Toyota Prius: A Case in New Product Development
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(Case Code: MKTG118) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG118 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
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| Case Length |
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27 Pages |
| Period |
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1997 - 2005 |
| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Organization |
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Toyota Motor Corporation |
| Industry |
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Automobile |
| Countries |
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USA |
Abstract:
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The case focuses on the world's first mass produced hybrid passenger car - Prius - manufactured by the world's second largest automaker Toyota Motors.
The case explains the new hybrid technology used in the car.
It also looks for the reasons for the success of the original Prius in the Japanese market and of the subsequent models of the Prius launched in the US and other markets.
The strategies for marketing the product in the US are also analyzed.
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Issues:
• History of hybrid vehicles.
• Working and usefulness of hybrid vehicles.
• The growing need for clean and green cars in the 21st century.
• The system Toyota put in place for the manufacture of the original Prius.
• The technology and other aspects and features of the original Prius and its subsequent versions.
• Toyota's marketing strategies in the US.
• The role of buzz marketing in the marketing of new and innovative products like the Prius.
Contents:
Keywords:
Toyota Motor Corporation, Ultimate Eco Car, Taiichi Ohno, Kanban, Hybrid-electric car, Fuel Cell Hybrid Vehicle, Kaizen, Toyota Production System, Toyota Hybrid System, Prius NHW10, Prius Classic, Hybrid Synergy Drive (HSD), Toyota Hybrid System II, Hybrid cars, General Motors
Toyota Prius: A Case in New Product Development
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