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From its inception, the Toyota Company has committed itself to social responsibility by adhering to the safe path and maintaining environmental sustainability. The company's sustainability efforts have shown to play an important role in community commonwealth projects by implementing many tree planting initiatives and funding environmental photography initiatives, among other similar projects. The association also participates in multiple traffic welfare outreach activities to support children's road safety education and to improve family satisfaction and societal coherence. Nonetheless, the organization has suffered some losses in terms of social success. The company was compelled to recall a good number of vehicles that were suspected to be experiencing unintended acceleration. There were several complaints involving sudden acceleration in Toyota vehicles, and it is suspected that a good number of people lost their lives as a result of the incident. The event led to the consumer's loss of confidence in the vehicles and was a great setback to the company. The objective of this paper is to assess the social performance of the Toyota Company concerning fulfilling the expectations of the society. Moreover, the paper intends to evaluate this performance by looking into community aspect.
The company has been coming up with distinct things without seizing such as enhancing education and promoting ecological protection in diverse places of which all are deemed to help the communities. Toyota states that CSR is not only to offer customers with excellent products but also to make a healthy living environment and to endorse educational growth. The company has indeed changed the backward situation of various areas around the world that are poverty-stricken hence promoting harmonious development in the community. Similarly, Toyota has collaborated with other automobile companies as a way to cultivate talents for the country through training personnel to promote employment, therefore, enhancing social stability in the community. Executives of the company are confident that high level of the talent pool that is adequate is necessary for building the brand that will ensure that quality and reliable products are provided to the society.
Despite having a good record on the performance of the organization, the company was faced with a brake incident that had an adverse impact on its overall operations. Many consumers complained to the enterprise, and it was forced to survey to establish the problem. The company found that the problem was connected to brake failure, hardening, and abnormal noise. More than 15% of the consumers were in the risk of an accident. Therefore, the company decided to adopt new technology as a way to change designs of the parts that were leading to the brake issue. Despite the move to put countering technology in place as a solution to the brake failure, it is clear that the company had compromised the lives of the consumers hence indicating that they were after profit at the expense of community safety. The brake incident is a mock on the corporate social responsibility and an indication that Toyota was irresponsible in this particular perspective hence jeopardizing the lives of the community that it is supposed to serve.
As a global firm, Toyota deals with various stakeholders who have diverse interests and demands. Among the most significant group of stakeholders affiliated with the company include the employees, customers, investors and the communities. Failure to meet the interests and demands of these stakeholders as a group is the beginning of the problems. The US court has received more than three lawsuits from the investors as they claim that the company was trying to hold a press conference to convince the public that the issue of the break was easy and could be rectified as soon as possible. The move was meant to mislead the shareholders and people who are among the stakeholders of the company. The investors also claim that the firm was well aware of the acceleration challenge but did not recall the vehicles in the market in a bid to protect their reputation as a corporate. It is therefore evident that the Toyota Company once again upheld their interest as a company in the expense of the stakeholders with the significant portion of the stakeholders who were affected was the communities.
In conclusion, by referring to history, Toyota has always been doing well when it comes to social performance. It has made several contributions to the society such as protection of the environment and offering charity. However, all the right deeds were carried away by the brake incident because the company was facing significant challenges when it comes to rebuilding the confidence of the consumers. Consumers are part of the community that needs to be handled with decorum in a bid to fulfill social performance of the company. In an attempt to cool things down and regain the confidence of the consumers and the general community, the president of the company apologized. Besides, the company adopted new technology to improve on the challenges that were associated with the brake issue. With this move, the company will slowly restore its lost glory and continue offering its social performance to the community.
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