Introduction
Toyota Ghana Company Limited (TGCL) is the only mandated distributor of Toyota Motor Corporation of Japan (TMC). The primary activity of Toyota Ghana is Toyota vehicles sales, spare parts, and the provision of after-sales services (Akafia, Muntaka, & Boahen, 2017). The company has different popular brands due to their quality and prices. However, Toyota has continued to face quality concerns that have led to recalls of vehicles, which threatens to tarnish the reputation of the Toyota brand around the world, including Toyota Ghana (Guzman & Ahmed, 2020). This necessitates Toyota Ghana to come up with an effective crisis public relations strategy to avoid tarnishing the company's image. To do this, it is essential to carry out a stakeholder analysis to address the needs of stakeholders and avert the impending problems. It will also help in developing a stakeholder management plan. An excellent stakeholder management plan requires Toyota Ghana to carry out a stakeholder analysis.
Stakeholder Analysis
Employees
Toyota Ghana considers its employees as one of its key stakeholders. This group of stakeholders' primary interests are career development, job security, and fair employment practices. Addressing the effect of the worldwide recalls of Toyota automobiles will be necessary to its employees since they will be interested in the health of the company.
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Customers
Customers are another group of stakeholders that the company considers critical to its business. The interests of this group of stakeholders are high-quality service and automobiles, and reasonable prices. By addressing the quality issues mentioned above, the interests of this stakeholder group will be addressed. Thus, developing a plan to avert the problems brought by the quality concerns will adequately cover customers’ interests.
Investors
Investors are also a key group of stakeholders. This group of stakeholders is interested in the profitability of the company. Toyota Ghana will be able to address the interest of this group of stakeholders by emphasizing its business strength. This will require that the company addresses quality concerns at the local level.
Natural Environment
Toyota has strategies for corporate social responsibility that impacts all its distributors around the world, including Toyota Ghana. These strategies target environmental goals. The environment as a stakeholder is interested in environmental conservation and sustainability. The company addresses environmental concerns through a grant program. A grant requires that the company is profitable, and profitability requires that the company addresses quality concerns.
Communities in Ghana
As stakeholder Ghanaian citizens are interested in socio-economic development. The company addresses these issues by staying profitable and providing employment opportunities for the community. The company also has various support and development programs for the community. Addressing the issues that are likely to arise as a result of the automobile recalls will ensure that the company continues to support the interests of the community.
Stakeholder Management Plan
The primary benefit of this stakeholder management plan is that it provides an actionable plan that is clear and actionable (Sims & Kramer, 2015). As an investor, a stakeholder management plan will enable investors to interact with other stakeholders to support the efforts of the company to address its tarnished image as a result of the quality concerns. At the beginning of the stages of addressing the bad image of the company, it will be necessary to profoundly engage customers, employees, and investors as key stakeholders. Engaging these key stakeholders will ensure the success of the company's efforts to manage its reputation. As the efforts to maintain its reputation continues, Toyota Ghana will shift its attention to other stakeholders such as the natural environment and communities. It will be essential to have group meetings to communicate with employees and investors. Informal written correspondence will be valuable in communicating with the community. Developing trust will require constant communication with all stakeholders.
References
Akafia, E. K., Muntaka, A. S., & Boahen, S. (2017). Impact of Service Operation Strategies on the Supply Chain Performance of Private Automobile Companies. Journal of Logistics Management, 11-25. Retrieved from http://article.sapub.org/10.5923.j.logistics.20170601.02.html
Guzman, F., & Ahmed, S. (2020, January 15). Toyota is recalling nearly 700,000 vehicles because of issues with the fuel pumps. Retrieved from CNN Business: https://edition.cnn.com/2020/01/14/business/toyota-fuel-pump-recall-trnd/index.html
Sims, R. L., & Kramer, S. B. (2015). Stakeholder management: A theoretical analysis of the PMBOK® Guide. Electronic Journal of Business Ethics and Organization Studies, 34-42. Retrieved from http://ejbo.jyu.fi/pdf/ejbo_vol20_no2_pages_34-42.pdf
