An External Environment and its Organizational Environment - Essay Example

INTERNAL MARKETING Internal marketing (IM) is a special kind of process, which is termed as an ongoing process, which only occurs strictly within an organization and within a company where all the different kind of functional process aligns and are switched and committed to a particular task. Along with this, it also empowers and motivates each and every single employee at all the different stages and kinds of management levels in order to deliver consistently a super kind of customer experience and service, which fully satisfy all the different employees. (Tathman, 1978, no page) Some important concepts of internal marketing are: Functioning of IM as an up skilling process. Alignment of all the purposes of each organization along with different employee behaviors. Internalizing employee's core values of an organization. Reframing, motivating and empowering employees' attitude. Management approach like inside and outside the organization. With the help of all the business objectives retaining the positive customer experience. Following are some important features of an internal marketing: Creating an enabling kind of culture. This is only done when each and every employee is empowered by their management when they allow innovation, creativity and when they allow different kinds of initiatives and take further responsibilities. Participative hiring. This generally involves current employees who take the main responsibility of hiring new employees. Ensuring rewards. Each and every kind of an organization must ensure that they are providing their customers and their employees the best thing and along with this when their employees perform well then they should reward them with extra amount, or with extra bonus. Fairness during hard period. There should be a fair treatment when employees are working together they should be treated equally so that they can perform better in an organization and when the performance improves, then automatically they will generate good results. When different people are working together in an organization they are thus there to perform in the most efficient manner. They should thus work very hard in order to generate the best results so that their organization can be prosper and remain competitive. (Tathman, 1978, no page) Internal marketing along with all its activities encourages their employee to perform better and more efficiently. Internal Marketing leads their employees to empower, give them a form of accountability and create a common mean and a common way of understanding their business organization. IM helps to encourage employees in order to offer superb service to all their clients by appreciating their valuable kind of contribution towards the successes of their business, it also helps the non marketing staff in order to learn and make them able in order to perform different forms of staff in the marketing field. It helps in improving the customer retention as well and in the development of the employees of the organization. (Tathman, 1978, no page) Along with this internal marketing integrates the business structure, business culture, the human resource management, social and professional needs and the strategies and vision of the employees. It helps in creating good cooperation and good coordination among the departments of their business. Following are some problems, which effect the implementation of an internal marketing Interpersonal managerial incompetence, the conceptual and technical skills are some of the hard blocks against the successful internal marketing. The poor understanding of all the concepts of an internal marketing. Different types of conflicts, which occurs between individuals and between the departments. Internal marketing is termed as an important tool for implementation. It helps a lot in communication and apart from this it also helps a lot to overcome any kind of resistance for any kind of change. Internal Marketing informs and involves all the staff members in any kind of new initiatives and in all the kind of different strategies. It is very much simple to construct if you are familiar with all the basic ideas, which are related to it. It is considered very much valuable to spend some part of time in considering different kinds of the marketing plans too. Internal marketing on the other hand obeys some kinds of the same rules in order to maintain a special system and to make a best system; it aims to make such kind of system in which you work along with other colleagues in order to gain maximum benefits and to make your own business the best one. Every kind of an organization work in order to have the better kind of business and to have such kind of business in which you will gain maximum amount of potential with the help of which your organization will perform well and will become successful day by day. (Tathman, 1978, no page) Internal marketing is a type of marketing in which people work with each other in order to have the maximum potential so that they can gain the maximum amount of benefits. Like all the external customers, each and every internal customer is also impacted by the brand of a company and form their future plans. Like external customers, all the internal customers pay great attention towards their brand as well so that their brand can have a huge advantage and can build brand name and brand loyalty. In order to be effective, internal marketing needs an accurate kind of the internal customers who are fully devoted towards their own choice and are very much beneficial for their organization. Similar to external customers, they have their own kind of buyer behavior, in which they identify their changes, which they really want to see in their organization. (Tathman, 1978, no page) In other words there are generally three kinds of the segments. Opposers. Supporters. Neutrals. Each and every kind of the segment requires a