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In 2002, Toyota Motor Corporation, the No 2 carmaker in the world, released its ''Global Vision 2010'', in which it highlighted, among others, its concern for environmental protection. Although Toyota has been criticised for representing a false environmental friendly image, Toyota has constantly been involved in activities like initiating environment protection plans and manufacturing hybrid cars. The company believes that through this it would be able to achieve its aim of becoming the No 1 carmaker in the world and occupy 15% of the global automobile market. This case, while highlighting Toyota''s efforts towards environmental protection as part of its global vision, offers scope to discuss whether Toyota would be able to establish itself in markets that are difficult to penetrate and achieve its goal of becoming the leading carmaker in the world by 2010. A structured assignment ''306-057-4'' is available to accompany this case.