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    Toyota Scion: Competitive Markets and Marketing Strategies

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    In 2003, Toyota introduced an entirely new brand into the market. Scion (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have financing arranged through Toyota Motor Credit Corp, but that's where the relationship ends. Scion targets, and aims to represent, a younger, hipper market than the dependable Camry or Corolla. Scion's xA sedan, xB "breadbox", and sporty tC are marketed straight at "Generation Y," people born after 1977.

    Scion is attracting and grabbing this market in a variety of ways, mixing product design with pricing with target marketing, resulting in a heady, irresistible brew. So far, it's working. In its first quarter, Scion sold nearly 33,000 cars, more than established brands such as Volvo and Suzuki. As Scion grows its customer base, it plans to release more cars onto the market...but not to the point of easy availability and the rows of same-looking cars one usually sees at dealerships.
    Using the following articles, the Internet, and your course resources, address the following questions:

    ?How is Scion addressing its target market with regard to positioning and the product itself? Is the product design its own form of positioning? How?
    ?Scion is aggressively targeting a specific age group. What are the advantages and drawbacks?
    ?What elements of societal marketing can you identify in Scion's: Product, Pricing, Positioning, Advertising

    Review the following articles:
    ?Edmund's Vehicle Overview - Scion Xa
    ?First Drive: 2004 Scion xA and xB
    ?Scion marketing targets Gen Y drivers
    ?Here Come the Bratty Boomers
    ?Breaking, Fully Integrated Scion Campaign From ATTIK Conveys Marque's Appeal for Personalization
    ?Outside-the-box Scion scores with young drivers
    ?Scion's peppy tC has right image at the right price

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    Solution Preview

    ?How is Scion addressing its target market with regard to positioning and the product itself? Is the product design its own form of positioning? How?

    Target market loves accessories so more accessories to personalize vehicles, Target market needs more performance and so, is cranking out performance-oriented cars and
    The youth wants adventure and so Scion was created to be edgy, urban and, especially, underground. Flooding the streets with its quirky, distinctive vehicles would endanger its clutch on the cool factor, executives have decreed.

    Target market is Web savvy; Scion's Web site gets a million hits a month. Two-thirds of buyers configure their cars with the colors and options they want on the Web site before they walk into the dealership.

    Target market is individualistic and by offering over three dozen dealer-installed options, Scion hopes to give its buyers unprecedented opportunity to customize their cars on the front end.

    Much has been made of the Scion xB, which looks like nothing else on the market, save for a passing resemblance to Honda's Element. In addition, it has tremendous passenger- and cargo-carrying capability for its size, making it an inexpensive way to lug about friends and gear. The smaller xA five-door hatchback, meanwhile, could almost pass for a regular Toyota. The image target market wants is satisfied by Toyota From some angles, it looks like a bigheaded toddler version of the Toyota Matrix. And indeed both cars emphasize space efficiency through their tall seating positions and easy-folding rear seats.
    Target market wants an impressive choice of features and Scion is positioned to have such features. Antilock brakes, air conditioning, a six-speaker Pioneer stereo with a CD player, a 60/40-split-folding rear seat, a tachometer and power windows, locks, mirrors and steering -- in short, an impressive list for the lower end of the economy car segment.

    The positioning of the Scion is considerably improved with its features. The xA is sold as a single trim level. Each one comes with ABS; air conditioning; power windows, locks, mirrors and steering; a six-speaker Pioneer stereo with a CD player; a rear wiper; rear defroster; a tachometer; and a ...

    Solution Summary

    The 1376 word solution is a good survey of information about the Scion and it's marketing.