소개글
[마케팅] 도요타 프리우스 사례(영문)에 대한 자료입니다.
목차
1.Prologue
2.The Nuts and Bolts of the Prius
3.A Runaway Success
4.Fueling the Hybrid Craze
5.Questions For Discussion
본문내용
The Nuts and Bolts of the Prius
The Original Prius
Small, cramped compact, dull design
114 horsepower
(70 from gas engine, 22 from electric motor)
The Second-generation Prius
A modest power increase
An increase in fuel efficiency
Much better looking (Asian-inspired design & seek)
Seven colors
Interior : roomy & practical
Expensive touches
(7inch energy monitor
touch screen)
A Runaway Success
The Reasons of Prius success
Effective targeting tactics
Focusing on early adopters, techies who were
interested in advanced skill of cars
Anticipated that environmentally conscious
consumers as well as those desiring more fuel
efficiency