1st Year Marketing Assignment 2004

Analyse This Marketing

Level 2004, 1 Promotion Highway

City State 0000

18 October 2004

Mr John Citizen

Marketing Director

Toyota Australia

City State 0000

Dear Mr Citizen

In response to your request made on 19 July 2004, I hereby attach my report containing

recommendations for the required market analysis.

The report provides a comprehensive analysis of the Toyota Prius, 5 seat, 5-door hatch

back motor vehicle with optional i-Tech pack.

The total recommended retail price of the vehicle is $46,090.

There are recommendations for further research and development into the product, and

improvements in placement and promotion of the product.

Thank you for giving our company the opportunity to provide you with a report analysing

the Toyota Prius. I would be delighted to discuss any queries you have subsequent to this

report.

Yours sincerely

Student

Senior Marketing Consultant

A MARKETING MIX ANALYSIS OF THE TOYOTA PRIUS

Prepared for:

Marketing Director

Prepared by:

Date of Completion:

18 October 2004

BUSN2010 Marketing student

Assignment

i

Executive Summary

This report was requested by Mr John Citizen, Marketing Director, Toyota Australia. It

analyses the target market and marketing mix for the Toyota Prius with the optional

i-Tech pack.

The target market is a middle-income earner aged between 30 to 60 years old with an

environmental conscience and/or value-focus. The four elements of the marketing mix

analysed are:

1. Product

2. Price

3. Placement

4. Promotion

This report draws from a number of sources including: marketing textbooks, websites,

articles, interviews with a local dealership, communications with Toyota Australia’s

marketing staff, communications with a marketing academic, personal test-drive of the

product and, a review by the National Roads and Motorists’ Association Limited

(NRMA).

The Toyota Prius is a medium sized passenger vehicle focussed on new technology,

quality, value-for-money, and low environmental impact. This vehicle is in a niche

market with its hybrid engine technology. The price is set at $46,090, which is

comparable to cars of a similar calibre.

Comparisons against the Prius’ direct competitor, the Honda Civic Hybrid were made

when appropriate.

The pricing strategy for the vehicle is very effective and requires no adjustment.

Improvements are required on the logistics network and considerations for further

promotional activities such as, event sponsorship and increased personal selling. The

product requires further research and development into manufacturing varying vehicle

types such as, four-wheel drives, convertibles, family sedans and station wagons.

Overall Toyota Australia has successfully identified and catered to their target market and

used a very effective marketing mix for the Prius; this is evidenced by continual rapid

growth in sales.

Word count: 3554


Assignment

Executive Summary ______________________________________________________ i

1.0 Introduction _____________________________________________________ 1

1.1 Authorisation ________________________________________________________ 1

1.2 Limitations __________________________________________________________ 1

1.3 Scope of the Report ___________________________________________________ 2

1.4 Toyota and the Prius Motor Vehicle _____________________________________ 2

1.5 Target Market _______________________________________________________ 3 Geographic ______________________________________________________________________ 3 Demographic ____________________________________________________________________ 3 Psychographic and Behavioural ______________________________________________________ 4

2.0 Marketing Mix ___________________________________________________ 4

2.1 Product _____________________________________________________________ 5 Core Product ____________________________________________________________________ 6 Actual Product ___________________________________________________________________ 6 Augmented Product _______________________________________________________________ 6

2.2 Price _______________________________________________________________ 7

2.3 Placement __________________________________________________________ 10

2.4 Promotion _________________________________________________________ 11

3.0 Recommendations _______________________________________________ 13

3.1 Product Recommendations ___________________________________________ 13

3.2 Price Recommendations ______________________________________________ 14

3.3 Placement Recommendations _________________________________________ 14

3.4 Promotion Recommendations _________________________________________ 14

4.0 Conclusion _____________________________________________________ 15

APPENDIX I - SWOT Analysis __________________________________________ 16

Bibliography __________________________________________________________ 17


Assignment

Toyota Prius Marketing Mix Analysis 1

1.0 Introduction

1.1 Authorisation

This report was requested by Mr John Citizen, Marketing Director of Toyota Australia for

the purpose of analysing the marketing mix of the Toyota Prius, 5 seat, 5-door hatchback

motor vehicle with an optional i-Tech pack <http://prius.toyota.com.au>.

