Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 17 pages
Data source: Published sources
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Abstract
Oil-burning cars were becoming increasingly unacceptable in the US, given the tough environmental regulations prevailing there. Consequently, the US was expected to be the biggest market for hybrid vehicles, even bigger than the Japanese hybrid market by 2004. Prius (pronounced ''pree-us''), Toyota''s hybrid car, which appeared for the first time in 1997, hit the US market in 2000. By October 2003, Toyota had sold 50,000 of these cars in the US. Meanwhile in 2003, the Prius second generation appeared in the US. Toyota sought to further polish its image of engineering competence by advertising its Prius to a wide range of buyers. The case unveils Toyota''s promotional strategy in the US for its Prius hybrid car. A structured assignment ''504-005-4'' is available to accompany this case.
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Abstract
Oil-burning cars were becoming increasingly unacceptable in the US, given the tough environmental regulations prevailing there. Consequently, the US was expected to be the biggest market for hybrid vehicles, even bigger than the Japanese hybrid market by 2004. Prius (pronounced ''pree-us''), Toyota''s hybrid car, which appeared for the first time in 1997, hit the US market in 2000. By October 2003, Toyota had sold 50,000 of these cars in the US. Meanwhile in 2003, the Prius second generation appeared in the US. Toyota sought to further polish its image of engineering competence by advertising its Prius to a wide range of buyers. The case unveils Toyota''s promotional strategy in the US for its Prius hybrid car. A structured assignment ''504-005-4'' is available to accompany this case.