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The internal environment in marketing refers to components INSIDE the firm that are unique to the firm. Firms that do not consider the internal environment when structuring their marketing strategy will end up with a very generic strategy – one that is similar to other organizations in the same market – and will not draw upon their unique strengths and competitive advantages.
This relates to skill sets and abilities and processes that the firm has AND is really good at.
What is important to management needs to be taken into consideration, as they are the ultimate approvers of competitive marketing strategy. Top management values are evident by the overall corporate culture of the organization, which is influenced and guided by management views. Other stakeholders to consider would include employees and what is important to them – which needs to be understood, particularly for a service firm. Obviously, successful strategies primarily need a fine-tuning only, whereas unsuccessful or weakening strategy positions would need substantial revision.
Diagram: A SWOT AnalysisWe should aim to turn our weaknesses into strengths, and our threats into opportunities.
The main purpose of the analysis has to be to add value to our products and services so that we can recruit new customers, retain loyal customers, and extend products and services to customer segments over the long-term. It should distinguish between where your organization is today, and where it could be in the future. Once key issues have been identified with your SWOT analysis, they feed into marketing objectives.
Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.e.
Having arrived on this page you have probably surfed the Internet and scoured books and journals in search of the history of SWOT Analysis.
More specifically you’ll be at looking elements such as where a business is in terms of the current business cycle, and whether or not you are trading in a recession.
The sociocultural environment embodies everything which is social and cultural within a nation or society.
In a more general sense consider influences such as the increase in life expectation of Western consumers, and demographics which is the study of populations. Environmentalism and marketing connect where marketing may affect the environment when serving consumers with products and services.
When marketing overseas your business will need to take into account laws in the local market. It is very important that an organization considers its environment before beginning the marketing process.
The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses.
2.Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc? So as we said in our earlier lesson, examples of the influencers would include your company itself, your suppliers, any marketing or advertising agencies with whom you have a close working relationship, the segments and markets which you target and your competition. Don’t forget to review your stakeholders which are those people and organisations that interconnect with your business that might not be paying for your products or services i.e. Stakeholders are those members of the microenvironment that have a direct influence on your business although they are not generally paying customers.
Suppliers are those companies that supply your business with goods and services to which you add value through transformation. Focus groups are made up from a number of selected respondents based together in the same room. An omnibus study is where an organisation purchases a single or a few questions on a ‘hybrid’ interview (either face-to-face or by telephone). The marketing mix and the services marketing mix should be adapted for different organizational and business contexts. Service organizations are more likely to use the services marketing mix, which is also known as the 7Ps of marketing. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Omnichannel marketing has become a buzzword in the world of marketing, and especially on social media. In simple terms, it means integration of multiple channels so as to converse more efficiently with the target audience, giving them a continual experience. A recent study by The CMO Club revealed that more than 50% of CMOs are not using an omnichannel marketing strategy while 29% plan to do so over the next year. One of the most basic customer demands is that the experience is as consistent and personal as possible.
When your business is on an omnichannel journey, it becomes highly necessary to gather and analyze the past and present behavior of prospects and customers as well as predict their future conduct.
There are a plethora of technology platforms that can not only deliver on the promise of omnichannel but also measure and track items. Marketing is no longer about improving the 1% with a massive marketing spend, but about building products and customers out of almost nothing in a scalable and efficient manner.
A Harvard Business Review (HBR) survey showed that 80% of marketers today are unhappy with their effectiveness in measuring outcomes. Kiruba added, “Giving an example from the world of digital marketing, gone are the days that digital and social media were obsessed with brand building, creating awareness or buzz creation.
They want to see a solid impact on the bottom line and sales; this has directly influenced the way they start to measure. This understanding stems out of a strong acumen for organizational goals, strategy, and knowledge of what your organization, product, or service is set to accomplish. As blunt as the statement is, it declares that the foremost thing that today’s CMOs need to understand is that they are not hired to preserve the status quo.
Successful start-ups over the last few years have shown that independent marketing departments are becoming smaller and smaller. You need to accept and acknowledge that marketing is no longer an independent department that only comes into the picture at the end of the product cycle.
