<![CDATA[This paper analyzes the impact of the Toyota Production System (TPS) on market expansion and brand value by increasing efficiency and addressing environmental issues. Toyota has based TPS production on two fundamental principles: just-in-time (JIT) and automation. In particular, the TPS principles of waste elimination and improvement are recognized as a sustainable business model. This study investigated the impact of Toyota's production efficiency and achievement of environmental targets on the company's brand value through a quantitative approach using a questionnaire survey of 150 general consumers. The study found that the TPS, through its lean and green production methods, has changed the public's view of manufacturing sustainability and provides a valuable model for the sustainable development of the industry as a whole. Toyota's production system efficiency improvement methods and approach to environmental issues have had a very positive impact on market expansion and brand value. The findings will contribute to the promotion of Toyota's continued development in the global automotive market and the ongoing enhancement of its brand value.]]>
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