The Toyota Prius

Paper Summary:

In 2000, Toyota launched the "Prius", a hybrid gasoline/battery powered car that achieved twice as many kilometers per liter of very low emissions. This case study responds to a set of fixed questions mainly to do with responses to competitive market, a product not well understood, a diverse Canadian consumer market of cultural ecology but also, cultural fondness for larger, less fuel efficient or ecological transport. Toyota changed its organizational culture, produced specialised front line sales staff, and worked towards the production of repeat and permanent customers.

From the Paper:

"Several micro-environmental factors affected the introduction and sale of the Toyota Prius. First, there was a potential customer base of private consumers, businesses, resellers, and governmental and international markets. Toyota researched what a private consumer was willing to pay for a simpler, fuel-efficient and low-emission model. The company consulted with firms that bought cars, and Toyota distributors and resellers. Toyota also examined legislation involving emissions control in several countries, average fuel-cost expectations, and oil price levels. The stress put on international markets involved all of these factors. Second, there was assessment of competitors as largely drove the marketing of Prius, as explained in greater depth below."

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