Internal and External Analysis for library
- The Internal Environment
Review of marketing goals and objectives
Identify the firm’s current marketing goals and objectives.
Explain how these goals and objectives are being achieved.
Explain how these goals and objectives are consistent or inconsistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment.
Review of current marketing strategy and performance
Describe the firm’s current marketing strategy with respect to products, pricing, distribution, and promotion. Which elements of the strategy are working well? Which elements are not?
Describe the firm’s current performance (sales volume, market share, profitability, awareness, brand preference) compared to other firms in the industry. Is the performance of the industry as a whole improving or declining? Why?
If the firm’s performance is declining, what is the most likely cause (e.g., environmental changes, flawed strategy, poor implementation)?
Review of current and anticipated organizational resources
Describe the current state of the firm’s organizational resources (e.g., financial, capital, human, experience, relationships with key suppliers or customers). How are the levels of these resources likely to change in the future?
If resource levels are expected to change, how can the firm leverage additional resources to meet customer needs better than competitors?
If additional resources are not available, how can the firm compensate for future resource constraints (lack of resources)?
Review of current and anticipated cultural and structural issues
In terms of marketing strategy development and implementation, describe the positive and negative aspects of the current and anticipated culture of the firm. Examples could include:
The firm’s overall customer orientation (or lack thereof)
The firm’s emphasis on short-term versus long-term planning
Willingness of the firm’s culture to embrace change
Internal politics and power struggles
The overall position and importance of the marketing function
Changes in key executive positions
General employee satisfaction and morale
Explain whether the firm’s structure is supportive of the current marketing strategy.
- Internal Environment
Who are the firm’s current and potential customers?
What do customers do with the firm’s products?
Where do customers purchase the firm’s products?
When do customers purchase the firm’s products?
Why (and how) do customers select the firm’s products?
Why do potential customers not purchase the firm’s products?
- External Environment
Competition, Economic Growth and Stability, Political Trends, Legal and Regulatory Issues, Technological Advancements, & Sociocultural Trends