Marketing Strategy

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/