Scion’s Quest to Crack Gen Y

Case Study “Scion’s Quest to Crack Gen Y” on pp. 534-535

(Answer each question in 300-350 words)


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?

*NOTE: Please answer each question with the minimum word count noted above. Review attachment on page 534-535 of the actual file (page 79-80 of .pdf file) and answer each question thoroughly.  Place answers underneath each question so I know how to break it down, total of 4 questions. Use APA format to include in-text citations and a reference page. Let me know if you have any questions or comments.