TOYOTA...

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TOYOTA... Customer satisfaction & retention tops Toyota’s priority list. From ingenious products to servicing, Toyota is looking ahead as always...

Here’s a company that lives, breathes and eats innovation, globally, and in India too. Last year, it launched its unique Express Maintenance facility (an onehour periodic maintenance service) in India. Available at select outlets, the facility utilizes the Toyota production system & Kaizen methodologies to deliver the service, and hopes to increase customer satisfaction & retention. Toyota customers who otherwise would have had to wait for 14 hours for servicing, can do the same in an hour now.

In terms of product innovation per se, after making the ugly, but practical, Qualis super successful (now discontinued) in India, it did not do anything of much magnitude. But, the company is presently engaged in figuring out the perfect version of the ready to be refreshed Corolla, a product which has been hit hard by the revolutionary Honda Civic. They also plan to launch a new small car in the high potential B+ segment, which will compete with the likes of Swift & Getz.

Toyota is known for its extensive market research led strategy. The successes of the multi-utility vehicle Innova and the radically styled Camry can be atributed to the fact that Toyota anticipated their demand well in advance. KK Swami DMD, Toyota Kirlosker told 4Ps B&M, “We focus on the study of the consumers’ changing preferences and therefore getting the right cost price is important. We target a 10% market share by 2010.”

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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