Case Study: Prius

Loyola, Marc Zyrus R.

Zafe, Daniel

Fernandez, Stephanie Praise

Malinao, Kate

Case Study: Prius

“Leading a Wave of Hybrids”

I. Company Background

Toyota Industries Corporation was founded in 1926 by Sakichi Toyoda. It is the world’s largest vehicle manufacturer. It conducts its business worldwide. Toyota’s vehicles are sold in more than 170 countries and regions. It employs approximately 320,808 people worldwide. It leads the automobile industry in environmental technologies with the success of the hybrid technology in the Prius and Hybrid Camry

Toyota vision

To be the most respected and successful enterprise, delight customers with a wide range of products and solutions in the automobile industry with the best people and best technology.

Toyota mission

Mission of Toyota is to provide safe & sound journey. Toyota is developing various new technologies from the perspective of energy saving and diversifying energy sources. Environment has been first and most important issue in priorities of Toyota and working toward creating a prosperous society and clean world.

II. Statement of the problem

1. What micro-environmental factors affected both the first generation and second generation models of Toyota Prius? How well has to Toyota dealt with these factors?

Microenvironment is defined as forces that are close to a company yet outside its internal environment that influence the ability of a business to serve its customers. Entities such as customers, suppliers, competitors, and other businesses that assist or influence a business’s ability to sell, distribute, promote, and develop products or services. Based on this definition and the facts provided in the case study, the factors that affected the first and second generation Prius models are as follows: Consumers: The Gen I Prius was a “small, cramped, slow compact car with a dull exterior” which US based consumers did not find appealing since the US industry has always thrived...