marketing strategy
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Marketing StrategyMarketing Research
Bradley Childers
MKT/593
September 9th, 2014
STEVEN WYNNE
Toyota Prius Strategy
LT Summary
Ansoff Matrix
Price
Product
Promotion
Place
Environmental Factors
LT Summary
Product
Target Market
Distribution
Competition
LT Summary Cont.
Market Share
Financial Analysis
Other Factors
Ansoff Matrix Analysis.
Market Penetration
Product Development
Market Development
Diversification
Toyota Strategy Introduction- Product Development
Toyota Strategy 2004 and beyond- Market Penetration
Price
Drivers Average income $80,000 - $100,000
Range $19,000 - $27,000
Priced to moderate pricing range
Dependent on Features
Product Hybrid Technology
• Electric Cells
• Gas Engine
100 miles per gallon
STAR Safety System
Lower Emissions
Promotion
1997 $15million marketing expenditure
• Direct Marketing 40,000 consumers
• Earth Day Give-away
• Magazines, TV, Radio
2004 $40 million Marketing Expenditure
• $1500 tax rebate
Place
Website
Dealerships
• Leasing
• Purchasing
Environmental Factors
Demographic
Economic
Natural
Techological
Political
Cultural
Toyota Prius Strategy
LT Summary
Ansoff Matrix
Price
Product
Promotion
Place
Environmental Factors
References
Business Case Studies LLC. (2014). Ansoff Matrix. Retrieved from http://businesscasestudies.co.uk/portakabin/achieving-growth-through-product-development/ansoffs-matrix.html#axzz3CwyJ3Fmd’
Toyota, L. (2013). Fit? Wealthy? Educated? Drive a Prius.. Retrieved from http://lauratoyota.com/fit-wealthy-educated-drive-a-prius/
evworld. (2012). Toyota Will Build Prius in USA Starting in 2015. Retrieved from http://www.evworld.com/news.cfm?rssid=27849
Francis, A. (n.d.). Case Study: Toyota Prius Marketing Strategies. Retrieved from http://www.mbaknol.com/management-case-studies/case-study-toyota-prius-marketing-strategies/
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