Electric Vehicles in Europe

This study explores the impact of electric vehicles in Europe and the changes in the global business environment. It analyzes the PESTEL factors, Porters Five Forces, and organizational changes in the automotive industry. It also discusses new business opportunities for Toyota to enhance its profit margin.

Electric vehicles in
Europe

Table of Contents
INTRODUCTION...........................................................................................................................3
PART -1 ..........................................................................................................................................3
A) PESTEL ............................................................................................................................3
B) Porters Five Force .............................................................................................................6
C) Organisational Changes.....................................................................................................8
D) Reasons for organisational Changes ................................................................................8
Conclusion .............................................................................................................................9
PART- 2...........................................................................................................................................9
A) Porters Value Chain and Conclusion ...............................................................................9
B) New business opportunities ............................................................................................11
Conclusion ...........................................................................................................................12
PART -3.........................................................................................................................................12
CONCLUSION ...................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
In this present marketplace, majority of the organisation are familiar with the aspect of
global business environment as it help them to enlarge their market share or size across the
globe without any trade barriers. However, the term global business environment is referred as a
accumulation of multiple sovereign nations outside of the organisation home environment and
directly impact over company's decision making in regard of allocating the resources for
attaining sustainable growth in an trenchant and expeditious manner. Company's operating
situation is depend upon on both factors i.e. internal and external which influence organisation
overall productivity and profitability ratio (Abreu and et.al., 2019). In addition to this, the aspect
of global business environment assist an establishment to place their brand in an aggressive and
competitive position in a stipulated time education without any hindrances. However, in regard
of this project, Toyota company has been chosen which is a multinational and branded
automotive manufacturer in Japan. It is established in the year of 1937 and deals into various
products like auto-mobiles, luxury vehicles, commercial vehicles and engines across the globe
in a innovative style. Hence, this study involves PESTLE analysis to analyse external business
environment, application of Porters model to evaluate competitive position, determine the reason
for organisation change. Furthermore, implication of Porters Value Chain and finally identify
business opportunities for enhancing the firm's profit margin ratio.
PART -1
A) PESTEL
Business environment is a sum total of internal and external factors that impact over
organisational potentiality in implementing best strategic decision making for obtaining profit
maximisation. However, PESTLE analysis are considered as strategic management process as it
enable an establishment to determine external macro factors like customers, competitors,
government, suppliers and etc (Ali and Amin, 2014). in order to gain competitive advantage in
competing marketplace within prescribed time period.
In relation to Toyota, the industry where it operates its business function is highly
competitive and challenging that effect on its profit margin ratio. Company also deals in electric
vehicles and there is no doubt that in last two years this industry achieve an massive growth. Due
to increase sales of electric vehicles market share of electric vehicles moved up above 1%.

Regulations and policy create a scenario that support the manufacturing of electric care and
allowed this market to grow. It is very essential for Toyota to ensure continuous innovation in
technology I order to increase the number of profits. Various elements of environment are there
which affect the functioning of company’s operations. Therefore, Toyota makes an initiative in
imply PESTLE analysis into its functional unit are as follows:
Political: Under this factor, it comprises government policies, regulation, rules, political
stability and so on which effect over organisation productivity ratio. However, in relation to
Electric Vehicle Industry, government are taking initiative to promote the EV across the Europe
in regard of reducing emission of CO2 and Nox for improving the performance of transport .
For this context, government impose various policies, subsidies on enriching both demand and
supply as they are targeting to reduce 95 g CO2/km cap by 2020. Therefore, to manage such
pressure of government in better way, Toyota can make use of mobilising program of
government as they invest impressive portion of amount in enriching EV infrastructure in Europe
i.e. charging stations, special parking spots and etc. With the adoption of such mobility program
of government Toyota can easily address the environmental issues, congestion problems and so
on in an innovative style. Along with this, company can also improve its demand level as
several European government and cities like Norway, Denmark, Netherlands are incentivizing
consumers to choose electric mobility vehicles. However, Toyota can come up with attractive
package of subsidies in EV vehicles that lead them to increase its sales performance among
competitors (Alhassan, Kuwornu and Asare, 2019).
Economical: In this, it involves economic growth, deflation, exchange rates, inflation ,
deflation and etc. that influence company's capacity to attain sustainable growth in a better way.
However, in context of Electric Vehicle Industry, it has been evaluated that without imposing
subsidies or other benefits on EV car, it is difficult for organisation to capture the attention of
consumers towards the brand. For this regard, Toyota can utilise the subsidies which European
government implies over EV vehicles i.e. producing the vehicle in cheaper rate compare to ICE.
Additionally, delivering other benefits like parking permits in dense urban areas and driving
buses or taxi in separate lane that save time during rush hours (driving and usage benefits).
Hence, due to the adoption of such mobility initiatives, Toyota firm can maintain its sales growth
to survive within competing marketplace. Furthermore, establishment can retain its existing
customer and also assist them to attract new consumers towards the brand that enrich its overall

