Strengths
Good recognition of the Toyota brand
Toyota holds the second position in Australia as auto manufacturer with a market share of around 20%. Prius is the world's first mass-produced petrol-electric hybrid veicle. Toyota is a strong brand with a reliable and high quality image.
Advanced technology with lots of technical features
Toyota Prius is built with a new technology with energy-efficient design. The hybrid engine is environmental friendly combining the power of an electric motor with a petrol engine and as result reducing consumes and the amount of pollutants. The new model offers good autonomy, space and performance with a huge range of high tech optionals. Furthermore as a statement for quality the company offers 8 years warranty for the battery pack.
Good fuel economy
In the last years the price of petrol has been getting even more higher. Hybrid cars allow the customers to save money in low regimes when the car uses the electric engine. It is the perfect solution for the city drivers.
Social Responsibility
Prius helps to save the environment with lower emission of pollutants and is seen as the first car environmental friendly in the market.
Low competition
Toyota Prius is the first hybrid car commercialized in Australia and has only one competitor in its sector.
Weaknesses
Still high price
The new technology used by Prius is still expensive due to the low production and consequently the price of this hybrid car is still too high (from $37,000) and less competitive than the other cars in its category.
Furthermore Pius has a questionable cost/performance ratio compared to other cars in its class and some consumers might choose the old proven reliable petrol-engine car or even diesel ov...
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...e advantages that owners of hybrid vehicles have, the novelty aspect of the engine and the fashion statement that it represents. So while advertising should focus on the rational aspects related to environment and social responsibility, publicity as to be created around emotional factors.
Advantages
The strategy to increase the communication mix in order to create more awareness of the new product and its brand name is a good way to grow the sales because it makes the consumer always to keep in mind the messages of the campaign creating high involvement and conviction for purchase. In addiction the company could take a full advantage of the first mover in the market making the customers loyal to the brand.
Disadvantages
On the other side increasing in communication mix requires very huge budget in order to maintain the high profile of the marketing strategy.
Toyota was the first corporation to expose the very first hybrid car, the Toyota Prius. The Prius has been the most commonly profound hybrid since year 2000. The name Prius is virtually tantamount with the word Hybrid, as most would agree with. As demonstrated by their numbers, the Toyota Prius is by far the most well-known, with over one million cars sold solely in the United States to this day. Statistics show that most buyers that pursue this type of vehicle are mostly all for eco-friendly and/or economic trepidations (The Corvallis Advocate, 2012). When the Prius was initially presented, the car was costing Toyota $40,000 to build, and they were selling it for a low cost of just $20,000 at the dealer. Some of the perks this vehicle carries with them is the fact that the Prius does an outstanding job of receiving high gas mileage. Proving a greater MPG of 62, reporters all over the U.S. have met th...
Did you know that you can receive a maximum of a $7,500 tax credit for just owning an electric or hybrid vehicle? The United States government values citizens that buy fuel efficient vehicles because it gets the United States one step closer to not buying outsourced oil (Jones par.14). Hybrid vehicles are vehicles that are mostly powered by gasoline, but switch over to electric at stop signs or at coasting speeds. Electric cars are cars that are solely powered by electric from start up to shut down (Motavalli par. 6). Most cars and trucks on the road today are powered by gasoline or diesel engines, which are expensive to operate, bad for the environment, and use resources that are non renewable. To achieve better fuel economy, lower operation cost, reduce the pollution on the environment, and operate vehicles with renewable resources, this world needs to take a better look at using alternative fuels to power vehicles. Alternative fuels for motor vehicles are better for the environment, are renewable resource, and are cheaper for consumers.
reading of 61 mpg city and a 70 mpg highway. Following up the Honda Insight, Toyota released the Toyota Prius which was the first ever hybrid four-door sedan in the United States. In 2002, Honda produced the Honda Civic Hybrid that is identical to the conventional Civic. Toyota also introduced the Toyota Prius II. It won the 2004 Car of the Year from the Motor Trend Magazine and the North American Auto Show. Toyota produced between 36,000 to 47,000 Toyota Prius II in the United States. As the years have gone by, the popularity of the hybrid cars have gone up and more people are deciding to buy a hybrid car than a gasoline car.
Prius creates a positive image about their brand by designing their cars around the issue of global warming. Whether people believe in it or not, everyone knows how harmful car emission fuels are to the earth’s atmosphere. Prius advertises themselves as a brand that has helped reduce the amount of gases affecting the earth. This gives them credibility for being educated about the problems going on and coming up with a solution to benefit the earth and people. This allows the audience to trust Prius as a whole and their intentions.
A hybrid vehicle is a vehicle that is powered by two or more power sources to move the vehicle (Lampton 2009). Among the types of power sources are electricity, petrol, and hydrogen gas. As of 2011, the world’s best selling hybrid, the Toyota Prius, on sale since 1997 has sold over 3 million units worldwide. Sales of other hybrids are also picking up. (Schwartz 2011)
Since the release of this first mass-produced of the hybrid vehicles the government has been doing a lot of things possible to be involved and also to regulate the purchasing’s of HEVs and PHEVs. Today, the President Obama has created a New Energy For America to plan for changes to its way the United States uses energy. The plan does include a section on the hybrid vehicles and plug-in hybrids. Soon the tax credits will be ended for its regular hybrid electrics vehicles. Now it is known, due to the rapid rate of the HEV sales the government has also withdrawn its tax rebates on HEV models, by giving exclusive tax cuts on EV and PHEV models, which based on its total electric charge that the battery pack can hold. Since then, HEV cars were popular among environmentally conscious drivers.
