Toyota Crisis

Toyota's Crisis an Opportunity?

[pic]
SOURCE: http://mashable.com/2010/02/22/toyota-brand/
1. Introduction
1.1 Background
  Toyota, the renown brand that have earn a great deal of popularity with its refined, well-designed vehicles, also well known of their manufacturing quality and "customer first" philosophy. This make them the largest automobile manufacturer in Japan, and largest in the world since 2008 (Kendra Marr 2009)
  Toyota has a superb record for reliability and durability, develops and provides safe and outstanding high quality products and services. However the recent defects in design flaws and quality problems causes Toyota to recall back more than 10 million vehicles across the world, including the United States, Europe, Canada, and China. (The backgrounds behind Toyota recall 2010).
  A sudden outbreak requires Toyota immediate remedies action and whatever measures undertaken might enhance or put the reputation that had built over the years at stake. Therefore, a crisis provides a rare opportunity to demonstrate how good you and the organization are (Kim Harrison 2006).
1.2. Research Questions
  This report will discuss on:
    - How the crisis has affected Toyota?
    - What was being done to attempt overcome the crisis?
    - What has Toyota done to regain back its market confidence?
1.3. Research Objectives
  - Find out how has the crisis impact Toyota, on its sales, consumers’ confidence and reputation.
  - Examine on what Toyota had done to rectify or overcome the crisis.
  - Analyze what was being done to regain back its market confidence.
2. Literature Review
2.1 The crisis affected Toyota.
2.1.1 Toyota’s sales performance
Toyota's sales in the U.S and around the world are already slipping, with this massive recall of more than 10 million vehicles due to the vehicles' floor mat issues and gas pedals problems, it was estimated a double digit slide in Toyota's global sales (Norihiko Shirouzu 2010).
After the... [continues]

Read full essay