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Toyota Tacoma Hybrid

Jeff Dittman Christy Huang Katie Ivester David Ugas. Toyota Tacoma Hybrid. Introduction Eco-Green Business Model Logic Target Market Segmentation/Positioning Strategy Market Direction Strategy Marketing Mix Performance Measurement Implementation and Control. Outline.

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Toyota Tacoma Hybrid

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  1. Jeff Dittman Christy Huang Katie Ivester David Ugas Toyota Tacoma Hybrid

  2. Introduction Eco-Green Business Model Logic Target Market Segmentation/Positioning Strategy Market Direction Strategy Marketing Mix Performance Measurement Implementation and Control Outline

  3. Toyota Hybrid History

  4. 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)

  5. 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

  6. 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

  7. Segmentation & Positioning

  8. TARGET MARKET • Income • Average Income • Age • 25-40 Years Old • Education • Some Education

  9. SEGMENTATION CHART Total Market High Income Average Income Low Income 16-24 25-40 40+ College Graduate + Some College No College - Target Market

  10. Usage Growth Rates of Select Environmentally-Friendly Products (% change in usage for each product by consumer segment, 2004-2005)

  11. Toyota will target to many different factors such as: • Reliable Product • Economical Product • Reasonable Price • Appealing Image DIFFERENTIATED MARKETING

  12. Market Direction Strategy

  13. 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)

  14. 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 21st century, we aim forstable long-term growth, while striving for harmony with people, society and the environment

  15. Employees Involvement Surveys Customer Care Community Involvement Educational Programs Resources Allocation Marketing Direction Objectives (Cont.)

  16. Marketing Direction Objectives http://www.toyotawhynot.com/#/home

  17. Marketing Direction Objectives 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.

  18. Product

  19. TACOMA HYBRID CONCEPT Credit Delivery Packaging Quality The Essential Benefit Brand Name After Sales Service Styling Features Warranty Intangible Associations • Basic – transporting people where they need to go • Expected– Toyota brand, hybrid technology, pickup, recycled parts • Augmented – improved air quality, just-in-time delivery, after purchase service • Potential – vehicle dashboard that shows how much CO2 emissions reduced

  20. Place, Channel, Logistics Strategy

  21. Toyota Manufacturing Plant Toyota Motor Sales USA Dealers Consumer 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 CHANNEL STRATEGY

  22. VALUE CHAIN Reduce Waste & Improve Efficiency at our car manufacturing plants Eco-Driving Program Save energy for storing excess inventory; Use least impact transportation for delivery • Possible campaigns: • Manufacturing Location • Wastewater treatment • Conserve energy • Build solar panel Environmentally friendly product base on green procurement. Supplier Producer Channel Customer Inbound Outbound Value Added

  23. 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

  24. Implementation & Control

  25. THE END!!

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