ABSTRACT
This chapter presents Toyota's key objectives, as outlined by Toyota executives. The data is presented and analyzed in two levels. First, it outlines the findings from the level one executives, with positions at or above the level of directors of the company. Next, the chapter introduces observations from the level two executives – deputy general managers and general managers. This is done to examine the similarities, and more importantly, the dissimilarities of understanding of key objectives. The chapter provides the key objectives of Toyota, as viewed by the outside experts. The responses as to why the interviewees felt that these were the key objectives provide means-end analyses that are vital to the prioritization and identification of the end- objective of Toyota. The chapter concludes with a set of important objectives of Toyota culled from the analyses of information of the three groups mentioned above.