The report will analyse the four elements of the marketing mix:

1. Product

2. Price

3. Placement

4. Promotion

Descriptions on each of the current elements will be provided, followed by an analysis of

the Product (Toyota Prius, 2004 Model with optional i-Tech Pack) against each element in

the marketing mix, and finish with recommendations on improvements to the current

marketing mix.

1.2 Limitations

In analysing the marketing mix it was hard to ascertain some facts due the information

being obtained from what seemed to be biased sources, there appeared to be a large amount

of sales pitch in much of the information sourced, including external sources such as

reviews. Finding factual evidence was also difficult due to the newness of the vehicle and

the company’s fear of competitors using their marketing strategies.


Assignment


1.3 Scope of the Report

This report will analyse the marketing mix of the Toyota Prius with optional i-Tech pack

<http://prius.toyota.com.au>. It will also make recommendations for changes to the current

marketing mix. There were a number of different sources used in researching this report,

those include: marketing textbooks, websites, articles, interviews with a local dealership,

communications with Toyota Australia’s marketing staff, communications with a

marketing academic, personal test-drive of the product and, a review by the National Roads

and Motorists’ Association Limited (NRMA).

1.4 Toyota and the Prius Motor Vehicle

Today Toyota is a well known motor vehicle manufacturer, making sales in more than one

hundred and sixty countries such as; Japan, Australia, North America, United Kingdom, to

mention a few (ANiDAS.COM, 2003). Their vehicles are designed to meet both private

and industrial requirements from small to large vehicles, to vans and trucks.

The Japanese Toyota Motor Co. Ltd was first established in 1937 as spin-off from Toyoda

Automatic Loom Works <www.toyota.co.jp>. The Patent rights to one of the automatic

loom machines were sold to the Platt Brother (UK), these profits were used to develop of

Toyota’s first automobile <www.toyota.co.jp>.

During World War II, Toyota Motor Co. Ltd was dedicated to manufacturing trucks for the

Imperial Army. It was not until 1947 that commercial passenger car production started.

Today Toyota is one of the top car manufacturers with large market shares across the world

<www.fact-index.com>.

Prius, means ‘to go before’ <www.emilis.sa.on.net>, and so after this meaningful name

was carefully selected, ‘in December 1997 Toyota unveiled the Prius hybrid car to the

world. It was a sedan that combined a conventional petrol engine with a regenerative

electric motor and battery to return impressive fuel economy. It – or more accurately, the

technology it showcased – has been widely lauded as the next generation of vehicles which


Assignment


will stretch out the finite supply of fossil fuels we depend so heavily on’

<www.carpoint.ninemsn.com.au>.

Since the initial release the Prius has undergone a number of revisions, with new

reproductions having refined battery, electronics and power – it is now be regarded as a

commercialised product rather than an experimental one with more than 100,000 delivered

worldwide <www.emilis.sa.on.net>.

1.5 Target Market

The Toyota Prius (Prius) is a hybrid vehicle that belongs to the lower/medium passenger

vehicle segment and is also the first mass produced hybrid vehicle, therefore the newest in

the market and competition at this stage is minimal (ANDiDAS.COM, 2003). The only

other company in direct competition with the Prius in Australia at this stage is Honda with

its hybrid vehicle, the Civic Hybrid.

The market for the Prius can be split into two groups: Business Customers (B2B) and

Private Consumers (B2C) (ANiDAS.COM, 2003). The main market is B2C, making up

seventy per cent of Prius sales in Australia (N Smith 2004, pers. comm., 17 September).

