Marketing Manager for Toyota Prius Case Study - Marketing Assignment Help

Assignment Task :

Overall Assessment Scenario

The information below provides the context and background that you need to know for Assignments 1-3.
 

Context
Generally, marketing managers DO NOT perform the actual marketing research themselves. However, they do frequently brief, select and commission a market research agency, as well as monitor the progress of the research process that the agency is following. Marketing managers also interpret the data and implement actions based on research findings.

Scenario:
You are the Marketing Manager for Toyota Prius and there are a number of things you want to find out about customers in Australia. On the one hand, you want to determine customers’ attitudes and perceptions towards Toyota Prius (essentially this is the image of Toyota Prius in the consumers’ mind). You also want to establish the factors that customers use to determine their choice of car and their motivations for choosing Toyota Prius. Lastly, you are also interested in finding out the satisfaction of
customers driving a Toyota Prius, particularly in relation to their satisfaction with their experience and its various aspects. These are all very relevant topics, since evaluation of customer image, motivations and customer satisfaction and product/service quality are all very common activities
conducted by many businesses.
 

Assessment 1 Tasks

You are required to prepare for the first part of the Research Brief. First, as the Marketing Manager of Toyota Prius, you need to choose what you actually want to research:

• customers’ attitudes and perceptions towards Toyota Prius (i.e.: their image of Toyota Prius); OR
• the factors that customers use to determine their choice of car and their motivations for choosing Toyota Prius; OR
• the satisfaction of customers driving a Toyota Prius, particularly in relation to their satisfaction with their experience and its various aspects.

Introduction:
Initially, you must briefly outline the Marketing Research Problem and associated Research Questions that you are hoping to answer with your research, as well as the objectives of your research. Both of these will, of course, depend on which of the above three aspects you have chosen as your research focus.

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