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today, Toyota is running scared. Until two years ago, Toyota is a company full of pride who reigned as undisputed heavyweight champion of 20th century, auto-industry battles. However, in recent years, any number of problems occurred and the company has pleaded "guilty" for the creation of many missteps in an attempt to correct these issues. Today, the company demonstrated the world angstridden person who can hardly be said to be the champion.

Toyota Motor's greatest strength has become his biggest slabost.Tvrtka status took nose dive after the runaway car accidents involved even Lexus, a brand name that has become synonymous with high quality, sustainable products globally. At its zenith, she was able to earn more than 2 trillion yen (U.S. $ 22 billion) - most of it from expanding its operations in the U.S. - but after the collapse of investment bank Lehman Brothers in 2008, was tripped by his inability to maintain an extensive line sales up to luxury cars and full-size trucks. And because the automaker is focused much of its resources to its business chasing growth in the U.S., she was not able to fully seize the opportunities with long term growth potential in emerging economies like China and India. As a result, Toyota has followed Germany's Volkswagen AG and Hyundai Motor of Korea in the development of roads in these markets.

In Japan, there is an appropriate phrase to describe the Toyota Motor is the current situation ". All the glory must fade" In other words, those who are blessed with a lot of success tend to suffer ignoble smrti.Ključ for survival does not grow large and strong. Instead, companies that survive are those that can adapt to changing okruženjima.Automobilskoj industry is no exception when it comes to be buffeted by the winds of change. In the U.S., General Motors announced bankrot.100-year-old driver of the modern automobile industry itself - the internal combustion engine - is now left to new technologies such as electric batteries, gas-electric hybrids and fuel cells. It is worth pondering if Toyota can be a champion in the next generation.

Toyota Motor performance malaise commenced on 6 November 2008. In Japan, that date is called the day "Toyota Shock." This is when the top Japanese automaker has announced half-year profit to September for the fiscal year ending in March 2009 (ie fiscal 2008), a forecast decline in red-based parent company in the second half of the year. At that time, it is still projecting a full year consolidated operating profit of 600 billion yen order (U.S. $ 6.6 billion). But just six weeks later, 22 December, President Katsuaki Watanabe told reporters at a news conference that the automaker has revised its outlook downward and is now an estimate of 150 billion yen (U.S. $ 1.6 billion) operating loss. In fiscal year 2007, the company recorded a profit of 2.27 trillion yen (U.S. $ 25.2 billion), but next year is expected equivalent of 2.42 trillion yen (U.S. $ 26.6 billion) profit simply evaporate.

For Toyota, this was the first operating loss in more desetljeća.Posljednji time he faced the difficulty was when he caught up in violent labor strike in the midst of the chaos of World War II in 1950. It was a truly shocking development for the company as one of the world's strongest. After all, it was sailed unscathed through the oil shocks of the 1970s, the collapse of Japan's "bubble" economy in the 1990s and the advent of Japan's deflationary economy of the 2000s. However, the 90-day period, went from 600 billion yen profit forecast 150 billion yen loss the design - a 750 billion yen (U.S. $ 8.4 billion) downshift.Japanski printing generally subscribe to the narrative without attributing earnings turnaround in the global financial crisis was born sub-prime mortgage problem in the U.S., which then caused a global recession. This sequence of events is, in fact, dented balance the many strong company, including Toyota. But this is only a match to light a powder keg under the car.