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A presentation on
Marke ting Enviro nm e nt o f
Prius :Leading a Wave of Hybrids
Mukhlesur Rahman Lecturer Department of Finance University of Dhaka
Kamrul Islam Rajib Kumar Deb Shaykha Sultana Md.Team Profile
Name K. Najmus Sakib Mobasheera Tasnim Md. Shamsul Alam ID 16-020 16-052 16-090 16-106 16-160 16-172
This case study discusses the environmental actors (both microenvironment & macro environment) of the Toyota Prius. world’s no 1 motor car producer.Case Overview
This case is about Toyota Motor Corporation (TMC).
. One of their most selling car is Prius.
s and forces outside marketing that affect marketing management . Macro environment
The Company Suppliers Marketing intermediaries Competitors Publics Customers
The actors that close to the company that affect its ability to serve its customers.
The larger societal forces that affect the microenvironment.
Demographic Economic Natural Technological Political Cultural
known simply as Toyota and abbreviated as TMC. is a multinational autom e manufacturer by sales
o Toyoda in 1937 as a spinoff from his father's company Toyota Industries t
The EPA and California Air Resources Board(CARB) rate the Prius as among the cleanest vehicles sold in the United States based on smog forming and toxic emissions. pronounced as ˈ priːaɪ/) is a full hybrid electric mid-size hatchback.Prius Profile
(A Hybrid car)
The Toyota Prius (pronounced as priːəs/) (plural: Prii. formerly a compact sedan developed and manufactured by the Toyota Motor Corporation.
2 Second generation (XW20. 2009–present)
3 Third generation (XW30.Prius Series
1 First generation (XW10.
a ffe c te d b y the g a s p ric e s a s To y o ta g a v e the m a v e hic le tha t wo uld a llo w p e o p le to s a v e o n g a s a s we ll a s p ro v id e g o o d a nd e ffic ie nt s e rv ic e . it s e rv e d to its p urp o s e d a nd c us to m e rs we re b uy ing it.1 .
. Prius . Co ns um e rs . a ltho ug h no t to o p re tty o r fa nc y in the firs t g e ne ra tio n. Wh a t m ic ro e n v iro n m e n ta l fa c to rs a f fe c te d b o th th e f irs t g e n e ra tio n a n d s e c o n d g e n e ra tio n m o d e ls o f To y o ta Priu s ? Ho w w e ll h a s to To y o ta d e a lt w ith th e s e fa c to rs ?
The m ic ro e nv iro nm e nta l fa c to rs a ffe c ting the firs t a nd s e c o nd g e ne ra tio n o f the To y o ta Prius a re the c us to m e rs a nd the c o m p e tito rs .
the Prius. A second generation was developed. no 1
Competitors. even more fuel efficient. Honda started developing and/or implementing the hybrid system. wants a piece of the pie. more technical advances. more room and several other factors.Solution to Ques. Toyota was trying to keep developing what already has been a success.
that have affected the Prius sales. This factors contributes to the government and other entities to offer incentives towards buying vehicles such as
The study of human societies in terms of size. political and cultural . gender or race among other statistics. Based on these factors organizations develop marketing plans
Economics is the study of how society chooses to use its resources.2. location. natural. economic. How well Toyota dealt with each of these factors?
mental factor that affected the Prius sales (in a positive way) is the natural forces. Outline the major macro -environmental factors – demographic.
the I nter net it Toyota's marketing team has distributes brochures utilized such factor in a and all types of ver y positive way to cause infor mation about sensation about the the Prius previous to vehicle. Societies have a great customers aware of interest and feel ver y upcoming vehicle. increase the interest of the Toyota.
This macro-environmental New technologies are factor involves the use of hitting society natural resources to constantly. using customers. positive about saving the . its release. made . Utilizing tools such as planet.
Toyota. Toyota's strategy hit society in what could probably be the best time.
This force along with demographics would set a base for what customers are interested in.
. Society is in the need of change and Toyota was offering a solution.
a society is nothing without government and its laws. Buying Prius Anyone can save tax on gas and can also save on oil(when using gas). along and other auto makers were able to obtain tax and other incentives for people who would buy the hybrid vehicles. Gas prices are high and people drive vehicles that are not economical.
The first generation of Prius was very simple and basic and it did not provided all those benefits and gadgets that come standard in many vehicles .
. The only problem was that the vehicle's target range is limited. What has Toyota done well? How might it improve its strategy?
Toyota brought a new product with a fairly strong marketing strategy. Evaluate Toyota's marketing strategy so far.3.
.Solution to Ques. no 3
The second generation brought a lot of changes. specifically technological advances including bit more of luxury and better style. The Prius seems to be improving greatly in technological advances by not only running more miles per gallon but also full of gadgets that make people interested about it. Toyota is heading into the right direction in regards of its marketing strategies.
y o u p u t t he m in v e h ic l es t h a t p eo p le a r e b u y i n g no w. S. Stewart. Wo u l d yo u a g r ee w it h Mr. “ i f y o u w a n t t o g et a lo t o f h y b ri d s o n t h e r o a d . say s. Ke n St e wa r t . St e wa r t ? Why or why not?
I would agree with Mr. Let’s see why
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1972 Chevrolet Nova
1988 Pontiac Fiero
Solution to Ques. because it was able to attract people by technology & luxury. But the 2 nd gen of Prius was a market hit. That’s the reason 1 st gen of Prius was not much of a success. no 4
Americans don’t buy a car just because it’s fuel efficient. if we think about an SUV with Hybrid engine people would be interested because it will go with their choice and it will also help to save gas. Now.
How major macro-environmental factors – demographic. economic. natural.have affected the Prius sales . And most importantly. What type of tactics Toyota used to handle different marketing environments.
. we learnt the usefulness of analyzing marketing environments and how to develop better marketing strategies to satisfy customers. we have understood the following key factors: How two important microenvironment factorscustomers & competitors has affected the sales of Prius. political and cultural .Conclusion
After studying this case.
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