= Adobe Reader Touch Type here to search Active Research: Toyota's Hybrid Offer One of the most successful hybrid cars (cars that run on both battery and gasoline) is the Prius by Toyota. Visit www.toyota.com/prius-hybrid and search the Internet using a search engine as well as your library's online databases to find information on the market for hybrid cars. As the MENA regional marketing manager for the Toyota Prius hybrid car, your mission is to switch more traditional car buyers to the purchase of hybrid cars and to increase the market share of the Toyota Prius in the region. What information would you need to help you in your assignment? For problem-identification Research: O What is the size of the current traditional car market and of the current hybrid market? What is the potential size of the hybrid market? Which competitors currently dominate hybrid sales and why? What is the Prius's current market share? How well is the Prius brand currently known and perceived in the market? Why? What are the characteristics of customers? Who are the most likely traditional customers to switch to hybrids? What are the current barriers for customers to switching? What would persuade them to switch? What are the purchasing habits of the customers who are most likely to switch? Would they currently be more likely to choose the Prius, or an alternative? O O O O O O What are the short-range and long-range sales forecasts for the market as a whole, and for the Prius in particular? What are the likely market trends - e.g. new models of hybrids likely to be launched soon, etc? For problem-solving research, students may consider issues such as: O Segmentation: How can the market be segmented? How can the segment of potential Prius buyers be identified and targeted? etc O O O Product research: What product features do current and potential customers most value? What customer needs does the Prius address? What other features do customers want? etc Pricing research: What effect would different pricing levels have on purchasing behavior? How does the market breakdown in terms of willingness to pay for extra features? etc Promotion research: What types of promotions are most effective for increasing purchasing levels? What promotional channels are most effective for reaching potential buyers? Etc O Distribution research: Which distributors are most profitable? How does location affect purchasing? Etc at O W O D 25C ENG I 8:56 PM 11/15/2022 x +