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1、Analysis on Toyotas “Recall”CONTENTAt present the plight of ToyotaAnalysis on the crisisSolutionsAnalysis on solutionsSelection of solutionsBackground and HistoryBACKGROUNDToyota is one of the worlds top ten automotive industry corporations, Japans largest car company, founded in 1933, now has devel

2、oped into a huge industrial group, which gives priority to car production, and involves other sectors such as financial, machinery and electronics. In the early time, Toyota was mainly manufacturing textile machinery. in 1933, Toyota xi ichiro ,founder of Toyota, set up the car department in textile

3、 machinery production division , which started the history of the Toyota motor company to manufacture cars.BACKGROUNDIn 1937, Toyota motor industry company was founded with the capital of 12 million yen. In 1938, Factory began production. In 1950, Toyota sales company was founded. In 1957, Toyota sa

4、les company in the United States was founded. Until 1972 there have been 10 million cars produced in accumulation. In 1984, Toyota-GM universal joint venture company started production. In 1988, Toyotas U.S. company announced opening, In 1992 , Toyota British company started business. In 1994, Toyot

5、a Turkey automobile industry trading company was opened. In 2014, Toyota became the first brand of auto motives with the sale of 8.4049 million vehicles. THE CHALLENGE IN DEVELOPINGAfter the second world war, Japan was transformed into the post-war economic recovery. At this moment, for the future o

6、f Japans automobile industry, was a very dangerous period. For example, In 1949, the Japanese cars production was that 25622 trucks, 1008 cars. The total output was 26630 units.At that time, the Japanese industry labor productivity was only about one ninth to one eighth of American industry labor pr

7、oductivity. This was average labor productivity of the industry. Compared with the automobile manufacturing in America, which was relatively more developed, the gap in car manufacturing labor productivity between Japan and America was larger.HOW CAN TOYOTA GET OUT OF THIS CRISIS?The basic idea of th

8、e Toyota production mode is to thoroughly eliminate waste, and the two pillars of supporting this thought is Just-In-Time and Automation.Zero inventory is not equal to the inventory is zero, but by strengthening the management on your logistics, it makes the inventory in the field of time and space

9、as far as possible close to zero.JIT product modeZero inventory managementAT PRESENT THE PLIGHT OF THE TOYOTAFrom the end of 2009 to now, because of quality problems, Toyota has recalled accumulatively total about 6 million vehicles in the global, which is rare to be seen in the whole automotive ind

10、ustries. In 2010, there has been an event of Toyota Recall . Due to the pedal and brake problems of Toyota cars. Toyota totally recalled nearly 8 million vehicles in four months around the world. In May 2015, the two auto giant Toyota and Nissan, because of the hidden trouble of airbag, will launch

11、the recall. It relates to millions of vehicles, which were caught in this problem. In addition to the payment of a recall and losses of stopping production, Toyota also faces a unprecedented crisis of trust.Auto manufacturer2010.1.1-1.202010.1.21-2.15Market shares changesHonda11.2%13.0%+1.8%Ford10.6

12、%11.7%+1.1%Nissan8.5%9.1%+0.6%Volkswagen2.2%2.6%+0.4%Chevrolet10.3%10.0%+0.3%Mazda2.2%2.5%+0.3%Toyota17.5%12.1%-5.4%Tab.1 Each auto manufacturers market share in 2010Less quality consciousnessToyota CrisisLess service consciousnessAnalysis of the crisisCommunicate with customers and compensateCarry

13、out the sales promotion activityCarry out the new car test driveFocus on customersCommunicate with customers and compensatenToyota should try their best to deal with the problem in fast, without all sorts of excuses to postpone.nSincerely to show the truth to consumers.nSincerely apologize to consum

14、ers.nToyota is supposed to speed up the progress of recall and use the least time to recall all cars that have quality problem, meantime, make corresponding range of compensation and provide quality after-sales service.Carry out the sales promotion activityDepreciate sales promotion of designated mo

15、dels and give gifts to the customer of buying a car, purchase desire of customers will be increased. For old customers, they will be provided with free washing and inspection car service, thus maintaining customer relationship.Carry out the new car test driveToyota should encourage customers to do t

16、est drive with the vehicle which used to be in problem but now is improved. The test drivers should be the owner of original problem vehicle and auto industry experts. Toyota designates places all over the world to carry out the new car test drive, proving problems have been solved perfectly.Media p

17、ublic relationsGovernment public relationsFocus on public relationsMedia public relationsGovernment public relationsToyota should hold a hearing and communicate with government departments actively, taking the initiative to contact with government departments.Be honestConstruct media channelsMake go

18、od use of media coverage.Make internal self-check, investigate for responsibilitystrengthen the quality supervision and tight the responsibility systemPromote awareness of the employees to face and deal with the crisisFocus on the internal of enterpriseMake internal self-check, investigate for respo

19、nsibilityTo find out the root cause, technical personnel, design staff and external experts should conduct a comprehensive inspection and testing from design to production to the practical use, and each link should be examined.Strengthen the quality supervision and tight the responsibility systemFro

20、m design, production to finally put into the consumption field, on the basis of adhering to the principle of company management, Toyota should strengthen the quality supervision and tight the responsibility system, and the responsibility of each department and personal responsibility should be clear

21、. Analysis on solutionsAdvantagesAfter series of measures, Toyota can sincerely illustrate the truth of the matter to consumers in first time, and apologize to consumer in time. Listening to customers is a good way to understand consumers, according to which Toyota will know the need of consumers an

22、d make effective measures. In this way, will consumers get a certain psychological satisfaction and comfort, returning to Toyotas attitude and purchasing again that make them become loyal customers of Toyota.DisadvantagesDue to recall, compensation and promotion activities, the profits of the Toyota

23、 will have a certain degree of loss.Analysis on solutionsAdvantagesIf Toyota makes enough efforts to clarify the facts, the government will vigorously support and help Toyota tide him through difficult times. Besides, the media will also track report, helping Toyota clear the image of enterprise and restore reputation.DisadvantagesThis measure can not fundamentally solve the problems existing in the enterprise, but make the enterprise put all the energy and resources on public relations.Analysis on solutionsAdvantagesAfter the incident, the staff will form a strong cohesion. The pro