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Problem Identification

The research for the marketing of Toyota Avalon is “Is there a defect in the Electronic Throttle Control System (ETCS) in monitoring the acceleration of Toyota Avalon models?” The research question revolves on both qualitative and quantitative analysis. The management decision problem is reviewing the making of the ETCS of Toyota Avalon would increase its market share in the market.

The problem audit in my case has its basis on the complaints raised by clients about the acceleration of the Toyota Avalon and it's likeness of causing an accident by automatic acceleration. The problem is persistent as it is likely to affect the market of Toyota Avalon. The choice available for decision making is to either remove the ETCS or have it refitted. The criteria to evaluate the alternative decision making is the cost and return on investment. Weighing the option of completely doing away with the device and having redone with consideration of the costs and the projected returns. The nature of the potential actions likely to be suggested is reviewing the system of the car that is commensurate with consumers’ needs. The management is likely to listen to consumers’ needs. The information necessary to make the decision is the market share that is affected by the current form of the Toyota Avalon. The cost of redoing the make of the device is also important in making the decision. Additionally the decision needs the input of the consumers on their views about the ETCS.

The research approach was on both qualitative and quantitative analysis. The primary methods used was customers’ feedback both through emails and through the social media. There was also secondary data that included searches on the internet on the dangers of ETCS and their likelihood of causing automated acceleration. Considerations of the market analysis data of the sale the Toyota Avalon in the past six months were also important in addressing the assignment.

References

Garyeto.com, (2015). Toyota Recall For Sudden Unintended Acceleration Electronic Vehicle Problems. Retrieved 21 September 2015, from http://www.garyeto.com/auto/toyota-recall.html

Hyunchul Kim, (2013). A Business Model View on TOYOTA Crisis. Productivity Review, 27(3), 387-399. http://dx.doi.org/10.15843/kpapr.27.3.201309.387

Slideshare.net, (2015). DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH. Retrieved 21 September 2015, from http://www.slideshare.net/shashankkapoor/defining-the-marketing-research-problem-and-developing-an-approach