"Communication plan3.Research MethodologyFor given communication plan, it is required to do research. Here the research problem isdeveloping communication plan for Prius. Data is taken from secondary sources. Therefore, wecan say that data collection is secondary data. Data is collected from books, print and onlinejournals, websites etc. For analysis of data, we use marketing tools like SWOT analysis, market analysis, competitoranalysis, and target market analysis.4.Data analysis4.1. Market analysis Prius is a name given to the car, manufactured by Toyota, which is briefly explained below.The car industry in the automotive sector comprises of private cars of all types and enginecapabilities regardless of the type of fuel that runs the car, provided they adhere to all theguidelines for road use and are meant for domestic use. The car market in the UK is wellst developed and reached a peak related to cost and number of new cars sold in early 21 century.Car purchases are complemented by the strong UK economy, increase in income, low interestrates and launch of a new type of license plate, but during the 90s, the market growth fellsignificantly because of advertisement about costly cars in the UK, when compared to othercountries in the European Union, according to Monopolies and Mergers Commission report,1992. Car manufacturers and their distributors started to officially reduce the market prices in2001.7 Communication plan4.2 Competitor analysisThe United Kingdom?s car market is mostly dominated by foreign-owned car manufacturers.About 40 companies sell cars and 16 of them have a market share of over 1%. Ford is at the topwith 21% market share. The share of Japanese carmakers is expected to rise post increase in theEU import quota in the year 2000. There private users and fleet buyers (consumers) in the carmarket. Private consumers usually purchase cars from franchised dealers, who exclusively sellone brand of car. Therefore, the carmakers have great control over dealers since they can cancelthe dealership anytime if it does not constantly meet the company?s expectations. The dealersshould also provide good aftersales service according to the warranties (normally 3 years) statedby the car companies (Key Note, 2002). Due to the increase in competition in the fleet marketand reduction in price from fleet buyers, this segment is not so attractive for car makers. Hence,the private car market has acquired prominence (Ferrell & Pride, 2016).8 Communication plan4.3 Target market analysisTarget market Customer need BenefitFirst time customers Technology advance, high Options to choose from designs,performance, fun to drive, High various safety features like extra airsafety rating, fuel efficiency with bagsleek designCurrent Toyota customer Better fuel efficiency Lower priceLower emission, new style, fun Lower fuel costtechnology Rebate for fuel efficient vehicleCurrent Prius customer First generation hybrid model owner Great services,looking for an upgrade New plug in model (Wong, 2010)9 "