Hybrid Cars

1069 Words Oct 26th, 2007 5 Pages
MKTG 396: Assignment #1: The Prius Leading a Wave of Hybrid Cars

Question #1:

Company: Within the company there are a few areas to look at regarding Toyota 's introduction of the Prius. Areas such as financing, research, development, as well as others. When introducing the Prius, Toyota started early with its promotion of the hybrid. Spending US$15 million out of the US$190 million is spent on marketing in the 2002 year. Toyota informed its potential customers threw informative emails, TV commercials, and earth day give a way 's. Toyota put a lot into research and development to come up with the hybrid with the advances in technology, such as the engine of the Prius. The engine combines a 1.5 litre, 4 cylinder gas engine, with a
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Natural Forces: with natural forces marketers would be aware of trends, like the shortage or raw materials trend, the increase of population, and the government. with the government putting more emphasis on being environmentally friendly Toyota seems to have taken this to heart seeing as the Prius is one of the greenest vehicles on the market. also with the population tending to gather around more urban settings it is becoming more essential to have a vehicle with better gas mileage with more people commuting back and forth to work.

Technological Forces: with the advances in technology recently people now except more from manufactures. Toyota seeing this used it to its advantage using the combined engine and adding other features as a computer system installed right in the car. it also used the internet as one of the ways it go to potential consumers to educate them on the Prius and what it was all about. which in turned created sales of the hybrid.

Political: on problem with the Prius is that it 's not all that affordable. so makers of hybrid cars have gone to the government to see if there was a way to incorporate a benefit of driving a environmentally friendly car. while the US now offers a tax benefit for driving such a car there has yet to be any incentive in Canada. since there is no documented proof as of yet that driving one of these cars helps the environment they do not see the point in implicating anything

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