Case 1: The Prius
Toyota recently introduced a hybrid automobile named Prius. Since its introduction, this offering has achieved a 1.2% market share in this market. Toyota has conducted research in an effort to assess its opportunity for market share development. The table below indicates consumers' current response at each step along the share development path for Toyota's Prius hybrid automobile as well as Toyota's desired response at each step:
Share Performance
Director Current Response Desired Response
Product Awareness 0.70 0.80
Product Attractiveness 0.45 0.60
Price Acceptable 0.60 0.80
Product Availability 0.55 0.70
Service Experience 0.60 0.75
3. Even though target customers are somewhat aware of this product, customers do not appear to have a favorable attitude and interest in this product and the benefits it offers. What is the resulting loss in Prius's potential market share due to this product unattractiveness to potential customers? Show your work.
a) 6.2%
b) 14%
c) 25%
d) 31.5%
e) 38.75%