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Group 5

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Kashton Seifer

on 25 July 2014

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Transcript of Group 5

Competition: Hyundai Sonata Hybrid
Toyota Prius: SWOT
Strengths:

-Leader in "green" car development
-Strong brand awareness
-Sold in more than 170 countries

Weaknesses:
-Recalls, 9 million in 2009-2010 and 7.43 in 2012
-Weak presence in emerging markets such as China unlike GM.

Question
2. Apply the consumer decision-making process
stages to Maya's actions as a consumer, or describe
Maya's actions within the framework of the consumer decision-making process.
Group 5
Kashton Seifer. Isabel Ramirez. Lauren Tongco. Angela Rossetti

Toyota Prius
-Toyota was founded in 1937

-In 1953, the company's
slogan "Good Thinking, Good Products" was established.

-1950 Toyota sales manafactory was opened in the U.S.A.

-Toyota Prius first hit the U.S. market in 2000 and by 2001 was recognized as the "Best Engineered Car of 2001"

-By May 2011 one million units had been sold.

-The Toyota Prius is recognized as the "King of the Hybrid market with a 39.4% market share.
Opportunities:
-Positive social perception
-Increasing fuel prices= need for efficient fuel alternatives

Threats:
-Growing competition
-Rising raw material prices needed for manufacturing
Strengths:
-Growing brand reputation, second fastest growing brand in the automotive industry
-Growth in the European markets

Weaknesses:
-Recalls, 2012 recalled more

Opportunities:
-Global demand for eco friendly cars
-Increasing fuel prices

Threats:
-Intense competition
-Rise in price of raw materials needed to manufacture vehicles
Political:
Lawsuit against Toyota for misleading buyers about its safety system for Prius. It claimed that the safety collision features don't respond quick enough to prevent a crash. Leads to a $1.1 billion settlement.
Question

3. Is Maya utilizing the affect-based or attribute-based evaluation process?

​Maya is using the attribute-based evaluation process because she compares the information about the cars and wisely compares them to the other hybrid competitors.


Question
4. In your own opinion, which decision rule (compensatory or non-compensatory) is Maya utilizing in her car-buying process?

​Maya is using the non-compensatory decision rule in utilizing in her car-buying process, because she has a guideline set with pros and cons and what she expects in making her decision on the big purchase.


Prius V
Efficient
Technology
Safety
Versatility
Fuel Efficient
Sonata
Fiesta
TDI Diesel
Target Demographic:
-Technology pioneers & environmentally friendly consumers.
-30-50 yrs. old married, full or empty nest.
-Affluent, well-informed, educated adults.
-Upper middle class
Target Market:
-Ages 35-45 college educated
-Upper, middle class professionals
Avg. Price $21,661-$28,173
Avg. Price $23,840-$29,347
Economical:
The Prius recieved a scord a 58 on the Greenlist by the American Council for Energy Efficient Economy. "Prius could have saved 1,445,971,501.65 gallons of gas in the U.S. since 2000.
Social:
According to their Twitter, Toyota has a "plug in for charity" challenge. They gave a group of non profit organizations a Prius to see how they would use it to help their group's missions.


Technological:
Prius designs their cars with bio-based plastics. The car has the ability to have a solar roof, which has solar panels that helps to circulate air though the car and keep it cool in sunlight. The interior is made with softex with is lighten in weight than leather and generates 85% fewer CO2 emissions.
Need Recognition
Process
Search for Information
Evaluation of Alternatives
Choice
Postchoice Evaluation
Attribute Importance
Toyota Prius V
Hyundai
Sonata Hybrid
Ford
Fiesta Hybrid
Volkswagen
TDI
Diesel
Gas Mileage
Low Price
Styling
Warranty
Service
Handling
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5
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3
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PEST
Full transcript