Does your every product, every marketing activity, every objective connect to how the product adds value to the organizational goal? The outcome of all efforts and strategizing must be growth, and sales are the simplest way to measure growth.
Alignment might sound simple, obvious or at times even dumb, but it remains an unanswered question in several organizations. To master omnichannel customer engagement, organizations must align the values, beliefs, and cultures of its employees, customers, and partners.
It is expected that almost 75% of the global workforce will be made up of millennials by 2025. Given that an average employee has 1500+ connections on social media imagine the potential if they could be your storytellers. It is not only about the opportunity to make employees better at their jobs, but also the employee advocacy that comes as a byproduct.
Let your whole team know “why” the organization exists, “who” the client is, and that the organization has to become more agile to keep up with the way the business ecosystem is evolving. In short, you want a consistent experience across all routes and consistent presentation of the brand style. Yaagneshwaran GaneshYaagneshwaran Ganesh is a marketing enthusiast, speaker and the author of "Is your marketing in sync or sinking?". An analysis of the internal environment is critical in the development of marketing strategy to ensure to ensure that the firm’s strategy is based upon its situation, resources and goals.
In marketing terms, we are particularly interested in: product range, brand equity, financial position, customer loyalty, customer base size, retailer relationships retailer relationships, access to technology, manufacturing skills and innovation, and so on.

It is particularly valuable in service firms that rely on customer – employee interaction and in organizations that rely upon innovation and improved operations being delivered by key staff.
This should be a fundamental building block of the firm’s marketing strategy – as it will create opportunities for sustainable competitive advantage in the marketplace. For example, some key people in management might see innovation and change as critical to success, but top level management in other organizations may be quite conservative and risk adverse.
Sometimes it is very profit and growth driven, but for some organizations there could be a social goals aspect as well. How well is the current strategy working given the firm’s internal and external environments? Then finally, SWOT will give managers options to match internal strengths with external opportunities. The tool can be used in conjunction with other tools for audit and analysis, such as PEST analysis and Porter’s Five-Forces analysis. As we know from our lesson on the marketing environment the wider macroenvironment impacts upon how marketing managers make decisions.
If your government is socialist then perhaps there is a policy to tax more and to invest in the public sector.
Obviously if you are studying marketing there is a huge element of economics within the topic itself, and you should be no stranger to the principles of economics. There are plenty of examples of society and culture on the marketing teacher website, so we recommend that you go to our lesson store and look through some of the consumer behaviour pages. As we saw from our lesson on the functions within an organisation all departments use information technology or technology in one form or another.
There is an environmental movement which puts pressure on businesses, governments and everyday people to be green.
For example cars sold in mainland Europe and the United States tend to be left-hand drive, whilst cars which are marketed in Japan and the United Kingdom right-hand drive. Does technology allow for products and services to be made more cheaply and to a better standard of quality?
Marketing research is a huge topic area and has many processes, procedures, and terminologies that build upon the points above. Marketing research is a huge topic area and has many processes, procedures, and terminologies that build upon the points above. A window manufacturer might sell directly to the homeowner whereby there are no intermediaries.
Employees are an important because they drive value through customer satisfaction and embody the marketing concept. When we define marketing we often talk about customer needs, how we identify needs, satisfy them and anticipate them into the future.
If a competitor launches a new product for example, you will review your own marketing plan. There are examples of alliances and joint ventures in the car industry such as those between Toyota, Peugeot and Citroen in Europe. From a manufacturing point of view suppliers would supply raw materials and components which are transformed into finished goods.
Lists are collated, or purchased, and a predesigned questionnaire is mailed to a sample of respondents.
Often used in banking, retailing, travel, cafes and restaurants, and many other customer focused organizations, mystery shoppers will enter, posing as real customers. Highly experienced researchers work with the focus group to gather in depth qualitative feedback. They are asked to complete a diary that lists and records their purchasing behavior of a period of time (weeks, months, or years). The organisation will be one of many that simply want to a straightforward answer to a simple question. The examples below consider the contexts of FMCG, B2B, services marketing, voluntary and not-for-profit marketing and online marketing.
So let’s consider a well-known service organization and evaluate how it adapts and modifies the marketing mix.
