This is an individual assignment. All students are expected to complete and submit their own work.
My advice: Start early. Read the case carefully and follow the instructions closely. Most point deductions occur when instructions are missed. If you have questions about requirements or expectations, ask them early—well before the deadline.
Case
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 is designed to 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 and support your analysis with course concepts (Chapters 1–9) and Oviatt Library sources. Note that general or global-level responses are not acceptable and will earn minimum to no credit.
Assignment Instructions
Write a professional paper (maximum 4 pages, double-spaced) that answers all questions listed below.
Requirements:
- Your analysis must focus only on the U.S. market
- Base your work on:
- The assigned Toyota case
- Course concepts from Chapters 1–9
- Oviatt Library sources
- Clearly label each response by writing the question number in your paper
Submission deadline: See Canvas
Late submissions: A 20% grade deduction applies (see syllabus)
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: Maximum 4 pages (excluding cover page, reference list, and appendixes if applicable). Work beyond the page limit will not be considered for grading.
- Language usage: Use business-formal language. Contractions are not permitted.
All work must be submitted as one single file. If multiple files are uploaded, only the last submission will be graded. Any submissions made after the deadline will cause your work be labeled as late in Canvas and will incur grade deduction.
Research and Citation Requirements
- Use the assigned case and use the Oviatt Library sources for your research.
- Recommended databases (click here to see MKT304 library guide):
- Customer data: RKMA, Statista, Mintel
- Company data: Mergent Online
- SWOT: Business Source Premier
- Use APA format for in-text citations and Reference section of your work
- You have the option to click here Download here to download the template and use it for this assignment
AI Tool Usage and Academic Dishonesty
AI tools (including ChatGPT, Gemini, Claude) may only be used for:
- Brainstorming ideas
- Organizing an outline
- Understanding key concepts
- Note: AI tools may provide inaccurate information
AI tools may not be used to write, rewrite, or reword your paper.
All written work must reflect your own analysis and your own voice. Submitting work written in part or in whole by AI will result in a grade of zero and may lead to additional academic disciplinary action for plagiarism and fabrication (see the syllabus and CSUN academic dishonesty policies).
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 and clearly justify your answer. - Brand Positioning Strategy
How should Toyota reposition its brand to compete with BEV leaders such as Tesla and appeal to U.S. consumers entering the electric vehicle market? (Include a perceptual map based on your informed perception as a knowledgeable customer who has conducted research on the company, its products, and the competitive environment. Clearly define and explain the variables used in the map, Toyota’s current positioning, and the proposed repositioning strategy).
Submission Checklist
Before submitting, confirm that:
- A cover page is included
- The file is in PDF format
- All work is in a single file
- Formatting requirements were followed
- The analysis is U.S.-focused
- All questions were fully answered
- Oviatt Library sources were used and cited in APA style
- The paper is written in your own voice without AI-generated writing