Competitor analysis
Internal environment
The internal
marketing environment includes factors that the business can directly
influence. This can include:
The
organisational structure
The strengths
and weaknesses of a department
Financial
stability and resources
Staff morale
Spare
production capacity
Client base
Pricing
structure
Selling
channels
Staff skills
Identifying
opportunities in the marketing environment
Once you have
completed the internal and external environmental audit, you can summarise your
findings using a SWOT analysis which can be used to make key decisions.
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