TOYOTA TACOMA HYBRID Jeff Dittman Christy Huang Katie Ivester David Ugas
OUTLINE Introduction Eco-Green Business Model Logic Target Market Segmentation/Positioning Strategy Market Direction Strategy Marketing Mix Performance Measurement Implementation and Control
TOYOTA HYBRID HISTORY
ECO/GREEN BUSINESS MODEL LOGIC SWOT ANALYSIS Purpose of SWOT Analysis: “To understand key strengths that can be exploited through marketing and defend against vulnerabilities that competitors might detect and use against the organization” Wood Tacoma hybrid analysis focused on Strengths and Opportunities (S-O)
STRENGTHS Commercial success of hybrid technology (Prius) Ability to leverage our position as the world’s #1 automaker Technical expertise and manufacturing process excellence Ability to get new products to market quickly Existing U. S. Manufacturing capabilities and access to markets
OPPORTUNITIES Limited existence of hybrid pickups currently on the market Innovation in green technology Social-cultural demand for green vehicles Public-private alliance to increase incentives to purchase hybrid vehicles Capitalize on financial weakness of competitors
Segm entat ion & Posit ionin g
TARGET MARKET Income Average Income Age 25 -40 Years Old Education Some Education
SEGMENTATION CHART Total Market High Income 16 -24 College Graduate + Average Income 25 -40 Some College Target Market Low Income 40+ No College -
Usage Growth Rates of Select Environmentally-Friendly Products (% change in usage for each product by consumer segment, 2004 -2005) Gen Pop LOHAS Non. LOHAS Hybrid Vehicles +267% +57% +450% Compact Fluorescent Light Bulbs +22% +38% +16% Energy Efficient Windows +18% +35% +10% Solar Panels +17% +44% +13% Organic Foods/Beverages +8% +3% +12% Natural Household Cleaning Products +13% +29% +5%
DIFFERENTIATED MARKETING Toyota will target to many different factors such as: Reliable Product Economical Product Reasonable Price Appealing Image
n io t c re i D y t e rk ateg a M Str
MARKETING DIRECTION OBJECTIVES Marketing: Market Shared Increase 10% Unit Sales (100 year) Customer Satisfaction (80%) Customer Retention (25%) Financial: Sales Revenue (10%) Break Even Point (5 years) Societal: Reduce Gasoline Consumption (250 gallons / yr / car) Community Involvement (Educational Programs)
MARKETING DIRECTION OBJECTIVES MISSION STATEMENT Our goal is to be a "good corporate citizen, " constantly winning the trust and respect of the international community. Continuing in the 21 st century, we aim for stable long-term growth, while striving for harmony with people, society and the environment
MARKETING DIRECTION OBJECTIVES (CONT. ) Employees Involvement Surveys Customer Care Community Involvement Educational Programs Resources Allocation
MARKETING DIRECTION OBJECTIVES http: //www. toyotawhynot. com/#/home
MARKETING DIRECTION OBJECTIVES Current Models Make Model Tax Credit Ford Escape Hybrid (2 wd) $3, 000* Ford Fusion Hybrid $3, 400* Mazda Tribute Hybrid (2 wd) $3, 000* Mercury Mariner Hybrid (2 wd) $3, 000 Mercury Milan Hybrid $3, 400 Toyota Camry Hybrid $2, 600* Toyota Highlander Hybrid $2, 600* Toyota Prius $3, 150* Credits for Toyota and Honda hybrids no longer qualify at all for tax credits. Ford hybrids are still eligible, but the credits will be cut in half from amounts listed above starting April 1, 2009. In October 2009, the credits will be cut in half again, and will completely phase out on April 1, 2010.
P d o r t c u
TACOMA HYBRID CONCEPT Basic – transporting people where they need to go Credit Delivery Expected – Toyota brand, Packaging Quality After Sales Service Brand Name The hybrid technology, pickup, recycled parts Essential Benefit Styling Features Intangible Associations Warranty Augmented – improved air quality, just-in-time delivery, after purchase service Potential – vehicle dashboard that shows how much CO 2 emissions reduced
Place, Chann el, Logisti cs Stra tegy
CHANNEL STRATEGY Channel Strategy - All the decisions involved in getting the right product to the target market. Channel Member: Three Manufacturing Plants: Toyota Motor Manufacturing (TMM) San Antonio (Texas); TMM Tupelo (Mississippi); TMM Georgetown (Kentucky). One Distribution Center: Toyota Motor Sales, USA Toyota Manufacturing Plant Toyota Motor Sales USA Dealers Consumer
VALUE CHAIN Save energy for Possible campaigns: Environmentally friendly product base on green procurement. Reduce Waste & Improve Efficiency at our car manufacturing plants Supplier Producer Inbound Value Added storing excess Manufacturing Location inventory; Eco-Driving Wastewater treatment Program Use least impact Conserve energy transportation for delivery panel Build solar Channel Outbound Customer
PRODUCT LIFE CYCLE (1) Introduction Stage : Heavy promotion & Education (2) Growth Stage: Continuing promotion & Education (3) Maturity Stage: Use different pricing strategy to retain customers (4) Decline Stage: Discontinue unprofitable locations
n io t ta n e m le & p Im l ro t n o C
THE END!!
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