Strategic Marketing: Analysis of Internal and External Environments

This presentation delves into the realm of strategic marketing, focusing on the critical aspects of internal and external environmental analysis. The presentation begins by introducing the concept of strategic marketing and its significance in understanding and meeting customer needs. It then proceeds to examine the internal environment through SWOT analysis, highlighting strengths, weaknesses, opportunities, and threats. The external environment is analyzed using the PESTLE framework, encompassing political, economic, social, technological, legal, and environmental factors. The presentation also elucidates the integration between internal and external analyses, illustrating how factors influence both environments. The presentation also includes references to support the content. Overall, the presentation provides a comprehensive overview of strategic marketing principles and their application in business decision-making.

STRATEGIC MARKETING

TABLE OF CONTENT
• Introduction
• Approaches to internal environmental analysis
• Approaches to external environmental analysis.
• How internal and external analyses are integrated.
• Conclusion

INTRODUCTION
• Strategic marketing refers to the process of developing a strategic marketing
plan so that, an organization can easily identify the needs of customers.
Strategic marketing will help the company to improve the level of customer
satisfaction and also helps to improve the level of perf
• The presentation will outline the method of analysing the internal
environment of the firm. The presentation will also describe the factors of
external environment that are affecting the operations of the business as well
as the integration between the analysis of internal and external environment.
.

Approaches of internal environmental analysis
Internal environment- The internal environment refers to the
environment that exists within an organisation. Internal environment
is consisted of various factors that directly impacts the operations of
the firm.
•SWOT analysis-
• Weaknesses-
•Opportunities-
•Threats-

Approaches to external environmental analysis
External environment-The external environment is the environment that exists
outside an organisation. External environment is consists of various factors
that can impact the level of performance of an organisation. A company
cannot directly control the external factors .
• Political factors –
• Economical factors-
• Social factors-
• Technological factors-
• Legal factors-
• Environmental factors-

How internal and external analyses are integrated.
• Internal analysis of micro environment and external analysis of macro environment
both are integrated with each other because there are some factors that impact both
internal as well as external environment.
• For Example- Supply chain management of Total Marketing Solutions is a part of
internal environment of the firm but, it also involves funds raised from various
financial institutions. Therefore supply chain management is also a part of external
environment.

Conclusion
The above presentation has described the internal factors through SWOT analysis and
analysis of external factors through PESTLE analysis. It has also outlined the
integration between internal and external factors.
.

REFERENCES
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication
in pilgrimage tourism. Procedia-Social and Behavioral Sciences, 175, pp.423-
430.
Verhoeven, B. and Johnson, L.W., 2017. Business model innovation portfolio
strategy for growth under product-market configurations. Journal of Business
Models, 5(1).
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating
competitive advantage. Oxford University Press, USA.

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