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Prius;Leading a Wave of HybridsDo you know “Prius”?Prius“Prius” is a Latin word meaning “to the before”.1st Prius went on sale on 1997 in Japan.1st Prius went on sale on 2001 in U.S.2nd Prius came out on 2003 in U.S.[The first hybrid vehicle of Toyota]Outstanding improvements of fuel efficiency.→ About 28km / 1L (2nd)Convenience of selling normal car(high profit, easy sale)rmal car(pursuit of acceleration and speed)Continual resistance of dealers who sell truck and SUVMarket situation of Hybrid VehicleContinual benefit from the government All the manufacturers should effort to reduce discharge gasDevelop customer’s cognition to the environment Expecting alternative fuel technologyCutting price by economics of scaleVS01 Questions for DiscussionWhat micro-environmental factors affect the introduction and sale of the Toyota Prius?How well has Toyota dealt with these factors?Analysis02 Questions for DiscussionOutline the major macro-environmental factors that affected the introduction and re-launch of the Toyota Prius How well has Toyota dealt with each these factors? Analysis[demographic]Characteristics of environmental activistsLess price-sensitive about eco-friendly products.Consider community’s profits before than individual’sParents with child more consider about environment.10% heavier and 50% more expensive than normal vehicles because battery. So, target is less price-sensitive consumers.Developing 4-door(1st) more attractive to family consumer than 2-door like Honda Insight.Dealingof Toyota[environmental]

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Prius
“Prius” is a Latin word meaning “to the before”.
1st Prius went on sale on 1997 in Japan.
1st Prius went on sale on 2001 in U.S.
2nd Prius came out on 2003 in U.S.
[The first hybrid vehicle of Toyota]

Outstanding improvements of fuel efficiency.→ About 28km / 1L (2nd)

Convenience of selling normal car(high profit, easy sale)
Features of normal car(pursuit of acceleration and speed)
Continual resistance of dealers who sell truck and SUV

Market situation of Hybrid Vehicle
Continual benefit from the government
All the manufacturers should effort to reduce discharge gas
Develop customer’s cognition to the environment
Expecting alternative fuel technology
Cutting price by economics of scale

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