Toyota’s real-life case and develop recommendations
read the case, “Challenges to Toyota Caused by Recall Problems, Social Networks, and Digitisation.” (PLEASE FIND THIS CASE IN THE FILES AREA)
Product recalls have become increasingly commonplace. In fact, American media reports often contain information concerning product recalls of everything from food products to toys and cars. These recalls are also increasing in global frequency in recent years. A product-harm crisis, which often necessitates a product recall, can have tremendous human and financial costs. No industry or brand—no matter how large or well known—is immune to the impact of such a crisis, as proven by Toyota. Toyota’s leadership team dealt with a massive recall effort. This recall, among other recalls, is indicative of the importance of company safety strategies (Rajasekera, 2013). Even though many leaders hope to eliminate or at least minimize product-harm crises, given recent trends and the high-stakes consequences, business leaders are interested in knowing what to expect in case of a product-harm crisis—particularly in consumer and stock market reactions. Researchers continue to study what factors influence those reactions and hope to use their findings to build viable product-harm crisis response strategies.
Despite Toyota’s historic brand reputation of quality and the trust consumers had in the Toyota products, the recall caused many to question how the company will remain competitive. Toyota’s leaders faced challenges because over 6 million vehicles were recalled for safety defects, requiring Toyota to rethink their strategies to regain their position in the automobile industry and avoid destroying their customers’ loyalty and stakeholders’ confidence in their products and return on investments.
You will examine Toyota’s real-life case and develop recommendations that would help Toyota’s global leaders recover their brand loyalty.
Submit a 3 page scholarly analysis in which you do the following:
1.Evaluate the definition of product-harm crisis within the context of the Toyota case study.
2. Identify the problems the Toyota leaders must solve.
3. Analyze the organizational changes that were successful and
unsuccessful.
Sample Solution
Most market-oriented firms allocate huge resources to build their brands. A brand`s equity, however, can be very fragile. Among its biggest threats are product-harm crises, which can be defined as well-publicized events wherein products are found to be defective or even dangerous (Dawar and Pillutla 2000). One may characterize a product-harm crisis as an abundantly revealed episode of a product deficiency, unhygienic, injurious to patrons, and “costly” to organizations. Product-harm crises can distort long-standing favorable quality perceptions, tarnish a company`s reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity.
