Toyota Prius Marketing Plan Marketing Plan

Presents a marketing plan for Toyota Motor Company's Prius, the first mass produced mid-size hybrid electric car in the world.
# 145256 | 3,565 words | 9 sources | APA | 2010 | US
Published on Oct 31, 2010 in Business (Companies) , Business (Marketing)

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This paper uses a SWOT analysis to assist in creating a marketing plan for Toyota Motor Company's Prius, its hybrid electric model. Next, the author determines the target market, pricing, distribution channels, financing and leasing programs and the promotions approach and its budget. The paper concludes that, because of its recent safety issues, the key marketing messages that Toyota needs to address and solve for the Prius are reassurance and reliability. The paper includes tables and illustrations.

Table of Contents:
Executive Summary
Product Description and Situational Analysis
SWOT Analysis
Target Market
Competitors and Substitutes
Key Considerations
Channels of Distribution
Financing and Leasing
Promotion Budget

From the Paper:

"The consumers of the Prius brand are married males or females within the 30 and 50 years old age bracket. They are well-educated adults who are environmentally aware, tech savvy, and want to continue to "go green" while driving. Which means this type of demographic in this industry is of upper middle class and their occupations are usually in higher managerial, administrative or professional. In addition, they are already familiar with Prius and more likely own a hybrid or a similar vehicle within the Toyota family."

Sample of Sources Used:

  • Autobytel, Retrieved from on June 14, 2010
  • Car Comparison - Toyota and Honda, Retrieved from on June 14, 2010
  • Joe Benton (2010), New Honda Civic Challenges Toyota Prius, Consumer Affairs, Retrieved from on June 14, 2010
  • Lexus to the Rescue, Bloomberg Business Week, Retrieved from on June 14, 2010Top 10 Cars,
  • Raia, James (2010, January 27). The Weekly Driver. Toyota recall: Safety research firm reports 275 crashes, 18 deaths in 11 years from faulty acceleration in suspended models. Retrieved June 1, 2010, from

Cite this Marketing Plan:

APA Format

Toyota Prius Marketing Plan (2010, October 31) Retrieved March 31, 2020, from

MLA Format

"Toyota Prius Marketing Plan" 31 October 2010. Web. 31 March. 2020. <>