Toyota, one of world’s largest car manufacturers, has launched the innovative Prius car in Europe. The car uses hybrid technology, combining petrol and electric technology, which dramatically reduces harmful emissions. The car has been given exemption from the controversial London congestion charges, because of its environmentally friendly status. Visit the Toyota and Prius site and answer the following questions.

Visit:
www.toyota.co.uk
www.toyota.co.uk/prius

Questions:

1. What is the target market for the Prius brand?
2. How have environmental factors influenced Toyota’s choice of target market?
3. Identify the major forces in the environment that are likely to affect Toyota’s prospects of successfully launching the Prius in Europe.
4. Evaluate the marketing opportunities and threats facing Toyota, posed by the growing importance of the environmentally conscious consumer.
5. Identify other marketing opportunities available to companies due to the presence of more environmentally conscious consumers in society.