Geographic

The private buyer is likely to reside in a city or metropolitan area due to the design and

features offered by the car. The prius is a standard passenger vehicle and so it is not

practical for most rural conditions in Australia where consumers prefer four-wheel drive

vehicles.

Demographic

The private consumer is either male or female and aged between 30 and 60 years old

(N Smith 2004, pers. comm., 17 September). They are either married or single and likely

to be an educated adult, in the middle income bracket and in a managerial or professional

occupation. They are not only concerned with the environmental benefits of the vehicle,


Assignment


they also have a higher disposable income in order to be able to purchase the Prius. The

consumer is not aimed have any particular ethnic or religious background

(ANDiDAS.COM, 2003).

Psychographic and Behavioural

‘Within the demographic profiles three mindsets of probable buyers could be identified’

(ANDiDAS.COM, 2003):

1. Those who are interested in obtaining and engaging with the latest technology as soon

as it becomes available.

2. Those who recognise the environmental impact of motor vehicle emissions and would

like to do something to reduce them. This group also includes some who are often less

concerned about the environment but seek to ease their conscience.

3. Those who are value conscience and realise that their fuel and vehicle maintenance

costs would be greatly reduced with ownership of a Prius.

2.0 Marketing Mix

Product

Price

Promotion

Place


Assignment


(Source: McColl-Kennedy et al., 1994)

2.1 Product

The Atkinson cycle extracts greater energy from each piston’s stroke by keeping the

exhaust valves closed for its complete duration – unlike a normal petrol engine. The hybrid

engine uses the spare power from the motor and the rolling motion of the car to generate

extra electrical energy. What this means is that this car requires far less petrol, travelling

approximately 1000km (Toyota Australia, 2004) on a 45 litre tank of petrol, where as the

average car travels about 250km per equivalent.

The Product offers a number of optional extras such as, an i-Tech Pack, paint colour, floor

mats, six-stacker CD Player and, differing interiors. This report will analyse a vehicle

includes the optional i-Tech Pack, as all private purchases of the Prius in Australia in have

included the i-Tech Pack (N Smith 2004, pers. comm. 5 September).

The optional i-Tech Pack includes: keyless entry, starting and locking of the car, a nine

speaker JBL audio system and a six-stacker CD Player, Bluetooth (wireless) capabilities for

up four appliances, satellite navigation, stability control, and surround airbags

<www.mynrma.com.au>.


Assignment


There are three levels to a product:

Core Product

The core product in this instance is transport. When consumers purchase this product the

most basic benefit they are seeking is a method of transportation, more specifically this

product is passenger transport. In this respect the Prius is deemed to have an abundance of

competitors as all modes of passenger transportation provide this benefit.

Actual Product

The Prius is an environmentally friendly cost efficient vehicle that gives the consumer the

prestige of knowing their car has a minimal impact on the environment whilst still fitting

into an image conscience society with European styling in the car design (Toyota, 2004).

There area number of vehicles that aim to achieve the same type of imaging for example;

Ford (Focus), Renault (Clio), and Holden (Vectra).

Augmented Product

Toyota offers a test drive service that customers can book online, at a dealership or via the

telephone. The test drive is a personal service where one of the sales staff will accompany

the potential buyer on a test drive of the vehicle and explain how all the functions of the

vehicle work and how they will benefit from them. Toyota also offer a lounge area for

customers to sit in and promotional videos to watch whilst they wait for any type of service

(Source: Kotler et al., 2004)


Assignment


at the dealerships and, when purchasing a Prius the customer will also receive a 3 year /

100,000km warranty.

There are a large number of similarly sized and priced vehicles available in the market

today however, due to the hybrid engine the Prius uses it really only has one other

competitor, the Honda Civic Hybrid (the Hybrid). The Hybrid was only released this year

(2004) and was aimed at the lower end of the market. Both pricing and features are lower

than the Prius, even the website provides a lower level of service to the consumer.

