Prius: leaving a wave of hybrids
Question 1
Publics, Customers, competitors, and, marketing intermediaries are four microenvironment actors that affect the introduction and sale of the Toyota Prius.
Customers
Toyota first targeted the techies (early adopters), who would be attracted to the car’s technology. The techies modified their cars and posted their achievements online, creating buzz that Toyota could have never done on its own. These techies spoke about the car’s inherent fuel efficiency and ways to modify it to get a better fuel efficiency. Toyota then targeted consumers who were environmentally and fuel efficiency conscious. These consumers would know from the techies’ reviews that the Prius delivered on their fuel efficiency promise. The environmentally conscious consumers realized using less gas meant they were doing more for their environment. These satisfied customers boasted about their cars which led to more interested customers. The high demand created a phenomenon where the cars were being purchased at a higher sticker price than suggested.
Competitors
Toyota’s competitors haven’t fared well because customers were able to discern that these cars weren’t as green as the Prius. The concept with hybrid cars is that it saves you money on gas on the long-run and is also good for the environment. These factors make the higher sticker price feasible but when customers crunched numbers the Prius always had the greater value and lower sticker price. Competing cars Honda Accord, Ford Escape and Mercury Marnier haven’t done well because they weren’t green enough for customers. Toyota’s Prius has been able to benefit greatly from the failures of the other cars. Toyota has listened to their customers and delivered values accordingly.
Marketing Intermediaries
Marketing intermediaries are any firms which help the company promote, sell and distribute its goods to the final buyer. For Toyota these included the various advertising agencies, media outlets, consulting firms and privately
Publics, Customers, competitors, and, marketing intermediaries are four microenvironment actors that affect the introduction and sale of the Toyota Prius.
Customers
Toyota first targeted the techies (early adopters), who would be attracted to the car’s technology. The techies modified their cars and posted their achievements online, creating buzz that Toyota could have never done on its own. These techies spoke about the car’s inherent fuel efficiency and ways to modify it to get a better fuel efficiency. Toyota then targeted consumers who were environmentally and fuel efficiency conscious. These consumers would know from the techies’ reviews that the Prius delivered on their fuel efficiency promise. The environmentally conscious consumers realized using less gas meant they were doing more for their environment. These satisfied customers boasted about their cars which led to more interested customers. The high demand created a phenomenon where the cars were being purchased at a higher sticker price than suggested.
Competitors
Toyota’s competitors haven’t fared well because customers were able to discern that these cars weren’t as green as the Prius. The concept with hybrid cars is that it saves you money on gas on the long-run and is also good for the environment. These factors make the higher sticker price feasible but when customers crunched numbers the Prius always had the greater value and lower sticker price. Competing cars Honda Accord, Ford Escape and Mercury Marnier haven’t done well because they weren’t green enough for customers. Toyota’s Prius has been able to benefit greatly from the failures of the other cars. Toyota has listened to their customers and delivered values accordingly.
Marketing Intermediaries
Marketing intermediaries are any firms which help the company promote, sell and distribute its goods to the final buyer. For Toyota these included the various advertising agencies, media outlets, consulting firms and privately