Prius Study

2. The Prius case had a very interesting point to the case. The case started of describing how consumers weren’t first interested in Toyota Prius’s much. The case started off talking about how Americans love SUVS and how it seems unlikely that the Prius would become a hit. The Prius had a first generation and second generation, and when it first came out as the first generation it was pretty small, cramped and a slow impact car. The second generation Prius had more perks and more luxurious and became a hit. There were many major macroenvironmental factors that affected Prius’s sales. The first one I would like to discuss are the demographics. The case had mentioned how the US is country with people who like to drive big SUVS and powerful cars, Prius overcame this by offering their consumers a generation II prius which had upgrades and more perks from the generation one. This comes to the social factor of the case, when the generation II came out; it had more wants for consumers. The case stated the new generation provided expensive touches found in luxury cars, an energy monitor, outside temperature, and battery charge level. Prius offered consumers a new line by offering them what they wanted. Once people started seeing the wants in the new generation Prius more people became interested in purchasing the car. The new Prius was more fuel effiecient saving consumers more money on Gas. With gas prices being so high this attracts consumers to cars that are more fuel efficient. Prius did a great job making the Prius so fuel efficient, that was Prius’s bread and butter.
There are many reasons for the success of the Prius. Toyota had an amazing target strategy and has been spot on. They focused first on the early adopters. The technological factor played a huge role in their first target market strategy. According to the case study “Toyota first targeted the early adopters, techies who were attracted by the car’s advanced technology.” People were really intrigued by