the future is

What are we going to talk about?

IntroductionThe microenvironmental factorsThe macroenvironmental factors

Toyota’s marketing strategy

What is special about the Toyota hybrid car?

Combination of gas engine and electric motor

A long shot at the American market

Prius is a leader and the hottest car

Silent car

• First generation Toyota Prius Hybrid• Introduced in 2001“The hottest car I’ve ever seen” (Toyota U.S.A President)

• Second generation Toyota Prius Hybrid• Introduced in 2004• Redesigned and improved• Came in 7 colors, roomy interior, touch screen monitor and increased fuel efficiency

Microenvironmental factors

Microenvironmental factors

Consumers

Suppliers

Competitors (Ford, General Motors,Subaru, Nissan, Huyndai, Honda)

Macroenvironmental factors

Macroenvironmental factors

Demographic forcesTechies and youngsters are the major market in the United Statesand known for an interest in quality and willing to try the new

Economic forcesOil price hike

Natural forcesPrius is designed to be environmental friendly for less air pollutionand less need for oil exploration and gasoline production

Macroenvironmental factors

Technological forces Toyota worked in technological part and aimed the car at the“techie”part of the market.

Political forcesTax incentive

Cultural forcesAmericans' love of automobiles

Marketing strategy

Toyota Prius 4P

PRODUCTDiversity option for the

consumers It has gasoline engine Its environmental

friendliness and energy-saving

Prius also offer various colors and several optional

Toyota Prius 4P

PRICEPrius costs about

$3000

Toyota Prius 4P

PLACEAvailable easily in the

showrooms as well as on the Internet

Chat rooms such as priusenvy.com

Toyota Prius 4P

PROMOTIONToyota has asked for tax

incentives to stimulate purchase Prius

By educating consumer about the Prius

Spent more that 40$ million spread over media

How might Toyota improve its strategy?

Continue to improve fuel efficiency andmaintain a leading position in technologyindustry

Expand into the new markets

Would you agree with Mr. Stewart?

«If you want to get a lot of hybrids on the road,

you put them in vehicles that people

are buying now»

Ken Stewart, GM’s marketing director

YES

Thanks for your attention!