Prius: Leading a Wave of Hybrids
Assignment 1 is worth 15% of your total mark for this course; it should be submitted after you have completed the readings and learning activities for Lessons 1 through 4. Your assignment submission should be no more than 10 pages in length. A page is defined as double spaced, with standard margins, using a standard 12-point font. The cover page with your name and student number does not count as a page. A deduction of 10% will apply if your assignment is more than 10 pages long.
Read the case of “Prius: Leading a Wave of Hybrids” on pages 103 and 104 of the textbook. Formulate answers to the following questions in a Microsoft Word (or compatible) document, then return to this page and follow the instructions on the right-hand side of this page to submit your assignment for marking.
Question 1 (20 marks)
Identify four actors in the microenvironment that affect the introduction and sale of the Toyota Prius and explain the role each of these actors played in Toyota’s strategy.
Note: Divide your answer into sections, one for each factor.
Question 2 (20 marks)
Describe how economic and technological forces affect the marketing of Toyota Prius.
Note: Divide your answer into two sections, one for each force.
Question 3 (30 marks)
a) Describe the value-delivery network Toyota uses for the Prius.
b) How critical are the role of each component of this network in the current and future success of the Prius?
Question 4 (15 marks)
The textbook discusses five alternative concepts under which organizations design and carry out their marketing strategies (pp. 10-12). Which one best describes the strategy Toyota adopted for the Prius? Explain.
Question 5 (15 marks)
What is Toyota’s value proposition to people who may consider buying its Prius?
Note: First define value proposition and then answer to the question.
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