Toyota

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Toyota

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1. Toyota Presented by: Aditya Shanker Cut Dewi Kurnia Ammann Paola Cassana

20. According with the Top five in brand perception by cars category, the most important factors that consumers take into consideration to evaluate a car are: Safety (64%), Quality (58%), Value (51%), Performance (45%), Environmentally friendly/Green (32%), Design/Style (26%), Technology/Innovation (15%). According to the survey in 2008, the factor environmentally friendly/green was ranked into the top three, in 2009 is ranked with 8% less. Reputation and measurement: How is Toyota perceived? In this brand perception survey, Toyota leads in the quality sector with 30%, environmentally friendly/green with 51% and in the technology/innovation with 32%. The reasons to be the leaders in these factors are that people interviewed reported less repairs and problems related to quality. The introduction of the new version of Prius, Camry and Highlander Hybrid helped Toyota to maintain its position in the Technology/Innovation and Quality sector. Toyota was also ranked in the top three in the Value category, which means that people perceived they got more value for the money they gave. Brand personality: The brand essence. How does Toyota want to be perceived? Sustainable Mobility: Through this concept Toyota would like to be seen as an environmental leader. Beside to meet the principal standards, Toyota is looking new ways of innovation in a sustainable way. The principle of this concept of sustainability is to work toward a future where a wide range of innovative vehicle and fuel technologies and infrastructures converge to create an economically vibrant, mobile society in harmony with the environment. These commitment with the society is a way of life that Toyota is looking to implement and have present in all the production cycles of its products. Gap Analysis (stakeholder specific) If we analyze the difference about consumer’s perception and what Toyota wants to transmit, we can not found a big gap. Toyota present itself as a sustainable company, who tries to be innovative and to look new technologies been a green company. With the introduction of the Toyota Prius in Japan in 1997 they became the first company in introduce the first mass-produced hybrid vehicle in the world. In 2009 they introduced a new version of Prius with significantly improvements that confirm the leader position of Toyota as an environmental friendly company in the automotive sector. But if we consider the last events related to the gas pedal, we think Toyota will be present in the next surveys a big decline into the Safety, Technology, Quality and Value categories. According with the Top five in brand perception by cars category, the most important factors that consumers take into consideration to evaluate a car are: Safety (64%), Quality (58%), Value (51%), Performance (45%), Environmentally friendly/Green (32%), Design/Style (26%), Technology/Innovation (15%). According to the survey in 2008, the factor environmentally friendly/green was ranked into the top three, in 2009 is ranked with 8% less. Reputation and measurement: How is Toyota perceived? In this brand perception survey, Toyota leads in the quality sector with 30%, environmentally friendly/green with 51% and in the technology/innovation with 32%. The reasons to be the leaders in these factors are that people interviewed reported less repairs and problems related to quality. The introduction of the new version of Prius, Camry and Highlander Hybrid helped Toyota to maintain its position in the Technology/Innovation and Quality sector. Toyota was also ranked in the top three in the Value category, which means that people perceived they got more value for the money they gave. Brand personality: The brand essence. How does Toyota want to be perceived? Sustainable Mobility: Through this concept Toyota would like to be seen as an environmental leader. Beside to meet the principal standards, Toyota is looking new ways of innovation in a sustainable way. The principle of this concept of sustainability is to work toward a future where a wide range of innovative vehicle and fuel technologies and infrastructures converge to create an economically vibrant, mobile society in harmony with the environment. These commitment with the society is a way of life that Toyota is looking to implement and have present in all the production cycles of its products. Gap Analysis (stakeholder specific) If we analyze the difference about consumer’s perception and what Toyota wants to transmit, we can not found a big gap. Toyota present itself as a sustainable company, who tries to be innovative and to look new technologies been a green company. With the introduction of the Toyota Prius in Japan in 1997 they became the first company in introduce the first mass-produced hybrid vehicle in the world. In 2009 they introduced a new version of Prius with significantly improvements that confirm the leader position of Toyota as an environmental friendly company in the automotive sector. But if we consider the last events related to the gas pedal, we think Toyota will be present in the next surveys a big decline into the Safety, Technology, Quality and Value categories.

21. Impression Management How do we reach the perception we envisage to achieve? Impression Management How do we reach the perception we envisage to achieve?

23. Keywords from core and values of Toyota related to Brand personality Honour the language and spirit of every nation = Respect to every country where they operate Contribute to social and economic development = Contribute to social development through activities like programs in education (Scholarships and Grants), environment with the “Together Green” among other programs. Clean and safe products Advanced technologies All this poiints in the corportae culture are synchronized with Toyota brand strategy. The only point we don’t see is the suatainbale way to work (Look for more information relevant to prove the alignment all the whole core and values with the brand strategy of the company).Keywords from core and values of Toyota related to Brand personality Honour the language and spirit of every nation = Respect to every country where they operate Contribute to social and economic development = Contribute to social development through activities like programs in education (Scholarships and Grants), environment with the “Together Green” among other programs. Clean and safe products Advanced technologies All this poiints in the corportae culture are synchronized with Toyota brand strategy. The only point we don’t see is the suatainbale way to work (Look for more information relevant to prove the alignment all the whole core and values with the brand strategy of the company).

33. Toyota is primarily a decentralized organization As of November 2006, Toyota has overseas bases in 27 countries and regions, comprising 52 production bases and eight overseas offices. In addition, there are R&D and design bases in seven locations showing that “from development and design to production, sales and service, Toyota has achieved consistent globalization as well as localization. All units are run locally by staff employed from the host country primarily and they independently cater to different target market needs differently. Toyota is primarily a decentralized organization As of November 2006, Toyota has overseas bases in 27 countries and regions, comprising 52 production bases and eight overseas offices. In addition, there are R&D and design bases in seven locations showing that “from development and design to production, sales and service, Toyota has achieved consistent globalization as well as localization. All units are run locally by staff employed from the host country primarily and they independently cater to different target market needs differently.

