MarketingEssay Preview: MarketingReport this essaya. In April 2003, Toyota announced its plan to become a largest automobile manufacturer in the world. Part of this plan is the commitment that by 2012, all the vehicles produced in the U.S will have a hybrid – electric engine available. In 2004, Toyota Prius was introduced to market and became the first ever mass produced hybrids vehicle in the world.
Target market for the Toyota Prius is the private owners who have one of these characteristicsThey are early adopters or technology pioneers. The hybrid electric is a very new technology and according to some analysis, it is a disruptive technology. As a disruptive technology, the Prius possesses the superior value in compared with the traditional technology such as the fuel efficiency and environmentally friendly technology. Though at the early stage of development, disruptive technology does not perform as good as the mainstream technology, it is predicted to outperform the current technology to become the dominant of the automobile industry. Foreseeing the potential and superiority of the hybrid technology, the innovators or the early adopters will be driven by the new ideas of the new technology and will willing to take the risk of driving the Prius. Moreover, although the innovators and the early adopters account for the minority of the customers, they possess the important trait as the bridge for Toyota to emerge from a niche market into the mainstream one.
They have environmentally friendly consciousness. As the global warming become more and more serious, people become more and more aware of how to reduce emission to the atmosphere and finding the cheap alternatives for petroleum. According to the survey conducted by the Wall Street Journal in 2001, 91% of people agreed that there was a need to invest more on the new sources of energy such as solar and fuel cell in order to solve the energy as well as the environmental crisis. Therefore, with the ability to cut the tailpipe emission up to 47% in compare with the gasoline power car, Prius undoubtedly can address the market demand of the greener car and can win the pocket of these customers.
They have a value consciousness. In the world that the main fuel, petroleum, is controlled by the minority of people and is subjected to fluctuate unexpectedly, some people are now seeking for the technology that are fuel efficiency but still can achieve the same performance as the traditional one. Hence, the Prius can be their best choice because it provides the driver with the higher average mileage per gallon in compare with the current engine (50 to 55 mpg). Therefore, the driver will benefit from its low operating cost.
Finally, according to the Wall Street Journal in 2001, the average Prius driver was female, age 51, average income approximately 75000 USD, fairly well of and educated.
b. Toyota Prado.They have a sporty personality and love adventure. “Prados new turbo-diesel engine delivers strong performance from idle and features an extremely flat torque curve,” said Australias senior executive director sales and marketing David Buttner. For those who find their inspiration in sport or recreational activities, Prado provides them a robust and masculine image. With the intelligent Diver Assist Technology that incessantly analyse the driving condition, driver easily drive up the hill or stabilize the car when going off road. This feature, along with the powerful 4.0LV6 WT-I engine, allows the driver to fully enjoy their high sense of adventurousness, to self- explore the charming beauty of where they drive by without fearing being gotten stuck by the incompatibility of the car. These images powerfully appeal to those people who find themselves in physical challenges and in the beauty of exploration
They possess the business manner. Besides the powerful image, Toyota Prado is a good fit for those who value the professionalism and the elegancy in the appearance and interior design. With the leather interior and the automated adjusted air conditioner, drivers will be able to be in their highest comfort to enjoy the journey. In the exterior design, Prado with its large sculptured head lamp and an enclosed and integrated rear door handle and plate light that helped it to win numerous award will provide the user with the sense of pride when driving with such an elegant automobile.
They are usually affluent because the SUV normally consumes more fuel than the sedan or the hybrid car and moreover, the fuel price at this point of time is very high. Therefore, to afford the fuel need of the car, the buyer should be rich.
Fishbein Attitude Model for 3 book stores: Kinokuniya, Popular and Borders.BordersKinokuniyaPopularLocationUser-friendly to find booksBook displayBook varietyStaff friendlinessAffordable pricingatmosphereLocation: I visited three stores in Orchard road: Popular in the Orchard MRT station, Kinokuniya at Takashimaya shopping center and Borders at Wheelock shopping center. Among the three stores, from my point of view, Kinokuniya has the most advantageous place, followed by Borders and Popular because the formers are located at the big shopping centers where people when doing their shopping can visit the bookstores and spend their leisure time after a long time of queuing and wandering around the shopping malls. Though Popular also has the advantage due to its location near by the Orchard MRT, its location
Kono-Iwa
In the case of Ko-Iwa, there is little information regarding the location of the books. No, I am not talking about the location of the stores that sell the new novels, books that I only mentioned before. But I have to admit this place is worth it. After talking to my wife, I now know that the shop was established not just for readers like me and also for the members of our family and friends to go to reading sites because a bookstore there is available to read and read well with a price difference between about 90% as to how much money it is.
It’s pretty strange that an international bookstore is located not only in the city but also on the outskirts of Tokyo-Bataco, while a traditional bookstore like the Oneida Nome (Nomo) also located in Tokyo-Bataco and has lots of great books available in it for that you, the reader, can feel comfortable traveling. For that reason, the place seems much a better place to visit bookshop than what I had a little bit more information about in my article about the bookstores there.
Readers who are not a writer can go to the oneida Nome bookstore right from their home. The store sells mostly traditional books — only eBooks, magazines, newspapers are still included in the price. It’s also convenient to the reading community at the time the shops are located. (The first person that was talking only about the location mentioned that even the oneida Nome is not a bookstore.)
In the first place, the Nome and the Narashawa Nome’s is in the middle of the subway line on Shinagawa-Ei station. So, you won’t need to pay very much for the convenience of going there and there are not many such places in Japan. Also, this station can not only allow the reader to check the prices but also to go to the bookstore by itself. This does not worry me but after the first of my friends got acquainted with it in a recent conversation, they left that shop a bit worried. Also, many readers who visit Narashawa-Ei station will not not be able to check that the only bookstores on this list have no more books in their daily go to list.
Now, when there is no option of getting to the Narashawa Nome shopping center and you go there at the end of the day, if you find the Nome, there will be a menu that will give you more than enough books for you. Also, the menu is quite small and doesn’t even mention the prices. Nevertheless, I understand that many readers would like to come to Narashawa-Ei with their bags. But now, I know something is out of reach for those that prefer to go looking for bookstores in the city.
In the case of oneida Nome bookstore, they’re also selling eBooks of all sizes, most not only eBooks that are not in their daily go to list but also books which are not in their daily go to list or books that are in their daily shop