Case Study- Ch 3- Toyota Prius

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|Kingdom of Saudi Arabia |[pic] |المملكة العربية السعودية | |Royal Commission at Yanbu | |الهيئة الملكية ينبع | |University College – Yanbu (Women's Campus) | |الكلية الجامعية-ينبع )حرم البنين( | |Yanbu Al-Sinaiyah | |ينبع الصناعية |

Principles of Marketing (MKT-211) 1st Semester 2012-13
|Total Marks |Marks Obtained|
|10 | |

Name: ________________________________________ Section: _____

|Student ID |

This assignment must be in computer printed form and you are required to follow the given format. Times New Roman
Font size 12
Double spacing
2 inches left and right margin

Late Submission: Please note there will be a penalty of 10% of the allocated marks for assignments submitted after the said time and date of submission

Task:
Please refer to the following case study from your text book (Page 120 - 121) --- Prius: Leading a Wave of Hybrids Read the given case study carefully and carry out the necessary analyses before attempting to answer the following question.

Answer ALL questions. All questions carry equal amount of marks: -

1. Outline the major macro-environmental factors – demographic, economic, natural, technological, political and cultural – that have affected Prius sales. How well has Toyota dealt with each of these factors? [10 marks]

Demographic: Baby boomers are the major market in the United States and they have reached the stage where the kids are grown and gone. This means that they can pay more for cars...
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