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Challenges multinational corporations face in
protecting consumers along the supply chain
OECD Corporate Responsibility Roundtable ,
15/06/2009
Colin HensleyCorporate Affairs PlanningToyota
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

and help them make the appropriate choice!
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Keys in the process

• 1. Establish appropriate corporate principles

Guiding Principles of Toyota
CSR Policy Contribution towards Sustainable
Development
Toyota Code of Conduct
Toyota Way 2001
Global Vision 2020 TME Vision 2015
Corporate Policies
Daily business operations
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Keys in the process

• 2. Understand the customers 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
  succeedsthrough 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

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Thank you
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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