Toyota Prius Marketing Case Study Essay

1764 Words Aug 25th, 2013 8 Pages
Case Study: Toyota Prius
University of Maryland University College
September 30, 2010

Synopsis:
As the United States unite in the global effort to monitor the use and waste of energy, fuel efficient or hybrid cars such as the Toyota Prius has dominated the market over the SUV’s who once adored every American driveway. With much doubt, in 2004, the Prius has become the leading selling vehicle in America. The sleek design has caught the eye and pockets of many Americans who prefer the “gas sipper” over the “gas guzzler.” (Kotler & Armstrong, Principles of Marketing, 2010)

In addition to the declined trips to the gas station, the Prius also offered advance technology such as the implementation of a Smart Key System, DVD
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(Kotler & Armstrong, Principles of Marketing, 2010)

2B: Outline each of the major macroenvironmental factors ---demographic, economic, natural, technological, political, and cultural – describe how each impacted Prius sales. How well has Toyota dealt with each of these factors?
Each macroenvironmental factor played a role in Toyota Prius sales. Below is an outline of each factor and how well Toyota dealt with each: 1. The demographic environment has a huge impact on Toyota Prius sales, especially with the change in population, age and generations. The American family is changing with more people opting not to marry, divorce, or have no intentions of having children; the need for a huge SUV to accommodate the growing family has lessened. (Kotler & Armstrong, Principles of Marketing, 2010) There are more people deciding to go with the fuel efficient hybrid, hence the Toyota Prius. This evolved need has increased the sales of the Prius making it the car that has more benefits than just a mode of transportation. 2. The economic environment is a factor that affects the spending patterns and buying power of the consumer. Though trends come and go, the affordability and sustainability of the Prius has adapted with the changes in income for the American consumers. Toyota has closely watched the economic forecast and with sufficient notice, such as the Cash for Clunkers

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