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In marketing of cars, the environment is currently being considered by consumers of such vehicles. It has become the concern of every individual to address the issues of environment degradation and therefore the first approach has been to ensure the vehicles they drive are eco-friendly. The introduction of the new Toyota Prius in the American market was highly appreciated because the hybrid vehicle was eco-friendly. This made it possible to improve the marketing strategy of the car. To begin with, the car combined petrol engine and electric motor. This boosts power and fuel efficiency thus making the car convenient to the user and also friendly to the environment (Kotler & Armstrong, 2010). This is also the same reason why most of the modern hybrid vehicles have been highly preferred than the traditional models. This means that the Toyota Prius was not polluting the environment.
The other important thing is that the car has low fuel consumption. This is something beneficial and has played a huge role in promoting the sales of the model. Currently everyone is after hybrid vehicles because they are pocket-friendly and at the same time reduce the chances of polluting the environment. The Prius functions at best with very minimal fuel consumption. Another important factor that has greatly influenced the marketing process of the Prius is that it is less noisy. This reduces chances of noise pollution thus making it effective. The earlier design had not achieved the expected targeted because it appeared less effective in terms of power consumptions compared to the new generation (Dawson, 2009). The new model was referred to as a 'fuel sipper' and the reason it was widely purchased by Americans. Fuel sippers are effective in fuel conservation and also reduce cases of pollution. This makes it possible for customers to invest in them. This earlier model was unable to benefit the company because it only made minimal sales. All these environmental factors therefore influenced the selling strategy of the new Prius.
Dealing with the Above Factors
From the above discussion, there was the need for Toyota to examine the above factors and think 'environmentally' in order to boost the sales of their new Prius model. In that connection, the first approach was to come up with a new design that is eco-friendly. The produced Prius model was a 'fuel sipper' thus encouraging more individuals to purchase the care. As well, there was also the need to observe the economic importance of such a car. The new Prius model was cheaper to fuel compared to the other models thus making it the most lovable car in the country (Kotler & Armstrong, 2010). This played a very big role in improving its selling strategy.
The other thing was to observe issues related to noise pollution. The Prius could achieve greater speed without making much noise. This made it admirable by customers concerned with the environment and all forms of pollution (Kotler & Armstrong, 2010). Analysts explained that many customers where doing the calculations only to realize that the car was a performer and also helped conserve fuel. The car was able to conserve fuel and also remain friendly to the environment. In order to boost sales, Toyota made sure all the above issues were keenly address in their new model thus making it possible to improve sales. Basically, modern hybrid cars have been designed such that they do not affect the environment negatively and are also fuel efficient. This kind of understanding made it possible for Toyota to achieve its potential in the new Prius model.
Toyota's Marketing Strategy
So far Toyota has been able to achieve greater sales in the American market. The production of the new hybrid model was the key thing before defining the marketing strategy. After that the company targeted every normal American with the new model. Very soon it became evident that the environment was a major concern and therefore the new approach was to make sure the new model would address the same issues. The marketing strategy therefore shifted and the new target was those people who are environmentally 'conscious.' As well, the new model was efficient in terms of fuel consumption therefore increasing the sales by a very big margin (Kotler & Armstrong, 2010).
The company also began an eco-friendly initiative as part of its marketing strategy thus informing the buyer why he/she really needed the Prius model. Such a strategy played a big role in improving the car's volume of sales. In terms of evaluation, we see that the company has been leading because of its strategy. Everyone is aware of the benefits of the Prius and the reason more and more customers are being registered every day. By so doing Toyota has come up with the best measures thus being in a position of improving its sales (Dawson, 2009).
However, there are some issues that have been making it impossible for the company to improve its volume of sales. For instance, internal competition has been affecting the sale of the Prius model. That being the case, something should be done to make sure the company has promoted all the models without necessarily having to record internal competition. It would also be necessary for the company to penetrate into new markets in the American society. This can be achieved by constructing new models fit for all terrains and thereby improve the selling strategy of their hybrid vehicles. As well, increased marketing approaches such advertising and promotions will also increase the level of awareness and eventually result in the highest level of sales (Kotler & Armstrong, 2010). This will help compete with the other producers such as Subaru, Hyundai and Audi. It will also be necessary to produce the modern generation hybrid vehicles in order to reduce power consumption further. In conclusion, the company's marketing strategy has been very effective and the reason its future appears green.