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Toyota Prius
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Paper instructions:
• 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%)
