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

Part 1: Digital Career Portfolio

Part 1: Digital Career Portfolio (100 points)

Your digital portfolio is like your personal professional hub, bringing together all your important career highlights into an organized, shareable website that really showcases who you are and what you do.

You may use Google Sites or Canva to build your portfolio.

Assignment Link:

The following sections are required:

1. Home / About Me Page

• Write a 23 paragraph professional introduction describing who you are, your academic background, and your career goals.
• Include several key skills or values that define your professional identity.
• Optional: Add a professional headshot or action photo (business casual).

2. Resume Page

• Upload or embed your most recent resume (PDF).
• Include a brief description (12 sentences) summarizing your background or career interests. This can be similar to your professional summary.

3. LinkedIn Profile

• Include a working link or button to your updated LinkedIn profile.
• Ensure your LinkedIn photo, headline, experience, and skills are up to date and professional.
• Review the Personal Branding, Social Media & Networking lecture slides.

4. Supporting Materials (choose at least three bulletpoints)

• Your portfolio should demonstrate a range of evidence of your engagement, development, and professional readiness beyond the Professional Spotlight. Choose at least three of the following options:
• Career Readiness Materials Academic & Professional Achievements Leadership & Engagement Creative & Digital Elements Cover letter tailored to a specific job or internship posting.
• Elevator pitch script or short About Me statement (can be written or video).
• Interview preparation document (sample STAR stories, common questions).
• Reflection on professional goals, values, or lessons learned in this course.
• Certificates, licenses, or training badges (e.g., Google Analytics, Excel, IMA Data Analytics, CMA/CPA progress).
• Honors, scholarships, or academic awards.
• Case study, group project, or competition participation summary.
• Research poster or abstract.
• Description of involvement in student organizations (e.g., ALPFA, IMA, Anderson Student Leaders, BAP, etc.)
• Community service, volunteer work, or mentoring experiences.
• Leadership resume or list of positions held.
• Photos or graphics from professional events (if appropriate).
• Professional bio video or short introduction clip.
• Canva or Adobe Express infographic summarizing your skills or accomplishments.
• Social media branding piece (LinkedIn banner, professional post, etc.).
• Portfolio gallery of creative, design, or analytical work (e.g., data dashboard, infographic, business pitch deck).

5. Contact Page

• Include your professional email address (e.g., Lobo@unm.edu).
• Optional: Add a contact form or links to additional professional profiles you may have.

Note: You may add more than the requirement and are even encouraged to include as much as possible.

Design and Technical Guidelines:

• Maintain a consistent color palette
• Use clear, professional fonts and spacing.
• Include navigation tabs labeled clearly (Home, Resume, Spotlight, Contact).
• Test all links to ensure they work.
• Proofread your site for grammar and professionalism.
• Publish your site and submit the live link via Canvas.

follow the instructions on the attached doc. The company i’ll be using is Fuzzy’s, and shrimp nachos and frozen margaritas as the products

The Brief

You are required to develop a comprehensive international marketing plan based on the provided marketing research data. The plan should demonstrate your ability to analyse international markets and formulate strategies that effectively address challenges and opportunities within these markets.

This assessment will allow you to showcase:

1. Strategic Thinking: Your ability to analyse market trends and make informed strategic decisions.
2. Creativity: innovative and creative approaches to solving international marketing challenges.
3. Market Analysis: Thorough evaluation of opportunities and challenges across global markets.
4. Target Audience Identification: Justification of target audience segments.
5. Marketing Mix: Development of an actionable and comprehensive marketing mix.

Learning Outcomes Assessed

LO1: Demonstrate an understanding of strategic marketing theories and concepts.

LO2: Demonstrate an understanding of the global context in which businesses operate and its impact on marketing strategy and responsible, sustainable, and ethical marketing thinking.

LO4: Analyse marketing opportunities and prepare strategic marketing plans.

LO5: Critically appraise strategic marketing models and decision tools.

Suggested Report Structure

Using the provided marketing research data and strategic marketing principles, develop an international marketing plan that addresses the following key areas:

1. Organisational Overview (25%) 500 words

• Introduce the organisation and its long-term strategic objectives.
• Clearly outline how the marketing plan aligns with the brand’s mission and vision.

1. Market Analysis and Strategic Development (25%) 500 words

• Evaluate market opportunities and challenges based on the marketing research and simulation data.
• Present actionable strategic recommendations to address the identified challenges while leveraging market opportunities.
• Discuss how the marketing plan incorporates environmental, social, and governance (ESG) factors and how these factors influence consumer behaviour.

1. International Strategic Decision Making (10%) 350 words

• Identify whether standardisation or adaptation is appropriate for the target international markets, providing robust justification for your approach.

1. Marketing Mix (30%) 650 words

• Develop a detailed marketing mix (Product, Price, Place, Promotion) tailored to the chosen international market.
• Justify your decisions using academic theory.

1. References and Supporting Evidence (10%)

• Support your marketing plan with academic theories and models.
• Reference the provided marketing research data and any additional academic sources using APA 7 conventions.

Additional Guidelines

Data Utilisation:

• Use the Cesim marketing research results provided to support your analysis and decisions. For example, insights on product attributes, sustainability scores, or customer preferences should inform your strategy.
• The market mechanisms in the CESIM universe are different to our universe; consequently, data from library databases will not be relevant to this assessment However, you must utilise marketing theory to support your decision-making.
• The suggested word counts are for guidance only.
• This is an anonymous submission; therefore, please do not record your name on the document.