he maintenance of the operational strategy is necessary, especially for the automobile manufacturing company. Undertaking the efficient manufacturing is necessary for improving the quality parameter of the product and services (Roh, Hong & Min, 2014). The study will thus identify the operational issues faced by Toyota, which is one of the most renowned automobile manufacturing companies in Australian market (Laosirihongthong, The & Adebanjo, 2013). The research aim and objectives will be formulated in this study by identifying the underlying operation issues. The relevant methodology will be applied to conduct the entire research.
Problem Statement
Toyota Motor Corp. is considered as the world’s largest car maker that called back almost 6million vehicles for fixing a range of safety defects in the automotive industry (Lucky & Takim, 2015). However, it is reported that the customers of Toyota cars have been facing some of the safety hazards, which leads to the operations failure of the company (Chowdhury, 2014). It has been notified that almost 3.5 million of the vehicles were called back for replacing the spiral cables (Businessinsider.com.au, 2017). The unstable and noisy brackets were also defective and disappointed the customers. Even though the company apologized for such quality issues of the vehicles, it is still essential to improve the operational process during the manufacturing of the cars (Soosay et al., 2016). The case study follows the challenging scenario for Toyota that may affect the sustainability of the company in future. Considering such issues, it is essential for the company to pay attention on the proper operational process for the betterment of car quality along with the technologies used in the vehicles. It is in fact essential to restructure the operational strategy in order to improve the manufacturing process in a significant way.
Research Aim
The aim of the research is to investigate the reasons behind the operation failure of Toyota, Australia that resulted poor quality vehicles along with enormous safety issues. The study also attempts to identify the methods of mitigating such quality issues by developing the operational strategy.
Research Objectives
? To identify the effectiveness of the operational strategy in product and service development
? To critically analyze the operational failure in manufacturing Toyota Vehicles
? To investigate the operational challenges that Toyota faced in manufacturing the high quality cars
? To suggest suitable recommendations for improving the quality parameter of the Toyota Cars
Methodology
The study identifies the operational issues in Toyota, Australia. It has been observed that Toyota has been receiving the frequent complaints against the poor quality car that may create the safety hazards (Semmens, Bras & Guldberg, 2014). The research methodology is the structured and sequential process of conducting a research. In order to conduct the study, the mix method research will be undertaken. Hence, the study would include the information gathered from both primary and secondary sources (Creswell, 2013). The secondary information will be collected from the updated books, journals, and website articles. On the other hand, the primary data collection process will include both the quantitative and qualitative data collection process.
Research Philosophy
The research philosophy is based on three major classifications, such as Positivism, Realism, and Interpretivism. The positivism philosophy will be utilized to extract the hidden truth behind the subject matter (Flick, 2015).
Research Approach
The research approach is classified into two divisions, such as deductive and inductive approaches. The deductive approach is basically concentrating on the related hypothesis whereas the inductive approach formulates the theory. Hence, the study will use the deductive approach to formulate the relevant ideas based on the hypothesis.
Research Design
The research design is classified into three parts, such as exploratory, explanatory, and descriptive. The exploratory design is focusing on the research problem that is needed to be studied with more clarity. The explanatory design is connecting the ideas to understand the reasons and effects of a research problem. On the other hand, the descriptive research design depicts the interpretation of the data in an accurate way. The study will also use the descriptive design to develop the theoretical analysis of the subject variable (Merriam & Tisdell, 2015).
Data Collection Process
The research is the mixed method study, which means the study is associated with both the qualitative and quantitative data collection process.
Sampling Size and Sampling Techniques
The quantitative data collection process will be organized by conducting survey among 50 customers of Toyota to understand the issues that they have been facing due to poor quality of car vehicles (Merriam & Tisdell, 2015). On the other hand, in the qualitative data collection process, the interview will be undertaken. In this process, 3 managers from Toyota will give a telephonic interview. The probability, simple random technique will be used for the quantitative data collection process whereas the non-probability, convenience sampling will be used for qualitative data collection process.
Data Analysis
The collected data will be analyzed by utilizing the MS Excel tool. The statistical data will be presented in tabular and diagrammatical forms. The statistical analysis will also be incorporated to analyze the data.
References
Ahsan, K., & Gunawan, I. (2014). Analysis of product recalls: Identification of recall initiators and causes of recall. Operations and Supply Chain Management: An International Journal, 7(3), 97-106.
Businessinsider.com.au (2017). Toyota Issues One Of The Biggest Car Recalls In History: 6.4 million Worldwide And 297,000 In Australia. [online] Business Insider Australia. Available at: [Accessed 23 Mar. 2017].
Chowdhury, S. D. (2014). Strategic roads that diverge or converge: GM and Toyota in the battle for the top. Business Horizons, 57(1), 127-136.
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research project. Sage.
Klyatis, L. (2015). Introduction to Successful Predicting of Product Performance (Reliability, Durability, Safety, Quality, Recalls, Profit, Life Cycle Cost, and Others) (No. 2015-01-0487). SAE Technical Paper.
Laosirihongthong, T., Teh, P. L., & Adebanjo, D. (2013). Revisiting quality management and performance. Industrial Management & Data Systems, 113(7), 990-1006.
Lucky, B., & Takim, S. (2015). Manufacturing Defects in the Automobile Industry, a Case Study of the Remote Causes and Effects of Toyota’s Transmission Malfunctions in Cars. IJEAS, 2, 15-28.
Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation. John Wiley & Sons.
Onat, N. C., Kucukvar, M., Tatari, O., & Zheng, Q. P. (2016). Combined application of multi-criteria optimization and life-cycle sustainability assessment for optimal distribution of a************ pass************ in US. Journal of Cleaner Production, 112, 291-307.
Roh, J., Hong, P., & Min, H. (2014). Implementation of a responsive supply chain strategy in global complexity: The case of manufacturing firms. International Journal of Production Economics, 147, 198-210.
Semmens, J., Bras, B., & Guldberg, T. (2014). Vehicle manufacturing water use and consumption: an analysis based on data in automotive manufacturers’ sustainability reports. The International Journal of Life Cycle Assessment, 19(1), 246-256.
Soosay, C., Nunes, B., Bennett, D. J., Sohal, A., Jabar, J., & Winroth, M. (2016). Strategies for sustaining manufacturing competitiveness: comparative case studies in Australia and Sweden. Journal of Manufacturing Technology Management, 27(1), 6-37.
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