Toyota crisis comes from behind the crisis management system
The current spate of recall event is not Toyota automotive technology and a symbol of quality deterioration, however exposed it is an urgent need to resolve the problem: after successful implementation of global expansion and how to implement their own traditional management philosophy and penetration of existing quality management system and establish a unified crisis management system.
Hailed as "the world's most powerful" Toyota, not only is the quality of big Japan pride of global enterprises. Toyota is synonymous with good sound, the production technology and quality management in the manufacturing industry are featured. After the 1990s, Japan economic long-term stagnation, many outstanding Japanese global market presence continues to recede, but Toyota has dominated the development and growth as the world's largest automobile manufacturer.
With United States University of Michigan Professor Jeffrey ・ Lake, he tracks and on Toyota cars more than 25 years, did not find that this enterprise in technology capabilities and business ethics, evidence of any deterioration. However this massive recall events indeed due to Toyota's North American factories use brake plate parts, those parts are designed with Japan domestic use of Denso products are different. The problem seems to be out here, Toyota rapidly expanding global markets, had to give up to Japan as a center of totalitarian management.
In this process, as Toyota management culture most important genes "on any slight danger signals from and to continuous improvement," the concept is not valid to be implemented and integrated into other areas of the factory. The management took advantage of around the United States, the three giants forces recession continues to snatch the market share and lower costs, Toyota while achieving a world of dreams, but because of some minor quality management blunders, will soon face serious crisis of confidence.
Recall events exposed by the more serious problem is the lack of effective global manufacturers of crisis management system. As early as last fall of Toyota Motor North America market began to have problems, according to Toyota's tradition, this is enough to cause guard of Japan. In January of this year, in the absence of a clear description of the reason for the massive recall announced and stop the production. This seriously hurt the feelings of consumers, the long-established "secure instantaneous Toyota" image, has become greatly reduced so that consumers are scared of Toyota "". Company heads out to the media to explain officially has entered the 2 month later. This slow corresponds not only provide consumers with even more of a variety of media with a play space, accelerates on Toyota's criticism of public opinion.
Then, the energy-saving automobile brake problems are Prius exposure, Japan by this press release is also touches that however is instantaneous human illusion, changed the software will be corrected, some they start thinking that it will not need to be amended, since it is not a quality problem, let alone an apology to the consumer. This attitude once again diminished consumer confidence to Toyota. In fact, United States in the same period Ford vehicle energy-saving car also has the same brake failed, but because it corresponds to the whole body but rather quickly. While Toyota event has risen to beauty day (Gallery Forum) two competing Foreign Affairs officials.
In Japan, due to the purchase of Prius can receive government subsidies, in 2009, raised a lot of consumers a long line waiting for the turn of the car, now some salespeople had to face the cold eye of consumers. Many stock researcher complained Toyota neglect investor relations work, this event seems to Toyota aren't fit. According to some researchers estimate that Toyota because this recall event will yield approximately 30 million units, this will affect Japan nominal GDP about 0.12 percentage.
Toyota in Japan made an example of the global manufacturing industry, but in the world after the early became a negative example. Best enterprise is unable to produce the perfect product, but to follow a minimum of social responsibility is an essential obligation, so once you have a problem, the corresponding capacity of enterprises will be subject to severe test. Good crisis management system and is also becoming an indispensable outstanding enterprises.
[Edit: yiyangcai]