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Toyota Prius Marketing Plan

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Toyota Prius Marketing Plan
Market Research Assignment

Adam Dunphy
Rachel MacKenzie
Maura Woodman
Kyle Wotton

Professor BhaskerMukerji
BSAD: 231
November 29, 2011

Toyota, the largest automotive manufacture in the world needed to take a leadership role in developing a more sustainable method of transportation. Toyota has a leadership role in quality control by bringinglean practices to the manufacturing process. The term lean was coined by Toyota to create flow in the workplace and the work environment (Wikipedia-Lean Manufacturing, 2013).Toyota is focused on making a product that will help the natural environment and cut down on waste. Our new line of Hybrids shows our corporate commitment to innovation and environmental sustainability. The following marketing programs outlines the ways in which Toyota will evaluate the macro-environment, determine a target market for the Hybrid line, as well as our plans for the product its self, a pricing strategy, our placement of the product as well as promotion efforts.
One of the big questions is why? Why did we create this product; well it is simply because there was a massive demand for it. Oil prices are through the roof, and consumers do not want to spend their paychecks at the pumps. In 2008, there was a huge spike in the oil prices. This spike has temporarily decreased but oil prices are predicted to rise again soon. Both consumer households and government are demanding us to create a new product that is affordable and sustainable. Consumers are not only demanding this product from us, they are also demanding a change in the market; a change in the way companies are manufacturing their inventory. With the hybrid Prius, Toyota has stepped up to the challenge. Because we are able to control our large scale manufacturing with ease, and have strong knowledge of the market, we have been

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