BUSINESS COMUNICATION CRISIS

TOYOTA MOTOR
CORPORATION
Lecturers
Hau Do
Duy Bui

Cloudy Team
 1 Toyata brief
table of
contents 2 Situation

3 solutions and solution analysis

4 recomendation
 Team's members
Pham Thi Thu Ngan 1932300122
Duong Thi Yen Linh 1832300074
Vo Thi Thuong Linh 1832300041
Nguyen Thi Hang 1832300025
 SITUATION
Change the design Pedal Problem
Toyata has made design changes december, 2008. the company
without telling customers about received feedback about sticking
the problems of cars. accelerator pedals
Consequences
August 2009. 2.3 million cars have
been recalled due to the concern
of pedal problem
 The report of this problem had been
delivered in December 2008.

January, Japan, Toyota officials said

they first received reports of sticking
pedals in England and Ireland in the
spring of 2009.

they afraid of losing brand

reputation.

03
 SOLUTION

Opening a press A safety recall Fixing the mistakes

conference on the car and
replacing a new one
for the customer
 THE FIRST SOLUTION

Admitting mistakes and protect stakeholders

October 05, 2020

Notifying customers about Toyota vehicle faults

Providing customers with the best solutions

Promising more innovative products in the future

 THE Toyota branches communicate carefully
with each other before making a recall
SECOND Sending a notice to owners as soon as

SOLUTION possible
 THE THIRD SOLUTION

Opening a car product recall

program for free repair

For heavily damaged vehicles,

Toyota accepts compensation for
a new one
Solutions' analysis
 1. Comprehensive press conference and
announcement about the issue to customers

Pros Cons
-Customers know Expensive for
about the problem announcement
- Appropriate
maintenance
 2. Recall directly

Pros Cons
Complicated procedures,
- Fix the problem before
many stages/processes to
operating wrong.
complete.
- Save a life.

-Prepare is always better than

repair
3. Toyota should repair or
make a guaranty
Pros Cons
Customers Company:
trust the The cost incurred
(because of the
brand and
manufacturing error should
come back bear 100%)
for next
product. Customer:
Exhauted, time-consuming.
RECOMMENDATION
01 Comprehensive modification of the way of
working and communication of Toyota.

02 Set up a team responsible for keeping

up with important company issues.

03
Establish close relationship between the
engineering department and customer
care department.
 TIMELINE 4

3
2024
2 Set up a

2023 technical and

1 customer
Consumer
2022 service
opinion survey
Techical department department
2021 program
upgrade
Change the way of
Invest in inspection
working in each
machinery
specialized
department
 References
Evanswriter, S. & MacKenzie A. (2010). The Toyota Recall Crisis. Retrieved from
https://www.motortrend.com/news/toyota-recall-crisis/.

Britannica. (n.d.). Toyota Motor Corporation. Retrieved from https://www.britannica.com/topic/.

Toyota-Motor-CorporationToyota. (n.d.). Akio Toyoda President, Member of the Board of Directors

(Representative Director). Retrieved from htpps:// global.toyota/en/company/profile/executives/board-of-
director/akio_toyoda.html.

Statista. (n.d.). Consolidated number of Toyota Motor Corporation employees from FY 2012 to FY 2020.
Retrieved from https:// www.statista.com/statistics/294192/number-of-toyota-employees/.

Notesmatic. (n.d.). Competitors of Toyota. Retrieved from https:// notesmatic.com/2018/07/competitors-of-toyota/.

nytimes. (2010). Toyota has pattern of slow response on safety issues. Restrieved from
https://www.nytimes.com/2010/02/07/business/global/07toyota.html?
fbclid=IwAR3trFqsGDmWAPs9Q0SkUDJxRKkFmGBJIa7EFSERNYxbsQavFZTb1fvpMDA
 Do you have
any questions?