Essays on The Toyota Public Relations Crisis Case Study

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The paper "The Toyota Public Relations Crisis " is a good example of a marketing case study. Public relation strategies are an important aspect of the survival of any business. In the modern competitive environment, it is crucial that business gain consumers and build on their relationships for sustainable growth and sustainability. Consumers and the public at large are the heart of any business. The image or perception they have on a company directly reflects on its performance and profitability. Consumers always expect 100% quality and value for their purchases. Companies cannot deliver this unless they engage in relevant strategic public relations activities to keep consumer dissatisfaction at bay and ensure their needs are always met.

The Toyota Corporation is one of the largest automotive manufactures in the world, whose headquarters are based in Japan. The company is well known for the production of vehicles that have rivaled major car manufactures in the world like BMW, Mercedes Benz, and ford. They are known to offer a variety of affordable vehicles that have become very popular among the middle class.

The company has over the last 30 years seen a massive increase in demand for its vehicles and this has come with a lot of public relation complications. The most recent and famous one is recalling of entire production lines of already sold vehicles due to technical problems detected after the sale. The recall crisis caused a lot of public relation challenges as consumer weariness and apathy grew as thousands of automobiles were returned. Toyota came up with strategies to avoid a public relations predicament that was threatening to bring the company to a halt.

There are various strategies that the company could have applied in this situation given its magnitude and seriousness. The strategies are dependent on the resource capabilities of the company and the level to which the crisis had affected the operations and running of the company. The strategies are based on information research, strategic policies tactical operations and evaluative follow-ups. Introduction The Toyota Motors Corporation is one of the largest automobiles manufactures based in Japan. It manufactures and designs motor vehicles and their accessories as well. In its wide range of automobiles, it manufactures, cars, vans, trucks, and their corresponding spare parts.

The company is also involved in providing financial services that are associated with the purchase of their products. Another business line that the company operates in is housing, architectural designing, and communications. The automobile business is a multibillion one with franchises and partnerships all over the world. The company owns a conglomerate of other subsidiaries that also manufacture motor vehicles under different brands, for instance, Daihatsu and Hino Motors. It is also involved in making limousines, luxury and sports cars.

Throughout the world, Toyota has franchises and subsidiaries that make automobiles suitable for those markets, for instance, in Europe and North America, the Lexus line of products is a common one. Since 2008, the company has experienced a massive challenge with their automobiles as they were discovered to have defects that posed serious dangers to motorists. This has prompted several recalls of millions of sold vehicles and a consequent public relation crisis. The recalls were so serious that at one-time production had to be halted to deal with the impending crisis.

The cost of the recall was in the tune of millions of dollars and massive losses were incurred as a result. In an attempt to correct its public image, the company had to act swiftly to avoid imminent collapse (Holtzhausen 2008, 22). This essay will discuss the crisis and the challenges it posed to the company. The situation was so intense that up to date, the company has not yet recovered from the massive recall. Furthermore, it has seen the recalls which have only accumulated the crisis it will analyze public relation strategies that could have worked and their applicability

Reference

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Business briefs. 2013. Wall Street Journal, Jul 24, 2013. http://0-search.proquest.com.alpha2.latrobe.edu.au/docview/1411409782?accountid=12001 (accessed September 7, 2013).

Fan, David, David Geddes, and Felix Flory. 2013. The toyota recall crisis: Media impact on toyota's corporate brand reputation. Corporate Reputation Review 16, (2) (Summer): 99-117, http://0-search.proquest.com.alpha2.latrobe.edu.au/docview/1325953360?accountid=12001 (accessed September 7, 2013).

Fleming, Nic. "Toyota's car recall sparks ‘drive-by-wire’ concerns." New Scientist 52, no. 2747 (2010): 15-19.

Holtzhausen, Derina R. "Postmodern Values in Public Relations." Journal of Public Relations Research 12, no. 1 (2008): 15-29.

Smith, Ronald D. Strategic Planning for Public Relations. London: Routledge, 2013.

Toyota in recall crisis. (2010, Apr 21). Sunshine Coast Daily. Retrieved from http://0-search.proquest.com.alpha2.latrobe.edu.au/docview/251180765?accountid=12001

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