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SETTING PRODUCT STRATEGY | CHAPTER 12 353

unfold. Hoping to bring consumers back to the Toyota 2. Has Toyota done the right thing by manufacturing a
brand, the company offered incentives such as two car brand for everyone? Why or why not?
years of free maintenance and zero-percent financing.
3. Did Toyota grow too quickly as Toyoda suggested?
While Toyota rides the recall storm of 2010 and faces
What should the company do over the next year,
some challenging times, it can be comforted by the fact
5 years, and 10 years? How can growing companies
that it continues to lead the industry in a wide range of ar-
avoid quality problems in the future?
eas including lean manufacturing and environmentally
friendly technologies.
Sources: Martin Zimmerman, “Toyota’s First Quarter Global Sales Beat GM’s Preliminary
Numbers,” Los Angeles Times, April 24, 2007; Charles Fishman, “No Satisfaction at Toyota,” Fast
Questions Company, December 2006–January 2007, pp. 82–90; Stuart F. Brown, “Toyota’s Global Body
Shop,” Fortune, February 9, 2004, p. 120; James B. Treece, “Ford Down; Toyota Aims for No. 1,”
1. Toyota has built a huge manufacturing company that Automotive News, February 2, 2004, p. 1; Brian Bemner and Chester Dawson, “Can Anything Stop
can produce millions of cars each year for a wide variety Toyota?” BusinessWeek, November 17, 2003, pp. 114–22; Tomoko A. Hosaka, “Toyota Counts
Rising Costs of Recall Woes,” Associated Press, March 16, 2010; “World Motor Vehicle Production
of consumers. Why was it able to grow so much bigger by Manufacturer,” OICA, July 2009; Chris Isidore, “Toyota Recall Costs: $2 billion,”
than any other auto manufacturer? http://money.cnn.com, February 4, 2010; www.toyota.com.