proficiency ratio in an innovative manner. Additionally, EV are expecting to increase the sales
from 2 million unit to 4 million in 2020 and 12 million in 2025. This because, as per the analysis
of annual global passenger car and light duty vehicle sales, it has been evaluated that penetration
of ICE vehicles demand will slightly start to reduce from 2024 onwards and that raises the
demand of EV cars in UK marketplace.
Social: This factor encompasses population growth, demographic elements, age, gender,
income, consumer taste and preference and many more that effect establishment sales volume.
IN case of Electric Vehicle Industry, the population of UK were demanding environmental
friendly cars with best quality of car which challenged company to expand its market share or
size within market. In relation to this, Toyota can take a corrective course of action by
implementing the idea of reducing carbon footprints. This is because majority of the population
are willing to pay premium for the zero- or low-emission alternatives to ICE which aid Toyota
to attain sustainable profitability and product ratio in an improved manner as well as help firm to
provide amended manner of consumer satisfaction (Agnihotri, 2016).
Technological: This factor includes acquiring latest technology, innovation, automation
for expanding the proficiency ratio of company. Hence, in regard of Electric Vehicle , UK
population were highly demanding some alternative option for fuel cars which imposed huge
threat over firm to enlarge its market share in a competing industry. Therefore, Toyota can make
an effort to acquire EV battery technology as recently there is an advancement in this
technology. Batteries of latest EV vehicles are entirely supported on Li-on based technology and
variation comes in the size of cells. Therefore, such effort by organisation enable them to
capture the large number of consumers toward their brand and lead them to gain competitive
advantage in an innovative and productive style.
Legal: Under this phase, it is concern with those aspect which includes government
legislation, laws, policies, regulation any more which effect organisational decision making
process. In context of company, European government introduce the policies or regulation
related to decease the emission of CO2 for enhancing the overall performance of UK
transportation division. For this context, organisations can put their full contribution towards in
adhering all laws and legislation regarding Electric Vehicle that motive them to reduce the
interference of government within its functional unit and lead Toyota to acquire best position in
an competitive marketplace (Akter and et.al., 2016).

Environmental: It is relate with eco friendly products and environmental measure to
protect the surrounding from pollution. Hence, several companies faced a huge demand from
population regarding implementing decision for preventing the environment from all harmful
disasters. Therefore, Toyota take a corrective course of action as they acquire the idea of
deceasing carbon footprints for consumers. Due to such contribution, Toyota can place its brand
in an aggressive and competitive position and also can generate positive response among
consumers towards brand (Ahmad and te.al., 2017).
B) Porters Five Force
This approach is regarded as a powerful determinant as it help organisation to examine
and identify its competitive forces for attaining sustainable growth and development within
competing marketplace. However, the concept of Porters Five Force model enable organisation
to identify or examine its strength and weakness in order to cope against all sort of competitors
or challenges in a better manner. Thus, Toyota applies Porters Five Force model to analyse its
competitors which are as follows:
Threat of new entrants: In relation to new entrants in automotive division is fully
restricted by various strategies or laws that limit them to place their brand in a new industry.
This is because, if any new firms desires to establish its products it has to spend a lot of money
on marketing and promotion. Thus, it benefits Toyota and help them to capture the automotive
industry in an effective manner. This is because, government are already came up with various
subsidies or benefits in EV industry that benefit company like parking spots, reduction in CO2
emission, charging station and etc. IN regard of this, adopting these new policies or regulation
into company's business function help them to enlarge their market share in existing market.
Hence, it shows that threat of new entrance for Toyota is weak ( Bertozzi, Ali and Gul, 2017).
Threat of substitutes: There are various substitutes for Toyota, and due to less switching
cost consumers are easily switching from products to products that challenged Toyota to
maintain its brand value among marketplace. Therefore, for overcoming this threat firm can
make an initiate to introduce less fuel consumption vehicles, good for environment, comfortable
for family and less costly which was established by Electric Vehicle Industry like driving and
parking benefits and so on . However, with the implication of such initiation, Toyota is able to
keep its threat of substitute in a moderate manner.

