Every group, whether
it's school, bank or family has its own rules. Rules must be followed and with
no rules is hard to find the way to success. Therefore, companies have set
their own rules, values and mission statements that seek to accomplish various
goals, such as providing high-quality products to their customers, treating
employees fairly and being responsible to their communities.
Each company within the auto industry has different values, for example Toyota sees its core values in improving education and supporting parents and children who communicate poorly in society. Toyota cooperates with NCFL and they help to establish family literacy sites in 30 states (1). Their Integrity-based ethics codes work very well because for their employees Toyota mainly means Excellence, Pride and Quality. More than 1 million Hybrids cars sold in the USA last year only prove enviromental care. In cooperation with Audobon they also launched the program called TogetherGreen in 2008 which encourages volunteers and supports creative projects (2). Because safety is probably the primary value for customers Toyota started the free project Toyota Driving Expectations (TDE) for teenagers and their parents to improve their driving skills and prevent car accidents (3).
Each company within the auto industry has different values, for example Toyota sees its core values in improving education and supporting parents and children who communicate poorly in society. Toyota cooperates with NCFL and they help to establish family literacy sites in 30 states (1). Their Integrity-based ethics codes work very well because for their employees Toyota mainly means Excellence, Pride and Quality. More than 1 million Hybrids cars sold in the USA last year only prove enviromental care. In cooperation with Audobon they also launched the program called TogetherGreen in 2008 which encourages volunteers and supports creative projects (2). Because safety is probably the primary value for customers Toyota started the free project Toyota Driving Expectations (TDE) for teenagers and their parents to improve their driving skills and prevent car accidents (3).
Ford developed this
statement: "One Ford. One Team. One Plan. One Goal." This can
encourage their employees and moreover, attract their potential costumers
because these powerful statements can change people´s mind (4).
Volvo has a slightly
different vission: "Beautifully simple and simply beautiful." This
can attract the consumers who not only take care about car design, but
also appreciate the marvel of what a car actually does (5).
Toyota takes this
mission: "To attract and attain customers with high-valued
products and services and the most satisfying ownership experience in
America." (6) Every company wants to be successful so we must set the
highest goal for being a successful and earning company.
(5) http://www.volvocars.com/intl/top/about/values/pages/design.aspx
(6) http://www.toyota.com/help/faqs/company-what_are_toyotas_mission_and_vision_statements.html
(6) http://www.toyota.com/help/faqs/company-what_are_toyotas_mission_and_vision_statements.html
2 comments:
I find it interesting how different the company's mission statements are. They all choose different areas to emphasize. Volvo focuses on the impression and feeling you get from owning a Volvo. To me, it reads more like a marketing tagline than a company value. Toyota's sounds more promising. To "create the most satisfying ownership experience" ensures car buyers a smooth road from the minute they visit the showroom to the minute they trade in their half decade-old Toyota. However, due to recent events Toyota has a long way to come in guaranteeing customers a positive experience. Ford emphasizes the relations the company has not only with its customers, but with everyone associated with the company. It feels inclusive, as if you're part of a community when you purchase a Ford. While not all customers take these statements into account when choosing an auto maker, these values show exactly what auto makers feel is important.
To bounce off of what Colin stated, I found it very ironic that Toyota was preaching so much to the public about safety and security. With the recent mishap in the Toyota industry, it looks like they will be doing a lot of talking to smooth over any concerns with their future models. They might even send out more positive encouragement about the experience of driving their cars to erase the bad memories that consumers now have envisioned. Toyota's campaign may seem a bit redundant, but given the current circumstances of their company, this overpowering message is necessary for their success.
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