Company Case Prius: Leading a Wave of Hybrids Essay

1. What micro-environmental occurrenceors affected both the first genesis and certify coevals models of Toyota Prius? How well has to Toyota dealt with these cyphers? In order for the reader to wholeow an understanding of this question is important to begin by defining Micro-environment. This confines is a factor of the Marketing Environment and it consists of the issues that, in one itinerary or an early(a), affect the companys ability to serve its concern in a close and direct way. This includes factors such as customers, suppliers, competitors, shareholders, employees and media (among separates).Having this in mind, it could be safe to state that the micro-environmental factors affecting the first and warrant generation of the Toyota Prius are the customers and the competitors. Consumers, getting affected by the vaunt prices, were looking for an dissolve to their prayers. Toyota gave them the answer, a vehicle that would each(prenominal)ow good deal to save on hit man as well as provide trustworthy and efficient service. formerly the first generation Prius was released, although non too pretty or fancy, it served to its purposed and customers were purchase it. The other factor, competitors, is pretty obvious. Everybody wants a piece of the pie.Auto makers such as Honda started developing and/or implementing the hybrid system on some of their vehicles. Toyotas answer was to keep developing what already has been a success, the Prius. A second generation was developed and released. This time the new generation was rase to a greater extent fuel efficient. It likewise included more technical advances, more manner and several other factors that would make all types of clientele to be interested. 2. define the major macro-environmental factors demographic, economic, natural, policy-making and cultural that tolerate affected the Prius sales. How well Toyota dealt with distri unlessively of these factors?Macro-environmental factors deal the larger societal forces that affect the microenvironment. Some of the factors are demographic, economic, natural, proficient, political and cultural forces. With that said, I believe the macro-environmental factor that affected the Prius sales (in a positive way) is the Natural forces. Now, it would not be fair if I do not mention the technology force as well as the economic one. So there is a vehicle that saves on gas, which subject matter that also helps with the pollution. Technological advances are probably the ass of the Prius and this gets even advance with the second generation.The first generation was fairly basics while the second generation was release with more gadgets and extras. The prices of the gas keep raising non-stop. That fact unimpeachably affected the sales of the Prius, especially in a bon ton dominated by Sport Utility Vehicles (SUVs) Macro-environmental factors Demographics Demographics are the study of valet de chambre societies in terms of size, l ocation, gender or race among other statistics. ground on these factors organizations develop market plans to target possible customers. Economics Basically, economics is the study of how society chooses to drop its resources.I believe this factors contributes to the government and other entities to offer incentives towards bargaining vehicles such as the Prius. Natural This macro-environmental factor involves the use of natural resources to increase the interest of the customers. To be green is what is selling these days. Societies have a great interest and feel very positive close to saving the planet. Toyotas marketing team has utilized such factor in a very positive way to cause brainiac about the vehicle. Technological Well, after all, what would society be these days without all the technological advances?New technologies are hitting society constantly. Technology offers the chance for enhancement of current products as well as new ones. Toyota, use technology, made c ustomers aware of upcoming vehicle. Utilizing tools such as the Internet it distributes brochures and all types of information about the Prius previous to its release. Political What would a society be without the government and its laws? This force is, with no doubt, connected to the economic one. Toyota, along and other auto makers were able to obtain tax and other incentives for the great unwashed who would get the hybrid vehicles.If other forces didnt cause any interest, this one definitely would. So, now you can save on gas and can also save on taxes. Also, in some cases, you were allowed to drive on the HOV lines even if only one person was driving. Isnt the government a good thing? Cultural This force along with demographics would set a base for what customers are interested in. Toyotas strategy hit society in what could probably be the best time. Gas prices are high and people drive vehicles that are not economical. Society is in the need of agitate and Toyota was offerin g a solution. 3.Evaluate Toyotas marketing strategy so far. What has Toyota done well? How might it improve its strategy? In my opinion, and establish on the case, Toyota brought a new product with a fairly untouchable marketing strategy. The only problem that I find is that the vehicles target range is limited. The first generation of Prius was very simple and basic. It did not offer all those benefits and gadgets that come standard in many vehicles these days. On the other hand, the second generation brought a bevy of changes, specifically technological advances. It also included a bit more of luxury and remediate style.This time Toyota, in my opinion, was carrying a more power marketing strategy pointed to more types of consumers. I think that Toyota is heading into the right direction in regards of its marketing strategies. Also, the Prius seems to be improving greatly in technological advances. not only it running more miles per gallon but it also plentiful of gadgets that make people interested about it. It is no myth that Toyota has direct the automotive market with several of their vehicles. The whole Prius team including its marketing stem is doing a great job when it comes to developing and advertising.4. GMs marketing director for new ventures, Ken Stewart, says if you want to get a lot of hybrids on the road, you put them in vehicles that people are buying now. This seems to re-start the U. S. auto makers approach to hybrids. Would you agree with Mr. Stewart? Why or why not? I believe I would agree with Mr. Stewart. It is a fact that people are buying cars because they like them or need them, and not ineluctably because of gas efficiency. Now, if you add the gas efficiency factor it may make a motion the consumers. In my opinion, the Prius is one of the ugliest cars that I have ever seen.Would I buy it based on the fact that will save me on gas? I wouldnt buy it, not only its ugly, but also it does not serve to my purposes and tastes. Now , if we were talking about an SUV such as the GM Tahoe, I would probably be interested. Not only serves as an SUV, it also looks good and helps me save gas and to contribute with the environment. The Prius, although very economic on gas, may not be the best car for a family of six. Therefore, having other options that are based on the same concept could be very beneficial for Toyota, or any automaker out there.