Toyota: Back to Basics after Crisis

Toyota: Back to Basics after Crisis
Case Code: BSTR448
Case Length: 21 Pages
Period: 2008 - 2013
Pub Date: 2014
Teaching Note: Available
Price: Rs.500
Organization: Toyota
Industry: Automotive
Countries: USA
Themes: Crisis Management, Organizational Learning
Toyota: Back to Basics after Crisis
Abstract Case Intro 1 Case Intro 2 Excerpts


The case discusses the downward spiral of the once leading mobile handset company, Nokia, in India. Based in Finland, Nokia entered India in 1994. From then till 2007, it had been leading the Indian mobile market. Nokia had been popular for introducing low cost phones catering to the needs of low income consumers. It customized its products for the Indian market and offered Indian ringtones, user menu in local languages, and sturdy phones that could withstand the extreme weather and dust in India.

However, after 2007, Nokia failed to sense that trends were changing. It ignored the changing demands and needs of the customers. Also, its inability to cope with the severe competition and its dependence on a more complex operating system, Symbian, made its position shaky in India.


The case is structured to achieve the following teaching objectives:

  • Analyze and understand Toyota’s recall crisis, its reasons, and consequences
  • Discuss the challenges faced by Toyota in containing the crisis
  • Discuss how Toyota used the crisis as a way to go back to the basics of the Toyota Way and create opportunities for change and renewal in the organization



Toyota, Automaker, Recall crisis , Crisis management, Public Relations, Internal communication, Crisis into an opportunity, Silo culture, Toyota Business Principles, Toyota Way, North American Quality Task Force, Special Committee for Global Quality, Global Quality Special Task Force, North American Quality Advisory Panel

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