{"id":1148,"date":"2010-02-12T18:41:15","date_gmt":"2010-02-12T16:41:15","guid":{"rendered":"https:\/\/www.tomislavstankovic.com\/blog\/?p=1148"},"modified":"2016-02-21T12:22:26","modified_gmt":"2016-02-21T10:22:26","slug":"reputacija-toyote-jucer-danas-sutra","status":"publish","type":"post","link":"https:\/\/www.tomislavstankovic.com\/blog\/reputacija-toyote-jucer-danas-sutra\/","title":{"rendered":"Reputacija Toyote danas"},"content":{"rendered":"

Toyota<\/strong> ve\u0107 neko vrijeme ima velikih problema i to ne samo \u0161to se ti\u010de kvarova na automobilima nego u na\u010dinu na koji se suo\u010dava s problemima i kako ih prezentira prema medijima tj. prema ljudima koji su bili, jo\u0161 uvijek jesu ili \u0107e mo\u017eda tek biti Toyotini korisnici.<\/p>\n

Kako jedna tako velika kompanija<\/a>, poznata po perfekcionizmu, mo\u017ee sebi dopustiti tako nemaran odnos prema krizi koja ih ve\u0107 neko vrijeme trese?! Mo\u017eda to ima veze s tromo\u0161\u0107u korporacija koje moraju uskladiti planove za svaki dio tr\u017ei\u0161ta posebno!? Ako je tako, nisu li planovi ve\u0107 trebali postojati kako bi krizu do\u010dekali spremni<\/strong>!?<\/p>\n

Povla\u010denje s tr\u017ei\u0161ta nekoliko milijuna Toyota vozila, zbog kombinacije problema nepri\u010dvr\u0161\u0107enih tepiha koji mogu smetati akceleratoru na modelima u Americi i Kanadi te same papu\u010dice ekceleratora koje se mogu zaglaviti na modelima u cijelom svijetu, veliki je problem koji \u0107e definitivno dugoro\u010dno utjecati na reputaciju branda.
\n
\n<\/strong>Toyotin potpredsjednik Shinichi Sasaki<\/a> priznao je kako je kompanija bila spora u reagiranju na problem, no naglasio je kako im je sada servis prioritet. Nesporno je da je Toyota oduvijek bila sklona perfekcionizmu \u0161to je sada dovedeno u pitanje jer umjesto da se reagiralo na vrijeme \u010dekalo se da do\u0111e do te\u0161kih prometnih nesre\u0107a<\/a> kako bi se stvar pokrenula.<\/p>\n

Problemi na automobilima mogu, ho\u0107e i moraju biti rije\u0161eni \u0161to \u0107e voza\u010dima dati dozu sigurnosti koja se mo\u017eda nikada do kraja ne\u0107e vratiti, ali Internet je onaj koji pamti i tu dolazimo do problema koji se ti\u010de online reputacije.<\/p>\n

Google.Hr <\/a>prikazati \u0107e \u0161est od deset negativnih rezultata pretrage na prvoj stranici a to je po\u010detna to\u010dka mogu\u0107eg kupca koji \u0107e u potrazi za informacijama u nekom trenutku vremena koristiti tra\u017eilice. S druge strane, kako sam ve\u0107 spominjao u pro\u0161lom blog postu Google nije jedina tra\u017eilica<\/a>, mo\u017eemo isti pojam upisati u Yahoo.Com<\/a> u kojemu \u0107e negativan rezultat biti na samom vrhu.<\/p>\n

Tra\u017eilice \u0107e tako\u0111er dovesti ljude do forum<\/a> postova, \u010dlanaka<\/a> na news<\/a> portalima<\/a> koji su negativni i naru\u0161avaju reputaciju Toyote kao branda koji zna\u010di sigurnost i pouzdanost<\/strong>.
\nNemogu\u0107e je o\u010dekivati uklanjanje \u010dlanaka<\/a> s news portala jer bi takvi zahtjevi samo izazvali revolt od strane novinara i urednika pa bi stanje bilo jo\u0161 nepovoljnije ali je mogu\u0107e plasirati pozitivne \u010dlanke, iskustva korisnika, studije sigurnosti i sl.<\/p>\n

Neki europski proizvo\u0111a\u010di (Peugeot Citroen<\/a>) tako\u0111er su imali odre\u0111enih problema i slu\u010dajeva povla\u010denja vozila s tr\u017ei\u0161ta, ali njihova je prednost bila u tome \u0161to nisu takvo stanje zata\u0161kavali nego su informirali javnost i na vrijeme sprije\u010dili lavinu negativnosti.<\/p>\n

