普锐斯营销案例分析 英文

Opinions and reasons
•W e agree with his opinion for the following reasons: • New techniques appeal to the young and they can afford this. • The tax breaks from the government are very attractive. • Due to the increasing price of petroleum,hybrids can be money-saving in the long term. • More and more customers have laid stress on protecting environment.So hybrids will be popular.
Discuss about the case of Prius
013112141黄慕媛 013112142蔡蕾蕾 013112144葛文慧 013112145石园月
M ain points of the discuss
•M icroenvironm ental Factors and strategies •M acroenvironment • Advantages and im provem ents • Opinions and reasons
Strategies
• Making a small,sluggish,hybrid vehicle to expand into new market rather than competing with other SUVs. • Market segmentation.Focusing on techies who were attracted by the car's advanced technology. • Establishing another target market to cater to the environmentally conscious and those desiring greater fuel efficiency. • Using advanced technology to produce fuel-efficient vehicles,which can bring more economic benefits to customers.
Com petitors
• Alm ost every autom otive nam eplate now wants a piece of the growing pie.For example,Audi,BM W ,and num erous others are busy developing hybrid vehicles of their own.
• Economic——As th price of gas rises,greater dem and for all hybrid m odels as consum ers perceive that even the less efficient hybrids m ake financial sense. • Cultural——The changing of consum ers' cultural values and the calling for environm ental protection m ake the demand increasing.
• Expand the scale of production to occupy m ore m arket share. •M ake a further m arket segm entatiers' age or sexuality to enlarge the m arket. • Collect advice from custom ers to im prove products
Advantages and im provem ents
• Accurate m arket segm entation.Be sensitive and adaptable to the changes of m arket. • Analysing consum ers' psychology and behaviour correctly to create dem ands. • Stay innovative and im prove the product.And provide some luxury configuration to m eet different needs.
M acroenvironm ent
• Technological——Because of the advanced technology,the m anufacturing of hybrids com es true. • Political——Som e governm ents and provinces give tax breaks,which is a m otivation to the sales of Prius. • Natural——It is accord with the dem and of sustainable developm ent. And m any com panies take part in the prom otion of this environm entally friendly vehicle.
Public
• The public like their green cars very green due to their enthusiasm about protecting environm ent. • Besides，praise from the public will im prove the reputation of enterprises,which will have a great m arketing.
M icroenvironm ental Factors
• The com pany • Com petitors • Public • Custom ers
The com pany
• Both the first generation and second generation benefit from the com pany's R&D and the m arketing departm ent. • Com pared with the first generation,the second generation benefited from a m odest power increase and the sleek,Asian-inspried design.
Custom ers
• Custom ers are the m ost im protant actors in the m icroenvironment.They are eager for advanced techniques,which will increase the dem and of the product.