Paper Summary:

This paper investigates the 2005 Toyota Prius within the car industry and analyzes it from a marketing perspective. It looks at how it is a hybrid vehicle that has grown in popularity over the last few years, how it has been successfully promoted, and how it continues to be synonymous with the renowned quality that Toyota is known for.

Outline
Introduction
Marketing Mix
Promotion
References

From the Paper:

"The Prius is sold at Toyota dealerships throughout the country. However, most do not have the vehicles in stock because the demand for the vehicle is so great. Many who want to own the vehicle must be placed on a waiting list and may wit to receive the vehicle for six months or more. In years past Toyota has chosen not to increase production to meet demand because the company actually looses money by producing these vehicles. Aukofer explains that Toyota loses money on every one sold, and has no plans to ramp up production to meet the demand."

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