different and a unique kind of an internal marketing and along with these special kinds of an internal marketing mix in order to deliver all their internal marketing goals. Their main goal is to deliver their all the values, which are somehow directly or indirectly related to the internal marketing mix so that their organization can gain success day by day. Internal marketing is such type of an ongoing process that requires the support of the top management and innovation of different kinds of the processes in order to make it as visible as an external marketing is. As most companies assign resources in order to understand and to communicate with their outside customers, few of them do make the similar investment in energy, time and money while communicating with their inside customers and their inside employees. Internal communications is usually viewed as the single province of the department of Human Resources, but it's necessary to identify the significance of marketing to inside customers. (Tathman, 1978, no page) While external marketing remains the most significant business expansion task, it is vital to sell silently toward the company's people. When employees appreciate and entrust to the value proposal of the company and towards its brands, external marketing therefore becomes more and more successful, as the employees become the product champions. (Meyer, 2000, page 44-50) Internal marketing consists of the communication of business culture and goals, task and idea statements, as well as the workers policies and the procedures. On the other hand side it can be engaged in different kinds of the initiatives such as informing staff about the new product introductions or new acquisitions. Internal marketing is becoming more and more important as the speed of change accelerates. (Meyer, 2000, page 44-50) There are many companies that are undergoing some form of the alteration from side to side alliances, mergers or from downsizing. The main need for the communication is much more stronger in these type of situations When these types of the companies change their product, their name, or their principles, it is important to communicate the change to all kinds of the stakeholders as well as to every employee. As companies allow their staff to make stronger kind of the customer relationship, internal marketing underpins the drive for better participation, obligation, and for better and better understanding. Steady organizational change can untie the ties between the employer and between employees. Internal marketing can bring the two or more than two parties together with the help of their shared values and goals. Internal marketing helps the procedure of information growth by building and sympathetic and commitment towards the personal development. An internal marketing program is very much important for any kind of the business in which employees' actions have an effect on the quality of client service. It is mainly suitable for employees who are not directly in contact with clients and who may be unnoticed in a customer-care schooling program. In an industrialized company this might comprise of accounting department clerks who create imprecise invoices, warehouse employees who pick the incorrect parts or departmental managers who reject to help in allocating the resources towards the customer-facing actions. In a lot of businesses, it is the people who convey the service, the technicians and the engineers who are very much vital. Though, they may be "concealed away," not at all exposed to any customer. Any customer complaints are filtered, and the customer by no means gets a chance to talk straight with the people responsible for any kind of the troubles. The similar applies in situations in which there is a coating of account organization between the service provider and the customers. (Tathman, 1978, no page) In an internal marketing program you should be concerned about your every employee before doing any kind of task because with the help of this you can exchange your values, your beliefs and ideas too. Before making any kind of the decision it is your foremost duty to give your best shot in order to generate the excellent results. Before doing anything, take different people's comments so that you can improve on your work, because you never know that at what place and at what time you are making a mistake, so that if you take comments from your co-workers then you can perform better. Working in an organization is a very tactful job as it requires full attention as well as responsibilities. Each and every department requires full attention because with the help of it a company or any organization can align its functional strategy to its organizational strategy. In any organization, internal marketing plays a very vital role because it is only because of internal marketing that the work is done easily. But working is not that much easy because in order to make ones work easy all should put a great hard work so that any kind of an organization can perform well. It is the barriers between the people and the customers who offer the service that make internal marketing programs so significant. These are the business scenarios that point to when a program is necessary or when it is not necessary: (Knox. 2003, no page.) There are high levels of customer complaint along with the service standards. The complaints on the other hand side can be credited to the poor presentation by employees who are not in direct contact with the customers, even though some employees may be. The troubles cannot be conquering by the quality actions or by the change to the physical kind of the processes. The troubles are entrenched in poor employees' attitudes or a lack of understanding of the customer needs. Planning should start by identifying the main gaps between what actually the staff believes the spirit of the business is, what actually the management wants it to be, and the way clients see the