Microenvironmental factors are "The factors near to the company that influence its potential to provide its customers" [concepts of marketing]. The microenvironmental factors that influenced the benefits and sales of the Toyota Prius were it customers, opponents and publics. Customers are anyone who buys or rents from the business. Customer are the main microenvironmental factor that impact company as they endure on interacting with the needs and needs of the client and failure to do so will bring about the company declining. Toyota examine their customers and noticed that they required an automobile with better energy consumption and consequently Toyota decided to make the Prius, their first cross car. Toyota dealt with their customers by setting up website to educate the customers about the Toyota Prius.