STRATEGI TOYOTA MOTOR CORPORATION DALAM MEMPERBAIKI CITRA PERUSAHAAN DI CHINA PASCA RECALL TAHUN 2010 – 2012

Abstract

This paper will analyze the strategy of Toyota Motor Corporation as the largest automotive manufacturer that originated from Japan in increasing sales and its image in China . Since the end of 2008 . Toyota is committed to remain a brand that is recognized internationally in terms of both quality and quantity . However, various competition and expansion makes Toyota should be able to develop and implement new strategies in the management of the company . So is the case when Toyota compete with other automobile manufacturers in China .
In analyzing the existing problems , the authors used qualitative research methods that are explanative . The approach used in this study is a qualitative approach . I also use the theory relating to the cases. The perspective that I use is a liberal perspective . The author uses a liberal perspective to understand the strategies used Toyota . This research would then use the group level of analysis . The theory used is the author of the theory of the International Organization Theory and Competitive Advantage Theory.
in this paper , the authors have the following results toyota managed to improve their corporate image . In china post product recall in 2010 . Toyota hybrid car sales showed an increase in sales value.
Keyword : toyota motor corporation, image, strategy, recall