Toyota Prius

922 Words2 Pages

Description:

In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the importance of the Prius in Toyota's overall product strategy and explores issues ranging from market structure to competitive advantage and competitive dynamics.

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|Learning Objective: |

|To examine a wide range of business strategy topics involving strategy formulation, including market structure, competitive |

|advantage, sustainability, and competitive strategy. Also, to discuss leadership and corporate environmental citizenship. |

What is the Toyota Prius?

The Toyota Prius is the world's first standard-production hybrid-electric vehicle (hence the name, which, in Latin, means "to go before.") The Prius is meant to be a fully usable replacement for a family or fleet vehicle. It gains fuel economy through clever use of technology, rather than through downsizing, so it is a comfortable family car - no pitiful acceleration, shaking and rattling, or impossible-to-fit-in dimensions.

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