Marketing
Case Details: | Price: | Case Code | : | MKTG118 | For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling ChargesThemes | Case Length | : | 27 Pages | | Period | : | 1997 - 2005 | | Pub Date | : | 2006 | | Teaching Note | : | Not Available | | Organization | : | Toyota Motor Corporation | | Industry | : | Automobile | | Countries | : | USA | |
Abstract:
The case focuses on the world's first mass produced hybrid passenger car - Prius - manufactured by the world's second largest automaker Toyota Motors.
The case explains the new hybrid technology used in the car.
It also looks for the reasons for the success of the original Prius in the Japanese market and of the subsequent models of the Prius launched in the US and other markets.
The strategies for marketing the product in the US are also analyzed. | |
Issues:
• History of hybrid vehicles.
• Working and usefulness of hybrid vehicles.
• The growing need for clean and green cars in the 21st century.
• The system Toyota put in place for the manufacture of the original Prius.
• The technology and other aspects and features of the original Prius and its subsequent versions.
• Toyota's marketing strategies in the US.
• The role of buzz marketing in the marketing of new and innovative products like the Prius.
Contents:
| Page No. | Introduction | 1 | Background Note | 2 | Toyota | 2 | Hybrid Cars | 3 | Knowledge Management at Toyota | 4 | The Original Prius | 7 | The First Generation Prius | 7 | The Second Generation Prius | 9 | Outlook | 13 | Exhibits | 14 |
Keywords:
"The Prius is solid evidence that the ponderous development process that produces new automobiles is finally on the brink of a genuine technological breakthrough."1
- Popular Science Magazine, July 1997.
"We believe that clearing environmental hurdles and offering an attractive driving experience are critical for cars to thrive in the 21st
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling ChargesThemes | Case Length | : | 27 Pages | | Period | : | 1997 - 2005 | | Pub Date | : | 2006 | | Teaching Note | : | Not Available | | Organization | : | Toyota Motor Corporation | | Industry | : | Automobile | | Countries | : | USA | |
Abstract:
The case focuses on the world's first mass produced hybrid passenger car - Prius - manufactured by the world's second largest automaker Toyota Motors.
The case explains the new hybrid technology used in the car.
It also looks for the reasons for the success of the original Prius in the Japanese market and of the subsequent models of the Prius launched in the US and other markets.
The strategies for marketing the product in the US are also analyzed. | |
Issues:
• History of hybrid vehicles.
• Working and usefulness of hybrid vehicles.
• The growing need for clean and green cars in the 21st century.
• The system Toyota put in place for the manufacture of the original Prius.
• The technology and other aspects and features of the original Prius and its subsequent versions.
• Toyota's marketing strategies in the US.
• The role of buzz marketing in the marketing of new and innovative products like the Prius.
Contents:
| Page No. | Introduction | 1 | Background Note | 2 | Toyota | 2 | Hybrid Cars | 3 | Knowledge Management at Toyota | 4 | The Original Prius | 7 | The First Generation Prius | 7 | The Second Generation Prius | 9 | Outlook | 13 | Exhibits | 14 |
Keywords:
"The Prius is solid evidence that the ponderous development process that produces new automobiles is finally on the brink of a genuine technological breakthrough."1
- Popular Science Magazine, July 1997.
"We believe that clearing environmental hurdles and offering an attractive driving experience are critical for cars to thrive in the 21st