The paper aims to identify the existence and relevance of marketing system for the Toyota Prius, a hybrid car produced by the Japanese automobile firm, Toyota. The role of Layton’s model (2009) of marketing system will serve as a framework for the marketing system and justify how the conceptual model can improve economic growth of quality and life. The case study will also include a discussion and selection of one growth strategy underpinning the outcome of the role of marketing system.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The Relevance of Marketing System
- Company Tractatus
- Environmental Audit
- Political
- Economic
- Social
- Technology
- Market Share Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This working paper aims to analyze the marketing system of the Toyota Prius, using Layton's model (2009) as a framework. The study seeks to understand the Prius's marketing system's role in economic growth and quality of life, and to examine one growth strategy employed by Toyota.
- The role of marketing systems in economic development and societal impact.
- Application of Layton's model of marketing systems to a specific product (Toyota Prius).
- Analysis of the micro-environmental factors influencing the Prius's marketing.
- Examination of Toyota's growth strategies for the Prius.
- Assessment of the Prius's market share and its competitive position.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This introductory section sets the stage for the paper, outlining its primary objective: to investigate the marketing system of the Toyota Prius within the context of Layton's (2009) model. It emphasizes the interconnectedness of marketing and economic growth, highlighting the potential of marketing systems to influence behavior, attitudes, and values. The study promises to analyze a specific growth strategy utilized by Toyota for the Prius, offering a case study approach to understanding the application of marketing systems to a real-world product. The keywords, indicating the scope of the research, are also presented.
The Relevance of Marketing System: This chapter delves into the theoretical underpinnings of marketing systems. It begins by establishing the crucial role of marketing systems in organizational success and economic development, drawing on the work of Hunt and Shelby (1981). Layton's (2007a) definition of a marketing system as a network of entities exchanging value is central to the discussion. The chapter contrasts marketing systems with market systems, highlighting the broader societal implications of marketing activities. It explores both the positive and negative societal impacts of marketing systems, referencing Kinsey (1988) and the potential for improving efficiency and transparency in economies with less developed marketing systems. The discussion also incorporates the contextual framework of political, economic, social, and technological factors impacting marketing, citing Alderson (1964) and Arndt (1986) to support the relational nature of marketing networks.
Company Tractatus: This section provides background information on Toyota, focusing on its scale and its achievement in commercializing the mass-produced hybrid vehicle, the Prius. It introduces the concept of micro-marketing, drawing on Paul & Donnelly (2010), and explains its application within the broader macro-marketing system. This section describes Toyota's meticulous marketing and managerial philosophies, emphasizing the company's proactive approach to identifying and meeting customer needs and wants through integrated marketing activities (analysis, planning, implementation, and control).
Environmental Audit: Employing a PEST (political, economic, social, technological) analysis, this chapter examines the environmental factors impacting the Prius. The political aspect discusses Toyota's reliance on state-backed loans amidst financial crises, highlighting the influence of the larger economic and political climate. The economic analysis explores the impact of the 2008 economic crisis on Toyota's strategies and the competitive threats from imports. The social aspect considers Toyota's digital marketing strategies aimed at specific market segments, such as young urbanites. Finally, the technological component focuses on Toyota's utilization of digital platforms for marketing and product customization, emphasizing the positive impact of online exposure and interactive engagement.
Market Share Analysis: This chapter presents a critical analysis of the Prius's market share, using sales data to assess its performance relative to other Toyota models. The analysis reveals the Prius's need for further growth to catch up with top-selling models like the Camry. The data raises concerns about potential market cannibalization and highlights the importance of considering overall market trends when evaluating the success of a specific product. The chapter also incorporates data from Dykes (2010) on the performance of Toyota's overall vehicle lineup, comparing the performance of cars and trucks and providing context for understanding the Prius's position within the broader Toyota brand.
Schlüsselwörter (Keywords)
Prius, Marketing System, Layton's Model, Ansoff Matrix, Environmental Audit, Micro-marketing, Macro-marketing, Economic Growth, Market Share, Hybrid Vehicles, Toyota.
Frequently asked questions - Toyota Prius Marketing System Analysis
What is the main purpose of this analysis?
The primary objective is to analyze the marketing system of the Toyota Prius, using Layton's model (2009) as a framework. The study aims to understand the Prius's marketing system's role in economic growth and quality of life and examine a growth strategy employed by Toyota.
What are the key themes explored in this analysis?
The key themes include the role of marketing systems in economic development, the application of Layton's model to the Toyota Prius, analysis of micro-environmental factors, examination of Toyota's growth strategies, and assessment of the Prius's market share.
What is Layton's model, and how is it applied in this analysis?
Layton's model (2009) provides a framework for analyzing the marketing system. The analysis uses this model to understand how different entities interact to create and exchange value for the Toyota Prius, and how this contributes to economic growth and societal impact.
What is the significance of the "Introduction" chapter?
The "Introduction" sets the stage by outlining the paper's objective: investigating the Prius's marketing system within Layton's model. It highlights the connection between marketing and economic growth and promises to analyze a specific growth strategy used by Toyota.
What does the "The Relevance of Marketing System" chapter discuss?
This chapter explores the theoretical foundations of marketing systems, emphasizing their role in organizational success and economic development. It uses Layton's definition of a marketing system and contrasts it with market systems, exploring both positive and negative societal impacts of marketing activities.
What information is provided in the "Company Tractatus" section?
This section provides background information on Toyota, focusing on its scale and its achievement in commercializing the Prius. It introduces the concept of micro-marketing and its application within the broader macro-marketing system, emphasizing Toyota's proactive marketing and managerial philosophies.
What is an "Environmental Audit" in the context of this analysis?
The "Environmental Audit" employs a PEST (political, economic, social, technological) analysis to examine the external factors impacting the Prius. It discusses the influence of political climates, economic situations, social trends, and technological advancements on Toyota's strategies and the Prius's marketing.
What is the purpose of the "Market Share Analysis" chapter?
This chapter critically analyzes the Prius's market share using sales data, assessing its performance relative to other Toyota models. It examines potential issues such as market cannibalization and the importance of considering overall market trends.
What are the key words associated with this analysis?
The key words include Prius, Marketing System, Layton's Model, Ansoff Matrix, Environmental Audit, Micro-marketing, Macro-marketing, Economic Growth, Market Share, Hybrid Vehicles, and Toyota.
What specific growth strategy employed by Toyota is analyzed?
While the document mentions the analysis of a specific growth strategy, the specific strategy is not explicitly named but is implied to be investigated through an analysis of Toyota's marketing activities for the Prius.
- Quote paper
- Patrick Sim Puay-I (Author), 2010, A Working Paper 2010: The Marketing System of a Name Brand Legacy: Toyota Prius, Munich, GRIN Verlag, https://www.grin.com/document/1561362
