Case Analysis – Toyota’s Future

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

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 Toyotas position in the U.S. automotive market using the assigned case and support your analysis with course concepts (Chapters 19) 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 19 Textbook; Marketing: The Core with Connect Access Card – ISBN: 9781265267148
• 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 submissionwill 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 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

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.

1. Target Market Selection
2. 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?
3. Hydrogen Strategy in the U.S.
4. Should Toyota continue investing in hydrogen fuel cell vehicles for the U.S. passenger car market? Explain and clearly justify your answer.
5. Brand Positioning Strategy
6. 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, Toyotas 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

Rubric

TOYOTA CASE RUBRIC 100 PTS (2)

TOYOTA CASE RUBRIC 100 PTS (2)

CriteriaRatingsPtsThis criterion is linked to a Learning Outcome

Target Market Selection (Q1)

Analyzes U.S. segment(s) for Toyotas BEV launch using textbook segmentation variables and case insights.

25 to >22.0 pts

Excellent (Full Credit)

Identifies a specific U.S. consumer segment and justifies it using textbook segmentation variables, case evidence, and Oviatt Library data. Analysis is precise, well supported, and clearly U.S.-focused.

22 to >12.0 pts

Good (Partial Credit)

Identifies a plausible segment, but justification is incomplete or weakly linked to textbook concepts, the case, or library sources. Some claims are generalized or underdeveloped.

12 to >0 pts

Needs Improvement (Low or No Credit)

Segment is vague, incorrect, or not U.S.-focused. Limited or no use of textbook concepts, case evidence, or library sources. Response may rely on generic statements or unsupported claims. May appear AI-generated and/or have plagiarism/fabrication issues.

25 pts

This criterion is linked to a Learning Outcome

Hydrogen Strategy (Q2)

Evaluates whether Toyota should invest in HFCEVs in the U.S.

25 to >22.0 pts

Excellent (Full Credit)

Provides a clear and well-supported recommendation regarding hydrogen fuel cell vehicles in the U.S. passenger car market. Uses reliable U.S. data, environmental scanning, and course concepts supported by the case.

22 to >12.0 pts

Good (Partial Credit)

Provides a recommendation, but support is limited, data is vague, or links to course concepts or the case are weak.

12 to >0 pts

Needs Improvement (Low or No Credit)

Recommendation is superficial, off-topic, or not U.S.-focused. Lacks credible data or case support. May appear AI-generated and/or have plagiarism/fabrication issues.

25 pts

This criterion is linked to a Learning Outcome

Brand Positioning Strategy (Q3)

Recommends how Toyota should reposition its brand to compete with Tesla/BEV market.

25 to >22.0 pts

Excellent (Full Credit)

Recommends a clear and strategic repositioning for Toyota in the U.S. BEV market. Includes a perceptual map with meaningful variables and clearly explains Toyotas current and proposed positioning using course concepts and case insights.

22 to >12.0 pts

Good (Partial Credit)

Positioning strategy is present but lacks depth or strong justification. Perceptual map may be vague, generic, or weakly explained.

12 to >0 pts

Needs Improvement (Low or No Credit)

Positioning strategy is unclear or missing. Perceptual map is absent, incorrect, or not meaningfully explained. May appear AI-generated and/or have plagiarism/fabrication issues.

25 pts

This criterion is linked to a Learning Outcome

Writing Quality, Formatting & Academic Integrity

Professional tone, adherence to format rules, APA citation, originality.

25 to >22.0 pts

Excellent (Full Credit)

Writing is professional, clear, and original. All formatting requirements are met (PDF, APA, margins, spacing, cover page, contractions). Uses Oviatt Library sources appropriately. No evidence of AI misuse or plagiarism/fabrication.

22 to >12.0 pts

Good (Partial Credit)

Writing is generally clear but includes minor grammar, clarity, or formatting issues. Some citations may be missing. No evidence of AI misuse.

12 to >0 pts

Needs Improvement (Low or No Credit)

Poor organization, missing citations, formatting violations, or unprofessional tone. Evidence of AI-generated writing or academic dishonesty may result in zero points per syllabus for CSUN policy violation.

25 pts

This criterion is linked to a Learning Outcome

Timely Submission

Canvas allows late submissions for several hours after the deadline; any work submitted during this period will mark your submission as late (=20% grade deduction), even if the student had originally submitted your work before the deadline.

0 pts

Late Submission Reduction

Work submitted after the deadline; 20% reduction applicable (The rubric does not show negative points, deduction done manually).

0 pts

No Deduction

Work submitted before the deadline. No deduction applicable.

0 pts