Marketing: Toyota Prius

• Be specific when answering the questions. You can find information online (e.g., WSJ, www.BusinessWeek.com, library databases, and Google news). Make sure the information is current. When you cite a source please reference it in the bibliography section at the end of your paper using an APA style (you can find this style on-line).
• Divide the paper into parts (A-D) consistent with the way I did below (the way the questions are presented). Use question numbers and additional subtitles (SWOT, BCG Model, etc.) to divide the paper into short paragraphs. Also, please DO NOT include definitions of concepts.
• Include cover page, table of content, and page numbers for professional appeal.
• The Appendices need to be at the end of the paper. You should start with bibliography section as Appendix A. Label each Appendix at the top of the page. For graphic illustrations, you can use word’s drawing tools. Your graphic illustration should be presented in a professional manner.
Part A: SWOT & BCG analyses (15%) – 1 page
1. Conduct a SWOT analysis of your brand’s hybrid car (Ch. 2). In your analysis specify what external factors are threats and opportunities. Also, specify the strengths and weaknesses related to internal factors. Please identify two strengths, two weaknesses, two opportunities, and two threats. Explain your choices. (7.5%)
2. Analyze two existing hybrid models (your brand’s model and a different brand’s model) in terms of BCG model (see Exhibit 2.3 for an example). Please refer to the following two dimensions when explaining your analysis (7.5%):
a. Hybrid market growth
b. Brand’s market share in relation to the largest competitor
Place an illustration of the BCG model (similar to Exhibit 2.3) based on your analysis in Appendix B.
Part B: Purchasing decision process and positioning (15%) – 1 page
3. Examine discussion forums on the non-commercial websites and identify relevant information related to the five stages of the purchasing decision process (Ch. 5 & Exhibit 5.8). Address 2 stages of the process and relate relevant information from the discussion forums to these stages. The forums you examine do NOT have to be on your brand. You can examine a forum on ANY brand. Please give ONE example from the forums for each stage you identified. Explain your choices. (7.5%)
4. Examine your hybrid car’s website and determine what is the positioning strategy the brand is using (Ch. 7). Please choose TWO specific dimensions and give specific examples from the website when discussing the positioning strategy. Based on your analysis please draw a perceptual map (see Exhibit 7.16 for examples) and place it in Appendix C. (7.5%)
Part C: Product characteristics and pricing (15%) – 1 page
5. Based on your hybrid car’s website, please determine what are the discriminators of your hybrid car. Use Exhibit 8.3 to choose the discriminators. Please choose TWO discriminators and discuss them supporting your argument with specific examples from the website, ONE example per discriminator. (7.5%)
6. Based on Exhibit 10.2 please determine what is the pricing strategy of your hybrid car. Please support your argument with TWO specific examples. You can use a website that compares your brand with another brand to determine the pricing strategy and provide specific examples. (7.5%)
Part D: Integrated marketing communication (15%) – 1 page
7. Choose on YouTube a commercial advertising your hybrid and determine what approach is used based on Exhibit 13.13. Give TWO specific examples to support your claim. Please reference the link in the bibliography section. (7.5%)
8. Use Exhibit 13.14 to determine the TWO most appropriate media channels for promoting your hybrid car. Address the PROS of those media channels to justify your suggestions and give specific examples for illustration, ONE example per media channel. (7.5%)

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