prius

Toyota Prius

Leading a Wave of Hybrids

Our Team

• Anusha D

• Archana B

• Lohitha K

• Sravan M

• Sravya D

• Srinivas L

• Vamsi D

Overview

• The Company Toyota

• Working of Hybrids

• Demand for Prius

• SWOT Analysis

• Success Story

• Focus Shift

• Questions

• Conclusion

THE COMPANY TOYOTA

• History of Toyota

• Popular car releases of Toyota in US

• Faded face of SUV’s

• Concept of Hybrid vehicles

• Prius and its generations

US Market Share - May2008

BMW; 2.3VW; 2.2MERCEDES

2%

GM; 19.3

TOYOTA; 18.4

FORD; 15.4

CHRYSLER; 10.7

HONDA; 12

NISSAN; 7.2

HYUNDAI; 5.6

Working of Hybrids

Charge Only

Battery Only

Moderate Acceleration

High Power

Highway Cruising

Regenerating

Electric Drive/Charge

Stand By

DEMAND FOR PRIUS

• The Transformation of Prius.

• Units sold

2001 2004 2006

International sales

15000 107000 500000

50000

250000

450000

International sales

Car

Sal

es

Factors that has driven the demand

• Recession

• Fuel prices

• Fuel Efficiency

• Eco-Friendly

• Tax Benefits

• Other Benefits

SWOT AnalysisSTRENGTHS

World’s second largest car manufacturer, biggest Japanese car manufacturer

Reliable and High Quality Image

R&D, spend the most amongst car manufacturers; innovative

‘Just In Time’ ProductionLexus brand, other strong brands

WEAKNESS

Understanding of European market/ culture

Distribution network/ car dealer

Prestige/ image when compared with other European makes

OPPORTUNITIES

EU market, elimination of quotas in 2000

Hybrid technology

Targeting Baby boomers

Online activities, online buying

THREATS

Strong competitors in every segment; Ford, GM, VW, Mercedes, BMW, Honda

Public/Alternative transportation

Heavy taxation/ fuel prices increase

Target Market

• Targeting early adopters and Techies.

• Attracting Environmental Conscious Customers

• Spent $40Million on Promoting

Focus Shift

• Focus on Camry hybrid.

• Reduction in supply of Prius.

• More companies incorporating the Hybrid engines.

Questions????

Micro Environmental Factors

• Company: done a lot of R&D and marketing, TOYOTA expects PRIUS to set standards for hybrid cars for entry into luxury vehicles.

• Suppliers : innovation from Panasonic may contribute towards the lower costs.

• Market Intermediaries : Dealers and sales people are trained to teach people how to drive with fuel efficiency.

• Customers : techies and early adopters.

• Competitors : American car manufacturers like GM, Honda and CIVIC Hybrid.

• Public : Govt., Media and Press, Co. invested 40 Million Dollars for advertising PRIUS-II.

Macro Environmental Factors

• Demographic Changing income structure

Age composition

Better-educated and white-collar

population.

• Natural Pollution Levels

• Cultural

Environment Conscious.

People’s love for performance cars

• Political Prius patriots

Government incentives

Corporate incentives

• Economic Buying Power

Spending Patterns

CONCLUSION