Toyota Analysis

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Strengths

Good recognition of the Toyota brand

Toyota holds the second position in Australia as auto manufacturer with a market share of around 20%. Prius is the world's first mass-produced petrol-electric hybrid veicle. Toyota is a strong brand with a reliable and high quality image.

Advanced technology with lots of technical features

Toyota Prius is built with a new technology with energy-efficient design. The hybrid engine is environmental friendly combining the power of an electric motor with a petrol engine and as result reducing consumes and the amount of pollutants. The new model offers good autonomy, space and performance with a huge range of high tech optionals. Furthermore as a statement for quality the company offers 8 years warranty for the battery pack.

Good fuel economy

In the last years the price of petrol has been getting even more higher. Hybrid cars allow the customers to save money in low regimes when the car uses the electric engine. It is the perfect solution for the city drivers.

Social Responsibility

Prius helps to save the environment with lower emission of pollutants and is seen as the first car environmental friendly in the market.

Low competition

Toyota Prius is the first hybrid car commercialized in Australia and has only one competitor in its sector.

Weaknesses

Still high price

The new technology used by Prius is still expensive due to the low production and consequently the price of this hybrid car is still too high (from $37,000) and less competitive than the other cars in its category.

Furthermore Pius has a questionable cost/performance ratio compared to other cars in its class and some consumers might choose the old proven reliable petrol-engine car or even diesel ov...

... middle of paper ...

...e advantages that owners of hybrid vehicles have, the novelty aspect of the engine and the fashion statement that it represents. So while advertising should focus on the rational aspects related to environment and social responsibility, publicity as to be created around emotional factors.

Advantages

The strategy to increase the communication mix in order to create more awareness of the new product and its brand name is a good way to grow the sales because it makes the consumer always to keep in mind the messages of the campaign creating high involvement and conviction for purchase. In addiction the company could take a full advantage of the first mover in the market making the customers loyal to the brand.

Disadvantages

On the other side increasing in communication mix requires very huge budget in order to maintain the high profile of the marketing strategy.

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