Toyota Motor Corporation’s Communication and E-Communication Strategies

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.

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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

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the SMS communication service linked to the organization are beneficiaries of this mode of
communication. Telephone calls and emails are the most commonly used. The target audience
for emails includes departmental heads, consumers, and employees (Eisenberg et al. 2013).
Section 3: SWOT Analysis of the company's overall communication methods
Communication strengths at Toyota include rapid innovation and efficiency (Kokie &
Toyota Motor Corp, 2012). The organization keeps reinventing different communication
methods, which are customized to precisely fit the needs of the different departments,
stakeholder groups and external parties in the organization. This makes it much easier to develop
proper business relationships which foster efficiency in the process. A significant weakness in
the company's overall communication methods is coupled with the different preferences different
parties have. With this in mind, it becomes tough for the management to determine the best
communication practice which can be applied to cut across the needs and preferences of the
different stakeholder groups in the organization as a whole.
The communication methods used by Toyota Company can be advanced, considering the
growing integration in advanced electronic usage, as well as the embracement of technology,
which is an opportunity in this organization (Langfield & Grenwood, 2010). Advanced
opportunity for innovation and the use of advanced electronics will ensure that the organization
remains efficient and highly unique in the industry. A common threat facing the communication
methods used at Toyota is linked to competition and increased costs which hinder process and
communication improvement. Other organizations in the market are also coming up with
advanced electronic communication methods, which may kick out the organization from the
competitive edge regarding communication benefits (Greenberg & Barron, 2013). Costs have to
be cut,in order to maximize profits, which also suppress communication development at Toyota.

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Section 4: Assess and compare the communication practices of competitors
Ford motor company and Honda motor company are the main competitors of Toyota Company.
Ford Company has a very efficient internal communication strategy, as compared to Toyota
Company. Ford has gone a mile ahead of its competitors and has managed to get all its
employees to communicate online. All personnel has been offered personal computers, and
services are conducted online (Morgan & Liker, 2016). Paperwork has been remarkably
eliminated in the organization, which helps staff to remain updated, transfer messages more
accurately and remain ahead of the competition regarding operational efficiency. At Honda
Company, corporate communication is considered the most important and takes an imperative
place. The organization considers it a priority to communicate with all stakeholders effectively.
The lack of adequate communication is not tolerated, as the organization values public image,
just as in the case of Toyota Company (Morgan & Liker, 2016). Internal communication at
Honda Company flows very efficiently, and the information is transferred from one department
to the other. Methods used include; meetings, emails, group discussions, and brainstorming.
Section 5: Recommendations for how the company can improve its communication
Dealing with suppliers can be hectic for every organization. There is a need for Toyota Company
to survey all its global suppliers and understand the process in the supply chain in the
organization. The organization should then be able to come up with viable contingency plans
(Morgan & Liker, 2016). For example, dialogue works best where there is a risk of crisis in the
organization, which is a more friendly way of communicating with stakeholders. Another
recommendation is the embracement of dynamic technology in the communication process. The
organization should, for instance, invest in hiring communication experts and communication
technology professionals. These individuals will be an asset, towards the development of the best

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communication initiatives and tools, unique to the organization. Better communication cannot be
achieved through duplication of industry innovations. Uniqueness in communication structures,
strategies, and methods used will help Toyota Company remain ahead of the competition in the
industry, and deliver quality in the long term (Roberts & O’Rilley, 2014). The bottom line should
be to align the communication process with organization initiatives for flexible and aligned work
focus.
CONCLUSION
Toyota Company benefits from the medium and long-term effects of positive communication
strategies, which are not only quantitative but qualitative. These aspects are reflected in the more
standardized and professional strategies of communication used in the organization. The
organization is willing to invest in modern technology to boost its communication and message
transmission applications, which is a reasonable objective. There is a need to prioritize the
importance of integrating and implementing the communications product in record time. The
bottom line is to counter competition and improve success, through the company’s
communication mix. Excellent commercial results will undoubtedly be realized, where
communication strategies and methods are developed continuously for the benefit of the entity.

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