| Abstract |
Since the liberalization of the Indian economy in 1991, the Indian automotive industry has gradually developed, and currently become the 6th largest automotive industry in the world. However, the market shares of global major carmakers, such as Toyota and VW, remain small, while Multi and Hyundai, that depend heavily on the small car segment, dominate the Indian market. This presentation, based on a field study conducted in 2013-14 in India, discusses Toyota's Indian strategies, particularly how Toyota develops its production and purchasing systems in India. In this study Toyota's strategies are compared with those of a local maker, Tata, and of a Western maker, VW, in order to make clear Toyota's approach to emerging markets as well as future challenges for carmakers in India. |