In this research, the discussion is about Toyota`s active countermeasure toward the various change of international automobile industry as an example, centering around the surface of the global strategy promotion and the reinforcement of eco-friendly business strategy which this corporation has been taking. In other words, this research considers the propulsion background, contents and a result focusing on two points that are 1) reinforcement of globalization and localization following an increase of the direct overseas production, 2) a development as well as commercialization of eco-friendly cars among various competitive factors surrounding global automobile market which is more intensifying in the 21st century. Especially this research lays emphasis on Toyota`s countermove of the environmental change as above, which is having a sudden transfiguration in recent year, not focusing on established investigation attitude that gives too much importance on management reformation related to Toyata`s production system(TPS). Through the result of this research, we hope to explore ways toward the development of Korean automobile industry and a device for international competitiveness hereafter.