfied. However, in order to purchase a new car, they have to deal with a dealer only. Therefore, it can be said that there is moderately high bargaining power of the buyers in the automotive industry.Threat of Substitute ProductsPublic transport, walking, cycling etc. can be su bstitute products for automobiles. Also, the geographic location has considerable effect on consumers purchasing decision. People in Venice, for example, travel by boat only. However, it will be more convenient to use automobile in order to go to most places. Consequently, threat of substitute products is moderately low.Intensity of Rivalry among CompetitorsThere is very high intensity of rivalry among competitors due to a lack of product differentiation. It is found that the key players in the industry are fairly balanced therefore, one can easily gain the others market share. As a consequence, in order to advertise a product, the company has to consider and compare all aspects including quality, price, durability, and others to its competitors.1.4 Strategic Groups AnalysisPorter (1980) defined a strategic group as a group of companies in an industry which implement similar strategy. agree to figure 4, it can be seen that the mass market follows cost leadership strategy while diff erentiation strategy is implemented by the luxury group (Peng, 2009). The ultra-luxury group more often than not utilises focus strategy (Peng, 2009). For Toyota Motor Corporation, Toyota and Scion brands are developed by cost leadership strategy to compete in the mass market whereas it distributes Lexus brand for highlife market (Toyota, 2010).Figure 4 Strategic group analysisSource Adapted from Peng (2008) and Henry (2008)Furthermore, Oliver Wyman (2010) suggested that the automobile industry can be split up onto two different types of companies including mega groups and independent champions. Mega groups have their own manufacturers, technologies, platforms, and engines whereas independent champions depend on channel resources and their net working. Consequently, Toyota has been considered as maga groups due to the reasons above. This can be illustrated by successful OEM (Original Equipment Manufacturer) paradigm as shown in figure 5.Figure 5 Successful OEM diagramSource Adapte d from Oliver Wyman (2010)2. TOYOTA Motor Corporation2.1 Company BackgroundToyota Motor Corporation, a Japanese automaker, was established in 1937 by Kiichiro Toyoda (Toyota, 2010). Owning to its solid finance and an increase in demand of vehicles, it had become one of the strongest carmaker around mid-2008 (IHS, 2010). This is also because of its potential business strategy focusing on product innovation and its production efficiency (Takeuchi, Osono, and Shimizu, 2008). Finally, in 2010, Toyota was ranked number 5 of the worlds largest corporations (Fortune, 2010) and number 11 of the best global brands (Interbrand, 2010)2.2 TOYOTA Global Vision 2020Toyotas vision is to investigate and balance the relationship between the cycles of nature and the cycles of industry. Thus, its slogan is Open the Frontiers of Tomorrow which expresses the desire of Toyota and the efforts of its employees toward the realisation of societys dreams in order to build a way to a new world. The Toyota gro up believes that it can be accomplished though the energy of people and technology (Figure 6) (Toyota, 2010).Figure 6 Toyota global vision 2020Source Adapted from Toyota (2010)2.3 TOYOTA Biodiversity GuidelineBiodiversity framework (Figure 7), one of the sustainability principles of Toyota, was developed in order to emphasise on three areas contributions through technology, collaboration and cooperation with society, and information disclosure (Toyota, 2010).Figure 7 Toyota biodiversity guidelineSource Adapted from Toyota (2010)2.4 TOYOTA Corporate Social ResponsibilityToyota CSR policy consists of three main areas including social, environmental, and economic aspects (Figure 8). Based on its guideline principle, Toyota implements all business activities in order to create harmonious and sustainable society in each country (Toyota, 2010).Figure 8 Toyota CSR policySource Adapted from Toyota (2010)3. Toyota Strategic Management3.1 The Toyota WayIn 1935, Sakichi Toyoda, the founder of the company, originally purposed five key principles to develop company and its employees beliefs (Toyota, 2010). After that, in order to provide rigorous training to the new generation of its employees, the company realised that these five important principles should be documented and divided into two pillars (Figure 9) which are Continuous improvement and Respect for people (Toyota, 2010, Stewart and Raman, 2007). For the first pillar, Continuous improvement can be called Kaizen which is Toyotas basic business management (Liker, 2004). It also focuses on individual learning and improvement by evaluating ones self and being creative in order to achieve goals. Also, Toyota presents its second pillar by providing commerce security and developing employees participation and responsibility in order to build understanding, trust, and loyalty among the team members (Liker, 2004).Figure 9 The Toyota waySource Adapted from Toyota (2010)3.2 New JIT a Management Technology Strategy Model o f ToyotaA unique business strategy of Toyota called New JIT (Figure 10) has brought about its successful management and operation in the global market. New JIT is a management technology strategy model including three key areas Toyota Marketing administration (TMS), Toyota Production System (TPS), and Toyota maturement System (TDS) (Amasaka, 2002, 