Marketing Analysis Essay

The case offers an excellent opportunity to compare Toyota's marketing in the introductory and follow-up models—very different promotions, well thought out and implemented. By introduction, Toyota used the web very greatly but afterwards shifted to a strategy employing more mass-market media. The case ends with an study of the competition and the emerging cross market. Q1

The Company: The organization has expended plenty of cash on R& D and marketing in the Pries. Why? Toyota needs the Prius to set the standard for the entry of a line of hybrids from minicompacts to luxurious vehicles. Therefore, the car is a crucial component of business strategy. To successfully expose the Prius and build this new line of vehicles will require coordination within the company. The second generation of Prius has already induced problems within the company. Creation was increased at one particular plant necessitating a cut in production for additional lines. �

Suppliers: With all the successful intro of the Prius, companies such as Panasonic may possibly invest more in R& D to develop cheaper battery packs. If they can do so, this will result in affordable prices that, consequently, may further more stimulate demand. Thus, you should Toyota's benefits to work with suppliers to inspire this R& D.

Advertising Intermediaries: The main marketing intermediaries here will be dealers. Toyota had to make materials intended for dealers and the salespeople so they really could sell off the Prius. Now, they must " teach" purchasers tips on how to drive basically to get maximum gasoline efficiency. A shortage of automobiles for the second generation of Prius is usually causing problems with dealers who wish more and could sell the additional cars. Subsequently, dealers marking up the automobiles can adversely injure interactions with the business, who does not want to see the selling price of the automobiles inflated. There is also a major issue of why more cars had been allocated to Asia when the United States is the larger market. �

Customers: The case indicates that Toyota thoroughly studied the buyer market and adapted the marketing accordingly. It believed innovators and adapters who are likely to be techies would be the purchasers, and the evidence indicates the fact that company was right. With this market in mind, Toyota forced the technology of the car, used the web, and advertised environmental facets of the vehicle. Techies are highly enthusiastic about the net and may be pro-environmental. They are certainly interested in technology given the description of owners modifying all their Prius described in the case. �

For the 2nd generation, Toyota broadened the market concentrate to include less-technical types (are these the shoppers who don't know how to travel the car? ). They also re-designed the car to obtain more mass-market appeal, released more features and improved the performance—all facets of the car that would be more important into a less technological market. �

(Jumping forward to ownership theory, this is a good example of advertising to the techies as trailblazers with targeted promotion after which marketing to early adopters with more mainstream media. The techies have gotten the car on the road and in the view of early adopters. )�

Opponents: A major facet of Toyota's technique was to get yourself a jump on competition who will need to enter the industry later. Again correctly guessing that American companies will be slow to introduce mixed-style models, Toyota and Honda came into first and that may help them in advertising hybrids down the road. They were the first can result in they were the best. Toyota seems to have been even more willing to enter this market and establish a technological lead, even though American businesses appear to begrudgingly plan on coming into the market. �

American businesses are following a different strategy because they believe that gas savings will be greatest upon vehicles involving the most gas. Rather than little cars, they aim to bring in hybrids about bigger autos. They also speak about that cost savings are much higher when mixed-style models are used...



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