Toyota Case Study

Best Essays
Register to read the introduction… Throughout all these years, Toyota had built a strong image in Malaysian customers’ mind. Based on a comment by UMW Toyota (Local Distributor of Toyota Motor in Malaysia) president Kuah Kock Heng, he said that UMW Toyota had the biggest share of the non-national makes in 2009, selling 81,785 units. It outsold its nearest competitor by over 40,000 units. Although the mass recall crisis not affecting Malaysia’s consumers “UMW Toyota would like to emphasize that we have received confirmation from our principal, Toyota Motor Corp, Japan that all Toyota and Lexus models sold by UMW Toyota are not affected by this recall exercise,” a statement by UMW Toyota. However, Toyota’s mass recall crisis affects many of its constituencies. Based on a Bloomberg’s report; Toyota roll out a global recalls of 8 million vehicles which experienced unintended acceleration. Although the affected vehicles are those in US, Europe, and China, and Toyota carry out whole series of action to resolve the critical issue and bare the responsible of this problem. The Malaysian customers’ perception towards Toyota’s brand might be affected with negative image or remain the same after this mass recall by Toyota. Because of the crisis which affects the customers perception towards Toyota’s brand, this project is intended to examines the customers’ perspective towards Toyota’s brand before and after the mass recall crisis. And also to research on why would or wouldn’t the customers still trust Toyota after the mass recall …show more content…
Crisis management is used to deal with occur of crisis for a company. To be efficient in dealing with crisis, the company have to united the ability of each and every employees and using their experiences and time, crisis can be solve efficiently.
2.2 Brand Equity
A recent study (Aaker, 1991, 1992) has shown brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. The higher then brand equity, the better the brand perform in the market compare to its competitors and the customers’ retention rate is higher as well.
2.2.1 Country-of-Origin and Brand Image
Country of origin is another important variable influencing consumer perceptions of brands (Hulland, 1999) and brand images (Ahmed et al., 2002). Different country will have different specialty. Hence, customers will relate the country of origin of a particular brand with the brand image that they perceive. For instance, Japan is a technological advance country; hence customer will think SONY is a technological advance brand as

Related Documents

  • Decent Essays

    The public view can be at odds with the objective measures. In the case of Toyota, there were definitely indications that the quality level of its products had fallen off in recent years. What’s more, the changes had occurred during a period of time when many of Toyota’s competitors, including Ford, Chevrolet and Hyundai, were producing better and better cars. The key question was the source of Toyota’s problems: To what extent did they originate with the product designs and assembly, and to what extent could they be pegged to the company’s manufacturing systems? (Cole, 2011) Method SWOT Analysis SWOT analysis is a method used to analyze the internal and external environment of an organization.…

    • 2246 Words
    • 9 Pages
    Decent Essays
  • Decent Essays

    Porsche faced a major strategic choice in the early 1990’s as the American economy fell, meaning sales and unit production would decay dramatically. For example, sales fell from 50,000 to 14,000. At this time, Porsche’s new CEO Wendelin Wiedeking decided to focus on two new core competencies that could bring the company back to its original stability. They were lean manufacturing and synchronised engineering. Lean manufacturing was a concept developed by Taiichi Ohno of Toyota.…

    • 989 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    (Boston et al., 2015). A consensus of the articles pointed to the conclusion that 11 million vehicles were affected globally (Gorzelany, 2015). One of the customers, Laurie Cleveland, said that she felt like she had been deceived (Boston et al., 2015). Consumer’s thinking and relationship with the company can also be harmed by distrust. Another right that was related to the Volkswagen issue was the right to be heard, which ensures the fair treatment of consumers who voice complaints about a purchased product.…

    • 746 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    Cumulative global sales of Toyota and Lexus hybrid passenger car models passed the 9 million milestone in April 2016. Its Prius family is the world's top selling hybrid nameplate with almost 5.7 million units sold worldwide as of 30 April 2016. The company was founded by Kiichiro Toyoda in 1937. Toyota Kirloskar Motor Pvt Ltd is a subsidiary of Toyota Motor Corporation of Japan, for the manufacture and sales of Toyota cars in India. It is currently the 4th largest car maker in India after Maruti Suzuki, Hyundai, and Mahindra.…

    • 1052 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    Calleetaco Case Study

    • 1628 Words
    • 7 Pages

    The HR recruiters can benefit the company by looking for the most talented and skilled workers in the industry and they can make use of their skills to support the company’s strategic goals by improving the performance and innovation in the company. This can improve the competitiveness and supporting the CalleetaCO to be the top provider in the industry. The selections specialises would test the potential employees to ensure their skills are relevant to their job role. In order to retain the skilled workers, CalleetaCO has provided different types of benefits, Kavanagh, Thite and Johnson (2012) suggested that these benefit are ‘above-market compensation’. The aim of these benefits is not solely aiming to retain employees, also to increase employee’s job satisfactions and motivate employees.…

    • 1628 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    The most affected are the once who purchase the vehicles. After the scandal, these consumers had to go through a lot of hassle of getting their car repaired or replaced. The Volkswagen management deliberate did not implement the stakeholder theory or they did not consider it as a priority before manufacturing the faulty equipment. This behavior of the company has risen many questions and doubts in the minds of stakeholders regarding the integrity of the company and social responsibility. The company should have adapted Normative stakeholder theory, as this theory suggest if the decision of the company affects the stakeholders, the company has to build ethics principle in order to align the companies interest with the stakeholder interest.…

    • 1655 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    Tesla Motors Failure

    • 985 Words
    • 4 Pages

    When a company takes measures to add incentives or tax credits, this is just a temporary measure that doesn’t last. For example, it is like having a coupon for a product, and when you go to use its expired. To make a profit, the owner of Tesla could benefit from other automakers, and users of electric vehicles to use its charging stations. As for situations view by the public, Musk should hire an experience public relations (PR) person to address any issues that may damage the Tesla brand. Its possible this may stop some of the negative publicity before its released.…

    • 985 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Corporations often face ethical dilemmas doing business. It could be firing a worker, making side deals, and gross negligence meaning endangering people’s lives to make a profit. There are various examples of companies and corporations seemingly choosing profits over people, this study is focused on the Ford Motor Company and their vehicle the Pinto. In 1968, Lee Iacocca president of Ford Motor Company was under the gun to develop a sub-compact car to compete with foreign car manufacturer Volkswagen (Dowie, 1977). To get the vehicle ready to sell quickly, he ordered that production chop their timetable down.…

    • 958 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Nissan Swot Analysis

    • 771 Words
    • 4 Pages

    1.0 Introduction The research demonstrate about the marketing management used by Nissan Motor Co. Ltd. It contain the description about the company, role of marketing, the segmentation of their market and their target group and their marketing instruments (4P 's) used and also their SWOT analysis of the company. As we all now Nissan is the Japanese company which is the second largest manufacturer of automobile company in Japan after Toyota. Nissan is mother brand under which it has two other brand Infiniti and Datsun. Nissan is a worldwide organisation which has retail outlet and manufacturing industries all over the world.…

    • 771 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Toyota Case Study Essay

    • 965 Words
    • 4 Pages

    Secondly, Toyota came up with another long-term globalization strategy i.e. global vision 2005. It wanted to gain an edge over its competitor via using technology and sustain their market leadership in Japan. It focused more on producing the vehicle to where it sold. This strategy was adopted to avoid the economic fluctuation problem.…

    • 965 Words
    • 4 Pages
    Decent Essays