CASE STUDY: Prius: Leading a Wave of Hybrids

Jun 18th, 2015
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What microenvironmental factors affected both the first generation and second generation models of the Toyota Prius? How well has Toyota dealt with these factors? The company: The owner of Gen 1 and 2 Prius had some concerns and issues about the product. They were complaining about the size and the interior of the car. Toyota seems to be committed in improving the product as it comes up with third Gen Prius. They listen to their customers and find ways on improving their product. Research and development seem to be at work in addressing the concerns of the consumers and finding ways on how to improve their products. According to Peter Fairley's article entitiled "Inside Toyota's R&D Strategy",Toyota promises to make all of its cars hybrid by 2020. And in improving their product the other departments such as the finance, operations, marketing, and advertising departments are also at work as Toyota tries to position their product in the market.

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CASE STUDY: Prius: Leading a Wave of HybridsQuestions for Discussion1. What microenvironmental factors affected both the first generation and second generation models of the Toyota Prius? How well has Toyota dealt with these factors?The company: The owner of Gen 1 and 2 Prius had some concerns and issues about the product. They were complaining about the size and the interior of the car. Toyota seems to be committed in improving the product as it comes up with third Gen Prius. They listen to their customers and find ways on improving their product. Research and development seem to be at work in addressing the concerns of the consumers and finding ways on how to improve their products. According to Peter Fairley's article entitiled "Inside Toyota's R&D Strategy",Toyota promises to make all of its cars hybrid by 2020. And in improving their product the other departments such as the finance, operations, marketing, and advertising departments are also at work as Toyota tries to position their product in the market. Sources:http://www.technologyreview.com/business/22298/Marketing Intermediaries: Car dealers, car agents, and some online shopping sites in the internet like sulit.com.ph and philmotors.com are selling and distributing Toyota Prius. These marketing intermediaries are helping the company increase the number of units sold each year.Source:http://www.philmotors.com/2011-Prius-for-sale-used-1380.htmlhttp://www.sulit.com.ph/index.php/classified

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