Toyota, the last standing Australian manufacturer, has announced that they will cease producing cars in Australia in 2017 (Toyota Australia Announces Future Plan For Local Manufacturing, 2014). The coalition government made it clear that it was not prepared to further assist the Australian car manufacturers and consequently Holden and Ford closed their doors. Toyota followed suit as manufacturing in Australia was no longer sustainable due to the unfavorably high Australian dollar, high labor costs, highly competitive domestic market and overseas competition. (Australian Government Productivity Commision, 2014). Manufacturing has been a great source of pride for Australians over the many years and so this is a solemn time for the industry.
There are 3 popular hybrids on the market today which are the Honda Insight coupe, Toyota Prius four door hatchback and the Honda Civic hybrid Sedan. There are 6 new hybrid models on the way to the market which will give families a larger selection to choose from. These cars will allow consumers to save on gas. The consumer gets more miles per gallon with the Hybrid car. These cars can go 600 miles before having to refuel with gasoline which will decrease the amount of money that the consumer will have to pay for filling the gas tank. Also, these cars produce about 90 percent fewer smog-forming tailpipe emissions compared with the average new car, according to Dave Hermance, head of Environmental Engineering for Toyota. Purchasing these cars will also allow the consumer to receive a tax break of $1,500. The price of these cars are no...
Prius was released in December 1997 in Japan in order to reduce emissions in urban areas, which startled the world. The Japan-market Prius, which has sold 35,000 units, was optimized for "stop-and-go" driving, so it needed some tuning to meet the requirements of the U.S. market. In the U.S., motorists typically drive faster for longer distances, and vehicles have stricter emissions requirements. The Prius, a four-door sedan that seats five, is designed to minimize tailpipe emissions and get excellent mileage for a car its size. It meets California's very stringent SULEV standard (super ultra-low emission vehicle), which allows only 10 percent of the smog-forming exhaust gases as the ULEV standard. To reduce emissions, the Prius operates without running the gasoline engine at speeds below 13-25 mph. The car decides which driving mode to operate in based on how it is being driven, the charge level in the batteries and driving conditions. It never needs to be plugged in to recharge; the onboard generator automatically charges the batteries when necessary. The retail price is about $23000, which is reasonable price in market now.
Toyota Motor Corporation is a Japanese car company. It operates 75 manufacturing companies globally and markets vehicles in more than 170 companies. Its brands include the Lexus, Prius, Avensis and Auris (“Company”, n.d.).
Currently, Toyota Prius is the best hybrid car in US collection market. It is one of the most modern sedans in the automotive sector in the business environment. It offers a competitive lead to other businesses since it is environmental friendly and it offers the most excellent fuel system. The market of this vehicle is experiencing development on an impressive degree with the market sales per year being around 550,000 every year in the US from year-2008. The paper starts with the introduction of Toyota Company where short background information and an overview of the market environment, in which its functions are described. An up to date situation analysis is also performed. This analysis gives a clear understanding of the company, its numerous products, rivals and various business atmospheres in which it operates. After looking into its internal and external environment, a SWOT analysis to identify its environment’s opportunities and threats is performed as well as the 4Ps analysis. Basing on these aspects, the most significant matters are recognized and marketing goals and strategies have been classified. In conclusion, a suggestion for change and execution plan has been set up to develop the product. Finally, in order to remain competitive in the market, a brief integrated marketing communication is carried out.
Hybrid cars use both gas and electric. The gasoline engine is the primary source of power, while the electric motor is used at low speeds. Emissions levels are reduced because the gasoline engine shuts off at low speeds. An additional benefit of the parallel configuration is that no outside source of electric power is required because the engine itself generates the required electricity. A Hybrid Electric Vehicle known as HEV have several advantages over traditional internal combustion engine (ICE) vehicles: Regenerative braking capability, which helps minimize the energy lost when driving. Engine is sized to average load, not peak load, which reduces the weight of the engine. Fuel efficiency is greatly increased, while emissions are greatly decreased. HEVs can be operated using alternative fuels; therefore they need not be depended on fossil fuels (http://www.ott.doe.gov/hev/what.html#hev). Another great thing about these machines is the mpg; on the average, a hybrid car gets anywhere from 55-70mpg on the hwy. This is what makes the car all worth having. Now all this sounds good, but there are some issues that must be addressed.
First of all, Toyota has been very successful in differentiating on the basis of superior design and quality. This has led to Toyota being able to create a brand image that is very strong and one that brings to mind quality, long lasting cars when a potential customer sees it. The strength of Toyota’s brand image has been seen in recent years with the recalls and problems Toyota faced in dealing with these recalls. Toyota was able to survive these problems because they had such a long and proven track record of quality and superior. Another, area that Toyota differentiates is in technology. Toyota was the first successful mass produce the hybrid car on the market when it released the Prius in 2003. Being the first to get their hybrid on the market allowed Toyota to gain a large portion of the market share in the area of hybrid
An example of an efficient car that has been successful due to scientific engineering is the Toyota Prius. The worlds top selling hybrid car with cumulative global sales of over 3 million units by June 2013. The Toyota Prius’ tailpipe emissions (grams per kilometer CO2) is 82g/km. While another popular car such as the Toyota Land Cruiser’s tailpipe emissions is 214 g/km. This shows how after scientific innovations a hybrid car, that is electric and fuel powered car, has evolved into one of the most popular and has 132g/km less than the Toyota Land Cruiser.
Vehicles in this day and time are nothing like what they used to be. Over half of the car manufacturers are now trying to build new cars and trucks to be as fuel efficient as they can be. Although hybrids conserve more gas than standard vehicles do, they use gas, also. Hybrids do not use as much gas as the ol...