Toyota: Accelerator Pedal Case And Review

Toyota: Accelerator Pedal Recall
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Table of Content
Step 1: Statement of the problem
Step 2: Problem Justification
Step3: List of Alternative Solutions
Step 4: Evaluation of Alternatives
Step 5: Recommendations
Step 6: Conclusions
Statement of the Problem
Media sources and United States government records that Toyota was under scrutiny in late 2009 due to the numerous injuries and deaths which were as a result of accidents. The Company was under scrutiny after a confirmation had been made that the accidents occurred as a result of an uncontrolled and unintended acceleration of its cars (Austen-Smithet al. 2017). Despite Toyota’s deliberate recall of 4.2 million vehicles for floor mats that could jam the accelerator pedal and another recall for increasing the gap between the floor and the gas pedal the company insisted that there were no underlying defects. The company did not apologize to the consumers but instead defended itself against reports that were made by the media and other regulatory authorities. The Company was therefore criticized for its reluctance to share information from its data recorders concerning possible challenges with electronic throttle controls and clammy accelerator pedals. Company management was also criticized for conveying information about the problem to consumers with Pries. The Company stock price reduced in just a month’s time by almost 20% recording a loss of $35 billion in their market value due to poor methods of conveying information. Additionally, it is unclear how practitioners in the automotive industry choose to address existing challenges to consumers. There is a need, therefore, to understand and analyze the proper methods, channels and ways of conveying information to consumers in cases of strategic business problem in a crisis and how to make good use of the media platforms in a company crisis situation.
Justification of the Problem
The automotive industry starting with the manufacturer Bridgestone has faced several challenges which need to be addressed. For instance, a public backlash was experienced in 2003 whereby there was a class action lawsuit against Bridgestone for faulty tires that caused some vehicles to roll over (Austen-Smithet al. 2017. Other major challenges experienced by the automakers can be linked to their greater needs for associated technologies and better operation experiences to match their smart vehicles. Most of the studies reveal that there is superior technology and connectivity entrenched within the motorvehicles being manufactured which may cause several technological crises once the car has been transferred from the consumer to the buyer.
The paper, therefore, suggests that better communication methods can help the industry to maintain their customers in cases of any problem. The management has the responsibility of ensuring that customers get quick responses from bots who can devise ordinary language answers using a selection of basis materials. It is evident that effective operation in the automotive industry is determined by the requirements engineering whereby the organization and communication plays a critical role.
List of Alternative Solutions
1. To find out the current problems and challenges in the Toyota Company in regard to the organizational communication structure.
2. To identify critical communication contents that should be conveyed to consumers in cases of manufacturing problems and how to communicate them and what to avoid so as not to make a situation worse.
Evaluation of alternatives
In the year 2009-2011, Toyota Company suffered heavy monetary loss due to the manufacturing defects experienced by their buyers. The Company has been trying its best to regain its brand value which is over 70 years. Sources reveal that these defects were only brought into light after several critical accidents were recorded across Europe. The floor mats, sticky gas pedals, and brake problems stood out to be the major defects which led to the company losing its customer’s trust as well as its image. The situation became even worse due to the delayed response and public interactions. By the time Toyota President Akia Toyoda made his apology to the U...