2007).Figure 10 A management strategy modelSource Amasaka (2002)3.3 Toyota Production System (TPS)Toyota production System (TPS) is the distinctive production system which enhances Toyota gaining higher competitive advantage over it competitors (Toyota, 2010 Amasaka, 2002 Takeuchi, Osono, and Shimizu, 2008). Taiichi Ohno invented TSP strategy in late 50s. Today this strategy became one of the most production efficiency in the world and many leading company use this platform extensively as an ideal prototype (Toyota, 2010 Takeuchi, Osono, and Shimizu, 2008). TPS designed House platform which mean that everyone can understand how it works (Figure 11).Toyotas global strategy on production is simple Toyota Production Systems (TPS). TPS was designed by Taiichi Ohno who was in charge of production for Toyota after WWII. Ohno implemented this strategy in the 1950s and 60s and today Toyota is one of the worlds most efficient factories because of TPS. The goal of TPS is to provide the best quality, lowest cost, and shortest lead time through the elimination of waste (Toyota, 2010, Amasaka, 2002). below is the actual Toyota Production System layout in its form of a house.(Figure 11).Figure 11 Toyota production systemSource Toyota (2010)3.4 Key Management DriversTakeuchi, Osono, and Shimizu (2008) pointed out the key of Toyotas success called Toyota six forces. It is influencing contradictions inside Toyota organisation can be divided into three forces of expansion and three forces of integration. Three forces of expansion causes changes and improvements in the company which are include setting impossible goals or near-unatt ainable goals from the view point of senior executives, local customization by producing products to suit local market needs and customise business operations under the same platform in each country and region, and experimentation that Toyotas eagerness to experiment helps it clear the hurdles that stand in the way of achieving near impossible goals.Another three forces of integration controls the balance between expansion and transformation. It can be seen this integration from values from the Toyota founders vision commitment and performance, up-and-in people management, and open communication to all level of employee closely.4. Assessing Toyota military operation4.1 Brand and Product PerformanceIn the market of passenger cars, Toyota owns and operates 3 major brands Toyota, Lexus and Scion (Toyota, 2010). Toyota offers more than 116 models distributing through different segments and provides customised models to attract local customers of each region in order to increase its sal es volume (IHS, 2010). It can be seen Toyotas model strategy as shown in Figure 12.Figure 12 Model strategySource Adapred from Toyota (2010)4.2 Global Operation and ExpansionAccording to figure 13, on March 31st, 2010, Toyota had got 300,000 employees and 66 plants in 27 countries and regions with approximately 170 distributors and 8,000 dealers worldwide (Toyota, 2010). The efficient Toyota Production System (TPS) and high RD lead Toyota to a stronger position than its rivals in the automobile market (Takeuchi, Osono, and Shimizu, 2008). According to Toyota (2010) the number of vehicle had produced in FY2010 were 6,809,000 units. It was decreased slightly when compared to last four years. The major products which distribute worldwide came from Japan plants (58.1%) follow by Asia (15.6%) and northwest America (15.3%) (Figure 14) (Toyota, 2010). Regarding to distribution strategy, there are two main logistical concepts which are regional bases approach and dock-based approach are im plemented by Toyota (Toyota, 2010). contempt the fact that Toyotas head office is located in Japan, its subsidiaries were founded over the world in order to create multiple regional headquarters including northmost America, Asia, Europe, and others (IHS, 2010). This meaning that the company can utilise localisation strategy to satisfy different customers needs in each country. On the other hand, dock-based operation is used to manage the inspections and quality control before distributing to the regional dealers again (Toyota, 2010).Figure 13 Toyota operationSource Toyota (2010)Figure 14 Toyota productionSource Toyota (2010)4.3 Financial PerformanceDuring FY 2010, Toyota post better-than-expected results despite the global massive recall saga, which affected almost 10 million vehicles worldwide. For the 12 months ending 31 March 2010, the automaker returned to gainfulness on the back of swift cost-cutting measures and strong sales recovery in major markets, including Asia, rebo unding from its first-ever annual handout posted during the previous fiscal year. The automaker posted a net profit of 209.4 billion (US$2.25 billion) during FY 2010, compared with a net loss of 437.0 billion during the previous fiscal year. Operating profit stood at 147.5 billion, versus an operating loss of 461.0 billion during the previous fiscal year, while pre-tax profit at the company stood at 291.4 billion, compared with a pre-tax loss of 560.4 billion, respectively. The significant improvement in operating dough was largely thanks to 520 billion in savings through cost-cutting efforts, and 470.0 billion in savings through a reduction in fixed costs. Revenues at the company declined by 7.7% y/y, however, from 20.5 trillion to almost 19.0 trillion, as a result of the drop in vehicle demand in major markets, including North America and Europe, and unfavourable currency translation effects.Figure 15 Financial performanceSourceToyota (2010)5 Toyota Strategic