Business Case Studies, Managing in Troubled Times Case Study, Mitsubishi Product Recall, A Self-made Scandal

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Case Title:

Mitsubishi Product Recall: A Self-made Scandal?

Publication Year : 2004

Authors: Mercy Mathew, G Srikanth

Industry: Automobiles

Region:Japan

Case Code: TRT0007

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
In a growing automobile market, Mitsubishi Motor Corporation was losing ground very badly. A series of scandals involving the company's attempt to hide customer complaints on products and subsequent product recalls had tarnished Mitsubishi's brand image. A financial crunch, no new innovative models and tough competition were pushing Mitsubishi towards bankruptcy.

Pedagogical Objectives:

  • To analyse the impact of quality problems and the recalls on the company's brand image
  • To evaluate the company's options to turnaround its fortune.

Keywords : Mitsubishi Motor Corporation; Product recalls; Toyota, Honda; Automobile industry; DaimlerChrysler; Competitive strategies; Restructuring strategy; Yoichiro Okazaki; Turnaround; Corporate social responsibility; Managing in Troubled Times Case Study; Growth strategies; Corporate ethics; Alliances and partnership

Contents:

  • Introduction
  • Product Recall
  • The Growing Troubles
  • The New Restructuring Plan

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