DEVELOPING A CORPORATE ENTREPRENEURSHIP INITIATIVE: TOYOTA MOTOR CORPORATION'S STRATEGIC EXPANSION INTO URBAN MICRO MOBILITY SOLUTIONS

Abstrak

The strategic transformation of Toyota Motor Corporation from a traditional automaker into an integrated mobility solutions provider through a corporate entrepreneurship initiative. Facing global challenges such as urban congestion and decarbonization, the research proposes "Toyota Urban Connect," a strategic expansion into the urban micro-mobility ecosystem. Grounded in the frameworks of Kuratko and Audretsch’s strategic entrepreneurship and Covin and Miles’ strategic renewal, the study employs a comprehensive SWOT and competitive landscape analysis. The proposed initiative integrates high-end electric hardware manufacturing with IoT-enabled smart infrastructure and a Mobility-as-a-Service (MaaS) subscription model. To overcome organizational rigidity, the project is structured as a semi-autonomous business unit designed for agile decision-making. Findings suggest that by leveraging its Toyota Production System (TPS) expertise and global reach, Toyota can capture a significant share of the projected $300 billion micro-mobility market. The initiative requires an estimated $1.25–$1.8 billion investment over four years, aiming for a 15-20% operating margin, ultimately aligning with Toyota’s "Mobility for All" vision and long-term carbon neutrality goals.