
Toyota’s reputation for building high-quality cars and trucks has been badly hurt regarding to the high volume of complaints that its accelerator pedals contained a defect. As a result, sales are declining compared to the same period last year. Although being criticized of having a late response, Toyota showed great attempt in carrying out the fixing plan, in order to
“to appease regulators and show customers that it is aggressively addressing concerns about its vehicles”.
According to the Toyota’s SWOT analysis, this revealed Toyota’s cars building’s weakness, also directly exposed the company to other competitors in the industry. This is a crucial time for immediate actions since Toyota’s most well known strength, which differentiates the brand from most American brands, is losing its image in consumers’ eyes. Toyota is aware of Tata’s Nano entering the market with intense competition in pricing, which used to be one of Toyota’s strengths as well; thus building trust of the consumers in the brand as first priority. So it seems, Toyota is doing well, positive results are shown in the article.
Any wrong turn would result in fatal end, but hopefully, even though waited for a while before taking actions, Toyota’s insistent effort would be paid off.
Source: http://www.nytimes.com/2010/10/05/business/05toyota.html?ref=business
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