Toyota Global 01272014.pdf - A New Global Opportunity for Toyota This case was prepared by Dr Gary Lynn as the basis for class discussion rather than to

Toyota Global 01272014.pdf - A New Global Opportunity for...

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1 A New Global Opportunity for Toyota This case was prepared by Dr. Gary Lynn as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Some facts may be modified for classroom illustrative purposes. © Dr. G. S. Lynn all rights reserved
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2 In February 2010, Toyota experienced its largest recall in its entire company’s history. Accelerators pedals could stick and caused several fatal accidents. The recall included some 2.3 million cars including its best selling Camry, Avalon, virtually all Estimates placed lost sales of 20,000 cars per week during early 2010. GM, Ford and Nissan were blanketing the U.S. markets with advertisements recommending to current Toyota owners to trade in their Toyota and receive 20% over the Blue Book value to for their cars so they could buy another brand. Toyota could not make another misstep in its other beachhead market . . . forklifts. Since Toyota began producing forklifts in 1956, the company has become the undisputed leader. Globally, Toyota’s forklifts for the past five years have sold more than any other brand. The forklift that started everything off was the Toyota Model LA (see below): Toyota’s 1 st Forklift: The Model LA
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