Analysis5.1 Competi tive StrategyAccording to Porters generic strategy (Porter, 1980), it can be said that Toyota is placed in the group of stuck in the middle. However, Thompson and Strickland (2008) mentioned this strategy could be named as Best-cost provider since Toyota offers customers more value for money low cost products with comparable quality and features. This is because of Toyotas revolutionary lean production system based on product differentiation strategy with understanding of customers, rather than a relentless pursuit of cost reduction in the cost leader category (Thompson and Strickland, 2008). As shown on Figure 16.Figure 16 Toyotas competitive strategySource Authors own5.2 Core CompetencyOne main characteristic that Toyota always emphasises is Quality. Consumers make their decision to buy this brand because of its reliability and its durability. Moreover, in order to stress its quality, it has been said that the vehicles are Made by Toyota. This means that the quality of its vehicl es is exactly the same even though they are produced from different part of the world (Toyota, 2010).However, there is another remarkable feature that Toyota has made efforts to create and present in order to change consumers perception. It is Innovation. In 2000, Toyota launched Pirus crown of thorns to acquaint its sustainable technology (Toyota, 2010). This product gained customers attention and were sold out about a million in the mid of the year. As a result, Full hybrid has become its core competent technology in 2010 (Toyota, 2010).Last but not least, it is its unique production system called Toyota Production System (TPS). This system includes Just-In-Time (JIT), one-piece flow, Kaizen (continue to improve), Jidoka (automotive stop), and Heijunka (leveled production) leading Toyota to provide the best quality, the lowest cost, the shortest lead time, and the best safety (Amasaka, 2002). Consequently, Toyota can achieve highly competitive advantages over its competitors.5.3 SWOT AnalysisStrengthsThe strong reputation and brand image is a significant competitive advantage to boost companys sales in both domestic and international market. Consumers recognize Toyota brand and its popularity so they are more willing to pay for its premium products.Research and Development (RD) has been emphasised to ensure and enhance its quality and its safety. Also, Toyota always pays more attention on environmental compatibility when developing new products.With its strong and powerful distribution channel and dealer network, Toyota can distribute and sell its products through 170 distributors and 8,000 dealers across the world.Toyota Production System (TPS) has been successfully developed leading Toyota to gain efficient production with the best quality, the lowest cost, and the shortest lead-time.WeaknessesDue to two safety recalls announced by Toyota, consumers have less confidence in its products and its brand image. This also has a significant impact on companys s hare price causing a drop of stock exchanges in Japan and overseas.Employees pension fund has been decreasing owning to the financial instability. Toyota has been forced by regulation about unfunded pension therefore the company cannot control its liquidity position.OpportunitiesRegulation about energy saving and emission provides a great opportunity to Toyota since it has been developed Prius, a hybrid vehicles over the years. Hybrid technology is one of the most valuable competitive advantages of Toyota enhancing it to gain higher market position.In the next ten years, China, India, and South East Asian countries are forecast to be a key driving automotive market. Therefore, Toyota should take this opportunity to obviously present its brand in the Asain markets which could help increase its market share effectively.Due to many new cars launched by Toyota during 2009-2010, the company will be able to gain higher customer interest contributing greatly to companys sales growth.The gl obal automobile industry has been recovered from the economic recession and is expected to gradually accelerate in next year. Toyotas products and service can be expanded since they can be sold and distributed through its distribution network over the world.ThreatsSince there is high competition in the automobile industry, sale of Toyotas vehicles may be low and affect the companys finance and operation.Due to the different emission standard in different country, Toyota who sells and distributes products and service to more than 100 countries has additional cost in order to test, develop, and manufacture each product for each country.Toyotas financial status is quite sensitive to foreign currency exchange fluctuation, especially the Euro, and the US dollar affecting material cost and price of products sold in foreign currencies.ConclusionThe key success of Toyota based on the integration of its competitive advantage and its business philosophy of understanding people as well as bala ncing cycles of nature and industry.The constant RD and excellent product innovation have a massive effect on Toyotas performance its market growth and its market share. The operational excellence is implemented as a strategic weapon in order to improve its products and quality through its production strategy. The Toyota Production System (TPS) is efficiently developed and effectively integrated with Toyota Marketing System (TMS) and Toyota Development System (TDS). Local customisations and multi-segmentations build Toyota more powerful than its rivals and gain positive perception from local consumers.