Corporate Communication Strategy-Toyota case

Corporate Communication Strategy-Toyota case Essay example
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Part 1 1. Introduction Toyota is one of the best Japanese car manufacturers with high credibility in America. It is also the largest manufacturer of automobiles with production units in 28 countries across the globe (Toyota, 2011). Its brand reputation fundamentally relies on the quality, safety, reliability and customer focus that continuously strives for excellence in design and improvement (Quelch, Knoop & Johnson, 2010; Stewart & Raman, 2007).


The unintended acceleration was attributed to floor mat issues, brakes and sticky gas pedal. The company has since recalled nearly 8 million cars of different models that were deemed to have potential problems with gas pedal mechanism which could lead to unintended acceleration (McKenzie & Scott, 2010). 2. Environmental scanning of the company Toyota has enjoyed an unblemished reputation within the auto industry. In the fast transforming business dynamics, the various environmental factors become crucial paradigms to maintain competitive advantage within the industry. PESTLE and SWOT analysis become vital tools for firms to identify and evaluate elements that can help them compete and succeed in the highly competitive business environment (Burnes, 2009). They promote the wider understanding of socio-political environment within which the firms operate. They were conducted to understand Toyota’s market position prior to the crisis and how it was impacted in post crisis period. (Refer to Appendix A) 2a. PESTLE analysis for America In the current environment of rapid globalization, practice of international businesses is considerably impacted by the different political, economic and legal systems of nations (Hills, 2004). ...
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