Toyota Case Essay Example for Free

Toyota Case attempt1) For a long period there has been an alignment of Toyota vision with both Japanese culture and internal and international stakeholders. This alignment can be seen in our opinion according two different perspectives from the mental hospital activity and from the kindly responsibility (attention for environment). Referring to the innovation of the crossing process, Toyota has always been one of the leader in creating superior cars both from robotic and electronic aspect as it is typical of Japanese economy.The Japanese business is traditionally known at a global level for its profitable performance concerning the management of electronic and mechanical activities. From this point of view there was a perfect alignment between internal and the external vision. In relation to social responsibilty, the Japanese culture shows a great concern on energy preservation and environment, that is the reason why Toyota has traditionally supported these aspects in th e car intersection process.In 1998, Toyota received an significant award for the harvest-festivalion of Prius ( the worlds first passenger vehicle in mass production powered by a third power train system). The introduction of Prius in the market, allowed the company to nurse a clear statement on its commitment of environmental protection. During the following years, the company gained many awards and leader position in environmental technology field.Recently, in relation to these two perspectives of analysis, a misalignment can be verified for the following three reasons 1) Toyota has centralizeed too much on cost delay and economies of scale, passing out esthetic and traffic pattern aspects, creating too much standardized cars ( a same kind of product all over the world). In this case we found the first hurly burly because of the different expectations of the worldwide stakeholders in comparison with Japanese and Toyota culture , particularly talking about European custom ers who care about design much more than than the others.2) The strong attention on cost control and economies of scale policy , has created a lot of technical troubles that forced the company to recall a huge amount of cars from the market. As egress the company lost a lot in term of reliability. Here we faced a gap between vision and image (In the vision they really support the safety part but the collective image is far from that). Considering the worldwide market and international stakeholders, we think that there has been a misalignment on American customers who are interested in technical aspects more than esthetics.The final point of the misalignment has been caused by the exaggerated focus on ener moderniseic conservation, so the company produced no high performing cars in align to quit international customers requirement. For instance, in 2009, Toyota had so poor performance in F1 that the company intractable to withdraw from F1 with immediately effect. In order to ad dress this GAP, we believe that Toyota should first of all, adapt his products to international market, bounteous special consideration to esthetics and design. be more focused on customers requests, that rest in high performing and environmentally friendly cars at the same time. yet, since the break occupation that oblige Toyota to recall a big amount of cars from the market. 2) We would change the communication strategy into the following two directions a) A traditional way, based on incentive messages focused on energy conservation connected to the judgment of safety and brightness cars, in order to retrieve the loss of company credibility.A lot of marketing activities can be organized such as o planning amateur competitions that involve small the great unwashed with their own cars at an international level o planning events or competition characterized by the participation of sport champions ( comparable F1 drivers) o arrange Visitor Centers, based in the regional headq uarter country, in order to give customers the chance to drive cars and to understand the topic of energy conservation o promote yard days o partnership with environmental friendly organization (like WWF) b) An innovative way, using guerrilla or tribal marketing techniques.In several ways such as o Use social networks for empowering the costumers to decide on specific aspects as internal design, colors, extra services, of their cars offer. Doing this thing, they will be available to focus on the costumer and not only on the product as they always did. o During holydays such as Easter or Christmas, make people drive specific cars by organizing spectacular range trucks, enriched by music and light effects. The event should be introduced by closely-known personalities, as signers, actors, sportsmen. o lift musical or sport-events for young people, such as concerts, championships and matches.o Create partnerships with fling-operators to promote specific cars during adventures tri ps, like safari. o Transform their headquarter in a tourist attraction, thanks to the partnership with local and international tour operator that promote day trip in the company. o using cars during appealing movies for young people (like Mini in The Italian Job) o Use amusement park as a stage for car shows, parades and games. 3) Most of the crisis response strategies applied in the report by Toyota, belong to reduce offensiveness category. Even if the company seems to be aware of its responsibility, it never used mortification quotations.In our opinion, the inventory weve analyzed, is characterized by the following strategies MINIMIZATION CORRECTIVE ACTION GOOD INTENTIONS 4) We can affirm Toyota acted in a good way in minimizing in order to not damage the company image more. Moreover they could have improved corrective actions and provide their customers with facilities, like substitutive-cars during the make uping period of the damaged ones. Even if they did well in minimizing the event, they could have shown more mortification, not only for the damage itself, but also for the waste of time and the other troubles related to it.They could also have adopted a denial strategy (shifting the blame) by bighearted responsibility to the specific divisions in charge of the production of defected components consequently they could have renewed the responsible divisions or made an outsourcing agreement for that. Regarding the good intentions, they could have provided more detailed information about their future control and safety standards. Another good strategy, could have been attack the accusers, trying to focus on the main competitors that were winning advantage from their crisis.Finally, according to what we read in the case study, wed have expected a more customer oriented behavior. ITALY According to Italy Toyota starter two different recall campaigns the first one recalls 260. 000 cars with flatulency pedal worrys and the second one 2500 Ibrid car with brake problem. In order to fix the first problem the company sent letters to the 26000 clients involved in this problem the letters contained all the information regarding how to get the appointment with the car retailer in order to fix the problem (fixing time about 30 minutes).The second recall concerned the Prius models which had some ABS problems on 2500cars they used the same technique and the time to fix took about 40 minutes. Toyota provided an assistance number(gratis) 800 869 682 available 24h/7d, useful to know if the car is involved in the problem and to know technical details. The A. D. of Toyota Motor Italy, Massimo Gargano, stated Toyota as a world leader for sales book of account and quality reputation has to accept to be criticize facing this problem.We have to underline that the company decide to recall all the car just to satisfy our costumers expectations and make them sure about the safety of the product, he also underline that regarding the accelerator pedal p roblem we chose to recall 1. 800. 000 cars even if only 26 really faced this problem . CONTACTS Edoardo Caccin Valentina Cruciani Carminia Lucariello Lucrezia Zambelli Marco Zavatta emailprotected com emailprotected com emailprotected it lucr3zia. emailprotected com dott. emailprotected com.