marketing Management -.docx - Case Study TOYOTA PRIUS...

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Case Study TOYOTA PRIUS: LEADING A WAVE OF HYBRIDS
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Table Of Content 1.Background………………………… 2.SWOT analysis…………………….. 3.Micro Environmental Factors……… 4.Macro Environmental Factors……... 5.Marketing Strategy…………………
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Background Prius leading a wave of hybrids to go before Prius It’s a Hybrid car by TOYOTA. Prius is the brand or a car that TOYOTA has made a significant success in American market. It is a Hybrid Vehicle. Prius is the car with full hybrid technology. The word Hybrid simply means combinations of two or more things. An electric motor a combustion engine but in the case of TOYOTA: Hybrid means two sources of power. Principle behind Hybrid Synergy Drives is simple. In vehicles equipped with a conventional powertrain energy is wasted mainly due to continuous breaking whereas, Hybrid synergy drive recovers most of this energy, stores it in a battery and it is re-used at the most appropriate time. There are 3 phases in the history of Prius 1st generation hybrid Prius model, 2nd generation hybrid Prius model and 3rd generation hybrid Prius model.
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SWOT Analysis Strengths: 1) World’s thirds large car manufacturing company 2) Reliable & High quality Image 3) First to introduce Hybrid Sedan 4) Extensive R & D 5) Most efficient car in US in 2008 Weakness: 1) Distribution Network Opportunity: 1) Hybrid Technology 2) New Models 3) Online Activities Threats: 1) Strong Compotators 2) Public/Alternative Transportation 3) Petrol Price Increase
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What micro environmental factors affected both the first generation and second generation models of the Toyota Prius? How well has Toyota dealt with these factors? Solution: First of all it’s very important to determine the Micro environment. Its mean the factors close to the industry that affect capability to serve its client the company, suppliers, marketing, intermediaries, customer markets, competitors and public. COMPANY: The first generation Prius in 2001 listed, because the body is small, the overall design of boring, mediocre sales. Three years later, Toyota Launched the second generation Prius, in addition to the horsepower has improved, the flow lines of its Asian style exterior design, as well as the installation of high-level contacts Control-screen, making the Prius a sales performance has improved dramatically. CUSTOMERS: Locking Early Adopters Toyota Prius is the first generation of target customers. This group has a strong interest for high- tech Fun, they buy a car, it also tries to modify its computer system for the Prius unexpectedly create more functionality. This opens Prius Visibility considerably helpful. After Toyota invested $ 40 million dollars more in ad spending, the second-generation Prius to a more A wide range of consumers forward, will focus on environmental awareness and energy efficiency (Fuel Efficiency) consumers together into Hybrid Car of the consumer market.
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  • Fall '15
  • ShimantoDeb
  • Marketing, Plug-in hybrid, prius, Toyota Prius, hybrid Prius model

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