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Toyota Prius Hybrid. The presentation for marketing case study.
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the future is
What are we going to talk about?
IntroductionThe microenvironmental factorsThe macroenvironmental factors
Toyota’s marketing strategy
What is special about the Toyota hybrid car?
Combination of gas engine and electric motor
A long shot at the American market
Prius is a leader and the hottest car
Silent car
• First generation Toyota Prius Hybrid• Introduced in 2001“The hottest car I’ve ever seen” (Toyota U.S.A President)
• Second generation Toyota Prius Hybrid• Introduced in 2004• Redesigned and improved• Came in 7 colors, roomy interior, touch screen monitor and increased fuel efficiency
Microenvironmental factors
Microenvironmental factors
Consumers
Suppliers
Competitors (Ford, General Motors,Subaru, Nissan, Huyndai, Honda)
Macroenvironmental factors
Macroenvironmental factors
Demographic forcesTechies and youngsters are the major market in the United Statesand known for an interest in quality and willing to try the new
Economic forcesOil price hike
Natural forcesPrius is designed to be environmental friendly for less air pollutionand less need for oil exploration and gasoline production
Macroenvironmental factors
Technological forces Toyota worked in technological part and aimed the car at the“techie”part of the market.
Political forcesTax incentive
Cultural forcesAmericans' love of automobiles
Marketing strategy
Toyota Prius 4P
PRODUCTDiversity option for the
consumers It has gasoline engine Its environmental
friendliness and energy-saving
Prius also offer various colors and several optional
Toyota Prius 4P
PRICEPrius costs about
$3000
Toyota Prius 4P
PLACEAvailable easily in the
showrooms as well as on the Internet
Chat rooms such as priusenvy.com
Toyota Prius 4P
PROMOTIONToyota has asked for tax
incentives to stimulate purchase Prius
By educating consumer about the Prius
Spent more that 40$ million spread over media
How might Toyota improve its strategy?
Continue to improve fuel efficiency andmaintain a leading position in technologyindustry
Expand into the new markets
Would you agree with Mr. Stewart?
«If you want to get a lot of hybrids on the road,
you put them in vehicles that people
are buying now»
Ken Stewart, GM’s marketing director
YES
Thanks for your attention!