Internal Environment: Internal environment includes all those factors which influence business and which are present within the business itself. These factors are usually under the control of business. The study of internal factors is really important for the study of internal environment.
Internal micro-environment factors are:
The general vision of the company : This is developed by the management and leads the company ‘s activities to operations focused on production, technology, sales or market. It’s very important that the focus is on marketing, trying to appease both company’s and market’s objectives.
Marketing integration : Related to the general vision of the company . The marketing function must be an integrator function for all other functions, so that the marketing concept can be promoted.
Organizational culture : It represents a series of values and beliefs promoted company wide, being a result of cultural elements that characterize the people that run the business or support it: employees, managers, shareholders, union. Development of organizational culture is crucial.
Employees: This is the main internal micro-environmental factor that influences the company. considering that the employees are involved in all company’s operations. Employees’ satisfaction is important because it results in customer satisfaction.
