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Author(s): Caescu Stefan Claudiu | Popescu Andrei | Ploesteanu Mara Gabriela

Journal: Annals of the University of Oradea : Economic Science
ISSN 1222-569X

Volume: 1;
Issue: 2;
Start page: 731;
Date: 2011;
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Keywords: marketing environment | internal environment | resource analysis | performance analysis | value chain analysis

Theme The situation analysis, as a separate component of the strategic planning, involves collecting and analysing relevant types of information on the components of the marketing environment and their evolution on the one hand and also on the organization’s resources and capabilities on the other. Objectives of the Research The main purpose of the study of the analysis techniques of the internal environment is to provide insight on those aspects that are of strategic importance to the organization. Literature Review The marketing environment consists of two distinct components, the internal environment that is made from specific variables within the organization and the external environment that is made from variables external to the organization. Although analysing the external environment is essential for corporate success, it is not enough unless it is backed by a detailed analysis of the internal environment of the organization. The internal environment includes all elements that are endogenous to the organization, which are influenced to a great extent and totally controlled by it. The study of the internal environment must answer all resource related questions, solve all resource management issues and represents the first step in drawing up the marketing strategy. Research Methodology The present paper accomplished a documentary study of the main techniques used for the analysis of the internal environment. Results The special literature emphasizes that the differences in performance from one organization to another is primarily dependant not on the differences between the fields of activity, but especially on the differences between the resources and capabilities and the ways these are capitalized on. The main methods of analysing the internal environment addressed in this paper are: the analysis of the organizational resources, the performance analysis, the value chain analysis and the functional analysis. Implications Basically such an analysis of the internal environment allows the organization to identify its resources and capabilities as best as possible, in relation to the threats and opportunities brought about by the crisis situations. Authors’ Contribution The research allows the identification of the organizational behaviour of resource and capabilities capitalization that must be adopted during the economic crisis. The study may be useful to both the academic and the business environment.
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