AISIN SEIKI CO., LTD. 2012

Abstract

Aisin Seiki was founded in 1965 in a merger between Shinkawa Kogyo Company, Ltd. and Aichi Kogyo Company, Ltd., which was established for the purpose of supporting the aircraft division of Toyota Motor Industries. Prior to the merger, both companies had shifted their efforts toward producing automobile parts after World War II; after the merger, Aisin Seiki inherited both companies’ lines of products. It now deals in machine parts, automobile parts, engine parts, brake parts, and a wide variety of other items. The variety of items manufactured by the company has grown under the auspices of Toyota, which pulled Japan’s rapid postwar growth forward. In light of the focus on the impact of globalization, this case examines Aisin Group’s search for the marketing strategy it should adopt in order to realize its vision worldwide. Based on trends in the automobile industry and the characteristics of its product line, the Aisin Group carried out an analysis of its surrounding environment, completely revamped its cars for the future, and is now considering how it should position itself in the global marketplace. Automobile makers and automobile parts makers all over the world are also proceeding with reorganizing themselves, and increasing numbers of them are arranging capital tie-ups and mergers. In the midst of all this, the Aisin Group is analyzing its characteristic spinoff management style and thinking long and hard about the orientation of its global strategy moving forward. The head of Aisin Seiki’s planning office, who is the leading figure in this tale, is considering what kind of company-wide policy for 2012 he should propose and draft in order for the Aisin Group to realize its vision for the year 2015.

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