Marketing Assignment 1

Assignment 1 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.