Case Study “Scion’s Quest to Crack Gen Y” on pp. 534-535
(Answer each question in 200-350 words)
At least two external (outside of the textbook) scholarly sources on the analysis topics must be included and cited. Two scholarly sources are the MINIMUM. This scholarly research on the analysis topics is IN ADDITION to the text or other websites. Most of the .com and .net sources are NOT scholarly and will not be counted toward the required two. Wikipedia, Ask.com, online dictionaries, etc. are NOT scholarly sources and should never be included in your work.
PLEASE PUT SOURCES USED WHEN ANSWERING QUESTIONS, AT THE END OF THE ANSWER SO I WILL KNOW WHAT SOURCE GOES WITH WHAT. THANK YOU!!
1.Summarize the key facts of the case. What are the critical issues being presented here?
2. Discuss how income, social class, and age interact in Toyota’s marketing strategy. How do income and social class affect age as a means of segmentation for the Scion?
3. What are some of the challenges Scion CURRENTLY faces as their brand has grown? How can they continue to reach young people and what media outlets should they be using?
4. Select another vehicle that you believe is marketed based on the age of potential consumers. How is the marketing similar? How is it different?
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