Bargaining power of supplier: In context of Toyota, its bargaining power of supplier is
remains low. There are several reason behind this, the foremost rational is that within industry
there are large number of supplier but they are moderate in size which decease its ability to
integrate forwards with Toyota. , there are large number of suppliers in Electric Vehicle industry
which provide huge options for customer in regard of consuming the product. But in case of
Toyota, none of the supplier has much capability to face against Toyota in terms of size and
technology. This is because, recently EV vehicles are come up with innovative techniques in its
batteries which is wholly based on Li-on technology that varies as per the size of cells. Thus, all
these factors provide full control over suppliers and help company to keep their bargaining
power low (Bocken and et.al., 2014).
Bargaining power of buyer: In automotive industry, customer has large number of
option to make their choices for buying products. This is because there are different companies
who are offering same products with similar price strategy which increases the bargaining
strength of the customers of Toyota's buyers. However, in relation to Toyota, due to maintaining
best quality service and innovative technologies , it help company to acquire impressive level of
customer loyalty. For this regard, Electric Vehicle Industry is also make an effort to reduce the
price of product by exemption from purchase tax, VAT, tool road charges, registration tax,
annual circulation tax. Due to this impressive action, it aid Toyota to countered by increasing
the bargaining power of buyer.
Rivalry among competitors: This component is relate with those aspect in which it
identifies the level of competition among companies which impact over organisation's
productivity. However, in relation to Toyota, the industry where it operate its business function
contain fierce competition that hampers its potentiality to obtain maximisation of profit within
existing market. Some of its competitors are Ford, Hyundai, and Honda and so on. Furthermore,
there are some components on which companies competes with each other i.e. technological
innovation, design of cars, passenger safety, fuel efficiency and etc. which impose huge pressure
on Toyota to attain profitability ratio. Therefore, the level of competitive rivalry in the
automotive division is extremely high (Bocken, Rana and Short, 2015). On the other hand, with
the adoption of EV industry policies and techniques in vehicle like charging stations, parking
spots, reduction of CO2 emission and many more help Toyota to acquire best position within
competing industry in a better way.

C) Organisational Changes
As per the evaluation of market condition, it has been signified due to an intense level of
competition in automotive industry, it impose huge challenge or threat over companies in order
to survive within Electric Vehicle industry for longer period of time. Therefore, such rivalry
empowers organisation to adopts various forms of changes or modification in its existing product
or services to electric vehicles that help them to enlarge its market share or size in an impressive
way. Additionally, in current marketplace there are various factors which drive Toyota towards
electric cars is that as the technology are developing, the degree of competition is also enriching
that impact over organisation decision making process. Thus, the concept of organisation change
plays a vital role within Toyota as it assist them to place the brand in a aggressive and
competitive position (Cadle, Paul and Turner, 2014). However, Toyota make an initiative in
identify the current or emerging market trend and also enable them to examine customer taste
and preference. Along with this, it also empower them to implement best strategic decision in
order to render improved level of customer satisfaction as well as to gain competitive advantage
in an innovative way. , the idea of manufacturing electric cars enable Toyota to acquire half of its
global sales by 2025 as they states that currently population is highly attracted towards innovate
and creative products as well as they extremely prefer environment friendly vehicles which
challenge company to attain effective productivity ratio. Therefore, electric vehicles industry aid
Toyota to improve its sales performance as this industry render advanced technology in EV
vehicle batteries (Li-on technology), charging station, parking permit in dense urban areas. With
the introduction of such various benefits by European government empower Toyota to acquire
best position within competing automotive industry in a prescribed time duration without nay
hindrances (Paul and Mas, 2016).
D) Reasons for organisational Changes
AS the earlier discussion, the increasing level of competition lead Toyota to put more
focus on electric vehicle section. Some of the reason which motive Toyota to adopt such changes
are as follows:
Innovation: It is regraded as the powerful determinate for every organisation to acquire
best position within competing marketplace. In the current scenario of marketplace, there is
extreme level of demand among population regarding innovative technologies or novel ideas
which influenced Toyota to adopt modern techniques within its business operation (Montgomery

