Toyota - December 2010
For this group project, we were asked to investigate the effectiveness of crisis communication. Just before the start of our project, Toyota was forced to recall several vehicles due to a suspected defect which caused the vehicles to accelerate uncontrollably. As a result, their brand image suffered under questions of the company's safety standards and reliability.
Through primary and secondary research we were able to identify possible shifts in consumer perspective due to the recall, what if any effect Toyota's feel good messaging had on consumer beliefs, the true impact of the recall in Toyota's market share, and any shifts in Toyota's consumer demographics. With that information in mind we were able to offer a critical analysis of the company's successes and failings as well as offer recommendations for future communications to keep the Toyota brand top of mind and well positioned in the minds of consumers.
For the full report and findings please follow the link below to open the PDF document.
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Toyota.pdf Size : 1570.768 Kb Type : pdf |
