影响丰田汽车的微环境因素
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论文字数:1574论文编号:org201601291013491997语种:英语 English地区:美国价格:免费论文
关键词:ToyotaToyota Prius微环境因素
摘要:本文只要分析微环境对公司的影响。通过丰田汽车根据客户需求制造出普锐斯汽车来减少耗油量这一事件进行微环境要素分析,讲述如何正确地进行市场营销。
影响丰田汽车的微环境因素
Microenvironmental factors affecting toyota
微环境因素是指那些与公司密切相关,且影响其为顾客服务能力的因素[市场营销准则]。那些影响丰田普锐斯的引进和销售的微环境因素就是它的客户、竞争对手和公众。
顾客是那些从公司购买或租用汽车的人群。客户是微环境因素中最重要的因素,公司就是建立在满足顾客需求这一目的上,如果无法做到这一点,公司就会破产。丰田通过研究他们的客户看出他们想要一辆燃油消耗更少的汽车,因此制造出了第一辆普锐斯混合动力车。
丰田处理通过建立网站来向客户推送关于丰田普锐斯的信息。他们利用世界地球日的契机向潜在顾客发出绿色种子形状的丰田标志卡,同时在世界地球日活动中派发了一些绿色普锐斯。然而,丰田并没有认识到,消费者一般不会因为要长期省油而去购买汽车,所以 “节省燃油不会是说服人们购买普锐斯的关键”[市场营销原理]。最后,丰田不得不要求各国政府对耗油少的汽车进行减税。
Microenvironmental factors are 'The factors close to the company that affect its ability to serve its customers' [principles of
Marketing]. The microenvironmental factors that affected the introduction and sale of the Toyota Prius were it customers, competitors and publics.
Customers are anyone who buys or rents from the company. Customer are the most important microenvironmental factor that affect company as they survive on meeting the wants and needs of the customer and failure to do so will result in the company failing. Toyota study their customers and saw that they wanted a car with better fuel consumption and as a result Toyota decided to make the Prius, their first hybrid car.
Toyota dealt with their customers by setting up website to educate the customers about the Toyota Prius. They took advantage of Earth Day to send out green seed cards shaped like Toyota's logo to prospective buyers and they also gave away some green Prius at Earth Day events. However, Toyota did not recognise that conTsumers normally don't buy cars for the saving in the long-run so 'fuel savings are not going to be the key it convincing people to purchase the Prius' [principles of marketing]. As a result of this Toyota have asked governments to give tax cuts to cars with better fuel consumption.
Competitors are any company in the same market place as your company. In order of a company to be successful in the market place a competitors most grain a competitive advantage over its competitors. Toyota has been successful in maintaining its competitive advantage although competitors like Citroën have cars which are just as efficient as the Toyota Prius, 'Toyota is still the market leader in this segment' [principles of marketing]. They have done this by capturing people imagination by being the first Hybrid car on the market and through the effective use of advertisement.
Publics are any group that has an actual or potential interest in an organisation's ability to achieve its objectives. Good relations with the public help to enhance the company's reputation so helping to increase in sales. The biggest factors of the Toyota Prius' microenvironment are media and the government.
Toyota has worked with Government bodies and has asked for tax incentives encourage people to buy more environmentally friendly cars to increase the amount of hybrids sold. Toyota also has spent 15m of its 200m annual marketing budget on the Prius. It has introduction ads that appealed more to peoples' emotion to get them to buy the Prius.
Overall, Toyota has analysed its microenvironment extremely well as it has maintaining its competitive advantage over it competitors and has sold over 1m Prius with the waiting list of the Prius waiting list being over 18 month and becoming a status symbol among Hollywood stars.
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