Reviews of the Prius’ rival found the Hybrid to be designed using cheaper materials a lack

of European styling, which is currently the buyer preferred vehicle styling and performance

standard was less powerful <www.auto.web.com.au>.

There are many competitors delivering the same core product, passenger transport ie. Kia,

Nissan, Ford, Holden, Diahatsu, Subaru. The Prius is in a niche market, they were the first

in the motor vehicle industry to sell a car with hybrid technology. Toyota spent large

amounts of money into the research and development on this vehicle and because of its

unique hybrid technology it is very well placed on the market with only one competitor

(N Sadlier 2004, pers. comm., 14 October).

As more competitors enter the hybrid vehicle market there is a threat Toyota may loose its

current market share. To counteract this effect Toyota should conduct research and

development into releasing various types of hybrid vehicles for example, four-wheel drives

(4-WDs), convertibles, family sedans, station wagons and small cars. This would enable

Toyota to provide to a wider target audience.

2.2 Price

The Prius (2004) has a recommended retail price of $46,090 including optional i-Tech Pack

There are also a number of other accessories that can be added, providing the buyer with

the ability to personalise their vehicle.


Assignment


DESCRIPTION

COST

Prius Base Model $37,990

Optional Extras

i-Tech Pack $8,100

Paint Colour (Sterling Silver; Merlot Red; Magnetic Bronze;

Gun Olive; Crystal Blue) $215

Carpeted Floor Mat Set (Ivory; Oak) $86

(Source: http://prius.toyota.com.au)

Prius base model

With optional i-Tech Pack

Prius vehicle Includes all base model features +

Anti-skid braking system (ABS) with

Electronic Brake Force Distribution (EBD) &

Brake Assist (BA) – electronic braking safety

functions

Smart Entry and Smart Start functions,

which involve keyless entry & push-

button ignition

Drive & front passenger airbags A JBL radio, cassette, 6 disk CD-changer

& 9 speakers

Cruise control Telephone controls on the steering wheel

with Bluetooth (wireless) telephone

compatibility

White, Ebony or Bronze exterior paint

colour, rear spoiler & body coloured

bumpers, mirrors & door handles

Voice operated Global Positioning System

(GPS) Navigation that uses satellite map

data to analyse the location of the vehicle

& display a map of path to chosen

destination

Front fog lamps & 15” sports style alloy

wheels

Multi-function steering wheel

3 year / 100,000km (which ever expires first)

basic vehicle warranty, additional 5 year /

100,000km battery high voltage warranty Y a

5 year / unlimited km corrosion perforation

warranty

Air conditioning & heating

Power windows

Single CD-player & 6 speakers

(Source: http://prius.toyota.com.au)


Assignment


The Prius uses an Optional-Product Pricing by offering optional extras such as the i-Tech

pack, floor mats and differing paint colours. The i-Tech Pack also provides a Product-

Bundle pricing approach by bundling the various features and accessories together (Kotler

et al. 2004).

The Prius is currently sold in a pure competition market, ‘a market in many buyers and

sellers trade in a uniform commodity’ (Kotler et al. 2004, pp. 488). In other words there

are many passenger vehicles sold by a wide range of companies all competing in the same

industry. Toyota where the first to release the a hybrid vehicle and it currently outclasses

its direct competition, although Honda’s Hybrid vehicle offers consumers a lower price of

$29,990 <www.honda.com.au>.

As the Hybrid technology becomes more widely accepted by consumers and more car

manufacturers release their own Hybrid vehicles, the market will become more competitive

and Toyota will have to become more sensitive to the pricing of competitor’s vehicles.

As with most pricing strategies the Prius uses Value-based pricing, as does their

competitor, Honda. The price Toyota has set is ‘based on buyers’ perceptions of the value

rather than on their costs (Kotler et al. 2004, pp. 497). The costs of producing the Prius are

secondary to the consumer’s perception of the vehicle’s value; of course the costs have still

been taken into account so the profit goal is achieved by Toyota Australia.

