| Case ID | NUCB-11-1081 |
|---|---|
| Published | 2011 |
| 業界 | 自動車・同附属品製造業 |
| Industry Code | 311 |
| 分析領域 | 社会的企業と（企業）倫理 |
| アブストラクト | 「若者が車を買わない時代」と言われる昨今、日本国内の自動車販売台数は伸び悩んでいる。その理由を、「若者の購買欲・所有欲の減退」と一言で片づけてしまっていいのだろうか。そもそもトヨタは、若者をはじめとする顧客の消費欲を喚起するような車造りが、本当にできているのだろうか。2011 年、東京モーターショーの会場で豊田章男社長は「いつの時代でも車は人々に夢や感動を与える存在であってほしい、楽しくなければ車ではない」と、車が単なる移動手段以上のエモーショナルな存在であることを強調した。一方で、東日本大震災やタイの洪水、歴史的な円高などの影響を受け、自動車業界をはじめとする日本企業は「六重苦」、「七重苦」とも揶揄される事態に陥っていた。そのような環境下、顧客のニーズに合った、ワクワク、ドキドキするクルマを具現化するために、今のトヨタに何が必要なのか。本ケースでは、その答えを「多様性の活用」に見出そうとしている。特に、「女性社員の活用」に焦点を当て、トヨタが抱える課題と解決策を検討する。尚、検討にあたっては、社内の取り組み事例や社員へのアンケート調査結果に加え、多様性を活用した他社の成功事例を取り上げることで、より自由な発想を促そうとしている。 |
| Abstract | We are said to be living in an era in which young people don’t buy cars. Nowadays, Japan is experiencing sluggish automobile sales. The reason can be neatly summed up as a decrease in young peoples’ desire to buy and own cars. But originally, Toyota was doing quite well at making cars that aroused a spirit of consumption in its primarily young customer base. In 2011, in an exhibition-floor speech given at the Tokyo Motor Show, President Akio Toyoda emphasized the automobile as being more than just a means of conveyance but rather something that holds an emotional place in people’s hearts: “We want our cars to be something that, in any era, makes an impression on people and makes their dreams come true. It’s not a car if it’s not enjoyable.” However, having been hit by the effects of the Tohoku Earthquake in eastern Japan, the floods in Thailand, and a historical rise in the yen, Japanese industry – in which the automobile industry was a pioneer – has fallen into a bad spot, and some people jokingly refer to it as a “double whammy” on top of the other problems that it has been facing. In such an environment, what does Toyota now need in order to create a car that will excite customers and serve their needs? In this case, we think the answer lies in making use of diversity. In particular, by focusing on how women employees use their cars, Toyota is considering its problems as well as ways of resolving them. Furthermore, as part of this process, Toyota is building on the successful cases of other companies that have made use of diversity. Toyota is looking back at cases the company has dealt with in the past as well as analyzing the results of surveys of company employees. Through these efforts, the company promotes a freer way of thinking. |
| Pages | 23 |
| 言語 | Japanese |
| Teaching Note | あり |
