Toyota Prius

Only available on StudyMode
  • Download(s) : 340
  • Published : October 16, 2010
Open Document
Text Preview
What microenviromental factors affected the introduction and relaunch of the Toyota Prius ? How well has Toyota dealt with these factors /

There is a diverse micorenviromental factors that affect the sales of a product. Namely, the suppliers , marketing intermediaries, Customers , competitors and publics. Firstly , will be the suppliers , Suppliers are the provider of the company’s resources that produce its goods. When Toyota, wanted to launch its first hybrid car in US, the company only uses its own manufacturing plant in Japan. This is because, the plant in Japan as high qualities in its deliverances of cars and follows strict rules and regulation. The other reason the company also decided not to built a plant in US first is the fear of low demands from the consumers itself as previous studies have shown that the US consumers prefers large and fancy cars. However things change when Toyota begin to upgrade the Toyota Prius by fixing its weaknesses. More and more demands have come in as the market begin to warm up with the idea of owning a hybrid and fuel saving car. In the end , the company plans to built one of its manufacturing plants in US so as to shorten the waiting lists period ,and continue to satisfy more customers. In this case, the marketing mangers also have to continually market the price trend of their key input. This is done by finding the right suppliers to in US to supply for the car parts while still offers quality and cost saving goods. When the Toyota Prius is manufactured in US itself, the cost will also be lower as less tax will be incurred onto it.

The second factor that affects Toyota Prius will be the marketing intermediaries. Marketing intermediaries help the company to promote , sell , and distribute its products to final buyers. Thy include resellers , physical distribution firms , marketing services agencies and financial intermediaries. When Toyota was firstly launched in the US, it has to seek out and ideal distribution...
tracking img