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Toyota PriusLeading a Wave of Hybrids
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Brand Philosophy
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The Nuts and Bolts of the Prius
- The prius combines a gas engine with and electric motors
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The original Prius
A small, dull design
Total of 114 horsepower
The second-generation Prius
The interior was roomy and practical, with plenty of storage space.
A modest power increase.
In 7 colors
It also provided expensive touches
A seven-inch energy monitor
The original Prius
The second-generation Prius
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The most important improvement
42
60
Increase in fuel efficiency
Miles per gallon
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A Runaway Success
Alone commands
of the market
More than
50%
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The strong demand for the Prius
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First
f¡¦(»ý·«)
these factors?
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Analyzing the Marketing Environment
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The major macroenvironmental factors
Demographic
- American who concern about environmental problems and who are rich
Economic
- The gap between the rich and the poor is ever widening
Natural
- Lack of oil supply
Technological
- Competing companies invest in hybrid
Political
- Some state are offering benefits to hybrid users
Cultural
- Consumers like their green cars very green
How well Toyota dealt with each of factors ?
Demographic
- Target marketing
Economic
- Toyota has also introduced a "standard" version of the Prius
Natural
- Toyota developed hybrid car before other competing companies developed it.
Technological
- The prius was an increase in fuel efficiency
Political
- Using this advantage to promote hybrid
Cultural
- Recover the price premium and save consumers money after five years and 75,000miles
Analyzing the Marketing Environment
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I D : jung****** Date : 2013-04-05 FileNo : 11059064