Carnival Corporation

Toyota Motor Corporation Moers & Tauscher Ltd.

Division: Hybrid Cars Worldwide 6214 VG Maastricht

Mr. Jones Netherlands

General Manager Hybrid Cars

Yakashomi Drive 1124

Toyota City

Aichi, Japan

19th of September 2010

Subject: Competition Analysis Research on Hybrid Cars

Dear Mr. Jones,

We are a Marketing Research company hired by Ford Motor Corporation to conduct a competition analysis in the hybrid car sector. The hybrid car market is growing since many years. In fact, during the recession-ravaged economy while the car and truck industry was affected tremendously by low sales, the sales of hybrid cars had so far their best year in 2009. Ford Motor Corporation entered the hybrid market business with their brands Ford and Mercury a few years ago. Since the industry is rather new it is still intransparent due to the different types of automobiles including hybrid aspects. For instance, there are huge differences concerning manufacturing such as engine types and hybrid vehicle power train configurations, but also varied customer segments, marketing actions and pricing strategies.

The purpose of the research is to analyze the hybrid market industry and gain an overview of the main competitors and its unique characteristics. Even though we are hired by Ford Motor Corporation, this research will benefit each of the participating companies because it will give everyone the same insight into the market. The topics concerning the survey will include:

- definition and scope of the hybrid car industry, determination of competitors

- identification of customers, customer benefits

- key success factors in the hybrid car industry, finances, marketing strategies, facilities, personnel in regards to different markets

Companies that are requested to participate in this research are Toyota Motor Corporation (Lexus, Toyota), Honda Motor Company (Honda), Nissan Motor Company (Nissan), Ford Motor...