CHANGE CURVE AND VALUE CHAIN ANALYSIS: CASE STUDY OF TOYOTA MOTOR PRODUCT RECALL 2007-2021
Abstract
Toyota sebagai perusahaan automotif besar di dunia dengan segala kedigdayaannya tiba-tiba menghadapi krisis besar dengan mulai direcallnya beberapa produk kebanggan mereka di tahun 2007. Pada awalnya Toyota masih mendenied masalah ini, namun kemudian melakukna penelitian untuk mencari solusi yang terbaik. Paper ini menggunakan pendekatan studi kasus dengan menggunakan pendekatan model changecurve yang menggambarkan fase-fase sebelum dan proses penanganan krisis recall Toyota. Kemudian analisis dilanjutkan dengan menggunakan metode ValueChain yang menggambarkan bagaimana strategi bisnis Toyota bekerja di lima kekuatan kompetitif yang didukung oleh infrastruktur mumpuni Toyota. Sebagai hasil, kasus recall berbalik menjadi jaminan produk dan meningkatkan nilai Toyota di mata para pelanggannya sehingga berhasil meningkatkan margin keuntungan dan juga tetap menjadi brand automotif teratas dunia hingga kini.
Kata kunci:Value Chain, Otomotif, Change Curve
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DOI: https://doi.org/10.61715/jmeb.v2i2.52
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