CASE STUDY Toyota Prius: GREEN OR GEEK MACHINE BY: PratyushPandey DawoodAbbasi Augustine Menkiti
Index Introduction Objective Marketing strategy Conclusion Answer Question Launching Video of Prius
Prius: a revolutionary car In 2000,Toyota launches new green machine Main objective behind its introduction Political & Cultural Aspects Pollution –free car
Catalogues & Features Prius combines 1.5 litres,four cylinder petrol engine 33-kilowatt electric motor Five seater car with 0.34m* luggage space Uses nickel metal-hybrid battery & at higher speed automatically switches to internal combustion engine.
Annual Income By Region
Conclusion Our general conclusion sees toyota as a company that successfully created an hybrid, innovative car, which is more environmental friendly and more fuel efficient compared to other conventional cars. This success generally reflects on its sales of 2,600 cars which was sold from its first production date to 1million in 2007 and the growth of the consumer waitlist increasing to 18 months. And with everyone going GREEN, by the nearest future other car manufacturing companies making more hybrid cars and this will depict that toyota’s invention is THE FUTURE’s PROMISE. And that it’s a GREEN and not a GEEK machine.
Questions What microenvironmental factors affect the introduction and sales of the TOYOTA PRIUS? How well has TOYOTA dealt with these factors. Outline the major macroenvironmental factors- demographic, economic, natural, technological, political and cultural- that have affected the introduction and sales of the TOYOTA PRIUS. How has TOYOTA dealt with each of these factors. Evaluate TOYOTA`s marketing strategy so far. What has TOYOTA done well? How might it improves its strategy? In your opinion, what are the advantages of TOYOTA`s early entry into the HYBRID MARKET? What are the disadvantages? Have TOYOTA jumped too early into an expensive technology that has had its day?