Loyola, Marc Zyrus R.
Fernandez, Stephanie Praise
Case Study: Prius
“Leading a Wave of Hybrids”
I. Company Background
Toyota Industries Corporation was founded in 1926 by Sakichi Toyoda. It is the world’s largest vehicle manufacturer. It conducts its business worldwide. Toyota’s vehicles are sold in more than 170 countries and regions. It employs approximately 320,808 people worldwide. It leads the automobile industry in environmental technologies with the success of the hybrid technology in the Prius and Hybrid Camry
To be the most respected and successful enterprise, delight customers with a wide range of products and ...view middle of the document...
This prompted Toyota to redesign the to the Gen II Prius which was more appealing based on several factors such as boost in power, a sleek exterior design, roomy interior with plenty of rear leg room and storage space, and advance technological features typically found in luxury vehicles. The target market was for early adopters and techies who were attracted to the advanced technology and the environmentally friendly consumers. Suppliers: The suppliers had a major role in the success of the Prius by being able to design and manufacture batteries that were used in the hybrid vehicle. Without the aid of these suppliers Toyota would not be able to introduce the first hybrid car in the industry. Competitors: Toyota did not have any competitors with the Generation I Prius but they knew that competition was around the corner and dealt with pending competition by improving to the Gen II Prius which had better fuel economy, and better cost. They also continued to increase their hybrid models and now supply 6 of the 15 U.S. hybrid
* To be able to lessen fuel consumption
* To be able to offer the consumers affordable price and yet they use less fuel for it.
* To be able to give the new generation a technology wise cars.
III. Areas for Reconsideration
Almost every automotive nameplate now wants a piece of the growing pie. In 2008, there were 15 hybrid models available in the United States from 9 different brand nameplates. General motors offers both the only full-sized SUV hybrid in the Tahoe and the lowest priced hybrid option at $2 000 for the Saturn Vue and Aura. GM plans to extend the Saturn hybrid line to almost every vehicle in the lineup while continuing to...