Cross Culture Failure

Cross Culture Failure Piece

Course name: Intercultural communication

Course number: CMN 6080

Professor name: Frank Cutitta

Date: February 7, 2011

Toyota Recalls

Introduction of company

Toyota Motor Corporation, commonly know simple as Toyota, was founded by Kiichiro Toyoda in 1937. It is headquarter locates in Toyota, Aichi, Japan. Toyota is the largest automotive industry corporation in Japan. Besides cars, Toyota’s products refer to chemical, chemistry, construction machinery and so on. With its rapidly development recently years, Toyota have played an important roles in the world automotive industry. After the bankruptcy of the General Motors, Toyota became the largest automotive industry corporation in the world. (“Toyota: Automotive”, 2010)

Company officials/agents involved

In the Toyota recalls case, Toyota’s production, marketing, and management departments were involved. Even its boss, Akio Toyoda was no exception.

Mishap

From 1947, Toyota has come into North America and European markets. Toyota achieved big success in American market. However, from the beginning of 2010, Toyota has been suffered from its cars recalling in American, European and China markets. The problem in American market was extremely serious.

Internationalization is the current target of Toyota, the company intends to focus tis brand instead of its products. In order to reduces cost and make more profits, Toyota outsourcing its accessories production to other countries, and those accessories are used globally. That action lead to its accessories’ quality cannot be guaranteed, and easily to cause interlocking issues. Furthermore, its world largest automotive industry corporation position makes Toyota arrogantly. These factors lead Toyota neglects to research the different market culture and finally cause a series of problems.

From Jan 2010, Toyota has become to recall cars in American and European markets due to the problem of...