and Oladapo, 2014). During recession period when country's economy was at poor state and
consumer were struggling to consume fuel based car, Toyota was benefited with EV industry
cost saving cars as they exclude vehicle price from purchase tax, VAT, toll road charges and so
on. Therefore, these initiative from government motive Toyota to produce electric car vehicle
which help them to capture wide range of individuals attention towards brand that lead them to
gain competitive advantage in an innovative and impressive style (Cavusgil and Knight, 2015).
Satisfying customer demand: This aspect is one of the key element for company in order
to improve their productivity or profitability ratio. In relation to Toyota, customer taste and
preference regarding auto mobile varies as per marketing conditions. According to latest study, it
has been analysed that European population prefer environmental friendly vehicles as it
comfortable and convenient to drive that impacted firm to obtain profit maximisation. However,
in order to tackle with this, Toyota determines the market as well as customer demand which
help them to obtain EV industry subsidies and technologies into its manufacturing process for
providing improved level of satisfaction and also to enlarge the overall proficiency in a better
way.
Attaining competitive advantage: For placing the brand in a competitive and aggressive
position, Toyota make an effort to take measures regarding prevention of environment from
pollution. Hence, the foremost step which Toyota introduced is electric car vehicle that help
them to impose positive response among consumer and also to gain competitive advantage in an
improved and amended manner among competitors (Coad, 2014).
Conclusion
It has been summarised from the above report that with the implication of PESTLE and
Porters Five Force enable Toyota to understand its external factors and also to analyse its
competitors capacity with EV industry. With the help of such strategies, Toyota was able to face
all upcoming challenges easily and it also aid them to acquire competitive position in an Electric
Vehicle sector in improved and productive style.
PART- 2
A) Porters Value Chain and Conclusion
Toyota is a global brand within automotive industry and also it is well known for its
excellent production and supply chain capabilities. Along with this, Toyota has managed its

value chain effectively that enable them to attain sustainable profitability ratio (Mathooko and
Ogutu, 2015). Additionally, value chain model has been developed by Michael Porter as it
comprises entire stage from product conception to after sales service for accomplishing
organisational goal in an effective manner. , value chain is divided into two type of activities i.e.
primary and support. Hence, the Porters value chain model of Toyota are discussed below:
Primary activities
Inbound logistics: Under this, Toyota is known for managing a large supply chain as it
acquires auto mobile parts from different suppliers around the world. Due to its worldwide
network of distribution centres and warehouses signifies that Toyota handles its inbound logistics
efficiently in competing industry (Dijkman, Sprenkels, Peeters and Janssen, 2015).
Outbound logistics: In this, Toyota has established its parts and logistics centres in
different nations of world as it transport thousands of parts and orders each day from their
network of warehouses and distribution centres all over the globe. However, recently Toyota
noted on website that The Toyota Parts Centre Europe is its central distribution centre, at the
core of its parts supply chain (Basole and Bellamy, 2014). The centre is located in Belgium and
ships thousands of parts every day to its regional depots across the entire region.
Operation: In terms of operation, Toyota serve its business operation all over the world
and it is headquarter in Japan and deliver its divers range of products or service to different parts
of nation with the help of large and global distribution network. Additionally, it has own
distribution centres in different places that help them to adopt overall enhancement in its
operation function in a better way (Kremer and Symmons, 2015).
Marketing and sales: The industry where Toyota operating its functional unit is highly
competitive and challenging which directly influence over its sales performance and overall
growth. However, for retaining its customers, Toyota make an effort to invest major portion of
amount in marketing and promotions as they utilise both traditional and modern advertising
medium for promoting its brand in current marketplace. Additionally, it has its own website and
social media platform which enable them to enlarge its sales and distribution channel in an
innovative style (Florin, 2014).
Support Activities
Technology: In this element, Toyota is known for acquiring all sort of advanced and
innovative technologies into is functional unit that aid them to attain sustainable profitability

