1. The company: The slogan and concept of Toyota express explicitly that Toyota is always pursuing the product which is environment-friendly and fuel efficient. As the previous version, the new version is also continued to use this concept and the improved Prius is in accordance with the company’s image perfectly.
2. Suppliers: There are not some apparent elements changed from the earlier period, so this factor does not contribute much to the decision making about marketing strategy.
Marketing intermediaries. Compared with 1997, the intermediaries are more familiar with the product and can sale it more efficiently. However, this is also not a very important factor since it does not change too much.
3. Customers: The customers are more familiar with such new environment-friendly product and accept the concept. From the past promotion and the practical driving experience of customer, they have form a quite stable and growing market for the new version of Prius. This factor is more beneficial than the prior years when the product was first introduced to the market.
4. Competitors: Changes in this factor are quite important to the strategy decision. There arise some competitors in the market, such as Honda, Ford, GM. So the competition in this market is fiercer than before. Toyota should monitor its competitors closely and try to predict their marketing strategy and establish the reaction plan.
Public’s. Until now, It seems that the public always appreciate Toyota’s concept since Toyota emphasis on the new technology and environmental protection idea which is in the interest of the public.
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