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Plug-in Hybrid and Toyota

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Plug-in Hybrid and Toyota
Marketing Management – MRK-1101
Case Study
Marketing Environment

Prius: Leading a wave of Hybrid

About Toyota

Founded by Kiichiro Toyoda, Toyota Motor Corporation is a Japanese multinational corporation that is principally engaged in the production of cars, vans, trucks, buses and robots. Alongside its extensive vertical and horizontal integration, Toyota participates in the construction of houses, production of textile machinery, real estate market, financial activities, and biotechnology research.
Currently, its president and representative director is Akio Toyoda, and is headquartered in Aichi, Japan. Over time, Toyota Motor Corporation has been awarded the title of largest automobile producer in the world, along with the privilege of being the twelfth largest company in the world.
Toyota has 50 manufacturing plants, 170 distributors, 326,000 employees and 660,000 shareholders around the globe. In the fiscal year ended 2012 March 31, it sold more than 7,351,000 vehicles. The largest portion of its production takes place in Japan along with most of its sales, closely followed by those made in North America. According to the R & I (Rating and Investment Information Inc.), Toyota is in the AAA category, this being the highest.
Among its greatest creations, characterized by creativity and strength, are the methods of production and procurement "Just In Time" and “Jidoka”, the first mass-produced hybrid car and widespread distribution (Prius), the first automatic parking system in a vehicle and the most sold car in world history (Corolla - more than 37.5 million units).
Through four global strategic business units (Cars & Minivans, Trucks, Crossovers & SUVs and Hybrids & EVs) and many international branches, Toyota attends to completely different markets, meaning it commercializes a complete line of products for each type of customer and every region of the world, by developing both global and regional models. Brazil is different


Bibliography: GRISKEVICIUS, Vladas; TYBUR, Joshua M; VAN DER BERGH. ‘’Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation’’. BramJournal of Personality and Social Psychology, 2010, Vol. 98 (3), 392-404 Websites: BERMAN, Brad. ‘’ History of Hybrid Vehicles’’. Hybridcars. June 14 2011. [Online] http://www.hybridcars.com/history-of-hybrid-vehicles/ (February 2nd 2013) COBB, Jeff DUNN, Max. ‘’ Case Study: The Toyota Prius’’. Academia.edu. March 3rd 2010. [Online] http://www.academia.edu/239996/Prius_Marketing_Case_Study (January 30th 2013) IJICHI, Takahiko.’’FORM 20-F’’ JACOBS. ‘’ Hybrid Car Vs. Gasoline Car’’. Livestrong.com. July 19th 2010. [Online] http://www.livestrong.com/article/178859-hybrid-car-vs-gasoline-car/ (January 30th 2013) JORDI ORLOFF, Jeffrey. ‘’Hybrid Vehicle’’. About.com. [Online] http://saveenergy.about.com/od/fuelingyourautomobile/g/Hybrid.htm (January 30th 2013) ROOS, Dave ‘’Federal tax credits for hybrids’’. U.S. department of energy. 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[Online] http://leonardwalto211.edublogs.org/ ( Febuary 2nd 2013) -------------------------------------------- [ 1 ]. IJICHI, Takahiko.’’FORM 20-F’’. UNITED STATES SECURITIES AND EXCHANGE COMMISSION. (June 25th 2012). [Online] http://www.sec.gov/Archives/edgar/data/1094517/000119312512281223/d249054d20f.htm#rom249054_12 (January 31th 2013) [ 2 ]. MCINTYRE, Douglas. “The Best-Selling Cars of All Time”. 24/7 Wallstreet.com. January 26 2012 [Online] http://247wallst.com/2012/01/26/the-best-selling-cars-of-all-time/ (January 25th 2013) [ 3 ]. TOYOTA MOTOR CORPORATION. “Vision & philosophy”. Toyota-Global.com [Online] http://www.toyota-global.com/company/vision_philosophy/ (January 23rd 2013) [ 4 ]. TOYOTA MOTOR CORPORATION. “Code of Conduct”. Toyota-Global.com [Online] http://www.toyota-global.com/company/vision_philosophy/toyota_code_of_conduct.html (January 23rd 2013) [ 5 ]. ORLOFF, Jeffrey. “Hybrid Vehicle”. About.com. [Online] http://saveenergy.about.com/od/fuelingyourautomobile/g/Hybrid.htm (January 30th 2013) [ 6 ] [ 7 ]. COBB, Jeff. “December 2012 Dashboard’’. Hybridcars. January 8th 2013. [Online] http://www.hybridcars.com/december-2012-dashboard (January 30th 2013) [ 9 ] [ 10 ]. DUNN, Max. “Case Study: The Toyota Prius”. Academia.edu. March 3rd 2010. [Online] http://www.academia.edu/239996/Prius_Marketing_Case_Study (January 30th 2013) [ 11 ] [ 12 ]. Alvarez Newman, Diego. “El toyotismo como sistema complejo de racionalización”. Scielo.org.ar [Online] June 2012 http://www.scielo.org.ar/scielo.php?pid=S1514-68712012000100003&script=sci_arttext (January 28th 2013) [ 13 ]. TOYOTALAND. “Toyota Prius Chronological History”. Toyotaland.com [Online] http://www.toyoland.com/prius/chronology.html (January 23rd 2013) [ 14 ]. CELEBRITYCARS. “How Many Starts Own a Prius?” Celebritycarsblog.com [Online] http://www.celebritycarsblog.com/2011/01/how-many-celebrities-drive-a-prius/ (January 29th 2013) [ 15 ]. 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