Toyota Prius: Marketing Analysis for BA3567 Principles of Marketing

This report provides a comprehensive marketing analysis of the Toyota Prius, a pioneering petrol-electric hybrid vehicle by Toyota. It examines the macroeconomic and microenvironmental factors influencing its market presence, particularly in countries like Turkey with favorable tax incentives for hybrid vehicles. The report highlights Toyota's differentiation strategy and its use of geographic, psychographic, and demographic segmentation to target environmentally conscious consumers, technology enthusiasts, and the middle class. It also assesses the strengths, weaknesses, opportunities, and threats (SWOT) facing the Prius, including its environmental impact, unique design, competition, and pricing. The promotion mix, focusing on advertising and targeting young, environmentally conscious buyers, is also discussed. The report concludes with suggestions for improvement, emphasizing technological advancements, increased production capacity, and optimized equipment utilization to maintain competitiveness and address rising fuel prices. The analysis is based on the Principles of Marketing.