35. National Highway Traffic Safety Administration (NHTSA September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." September, 26: Toyota says, however, that no defect exists with the mat or the vehicles themselves. August 2009: A 2009 model-year Lexus ES350 driven by Mark Saylor, an off-duty California Highway Patrol trooper, speeds out of control and crashes in Santee, California, killing Saylor and three members of his family. Investigators find pedal entrapment by a floormat may have contributed to the crash November 26, 2009: Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles.National Highway Traffic Safety Administration (NHTSA September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." September, 26: Toyota says, however, that no defect exists with the mat or the vehicles themselves. August 2009: A 2009 model-year Lexus ES350 driven by Mark Saylor, an off-duty California Highway Patrol trooper, speeds out of control and crashes in Santee, California, killing Saylor and three members of his family. Investigators find pedal entrapment by a floormat may have contributed to the crash November 26, 2009: Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles.

36. November 26, 2009: Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis February 2, 2010 : NHTSA renews investigation into Toyota's electronic throttle control system. U.S. Transportation Secretary Ray LaHood says, "While Toyota is taking responsible action now, it unfortunately took an enormous effort to get to this point." February 5: After keeping a low profile for nearly two weeks, President Akio Toyoda appears at a news conference to apologize for safety problems November 26, 2009: Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis February 2, 2010 : NHTSA renews investigation into Toyota's electronic throttle control system. U.S. Transportation Secretary Ray LaHood says, "While Toyota is taking responsible action now, it unfortunately took an enormous effort to get to this point." February 5: After keeping a low profile for nearly two weeks, President Akio Toyoda appears at a news conference to apologize for safety problems

37. September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis. January 26: Toyota halts U.S. sales of eight models, including its best-selling Camry and Corolla sedans, and says it will halt production for the first week of February. February 24: Akio Toyoda apologizes for accidents and injuries involving Toyota vehicles and pledges new safety measures as U.S. lawmakers grill him over Toyota's handling of safety issues in a congressional hearing in Washington. September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis. January 26: Toyota halts U.S. sales of eight models, including its best-selling Camry and Corolla sedans, and says it will halt production for the first week of February. February 24: Akio Toyoda apologizes for accidents and injuries involving Toyota vehicles and pledges new safety measures as U.S. lawmakers grill him over Toyota's handling of safety issues in a congressional hearing in Washington.

38. September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis. January 26: Toyota halts U.S. sales of eight models, including its best-selling Camry and Corolla sedans, and says it will halt production for the first week of February.September 21, 2007: Toyota warns dealers of pedal entrapment risk in all 2008 model-year Toyota and Lexus vehicles and tells them not to install optional floormat before sale. An excerpt from the notice: "NEVER install more than one floormat at a time in the driver's seating position... If applicable, any secondary set of floormats MUST be placed in the trunk with all the packaging material intact. DO NOT install the secondary mat on top of the primary floormat already in the driver's seating position." Toyota recalls 4.2 million vehicles in the United States to fix the pedal to prevent any chance of entrapment by the floormat. The recall is expanded in January 2010 to more than 5.3 million vehicles. January 21: Toyota announces recall of about 2.3 million Toyota models to fix sticky pedals. This prompts a massive sell-off in Toyota shares and leads to the automaker's biggest public safety crisis. January 26: Toyota halts U.S. sales of eight models, including its best-selling Camry and Corolla sedans, and says it will halt production for the first week of February.

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42. Communication ? A consistent message from the beginning of the crisis; a message that addressed what went wrong, what needs to be done to fix it and restating the company's commitment to safety and quality would have helped shape the public. ? The problem (and its solution) must be described in detail, and in a way that customers can understand Speed kill ? Toyota's response has been so slow and so defensive that it helped spawn a whole series of stories Cultural Image effects image ? Again, every day until this situation is calmed.  At this point, there is no such thing as overexposure. Apply Positive Mouth of Power Using Ambassadors who people trust, common people like parents, ingenieurs, profesionals. ? Toyota should give people something positive to talk about. ?Talked and announced recall and recall has made this into a bigger reputation destroyer than it might have been otherwise. Getting back the public trust ? Extended warranties to reassure current owners Get Media Trained – Immediately ? Take a look to what the media wants from Toyota, be ready with the best answer, Toyota should avoid silence. Press will invent the information if Toyota do not communicate oft. Strategic Road Map ? have ready-to-go strategic road maps which outlines exactly what to do and who should do it in case of crisis incidentsCommunication ? A consistent message from the beginning of the crisis; a message that addressed what went wrong, what needs to be done to fix it and restating the company's commitment to safety and quality would have helped shape the public. ? The problem (and its solution) must be described in detail, and in a way that customers can understand Speed kill ? Toyota's response has been so slow and so defensive that it helped spawn a whole series of stories Cultural Image effects image ? Again, every day until this situation is calmed.  At this point, there is no such thing as overexposure. Apply Positive Mouth of Power Using Ambassadors who people trust, common people like parents, ingenieurs, profesionals. ? Toyota should give people something positive to talk about. ?Talked and announced recall and recall has made this into a bigger reputation destroyer than it might have been otherwise. Getting back the public trust ? Extended warranties to reassure current owners Get Media Trained – Immediately ? Take a look to what the media wants from Toyota, be ready with the best answer, Toyota should avoid silence. Press will invent the information if Toyota do not communicate oft. Strategic Road Map ? have ready-to-go strategic road maps which outlines exactly what to do and who should do it in case of crisis incidents

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