Toyota the accelerator crisis caseWhat should Akio Toyoda do

Toyota: the accelerator crisis case--What should Akio Toyoda do now to restore Toyota\'s reputation and position Toyota for sustainable competitive advantage

Solution

Immediate strategy which Akio Toyodo can follow -

a) Explaining customers why the recall happened while also focusing on the past performance of Toyota to keep the brand image intact.

b) Issuing an apology to the customers while also explaining how Toyota is still committed to provide them with superior technology

c) Toyota should not aggressively reply to the criticism of media but should be counter it rationally.

Long-term strategy

a) Toyota should invest more in brand reinforcement strategy so the belief of customers which hit a rock bottom owning to recall gets recovered

b) Toyota should also focus more on communication which goes out to customers. After the crisis customers perceives Toyota as a company which hides facts. This perception should be changed if the Toyota has longterm approach for market.

c) Toyota should keep focusing on lobbying.