Prius: Leading a Wave of Hybrids
1. What microenvironmental factors affected both the first generation and second generation models of the Toyota Prius? How well has Toyota dealt with these factors ?
2. Outline the major macroenvironmental factors-demographic, economic, natural, technological, political and cultural-that have affected Prius sales. How well has Toyota dealt with these factors?3. Evaluate Toyota´s marketing strategy so far. What has Toyota done well? How might it improve its strategy ?
4. GM´s marketing director for new ventures, Ken Stewart, says ¨If youwant to get a lot of hybrids on the road, you put them in vehicles that people are buying now¨. This seems to summarize the U.S. auto makers’ approach to hybrids. Would you agree with Mr. Stewart ? Why or why not ?Answers
1. When talking about microenvironmental factors we must say that these factors ( company, suppliers, intermediaries, customer markets, competitors and publics ) are factors working closely to the company and they affect the ability to serve customers. The Toyota Prius in its firs generation was small, cramped and slow compact; the opossite of the popular and most wanted type car inAmerica, the SUV. This is were the microenvironmental factors affected the Prius market. Sales are difficult when groups have an actual and potential interest in a specifically type of car. Publics in other words affected the most when talking about Prius sales. Another micro-factor that actually affected the Prius market was the competition ( internal and external ). Other brands began to developedhybrids cars in 2008 to be part of the new growing trend of having an hybrid car to save money and help the environment. Not only other companies and brands such as General Motors, GM and Ford were affecting the sales but also the Prius was facing internal competition from the Toyota Camry ( another hybrid model from Toyota ). Other micronvironmental factors did not affect at all the Prius market.Gas prices skyrocketd, so hybrids car became more usefuls and more populars; consumers were excited about buying this new car because of the large lists of incentives ( internal and externals ) such as new ways of modifying the performance of the car by hacking into the computer system, more miles per galon, permission to drive in HOV even if they only had one occupant, free parking and huge taxbreaks.
So the 1st and 2nd generation of Prius did not faced to much microenvironmental factors. And the factors that did affected the sales and market of the Prius were rapidly solve with the incentives already mentioned, so people was eager to buy this car because of the savings and the high gas prices. External competition was not a problem anymore because Toyota launched 6 hybrids models (including lexus ), to maintain competition inside the company and therefore not be worried by other companies and brands.
2. In addition to microenvironmental factors we can also mention macroenvironmental factors such as demographic, economic, natural, technological, political and cultural. These factors are larger societal-forces that can also affect the market of a product.
One of the mostmacroenvironmental factors that have affected Prius sales in a negative way was the technological environment. As Toyota Prius was launcging new models and new ideas of a better and useful car, other companies and brands were also aware of this. Other companies were eager to produce and develope hybrids cars so their lineups could include environmental cars. This created competition among thePrius, not only external but also internal. Besides technological environment there were not much negatives macro-factors that could probably affect sales around the Prius market. In fact I beleived that the other macroenvironmental factors did affected Prius sales not in a negative way but in a possitive one. Starting with the cultural environment, the Toyota Prius is a car that is not only good...
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