(Source: Kotler et al. 2004)

The Valued-Based pricing strategy is both appropriate and effective for the Prius. Toyota

has marketed the Prius at a reasonable price, comparable to other vehicles sold to a similar


Assignment


target audience. The Prius’ pricing has an advantage over comparable vehicles due to its

environmental benefits and fuel cost savings.

The Prius’ price level is in effect a pricing strategy as consumers often associate a higher

price with higher quality. The price difference between the Prius and its competitor the

Honda Hybrid will ensure that the Prius sits as the premium product in the hybrid vehicle

market. The positioning is also helped by the large brand awareness of Toyota in the

Australian marketplace, as opposed to Honda which has now labelled itself as lower quality

brand in hybrid vehicles.

2.3 Placement

Toyota are utilising the ‘push-pull demand’ strategy with vehicles being demanded then

imported rather than having surplus stocks. Hyundai also employed this strategy when it

first released the Excel in 1996. It was extremely successful for the Excel; it was one of the

most purchased small vehicles for the following two years (M Kepui 2004 pers. comm., 13

October).

The Prius is currently manufactured in Japan and then shipped to Australia:

Prius is manufactured in Japan

shipped to Australia

stored awaiting distribution

delivered to dealerships for sale sold to consumers

Customer places an order for a Prius at a car dealership in Australia


Assignment


Although Toyota are lessening costs by implementing a vertical distribution network, the

lack of manufacturing facilities and length of shipping have meant that customers have to

wait anywhere from five to twelve months to have their Prius order fulfilled (N Sadlier

2004, pers. comm., 14 October).

Toyota is not fulfilling the distribution requirements efficiently because demand is

outstripping supply. Toyota Australia is taking orders for up to 120 Prius’ every month but

only receiving 50 of them to distribute (V Johnson 2004, pers. comm. 9 September). In the

US Toyota has recorded a backlog of a whopping 22,000 Prius orders

<www.autoweb.com.au>.

Toyota should consider establishing another manufacturing plant in the near future

otherwise they risk losing there market share of hybrid vehicles. In analysing the viability

of another plant Toyota should investigate the problems that lead Mitsubishi to close down

their plant in Adelaide earlier this year (M Kepui 2004, pers. comm., 12 October).

However, with the attractiveness of the new hybrid technology Toyota could use an extra

plant to manufacture new hybrid vehicles with different body designs such as, 4-WDs,

convertibles, family sedans, station wagons, small cars and further expand their current

market share.

2.4 Promotion

Toyota (2004) describes the Prius as, ‘a revolution in automotive development, … the

contemporary vehicle for the contemporary driver: concerned with minimising

environmental harm and maximising economy – without compromising performance’. Its

descriptions like this that have a psychological impact on consumers. It convinces the

reader that owning this product will put them in possession of a product that is at the

cutting edge of technology and style, and at the same time cares for the environment.


Assignment


Toyota has used a number of forms of media to promote the Prius:

Newspapers announcements

The first stage of promotion for the current model Prius was a series of newspaper

announcements. These were placed in newspapers the target audience read, these adverts

were aimed at raising consumer awareness of the product (N Sadlier 2004, pers. comm.,

14 October).

Television advertisements

Television advertising for the current Prius began at the end of 2003. There were a series

of staged television advertisements broadcast in Australia. The first advert was aimed

enlightening consumers about the environmental aspects of the Prius, the second was

drawing their attention to the cost savings on fuel and, the third advertisement was geared

at positioning the Toyota branding with the Prius (V. Johnson 2004, pers. comm.,

9 September).

The current television adverts still focus on branding and positioning. These adverts are

shown sporadically on SBS and some commercial stations in prime-time slots. The main

push is towards environmentally conscientious consumers and value conscientious

consumers (N Sadlier 2004, pers. comm., 14 October).