Hrvatska<\/strong> je relativno malo tr\u017ei\u0161te \u0161to nikako ne treba podcjenjivati nego \u010dak iskoristiti kako bi se plasirala pozitivna kampanja i omogu\u0107ilo stabiliziranje kakve takve pozitivne pozicije. Naslovi poput Toyota – papu\u010dica gasa popravljena<\/a> ne\u0161to su \u0161to se treba pojavljivati svakodnevno kroz nekoliko tjedana tj. mjeseci. \u00a0Prije godinu dana Marko Benvin, glasnogovornik Toyote, izjavio je slijede\u0107e “Znatno smo smanjili bud\u017eet za marketing, pa \u0107emo dio poku\u0161ati odra\u0111ivati kroz PR. Oglase \u0107emo preusmjeriti na medije koji imaju najve\u0107i doseg”<\/a> , me\u0111utim jasno je da se planovi moraju mijenjati. Toyota Croatia<\/a> ograni\u010dena je s te strane \u0161to svoje poteze mora temeljiti na uputama sredi\u0161njice jer definitivno bi trebalo raditi na kampanji za lokalno podru\u010dje po\u0161to se isto ti\u010de svih nas. Priop\u0107enje za medije<\/a> dobro je sastavljeno, ali \u010dini mi se kao da nije do\u0161lo do javnosti na na\u010din kako je mo\u017eda zami\u0161ljeno.<\/p>\n

\u0160to Toyota treba napraviti?<\/strong>
\n–<\/strong> Dati \u0161to vi\u0161e detalja vezanih uz slu\u010daj kako bi se sprije\u010dila naga\u0111anja od strane medija.
\n–<\/strong> Detaljno i korak po korak objasniti kako \u0107e i\u0107i proces povla\u010denja vozila kako bi voza\u010di bili upu\u0107eni i kako bi se sprije\u010dila panika odnosno manipuliranje pojedinih auto ku\u0107a.
\n– <\/strong>Prikupljati i objavljivati tekstove odnosno pozitivna iskustva voza\u010da \u010dija su vozila uspje\u0161no popravljena ili zamijenjena. Na taj na\u010din \u0107e fokus javnosti dijelom oti\u0107i na pozitivne vijesti.
\n–<\/strong> Zadnje, ali ne manje va\u017eno, educirati voza\u010de na koji na\u010din da prepoznaju problem. Re\u0107i to svima znanim jezikom i bez kori\u0161tenja stru\u010dnih termina jer sada za to nije vrijeme. Informacija mora biti kratka, korisna, sa\u017eeta, dostatna, nova.<\/p>\n

Mo\u017ee li Toyota vratiti povjerenje voza\u010da?<\/strong>
\nSve je mogu\u0107e pa i takav scenarij. Biti \u0107e potrebno jako puno rada i godine ulaganja kako bi se vidjeli zna\u010dajniji rezultati. I dok \u0107e konkurenti ulagati u nove tehnologije, vrste marketinga, Toyota \u0107e dosta dugo zaostajati za njima jer \u0107e prvo morati dosti\u0107i poziciju izjedna\u010denja da bi se vratila kao lider.
\n\u0160to o tome ka\u017ee CNN mo\u017eete pro\u010ditati ovdje -> Toyota and Tiger Woods: Kindred spirits<\/a>.<\/p>\n

P.S.<\/em> Sada je pravo vrijeme da Toyota Croatia<\/a> stvarno po\u010dne koristiti Twitter ra\u010dun<\/a> koji je otvoren jo\u0161 pro\u0161le godine. Tako\u0111er mogu koristiti novu dru\u0161tvenu mre\u017eu Google Buzz<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Toyota ve\u0107 neko vrijeme ima velikih problema i to ne samo \u0161to se ti\u010de kvarova na automobilima nego u na\u010dinu na koji se suo\u010dava s problemima i kako ih prezentira prema medijima tj. prema ljudima koji su bili, jo\u0161 uvijek jesu ili \u0107e mo\u017eda tek biti Toyotini korisnici. Kako jedna tako velika kompanija, poznata po … Nastavi \u010ditati Reputacija Toyote danas<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":3908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[26],"tags":[121,25,124,120,123],"class_list":["post-1148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-reputacija","tag-brand","tag-reputacija","tag-shinichi-sasaki","tag-toyota","tag-toyota-croatia"],"yoast_head":"\nReputacija Toyote danas - Tomislav Stankovi\u0107<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tomislavstankovic.com\/blog\/reputacija-toyote-jucer-danas-sutra\/\" \/>\n<meta property=\"og:locale\" content=\"hr_HR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reputacija Toyote danas - Tomislav Stankovi\u0107\" \/>\n<meta property=\"og:description\" content=\"Toyota ve\u0107 neko vrijeme ima velikih problema i to ne samo \u0161to se ti\u010de kvarova na automobilima nego u na\u010dinu na koji se suo\u010dava s problemima i kako ih prezentira prema medijima tj. prema ljudima koji su bili, jo\u0161 uvijek jesu ili \u0107e mo\u017eda tek biti Toyotini korisnici. 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