Overview
You will need to read the case below, respond to the questions thoroughly and upload your work onto Canvas by the deadline:
Toyota's Future: Hydrogen- and Battery-Powered Vehicles (Click hereLinks to an external site. to purchase the case)
Purpose This assignment will strengthen your ability to apply marketing concepts from the textbook to a real-world strategic challenge. You will analyze Toyota’s position in the U.S. automotive market using the assigned case “Toyota’s Future: Hydrogen- and Battery-Powered Vehicles” and support your analysis with course content (Ch. 1–9) and external research.
Instructions
- Click hereLinks to an external site. to purchase the case: Toyota's Future: Hydrogen- and Battery-Powered Vehicles
- Write a professional paper (4 pages max, double-spaced) that answers all questions. Your analysis must be specific to the U.S. market and based on the assigned case, and Oviatt Library sources.
- Do not include general or global-level responses.
- Note the question numbers in your work so the grader knows which response is being graded.
- Library sources for you to consider (click here to see MKT304 library guide)
- Customer information: RKMA, Statista, Mintel
- Company information: Mergentonline
- SWOT:Business Source Premier
Formatting Requirements
- Cover page: Title of the paper, due date, author, and class number
- File format: PDF only (submissions in other formats cannot be uploaded)
- Margins: 1" on all sides
- Font: Arial or Times New Roman, 12 pt., black
- Line spacing: Double-spaced
- Length: 4 pages max (excluding cover page and reference list)
- Research & Citation Requirements
Use the assigned case and library sources for your work (click here to see MKT304 library guide) - Cite all sources using APA style for both in-text citations and the reference list (click here to see MKT304 library guide)
- You have the option to click here Download here to download the template and use it for this assignment.
AI Tool Usage & Academic Honesty
- AI tools (e.g., ChatGPT, Gemini, Claude) may only be used for:
- Brainstorming
- Organizing your outline
- Understanding key concepts
- Note AI tools may provide you with inaccurate information.
- AI-generated writing, rewriting, or rewording is not allowed.
- All written work must be your own, reflecting your original analysis and voice.
- Submitting work written in part or whole by AI will result in a grade of “F” for the assignment and may lead to additional academic penalties for plagiarism.
- Most “AI checkers” available online are inaccurate. Do not assume your work is safe because it passed an AI scan. The best defense is to write your own paper using proper research and citation.
Questions
- Target Market Selection: based on the case and U.S. market trends, what specific consumer segment should Toyota target for its next-generation BEVs in the United States?
- Hydrogen Strategy in the U.S.: should Toyota continue investing in hydrogen fuel cell vehicles for the U.S. passenger car market? Explain your response.
- Brand Positioning Strategy: how should Toyota reposition its brand to compete with BEV leaders like Tesla and appeal to U.S. consumers entering the electric vehicle market? Include a perceptual map based on your perception as a customer; clearly show and explain the repositioning.