Toyota Prius Hybrid. The presentation for marketing case study.

2. What are we going to talk about?
Introduction
The microenvironmental factors
The macroenvironmental factors
Toyota’s marketing strategy

3. What is special about
the Toyota hybrid car?
Combination of gas engine and electric motor
Silent car
A long shot at the American market
Prius is a leader and the hottest car

4. • First generation Toyota Prius Hybrid
• Introduced in 2001
“The hottest car I’ve ever seen” (Toyota U.S.A President)

5. •
•
•
•
Second generation Toyota Prius Hybrid
Introduced in 2004
Redesigned and improved
Came in 7 colors, roomy interior, touch screen monitor and
increased fuel efficiency

6. Microenvironmental factors

7. Microenvironmental factors
Consumers
Competitors (Ford, General Motors,
Subaru, Nissan, Huyndai, Honda)
Suppliers

8. Macroenvironmental factors

9. Macroenvironmental factors
Demographic forces
Techies and youngsters are the major market in the United States
and known for an interest in quality and willing to try the new
Economic forces
Oil price hike
Natural forces
Prius is designed to be environmental friendly for less air pollution
and less need for oil exploration and gasoline production

10. Macroenvironmental factors
Technological forces
Toyota worked in technological part and aimed the car at the“techie”
part of the market.
Political forces
Tax incentive
Cultural forces
Americans' love of automobiles

11. Marketing strategy

12. Toyota Prius 4P
PRODUCT
 Diversity option for the
consumers
 It has gasoline engine
 Its environmental
friendliness and energysaving
 Prius also offer various
colors and several
optional

13. Toyota Prius 4P
PRICE
Prius costs about
$3000

14. Toyota Prius 4P
PLACE
Available easily in the
showrooms as well as
on the Internet
Chat rooms such
as priusenvy.com

15. Toyota Prius 4P
PROMOTION
 Toyota has asked for tax
incentives to
stimulate purchase Prius
 By educating consumer
about the Prius
 Spent more that 40$
million spread over
media

16. How might Toyota improve its
strategy?
Continue to improve fuel efficiency and
maintain a leading position in technology
industry
Expand into the new markets

17. 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

18. Thanks for
your attention!