association. When all these above mentioned three are in accord, the corporation therefore becomes a customer-focused association. The internal marketing plan is supposed to thus comprise the following elements: Review of an internal and of all the perceptions Target perceptions of the different employees Current internal marketing behavior Internal kind of the marketing objectives When you have decided that your internal marketing plan will be totally focused every single step, you should therefore engage the specialists from your marketing and communications teams and then you should set some quantifiable objectives. The overall purpose of the program should be to publicly meet and to assemble each and every employee around the company's main product and around the company's main brand. Other main goals and objectives of the program should comprise of: Raising the levels of consciousness of the brand. Ensuring the concept of understanding of the key messages about the brand and the product. Encouraging the staff in order to recommend the brand and the product to the customers and colleagues; Attracting the visitors to the company's intranet, mainly pages about the brand and about the product. All of these above mentioned activities are quantifiable and thus these all measures should be monitored in order to make sure the achievement of the program. (Ahmed, 2000, no page) The success of an internal marketing demand in the end leads to succeed. It requires a strong kind of commitment from the company in order to share information frankly with all the employees at all the specific and measurable levels. This kind of an open attitude is very much important because it informs each and every employee to do better and better in order to gain much more. Internal marketing is such type of marketing in which each and every employee is focused on their work, they should work whole heartedly so that they can perform a better job and are able to do their work more seriously. Every employee work whole heartedly in order to make sure that what actually is going on, so that each and every employee can work according to the situation. The main aim and the target of each employee are to work in that way, with the help of which there company or organization can gain success. Gaining success is not a difficult task but along with this it is not that much easy too. Success can be only gained by hard work. (No name, 2000, page 40-46) The employees of the company therefore perform their duties so that they can work well; they perform well in order to make their own business the most successful one. When different people are working together in a single place then they are responsible to work jointly, they should thus listen to each other in order to share their values, in order to express your views and also to know that what others think. (Chathman, 2004, no page) People working in a group must have team spirit, efficient communication and collaboration so that they can gain much better understanding of the business. They should work according to their organization's needs and demands too. In an internal marketing each and every employee should keep in mind that what actually are the demands of the customers, what are their actual needs and along with this they should also focus on this thing that whether they are performing well, whether they are fulfilling their requirements and duties. Because in any kind of an organization, the main duty is that every employee should work hard in this manner that with the help of this they can gain maximum benefits for their organization. Same like an external marketing, internal marketing plays a vital role because as external marketing is useful for external sources same like internal marketing is very much necessary and vital for all the internal sources. (Berry, 1981, page 12-15) Internal Marketing (IM) by its definition proves that it manly distinguishes between an external environment and its organizational environment and apart from this it focuses on intra organizational affairs too. Though, globalization and along with this a knowledge-driven type of environment have created a global type of networked economy along with the unclear limits between the global companies and between the local market requirements. Organizational limits have also become obstacles towards any kind of the business success. In organizations, internal marketing is a key concept because without internal marketing nothing is possible. If the internal marketing is working in your organization then only you can make your external marketing the most successful one, otherwise you will face failure. (Caruana, 1998, page 40-46) Internal marketing plays a vital role because only with the help of it, one can perform better and can gain success. Internal marketing is a type of a basic foundation. If this basic foundation is very much strong then no external force can harm your organization. It is a basic foundation with the help of which all the different kinds of the work is done and only because of this one can gain success and success and can become the most powerful and the most successful one. (Payne, 1993, page 20-24) This study basically shows that what actually happens when in a workplace people are working together. In any kind of an organization when different people having different beliefs, norms, values work together in order to make their organization the best one they should therefore work whole heartedly in order to make their organization the best one. (Maklan, 1993, no page) Whenever different people are working together they share their values, their ideas and their set of concepts in order to make and to generate better performance and the better results. (Woodruffe, 1995, page 34-38) REFERENCES Woodruffe, H., 1995, "Service marketing", London, page 34-38. Payne, A., 1993, " The essence of service marketing", page 20-24. 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