Toyota Scion - Research Paper Example

mpetitors of scion can’t be said to possess a competitive advantage, but for scion FR-S which has numerous competition can be said to be very trendy due to its engine performance as well the sporty look. The main reason as to why the target market becomes attractive from the descriptive analysis of the target market below is due to the fact that Generation-Y is not fully exploited in automotive industry. This categories of people is estimated to purchase 40% of vehicles bought according to a report by Deloitte.

There is a foreseeable increase in the purchases of automobiles from the young generation as indicated by experts (Barkholz, 2012). The market niche of this car can be said to be expanded taking into consideration the Scion FR-S since the older generation considers it due to its performance. This makes the brand to a wider demographic penetrating beyond the targeted segment. Scion operates in a market with stiff competition where trends keep changing and therefore, the brand is continuously threatened by new and upcoming vehicles.

As such, Scion has adopted a competitive positioning strategy that seeks to provide new market offing to the market by appealing to the perception of the consumers. Since the target market for scion brands is generation Y, scion has undertaken to appeal to youths through such features such as installation of better standard audio features and special financing for students. Scion’s competitive positioning is also rooted in their marketing campaigns and advertising. The company has realized the need for new untraditional ways of marketing by acknowledging that fact that their target market is very resilient to mass-marketing.

Since the target market for scion brands spends most of their time in the internet, most of the marketing campaigns are done online. This makes it possible to communicate with consumers through email campaigns and online chats. Scion also employs the association to most of the elements of generation Y