2.10 : 내부 환경

The internal environment refers to the factors within the organization that directly shape its marketing strategies.

It determines the organization's strengths and weaknesses.

It involves the resources available to the marketing team, including financial, human, and technological assets, and encompasses the brand identity and organizational culture, shaped by shared values and beliefs.

The result is quality products and services that influence customer satisfaction.

The skills and expertise of the marketing team contribute to enhanced productivity, while the organizational structure influences decision-making and communication, thereby impacting strategy implementation.

Additionally, the support of top executives and management is crucial for the success of marketing initiatives.

Research and development capabilities play a significant role in driving product development and brand differentiation.

Finally, budget allocation determines how the company invests in various marketing activities.

Analyzing the factors in the internal environment provides insights for pursuing new initiatives and fostering innovation. It aids in planning for the future and serves as a business health check, identifying areas that require improvement.