Contents:
Executive Summary 3
Introduction 3
The Automobile Market 4
Competition 4
Leading Suppliers of Cars 4
Current Offerings 5
Prius Target Market/ Segmentation Criteria 5
Demographic 6
Psychographic 6
Geographic 6
Toyota 7
SWOT Analysis 7
Marketing Communication
8
Major Trends 8
Marketing Strategy 8
Communication Mix 9
Marketing Campaign 10
Media Strategy 11
Post Campaign Testing 11
Summary 11
Current Future Environment 12
Appendix
Attitudes of Consumers Towards Green Cars (% of respondents), 13
Hybrid Owner Survey 14
Media Advantages and Disadvatages 15
Bibliography & References 16
Executive Summary
Objective
In our marketing plan we will be analyzing the many different aspects of the current marketing environment of the Toyota Prius, a sedan that is currently in the lead of the relatively new hybrid market, what we will attempt to do is to educate possible investors and the general public about the current marketing situation and various issues, that the Toyota company has to tackle to continue to have a strong hold in the hybrid market, and the sedan market in general. We feel that there has to be a focus on a pro ...