“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”