Interactive magazine advertisements

A number of interactive adverts were placed in motoring and lifestyle magazines. These

were fold out page adverts and some contained small fuel samples too. These adverts were

aimed at informing the reader of the environmental benefits and economic value received

in owning a Prius (N Sadlier 2004, pers. comm., 14 October).

Internet banner advertisements (leading customer to website)

Internet banner adverts directing customer the Prius website were launched across a

number of websites and search engines in the initial stages of promotion. The website


Assignment


provides: vehicle specifications and images; detailed pricing; articles and reviews;

financing arrangements; subscriptions to a newsletter; brochures; dealer locations; and an

online test drive booking form.

The website is geared at informing the viewer of the environmental, technological,

economic and prestige elements the Prius has to offer.

In the current economic climate there is a big focus on one particular external factor

throughout developed nations – with ever increasing oil prices, petrol is becoming more

and more expensive. This is one of the areas that the Prius has the advantage over the

average passenger vehicle, able to promote the vehicle will consume 50 per cent less fuel

than an average car, enticing consumers toward the economic value the Prius offers

<www.toyota.com.au>.

There needs to be more development of consumer awareness of the Prius. Honda has

sponsored the Gold Coast Indy for several years now giving them great exposure of their

brand, building awareness and loyalty to their products. Toyota has not included the Prius

in any sponsored events. The Prius needs to be included in sponsored events so consumers

can easily identify with the vehicle and see its functions. Sponsorship may also alleviate

the current threat Toyota face with delay in distribution of the Prius. If consumer loyalty to

the Prius is developed they will not mind waiting so long to receive their vehicle.

Recommendations

3.1 Product Recommendations

Further research and development into a variety of vehicle body designs should be carried

out to investigate the possibility of expanding on the Prius’ current target market and to

maintain their current positioning in the hybrid vehicle market.


Assignment


3.2 Price Recommendations

The pricing strategy is the most effective element present in the Prius’ marketing mix. The

price is competitive with comparable vehicles and accurately reflects consumer perception

of the Prius’ worth.

3.3 Placement Recommendations

Toyota Australia needs to investigate the viability of establishing at least one more

manufacturing plant because there is a risk of losing the large number of

would-be-customers who wish to have the Prius because it is new technology and do not

wish to wait for up to twelve months to receive their vehicle. There is a danger that other

competitors could take Toyota’s portion of the hybrid vehicle market with faster

manufacturing and distribution networks.

3.4 Promotion Recommendations

In terms of promotion Toyota should consider entering into sponsorship arrangements at

some major events so people engage with the Prius by seeing how the vehicle functions,

creating ‘customer awareness’ whilst still maintaining Toyota’s branding and generating

loyalty to the product.

In line with environmental initiatives the United Kingdom has offered to members of the

public and businesses, Toyota Australia should propose a cash-back scheme to the

Australian government, by the Australian Government to customers that purchase hybrid

vehicles (ANiDAS.COM). This cash-back scheme would encourage consumers to

purchase vehicles that use less fossil fuels and provide financial incentive to consumers to

buy a Prius.


Assignment


4.0 Conclusion

As people begin to accept the new technology, the price of fuel continues to increase and

environmental awareness grows the Prius is well positioned in the market (Australian

Financial Review, 2004). Another advantage Toyota holds is that they are the first

company in the world to release a hybrid engine vehicle, giving confidence to their

customers in their experience manufacturing hybrid vehicles.

The Value-Based pricing strategy is highly effective for the Prius and is in line with

customer value-perceptions.

There are a number of future external threats to the Prius. The hybrid technology is being

heavily researched and developed by competitors and in the very near future a number of

new hybrid vehicles will be released. Toyota should carry out research and development

into producing a variety of different vehicles using the hybrid technology; this would

attract a wider target audience.

The current logistics arrangement has both positive and negative implications. On the one

hand cars are manufactured when ordered, eliminating excess inventories but on the other,

this has resulted in lengthy delays in getting the product to the customer and could cost

Toyota sales.

