Toyota Motor Corporation’s Communication and E-Communication Strategies

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TOYOTA MOTOR CORPORATION’S COMMUNICATION AND E-COMMUNICATION
STRATEGIES
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EXECUTIVE SUMMARY
The automotive industry can be considered a trendsetter, especially in communications.
The industry is well known for the employment of the latest technologies, as well as techniques
which are relevant in adapting to the needs of the clients in the sector. Toyota Company is
focused on efficient employment of communication systems, which is bound to lead to
significant improvements in the marketing communications mix, as well as the commercial
results of the organization. This paper provides a detailed analysis of the communication
structure at Toyota Corporation, including non-electronic and electronic communication methods
and strategies used by the company. Also, a SWOT analysis of the company’s communication
practices has been provided. The paper concludes by offering recommendations for the company,
which can help boost its overall standing regarding communication efficiency in the competitive
automotive industry.
INTRODUCTION AND BACKGROUND
Toyota was established in 1937 as a Japanese company and has since grown to be the
world's biggest and most profitable entity in car manufacturing. The organization has introduced
a lot of concepts including strategic directions, environmental friendly strategies, and
communication concepts, which benefit its operations. Toyota has taken advantage of the
concept of image, culture, identity, and vision in corporate communication, which has helped the
organization achieve its global vision. Toyota Company is exceptionally responsive, especially
in the identification and response to stakeholders’ interests, through its communications and
programmers. The organization has even implemented a CSR (Caring citizen) initiative; in local
communities which it operates. The primary aim is to ensure that the communication process is

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smooth and effective, among all stakeholders and more so, that internal and external publics are
involved with activities in the organization.
Section 1: Non-electronic communication methods and practices that the company uses
The organization makes use of three major types of non-electronic communication for
engaging consumers, staff members, suppliers and the public in organization operations. Face to
face communication is used by the organization while dealing with personnel, suppliers, and
consumers (Griffin, 2016). This method of non-electronic communication allows the parties to
express what they feel, and respond most effectively. The target audience under this form o
communication is pretty broad (Desanctis & Monge, 2009). The use of invoices is common to
the organization and suppliers, as well as consumers. The invoices contain information on
service descriptions and address for payment, which helps in making payments. The use of
letters and memoranda applies to the organization and personnel. Memorandums are drafted for
internal communication, together with letters to personnel in different departments (Griffin,
2016).
Section 2: Electronic media and communication strategies used by the company
Toyota Company makes use of digital broadcasting, to fully interact with different
programmers and services. The target audience, in this case, includes potential and current
consumers (Dessein, 2012). The organization also communicates through video conferencing,
with other organizations, and stakeholders, managers and even employees (Grunig & Dozier,
2013). Fax is used less frequently, and some departments use this communication tool to send
documents to employees and consumers. Short message services (SMS) is also used to remind
specific suppliers of appointments, and also to let consumers know of new commodities unveiled
and different upcoming procedures in the organization. The consumers who have subscribed to