Week 6

Topic: Analyzing Market Marco-Environment
Date: 10/27/2009
Time: 6:30-9:20pm
Classroom: TR-510

Lecture Notes

Agenda:

6:00-6:30pm
Early bird session: group discussion
Each team may hold 30 minutes of group discussion on the case "Prius: A Leading Wave of Hybrids".
http://www.youtube.com/watch?v=1mdMD_ppm0I
All teams are required to come up with answers to those questions given and share your findings in the class.

6:30-7:00pm Market Marco-Environment

7:00-8:00pm Case Discussion
Prius, A Leading Wave to Hybrids

Prius Generation I: Not so welcome (Top Gear test drive)
Prius Generation II: A great success (AutoMedia.com)
Prius Generation III: A great hit (Viki's test drive)
Prius' Killer: Honda Insight Part 2(Motor Trend)

Questions for Discussion:
1. From SWOT analysis, are we able to establish our marketing strategic plan? How?
2. What are the key technological factors to make Hybrids more successful?
3. What segment that Prius is targeting at? Why?
4. What do you think of Hybrid car? a marketing term? or it does have its value to the customer? Why or why not?

Homework:
Teamwork: Based on macro-environmental factors, give a formal presentation of marketing proposal for “YOUR” Hybrid car.

8:00-8:10pm Break

8:10-9:20pm Presentation
Marketing Proposal for Your Company's Hybrid Car
(10 minutes presentation for each group and take questions)