2. From the perceptual map, explain why Yaris wants to be an exciting economy car. According to your results in Question 1, has Yaris achieved its objective of achieving that position? Does it depend on the age group? Discuss.
Although the largest segment, according to the perceptual map, is that of dull and economy vehicles, Yaris’ choice to instead target the market for exciting and economy cars is a wise move on the company’s behalf. Not only are there few cars that fit this criteria, but the market is still considerably large (looking at the perceptual map). There are far fewer competitors within this quadrant, and thus targeting it increases the chance of success. Following my results from Question 1, it was very interesting to see how different age groups responded slightly differently. However, speaking to fellow classmates, it appeared to me as though my results may have been skewed by the lack of diversity within the people whom I chose to interview. My interviewees consisted of people who have an Eastern European background. From my experience, they are more inclined to follow traditions and oftentimes see things through their parents’ eyes. That might explain why both age groups generally found the Yaris to be an exciting economy vehicle. Thus, it would seem that marketing for the Yaris has been quite successful at positioning it as an exciting economy car. However, when asked if they would personally want to purchase a Yaris, most respondents stated that it wasn’t quite for them, and that a dull economy vehicle seemed to be a better choice. This was the general consensus, regardless of respondents’ age.
4. Examine all the web activities that Yaris is engaged in. Do you think that Yaris is doing a good job of leveraging these tools toward the company’s younger
