Toytot Europe

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Executive Summary…………………………………………………………………...3

1. Executive summary

Afterwards, a detailed analysis of the European Policies such as environmental, competition, and transport policy that affect Toyota will be provided.

http://www.blackstarproject.org/home/index.php?Itemid=47&id=30&option=com_content&task=vi

2.Introduction

The main purpose of this report is to discuss, analyse and evaluate the various EU policies that influence Toyota European operations. In addition, this report reviews the effects that the establishment of the Single European market has had on the company.

3. Toyota`s company profile

*4. The European car industry* and Toyota

On one hand, the European car industry has a strong presence in first-class and high performance sectors and a large and reliable home market with sophisticated demand. On the other hand, there is a disadvantage of lower labour productivity compared to U.S and Japan that threatens the European market share. Opportunities to the European car industry include the benefits of free trade among the member states because car manufacturers like Toyota can gain new markets.

4.1 The current financial and economic crises

According to the Economists (2009), the current economic crises have adversely affected Toyota Europe and resulted in falling car sales. Despite the fact that the European automotive industry has been hit by the economic downturn, Arashima the CEO of Toyota Europe believes that 2009 is the year of Toyota and highlights that the company will successfully overcome the hard times.

5. A*nalysis for the *European Car industry

This section of the report provides an analysis of the European automobile industry and its competitiveness by using Porter`s five forces and the PESTLE analysis.

*5.1 *Porter five forces for the European Car Industry:

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5.2 PESTLE Analysis

Internal factors influencing Toyota...