1. Demographic environment: There are more educated people nowadays and this trend will continue in the foreseeable future. It is a factor that has no changes compared to prior years.
2. Economic environment: This summer, the price of gas has climbed to the record high level. And the experts predicted that such price rising is not temporary but permanent. It is likely that the price will rise further, so the demand of the hybrid car which can use fuel more efficiently is growing. Toyota’s new product can meet such growing demand exactly. Such changing factor certainly contributes a lot to the decision-making process of marketing strategy.
3. Natural environment: Since the resource is limited, it enhances the need of the public to find substitute resource and the need to use the fuel more efficiently. So Toyota’s product suits the need of the times well.
4. Technological environment: Toyota has already been the top producer of the hybrid cars and although the other producers are providing the similar products, their technological ability is still far behind Toyota. However, Toyota needs to further enhance their leading position and keep up to date about any technology changes.
5. Political environment: This is the most important factor in the macro-environment. The government has already given the tax incentives to the people who purchase the hybrid car that they can enjoy the tax deduction of $1500 when they buy it. Although such benefit will be out of date recently, there qre more other tax incentives which are under discussion and probably to be approved by the government in the near future. Furthermore, some states even provide the exclusive lane for the hybrid car in some highway. All these favorable government policies give more incentive for the public to purchase hybrid cars. So Toyota should take advantage of this factor.
6. Cultural environment: Cultural factors are not changed so much and generally the culture of the public shows that the hybrid concept is well accepted.
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