Toyota Recalls (A): Hitting the Skids Case Solution & Answer

This Case is about  CRISIS MANAGEMENT, PUBLIC RELATIONS

PUBLICATION DATE: October 19, 2010 PRODUCT #: 511016-HCB-ENG

In the autumn of 2009, Toyota Motor Corporation revered for its dedication to dependability and quality, confronted a highly publicized string of recalls in America representing about a year’s worth of sales in one of its most significant markets. While the first Toyota recall was met with widespread incredulity but continuing support for the brand, following disclosures and recalls examined the brand’s resilience in the U.S. The company’s first public answer to the issues – a mix of silence from top executives and obscure, misleading public statements – frustrated U.S. government officials and the people.

Not until weeks after the news first broke did Toyota arrange a clear message around its obligation to return to quality. He’s to determine what to say.

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