This is a case study presentation done by MBA students of MACFAST about Toyota Prius as a part of our studies.

1. A case study on
TOYOTA PRIUS

2. Team Members
• Nija mol
• Nikhitha annie babu
• Praveen mathew
• Pooja k biju
• Rahul g dev
• Sissi mary shibu
- S4 MBA, MACFAST,Thiruvalla,kerala

3. Toyota history
 Began as a textile company in 1926 by Sakichi Toyota
(Toyoda Automatic Loom Works)
 In 1933, Kiichiro Toyoda established an automobile
department within Toyoda Automatic Loom Works
 In 1937 Toyota Motor Co. was established as an
independent company
 In 1947 started passenger car production

4. History cont...
 In 1958 sold their first cars in the United States
 In 1959 opened first plant outside of Japan, in Brazil
 In 1966 the first Corolla brand has come off the production
line
 In 1997 Toyota introduced the first hybrid(Prius) to the world
in japanese market

5. Today
 Today, Toyota has 51 plants in 27 countries
 In 2008 becomes the world’s largest car manufacturer
 In 2013 had a total sales of 9,98 million units
 Also has Daihatsu, Hino and Lexus brands

6. CASE STUDY OVERVIEW
Toyota set itself an exceptionally high goal for its
21st century car project in the spring of 1993.
To create a car that would have more than twice the fuel
economy of cars in the same class,
Reduce CO2 emissions,
Seat five adults and provide maximum cabin space in a
compact design.
After repeatedly exploring ways to achieve this goal, Toyota
decided to adopt a combustion engine and electric motor
hybrid system in June 1995.

7. PRIUS (At a glance)
 Prius takes it's name from the Latin phrase
‘to go before’
The with first-generation Prius is introduced
in Japan in 1997, equipped the Toyota Hybrid System ( THS )
 Becomes the world’s first mass produced hybrid production
vehicles
 In 2000 the first generation of Prius is introduced in United
States
 Made its 1 millionth worldwide sale in 2007
 Fourth generation will be released as early 2015

8. FEATURES OF TOYOTA-PRIUS
Has a combination of gas engine and electric motor
Extremely fuel-efficient
Low CO2 emissions
Provides tax incentives
Silent

9. PRIUS (It’s Design & Technology)
Batteries
Combustion Engine
Generator
Electric Motor
Power Split Device

10. Evaluation of the Prius Case Study
1) Marketing strategy-Toyota Prius 4P
PRODUCT
Diversity option for the consumers
It has gasoline engine
Its environmental friendliness and energy-saving
Prius also offer various colors and several optional
PRICE
Prius costs about $3000
PLACE
Available easily in the showrooms as well as on the Internet

11. Evaluation of the Prius Case Study
PROMOTION
Toyota has asked for tax incentives to stimulate purchase Prius
By educating consumer about the Prius
Spent more that 40$ million spread over media
2) Product-Focused Strategies
Differentation (Mass production of hybrid cars)
Niching (Entering Hybrid Car market)
3) Opportunity-Risk Focused Strategies
Prospector (Totoya took some risks by being the first in the Hybrid Car
market)

12. 4) Time-Based Strategies
 First Mover (They were the first in the mass hybrid car
manufacturers)
5) New Product Development Framework
 Structured Product Development Process.
 Review Board (All top management executives had took part in
project)
 Phase Review Process (All top management executives monitored
the process and provided leadership and direction to the project
teams)

13. Conclusion
 Toyota successfully created hybrid innovative car
Environmental friendly and more fuel efficient compared to other
conventional car
 Today, Toyota has 51 plants in 27 countries
 Toyota focus on making green products