Based on these numbers, people apparently haven’t effectively utilized omnichannel marketing strategy. Technology has enabled several e-commerce companies to develop digital touchpoints, but the experience needs to be seamless and engaging. The task of a professional is to distinguish between metrics that simply cannot be measured and those that can; furthermore, they must determine which parameters provide misleading information.
In other words, they are unable to precisely interpret the RoI for their marketing activities.
Companies are becoming increasingly mature and are setting clear expectations for the effort, time and money they are investing. It makes it all the more important for organizations to get it sorted, right at the bootstrapping level, to have clarity on whether or not to be present on certain platforms.
With fast-engine technologies and new trends emerging on a daily basis, it is important for marketers to have their ears to the ground. CEOs are not going to be pleased with that–they are looking for a change, which is nothing short of a surge. CMOs are expected to be strategic drivers of growth, collaborating closely with the CEOs and CFOs by connecting consumer insights with strategy and creating plans that translate to business growth.
The objectives of marketing must seamlessly integrate with the overall organizational goal and enable sales in more than one way. Rather, it is a synergic group that is a part of every discussion up to the fundamental level of product development that seeks precise answers to questions like “Why this product?” “Why this market segment?” “Does it align to what you want the organization to be known for?” and many more.
86% of buyers are willing to pay more for a better customer experience, but only 1% felt that organizations consistently offered a desirable experience.
Only 37% of brands managed to receive good or excellent customer experience index scores in 2014. 89% of consumers say that poor customer experiences prompted them to begin doing business with a competitor. 60% of users say that a negative economy does not influence their buying habits and that they will pay more for a better experience. It can be easy to confuse hype with growth, but the former has little meaning in the world of Twitter and Facebook trends or with the public’s general desire to be a part of the religion of popular culture. In all probability, this is one of the reasons that marketing teams are not taken seriously in certain organizations. Along with your clients, employees are at the epicenter of the omnichannel experience, as they deliver the customer experience at various touch points. Given that the personal and professional lives of employees are getting more intertwined than ever, this represents a remarkable opportunity of employees becoming your brand ambassadors. Tell them about your long-term vision and strategy and share clear goals you have set for the upcoming period.
Make them realize that they are the brand because they are the ones that interact with clients every day.
The consistency of the brand is intertwined with consistency within the company, emphasizing the need for an omnichannel environment. His mission "One globe, one experience" is to explore marketing practices at organizations of different sizes, industry and cultures across the globe and help align marketing operations to organizational strategy. I particularly liked the part about accepting that marketing is no longer an independent department that only comes into the picture at the end of the product cycle.
The outcome should be an increase in ‘value’ for customers – which hopefully will improve our competitive advantage. So SWOT is a very popular tool with marketing students because it is quick and easy to learn.

Two people rarely come-up with the same final version of SWOT.  TOWS analysis is extremely similar.
During this lesson we’re going to look at how we audit and evaluate our external business environment. On the other hand if you have a more conservative or Republican government then the free-market is left to take control, taxation is less and there is often a smaller public sector. As we saw from our lesson on the marketing environment there is a macroenvironment, and internal environment and the microenvironment. Some notable examples would include the influence of learning, memory, emotion and perception, motivation, lifestyle and attitude and consumer culture.
Smart phones such as Android and iPhone are now common – all – garden, and we are used to being able to access information and communication technology instantly no matter where we are. There are a number of examples of how companies can be greener internally and externally, from addressing manufacturing today, to designing a much more sustainable future. Political (and legal) forces, Economic forces, Sociocultural forces, and Technological forces. It is not uncommon to find errors in sampling, data collection method, or analytic mistakes. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem.
Let’s just review what microenvironment is again based upon the earlier lesson on the marketing environment which contains the topic. Distributors are important channels since large manufacturing brands do not wish to distribute all the way to the final consumer. Stakeholders are the publics with whom you interact for example your neighbours, and other interested parties. Competitors, whom are part of your microenvironment and compete for your customers, might try to take your best employees and might distribute through the same channels as your company.
