BookTitleToyota Tsusho 70-Year History

Summary

Toyota Tsusho 70-Year History

First Executive Camp Discussion (July 1989)A final report was decided on in September 1991 after reviewing thoroughgroup discussions and drafting an action plan. After verifying the report, making afinal action plan, and holding discussions at an executive workshop, the followingcorporate philosophy and action policy were established.CorporatePhilosophyLiving and prospering together with people, society, and the planet, we aim tobe a value-generating corporation that contributes to the creation of prosperoussocieties.BehavioralGuidelines(1) We will strive for open and fair corporate activities that delight peoplearound the world;(2) We will contribute to society as a good corporate citizen;(3) We will be creative and strive to provide added value;(4) We will respect people, and strive to create an engaging workplace.With this“21st Century Management Plan,”Toyota Tsusho provided a clearvision both inside and outside the company of its aim to be a value-generatingcorporation.CI Awareness Survey Report (October 1989)3 Introduction of Corporate IdentityIn 1991, the company introduced a corporate identity (CI) strategy. The purposewas to raise employee awareness by reviewing tools, such as the symbol mark,logo mark, slogan, and company emblem, that influence the corporate image.Before introducing the strategy, Toyota Tsusho had conducted an awarenesssurvey, sent questionnaires to all employees, conducted individual interviews withdirectors, group interviews with section managers, opinion research, and overseasbusiness surveys and published the results in October 1989.According to the survey results, the company had weak development abilityfor a general trading company; its international image was low; it was pointedout that the company was insular; and, furthermore, the corporate image andemblem were regarded as plain and conservative. In July 1991, the companydecided on a new symbol mark and logo to foster a progressive and internationalimage suitable for the times. The new symbol mark used Toyota Tsusho’s“T”and“people”as motifs, and expressed Toyota Tsusho’s active distribution, footwork,and communication as a value-generating corporation. The corporate color, blue,projected an image of intelligence and foresight. The logotype was also revised inboth Japanese and English.New emblem and logotype4 Establishing and Developing a 21st-Century VisionIn January 1991, the 21st Century Vision Executive Committee was establishedwith the aim of formulating a new vision. With this vision, the company lookedto cultivate new fields, new markets, and new products and to expand its businessdomains to develop, maintain, and expand revenue sources, and generate profit byimproving operations.Based on the committee’s report, each department proceeded to create an actionprogram, and in August 1991 the 21st Century Vision Promotion Committee wasestablished. It devised the basic policies and measures to promote the company’s21st-century vision.That vision for the 21st century was to rise from a general trading company to a88