ratio in competing industry. Additionally, it has its own research centres and also they are
partnership with institutes like MIT and Stanford for impressive innovation in fast pace. Along
with this, every year Toyota invests a large sum in R&D for innovation in AI and Robotics that
assist them to place their brand in a aggressive position (Jnr, 2019).
Infrastructure: IN terms of infrastructure, Toyota maintain its large infrastructure at
global pace. This is because, Toyota manage its managerial and operational function form Japan
to North and South America as well as Asia and Europe. With the help of such presence, it lead
them to enhance its market share or size in a better manner.
HRM: In relation to HRM determinate, Toyota strongly believes in human centric
approach to value creation as well as it applies the philosophy of human centred Monozukuri
into is functional unit. , it has pool of 364.5K employees who are dedicated to gain competitive
advantage in a stipulated time duration (Gajbiye, 2018).
Procurement: For manufacturing the product, Toyota acquires raw materials from
various suppliers of different nation which enable them to offer best and quality based product
into existing market and also empower them to capture wide range of population attention
towards brand.
B) New business opportunities
By understanding and investigating the concept of global business environment, it helps
organisation to grab different business opportunities and also lead them to obtain aggressive and
competitive position within existing marketplace. It is estimated that by 2022 market of electric
vehicles will reach a tipping point. Companies require to invest in their research and
development department in order to identify the innovative ways through which they can better
satisfy the needs of their target customers. Companies operate in electric vehicles appears
unsustainable so there is a requirement of adopting a sustainable approach in order to get
maximum benefits. So many elements are there that are increasing the use of electric vehicles or
are first is demand of customer and other one is policy and regulation. There is no doubt that
government is pushing the adoption of electric vehicles but increase demand of customers is
another element that results in increase demand of electric vehicles. In relation to Toyota,
making use of all available growth platforms enable them to enlarge its market share or size in a
better manner and also empower them to create positive response among consumer towards the
brand. Toyota is now trying to take advantage of its lead in refining hybrid vehicles, even as it

runs behind global rivals such as Volkswagen AG and Tesla Inc in bringing fully electric
vehicles to showrooms. To meet the expected surge in hybrid demand, company is taking
initiative to plan in regard to increase its production capacity for hybrid components mainly by
adding capacity at existing plants. Some of the start gates which is present in market (Gans and
Ryall, 2017).
Licensing: This aspect is concern with a business arrangement in which one company
gives another company permission to manufacture its product for a specified payment.
Partnership: In this two or more company make an agreement to share their
responsibilities as well as profit and risk in order to accomplish the organisational goal or
objective in a better way (Hitt, Li and Xu, 2016).
Franchising: This strategy is defined as those strategic alliance which take place
between different groups of people who have specific relationships and responsibilities with a
common goal to dominate markets, i.e., to get and keep more customers than their competitors
Leveraging global platform: This component relate with those in which business
acquires new assets for startup or expansion. Therefore, when a business is "leveraged," it means
that the business has borrowed money to finance its purchase of assets (Gkolia, Koustelios and
Belias, 2018).
Conclusion
It has been evaluated from the above explained report that current marketplace is highly
competitive and challenging which directly influence potentiality in obtaining profit
maximisation. , utilising the available growth opportunity help organisation to gain competitive
advantage as well as help them to enhance its sales performance in competing industry.
PART -3
CONCLUSION
From the above discussed report, it has been concluded that global business environment
is regraded as an important determinate for organisation as it help them to enhance its market
share or size in a better manner. It also lead them to trade its product or services across the globe
without any trade barriers. Furthermore, application of PESTLE help establishment to determine
its external factors and also its competitors action so that they can gain competitive advantage in
an innovative and productive style. In addition to this, Five force Porters model is considered as

an important model as it link with analysing competitive strategy and potentiality in order to
attain sustainable growth or development. According to latest research of market trends and
customer demand, it has been evaluated that majority of the population prefer eco friendly
vehicles Basque of various benefits which it render. Hence, with the application of government
policies or regulation related to EV industry enable organisation to enrich its sales volume and
also to gain wide range of people attention towards the brand in a productive style. Apart from
this, taking corrective course of action assist establishment to cope up with all Electric Vehicle
Industry's political, economical, social and technological factors in an efficacious mode.
Additionally, it lead company to implement best strategic decision in regard of organisation
change as well as to impose the appropriate modification or alteration within functional unit .
With such initiation, company can obtain profit maximisation and also can attain competent
position among competitors in a stipulated time limit without any complexities.
Additionally, Porters Value chain model assist company to examine its business activities for
attaining sustainable productivity and profitability ratio. It also help organisation to compare its
business model with competitors as it render the facility of analysing strength or weakness and
also to take best action in terms of enlarging the company's market share or size in an efficient
manner. Apart from this, enhancement to a value chain aid establishment to improve or enrich
production capacity and also can reduce cost in an impressive way. Due to the application of
Porters value chain, it lead firm to capture competitive advantage and also motive them to map
out its specific activities i.e. support and primary for accomplishing the strategic vision within
Electric Vehicle Industry in prescribed time duration.

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Online
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