Innovation of Toyota in Hybrid

Toyota Innovation Lecturer Dr. Barbara Igel Group members Mr. Nguyen Hoang Hai Ms. Pham Thi Thu Hoai Ms. Kieu Phuong Ly 1 Toyota Introduction realized 28 August 1937 Entrepreneur Mr. Kiichiro Toyoda Total unit sold (up to July 2012) 200mil cars Company achievement ? w ar outgrowth motivation ?Extraordinary capability to manage spacious & global product development portfolio ?Launch more new vehicles than competitors ?Consistently deliver winners ?Continuous conversion and development 2 Prius XW10 the first Toyotas crown of thorns was given to the market in December 1997 3 Prius XW10 he first Toyotas hybrid was given to the market in December 1997 The car seat run by both the gasoline and electricity 4 Differences Regular Car Hybrid Car Gasoline Gasoline & electricity CO2 emissions slight CO2 emissions Noise Silence powering High fuel consumption Low fuel consumption 5 Green Prius curb your gas last longer, Make your save last longer and Make your dream comes true 6 The f irst generation An Architecture Innovation Product Prius XW10 7 What kind of innovation in nth Generations of Toyota Prius? Prius V Prius C Prius Plug -in Incremental innovation products 8 Competitive AdvantageProduct Development Strategy Process Goals 9 Product development strategy ? Conceiving & designing news cars ? Durability & Reliability ? Increase capital investment & shorter R&D cycles ? Reduce market risk 10 Product Development Process ? Fine balance between shusa program leader & bucho functional leader ? Parallel-path development, manage design and engineering trade-offs, and ensure flexibility (Apollo 11) ? smashing relationship with suppliers 11 Product Development Process (cont) ? Focus on collaboration and process ? Capturing and sharing the knowledge experience ? Monozukuri ( qualification products) coming irectly from hitozukuri (making people) 12 Product Development Goals Focus on product value which perceived by customers Product Value GAP Product approach 13 PR IUS THE LEADER OF HYBRID CARS PRIUS Toyota Time of Sales Models Sold units (at the end of september 2012) INSIGHT Honda 1997 1999 5 (with three generation) 2 (with two generation) 2,804,900 1,000,000 14 dissolving agent adopted by the company Source (Dehoff K. & Loehr J. , 2007, Innovation Ability) 15 Innovation Framework (Igel B. , 2012, Innovation & Techno entrepreneurship course) 16 Source (Dehoff K. & Loehr J. , 2007, Innovation Ability) 17Reasons ? Thick history development culture ? Toyota Way people is the nerve and soul & is the determinant of best practice approach 18 Reasons ? Shusa program manager ? bucho functional manger ? match authority ? nicety the program success goal sharing broadly through the company 19 Reasons ? Forward & back up solution are developed simultaneously ? Ensure timeline schedule ? stopping point better product by making innovation everyday 20 Reasons ? Investing the innovative capacities to longterm suppliers ? Culture collectivism, long-t erm thinking, uncertain avoidance HIGH 21 Reasons Capturing & sharing knowledge and experience, making it available ? Management by means not by results ? Culture better product by making innovation everyday 22 Reasons ? making product emanate from making people ? Culture People is the heart & soul of Toyota the life of employees together with the life of the company. 23 Reasons ? Strong ? Core values ? Personal accountability ? Continuous improvement ? Collaboration ? Elimination of eat 24 Source (Dehoff K. & Loehr J. , 2007, Innovation Ability) 25 Apply in Vietnam? ?No 26 Source (Dehoff K. & Loehr J. , 2007, Innovation Ability) 27 28