“Challenges multinational corporations face in protecting consumers along the supply chain” “OECD Corporate Responsibility Roundtable , 15/06/2009 Colin Hensley Corporate Affairs & Planning Toyota Motor Europe
Jan 05, 2016
“Challenges multinational corporations face in protecting consumers along the supply chain”
“OECD Corporate Responsibility Roundtable , 15/06/2009
Colin Hensley
Corporate Affairs & Planning
Toyota Motor Europe
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How can a company protect consumers?
“Dedicate ourselves to providing clean and safe products
and to enhancing the quality of life everywhere through
our activities”
From the “Guiding Principles at Toyota”
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What is the challenge?
• To move the customer through the Purchase Funnel
AWARENESS
KNOWLEDGE
LIKING
CONSIDERATION
PREFERENCE
Starting point
Purchase
…and help them make the appropriate choice!
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Keys in the process
1. Establish appropriate corporate principles
Toyota Way 2001
ToyotaCode of Conduct
Guiding Principles of Toyota
CSR PolicyContribution towards Sustainable Development
Global Vision 2020TME Vision 2015
Corporate Policies
Daily business operations
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Keys in the process
2. Understand the customer’s needs and aspirations
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Keys in the process
3. Produce products – aiming to meet both need &
aspiration
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Keys in the process
4. Identify concerned stakeholders – and work with them
Governments, Authorities, NGOs, Trade Unions, Investors etc.
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Keys in the process
5. Be credible & believable –
communication succeeds
through mutual trust
and mutual understanding
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Conclusion
• Consumers can only choose from what is offered
• Business has an essential role to guide that choice by:
- Leveraging their expertise to provide ‘better’ products
- Making every effort to make them affordable and accessible
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Customer first approach
“Our company owes its existence to the support and
satisfaction of customers, stockholders, employees,
business partners and host societies who benefit from the
added value Toyota provides. Our continued success
depends on providing ever greater satisfaction of
customers by placing their interests ahead of all others.”
The Toyota Way 2001
Thank you
Back-up
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Guiding Principles of Toyota(Adopted Jan 92, revised Apr 97) 1. Honor the language and spirit of the law of every nation and undertake open and fair
corporate activities to be a good corporate citizen around the world
2. Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in local communities
3. Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through our activities
4. Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide
5. Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labour and management
6. Pursue growth in harmony with the global community through innovative management
7. Work with business partners in research and creation to achieve stable, long term growth and mutual benefits, while keeping ourselves open to new partnerships
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The Toyota Way
How do you demonstrate it?
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Environmental Leadership
• From Toyota Principles to Earth Charter to Prius to “360°
Approach to Sustainability”