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0:00
Hello and welcome
to this session on
the Internal
Environment. My name is
Annmarie Hanlon hand
I teach marketing at
Cranfield University's School
of Management in the UK.
Some of these themes are taken
from my book
"Digital Marketing".
Let's get started.
0:20
In this session we
consider the components
of the internal environment and
then we delve into
the Boston Box as
a portfolio model to
assess market share.
Finally, the Boston
Box is applied to
an example to show the
portfolio model in action.
0:38
The internal marketing
environment is
part of the wider
marketing environment.
Other elements include
the external environment
and the performance environment.
0:52
The internal
marketing environment
considers the
elements controlled
by the organisation. These are
typically the goals
or objectives.
This is what the organisation
wishes to achieve.
The market share, that's
the relative share
of the market compared
to the main competitors.
The strategy, that's
the overall focus of
the organisation.
The growth plans for
the organisation.
The quality of the
goods and services
compared to the main
competitors and
the positioning which is the way
the products are differentiated
from competitors.
For example, Amazon's
movie channel offers
a total package as part
of the Amazon Prime offer
whereas Netflix is
considered to provide
higher quality movies. These are
similar offers with
different positioning.
The resources available
which includes finances and
people and the extended marketing
mix. That's the products,
pricing, place to access
the products, the
promotional methods used,
the people involved,
the processes
and the physical evidence.
Using this framework, an
organisation first analyses
its own situation and then
analyses its main competitors.
This enables a comparative
analysis to be developed,
identifying the
relative strengths
and weaknesses of
an organisation.
This demonstrates
where more work is
required or where advantages
can be highlighted.
