internal environmental analysis

During the marketing planning process, an audit must be carried out. Before an organisation can decide where it wants to go and how it wants to get there, it must first know where it is.

The Internal Environmental Analysis examines all aspects that are within an organisation's sphere of influence. Things such as staff morale, cashflow, computer systems and training requirements can all be addressed by a business and are therefore classed as Internal.

These are distinct from those areas which are outside a business - competitor activity and PESTLE factors (Political, Economic, Social, Technological, Legal and Environmental).