Custom essays: Strategic Management: Mission, Vision, and Stakeholders

Toyota is one of the largest car manufacturers in the world. Recently, Toyota has taken the first place in the world as the largest car manufacturer producing the largest number of cars in the world (Annual Report, 2009). Nevertheless, the company keeps growing and views its international market expansion as the main strategy of its further development. In the contemporary business environment, Toyota chooses the strategy of the aggressive international market expansion to improve its position and take the lead in the world car market. However, often the vision and mission of the company do not coincide with its business practices.
First of all, it is important to place emphasis on the fact that Toyota’s vision positions Toyota as the number one car manufacturer in the world with the constantly growing number of loyal customers and the high level of customer satisfaction. At the same time, the mission of the company is to make better cars and to contribute to the society. In such a way, the company attempts to improve the quality of its products and to be useful not only for its customers but also for the society at large. Therefore, it is possible to define the broad circle of stakeholders Toyota is dealing with. As the matter of fact, stakeholders are not only professionals working within the company and shareholders but also the communities, where Toyota constructs its production facilities, customers and the society at large. Judging from the vision and mission of the company, Toyota should focus on the satisfaction of needs and wants of its customer and improves its organizational performance along with the assistance to the communities and society at large.
However, the real actions of Toyota are quite different from the vision and mission set by the company. To put it more precisely, the company is manufacturing vehicles which pollute the environment because of the use of fossil fuels. Even though the company works on the manufacturing of fuel-efficient vehicles, the production of fuel-efficient vehicles still fails to outweigh the production of conventional cars. As a result, Toyota’s cars keep polluting the environment and, thus, Toyota does not contribute to the society as its mission states. In addition, customers, being the primary concern of Toyota according to its mission and vision, still have difficulties with the implementation of its vision and mission. To put it more precisely, it is worth mentioning the recent problems with Toyota vehicles that had technical problems and recalled by the company to repair. In such a way, in spite of all its efforts, Toyota still fails to perform well enough to meet its vision and mission completely.
Thus, in conclusion, it is important to place emphasis on the fact that Toyota’s vision and mission define the development of the company. However, the actual business environment and policies conducted by the company do not meet its vision and mission to the full extent, although the company attempts to meet needs and wants of its stakeholders.