prius
TRANSCRIPT
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Toyota Prius
Leading a Wave of Hybrids
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Our Team
• Anusha D
• Archana B
• Lohitha K
• Sravan M
• Sravya D
• Srinivas L
• Vamsi D
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Overview
• The Company Toyota
• Working of Hybrids
• Demand for Prius
• SWOT Analysis
• Success Story
• Focus Shift
• Questions
• Conclusion
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THE COMPANY TOYOTA
• History of Toyota
• Popular car releases of Toyota in US
• Faded face of SUV’s
• Concept of Hybrid vehicles
• Prius and its generations
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US Market Share - May2008
BMW; 2.3VW; 2.2MERCEDES
2%
GM; 19.3
TOYOTA; 18.4
FORD; 15.4
CHRYSLER; 10.7
HONDA; 12
NISSAN; 7.2
HYUNDAI; 5.6
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Working of Hybrids
Charge Only
Battery Only
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Moderate Acceleration
High Power
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Highway Cruising
Regenerating
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Electric Drive/Charge
Stand By
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DEMAND FOR PRIUS
• The Transformation of Prius.
• Units sold
2001 2004 2006
International sales
15000 107000 500000
50000
250000
450000
International sales
Car
Sal
es
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Factors that has driven the demand
• Recession
• Fuel prices
• Fuel Efficiency
• Eco-Friendly
• Tax Benefits
• Other Benefits
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SWOT AnalysisSTRENGTHS
World’s second largest car manufacturer, biggest Japanese car manufacturer
Reliable and High Quality Image
R&D, spend the most amongst car manufacturers; innovative
‘Just In Time’ ProductionLexus brand, other strong brands
WEAKNESS
Understanding of European market/ culture
Distribution network/ car dealer
Prestige/ image when compared with other European makes
OPPORTUNITIES
EU market, elimination of quotas in 2000
Hybrid technology
Targeting Baby boomers
Online activities, online buying
THREATS
Strong competitors in every segment; Ford, GM, VW, Mercedes, BMW, Honda
Public/Alternative transportation
Heavy taxation/ fuel prices increase
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Target Market
• Targeting early adopters and Techies.
• Attracting Environmental Conscious Customers
• Spent $40Million on Promoting
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Focus Shift
• Focus on Camry hybrid.
• Reduction in supply of Prius.
• More companies incorporating the Hybrid engines.
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Questions????
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Micro Environmental Factors
• Company: done a lot of R&D and marketing, TOYOTA expects PRIUS to set standards for hybrid cars for entry into luxury vehicles.
• Suppliers : innovation from Panasonic may contribute towards the lower costs.
• Market Intermediaries : Dealers and sales people are trained to teach people how to drive with fuel efficiency.
• Customers : techies and early adopters.
• Competitors : American car manufacturers like GM, Honda and CIVIC Hybrid.
• Public : Govt., Media and Press, Co. invested 40 Million Dollars for advertising PRIUS-II.
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Macro Environmental Factors
• Demographic Changing income structure
Age composition
Better-educated and white-collar
population.
• Natural Pollution Levels
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• Cultural
Environment Conscious.
People’s love for performance cars
• Political Prius patriots
Government incentives
Corporate incentives
• Economic Buying Power
Spending Patterns
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CONCLUSION