From a retail perspective suppliers would deliver produce which is broken down from bulk, packaged and merchandised in stores to attract customers and consumers. However responses will increase if an incentive is offered such as a free newsletter, or free membership. There are many examples of such approaches including: Inkblot tests – look for images in a series of inkblots Cartoons – complete the ‘bubbles’ on a cartoon series Sentence or story completion Word association – depends on very quick (subconscious) responses to words Psychodrama – Imagine that you are a product and describe what it is like to be operated, warn, or used.
An omnibus survey could include questions from companies in sectors as diverse as heath care and tobacco. Marketing has become more metric-based than ever before, and every activity is equated to the outcome and return on investment (ROI). They reveal what content is shared and who is sharing it They also describe where the content is being shared and the means utilized to share it. These metrics track project-oriented metrics such as meeting projected deadlines or the time it takes to complete an outlined task.
Given the current scenario, the inability to measure results has nothing to do with the sophistication of tools or software that you use to measure; it is about having a strong understanding of what you want to measure. For example, one has to know clearly why their organization needs to be active on social media, why should they focus on the digital and what the expected outcome is. Though the position has retained high-tuned commercial instinct, creativity, and analytical acumen, the need for collaboration with other functions and the level of expected expertise is increasing exponentially. The expectations are high and with great expectations come great responsibilities and new roles. It is important to come back to concrete evidence and to devise new strategies when existing ones fail actually to deliver.
When you start connecting those pieces, you’ll realize that you are a different marketer altogether. Do this in the most transparent way possible and show them that the vision is not only backed by every management team member but also validated based on relevant and current data. He has an MBA from Jansons School of Business and a certificate in strategy management from Indian Institute of Management, Kozhikode. Have a look at the six living generations in America, social environment and class, the impact of your birth order on how you behave as a consumer and take a look at the eight types of online shoppers. During studies or at work we have access to information on quick PCs and over the Internet, with faster broadband connections arriving in many parts of the world. Our logistics and warehousing functions use forklifts and lorries as well as order tracking technology and software. A manufacturer might reduce the amount of waste produced as a result of the manufacturing process or a restaurant might reduce the amount of packaging or food waste.
Different countries have different laws in relation to maximum speed limits and safety ratings on vehicles, as well as many other bylaws and codes.
For example Coca-Cola cannot have a direct supplier relationship with every consumer (although it does have a strong brand relationship with consumers).
The key to the microenvironment is that it is relatively controllable and we have some influence over how things happen, whereas with the macroenvironment we have far less influence. Your local community or neighbours are stakeholders, for example think of the local community’s influence when a car firm wants to build a new factory, or when an airport wants to build a new runway.
Today suppliers are a vital part of the supply chain, which sees valued-added at all stages from conception to consumption (and post-purchase evaluation).
Discussion, opinion, and beliefs are encouraged, and the research will probe into specific areas that are of interest to the company commissioning the research. Observers will contemplate how the product is handled, how the packing is read, how much time the consumer spends with the product, and so on.
However, by collecting a series of diaries with a number of entries, the researcher has a reasonable picture of purchasing behavior. The research is far cheaper, and commit less time and effort than conducting your own research. Telephone interviews are cheaper to conduct than face-to-face interviews (on a per person basis). They investigate how your strategies inspire your audience and what they inspire your audience to do. These metrics also monitor things like general output over time, such as daily or monthly production. Here are a few of the leading thinkers on the topic (and if you have more please let us know so that we can add them). The customer service department will use communication technology to talk to customers but will also have access to internal systems, such as technology to simplify credit control and stock control for example. An environmental approach is set in today’s tactics, but will eventually be embedded in the strategic vision of the business. It not only includes ‘market’ research, but also areas such as research into new products, or modes of distribution such as via the Internet.
We think less of the Product Life Cycle (PLC) and more about the Customer Life Cycle (CLC) whereby we attempt to recruit and retain customers, and then extend products and services to them throughout their lives.
Other face-to-face interviews are more ‘in depth,’ and depend upon more open forms of questioning. Mail surveys are less popular with the advent of technologies such as the Internet and telephones, especially call centers. Employees would need to be recruited and trained, motivated and developed, all of which would support the functions and philosophy of marketing.

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