There is a lack of awareness of the Prius on the market; this could be relieved by using the

Prius in sponsoring key events and encouraging customer loyalties to the vehicle as well as

the Toyota brand.

Overall the Toyota Prius is being marketed effectively, this is reflected by the continual

increase in sales. Defects in the earlier models of the product have been realised and

amended which has instilled confidence in customers that their concerns are being listened

to and met. However, Toyota must continue to monitor their position on the Hybrid market

as more companies adopt the technology.

BUSN2010 Marketing

Assignment


APPENDIX I - SWOT Analysis

4 Ps Strengths Weaknesses Opportunities Threats

Product First to the market with

hybrid technology

Body design does not

entice a broad range of

segments

Introduce new styles

of hybrid vehicles to

entice other segments

Strong competitors in

every segment; Ford,

VW, Mercedes, BMW,

Honda

Introduction of

alternative methods of

transport

Price Similar pricing to a

vehicle of similar class

Sales have dramatically

increased over the past

year

Does not attract the

lower and upper income

consumers

Niche market – highly

profitable

Seek cash-back offer

from government to

encourage reduction in

use of fossil fuels

Honda hybrid in a lower

price range

As hybrid vehicles are

released the more

Toyota is in danger of

losing market ground

Promotion Toyota has strong

branding internationally

Reliable and quality image

Product not widely

known

People don’t have

knowledge built on

functionality

Sponsorship of events

Donate vehicle to

popular radio/TV

shows for exposure

Honda’s current

sponsorship arrangement

have already developed

customer loyalties

Placement ‘Just In Time’ production

ensures there is no left

over inventory

Lengthy delays in

getting the product to

the end-user due to lack

of manufacturing plants

Build a plant in

Australia and

manufacture difference

styles of hybrid

vehicle

Honda has more plants

enabling faster

distribution

BUSN2010 Marketing

Assignment


Bibliography

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<www.fleet.toyota.com.au>

ANDiDAS.COM 2003, Toyota Prius; Marketing Communications Plan, United

Kingdom

Petrol Price Forecast to Reach $1.15, 2004, Australian Financial Review, viewed

10 October 2004, <www.ninemsn.com.au>

Booms, BH & Bitner, MJ (n.d.), 7-Ps – Extended Marketing Mix, viewed

12 September 2004,

<www.valuebasedmanagement.net/methods_booms_bitner_7Ps.html>

Butler, G, 2003, Toyota Prius (2003), viewed 19 September 2004,

<www.carpoint.ninemsn.com.au>

Dowling, J, 2004, Oil Prices mean it’s coll to be seen to be green, viewed

29 September 2004, <www.smh.com.au>

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Honda Civic 2004, viewed 19 September 2004, <www.honda.com.au>

Kotler, P, Brown, L, Adam, S & Armstrong, G, 2004, Marketing (6th

edn.), Pearson

Education Australia, Frenchs Forest

Kerr, J, 2004, Hybrid car sales boom as oil prices head skywards, viewed

18 September 2004, Sydney Morning Herald

McColl-Kennedy, JR, Kiel, GF, Lusch, RF & Lusch, VN, 1994, Marketing Concepts and

Strategies (2nd

edn.), Thomas Nelson Australia, South Melbourne

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11 September 2004, <www.mynrma.com.au>

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<www.autoweb.com.au>

Toyota Motor Corp. (n.d.), viewed 2 October 2004, <www.fact-index.com>

BUSN2010 Marketing

Assignment


Toyota Prius 2004, viewed 11 September 2004, <www.toyota.com.au>

Toyota Prius Records 1000 Sales in Australia 2004, viewed 26 September 2004,

<www.autoweb.com.au>

WA Government acquires 20 Toyota Prius Hybrid Electric Cars 2003, viewed

12 September 2004, <www.fleet.toyota.com.au>

Documents

1st Year Marketing Assignment 2004