Issues in internal analysis for competitive marketing strategy

Abstract

The study proposes to study the nature and motivation of internal analysis; organizational, market and industry conditions for internal analysis to take place, efficacy of internal analysis. The study also involves an empirical study on a leading national bank and discusses the managerial implications for marketing strategy. A literature review is conducted followed by a theoretical development. An empirical study is next laid out and the managerial implications are discussed. For the scope of the empirical study, multiple motives exist for the conduction of internal analysis that includes development of marketing strategies, fit of the organization to the external environment and management of public relations by a firm.Internal analysis is postulated to be a process for all firms needing to formulate a marketing strategy that ranges from a SWOT to detailed organizational analysis / interventions. The empirical research focused on a few motives for the internal analysis. The remaining postulates were identified in the theoretical development. Internal analysis suggests the perceived realities of the organization. Strategic market analysis leads to a determination of the ground realities of the market. Management of the interaction of the ground realities of the market and the perceived realities of the organization is a necessary part of marketing strategy.