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Introduction
The purpose of this research is to evaluate the influence of internal and external factors of SNOWA Corporation on its marketing strategic planning. The focus of this study is to identify opportunities, threats, weaknesses and strengths to formulate marketing strategies. Besides, this study was conducted under economic sanctions. In this study, we are looking to answer the following questions. What is the influence of internal and external factors on marketing strategic planning? How Strong is that? What internal and external factors affect the company?
Marketing strategies are so important for every company. Nowadays, the business world is changing constantly and marketing strategies should be coordinated with environmental changes. Previous studies and models have been investigated. A review of the major prescriptive literature about the strategic marketing planning (Ashill et al., 2003; Bhattacharjee and Dey, 2015; Sohel et al., 2014; Kumar et al., 2016; Paley, 2016) shows that the following factors influence strategic marketing planning either implicitly or explicitly: environmental changes; setting goals and objectives; competitors; financial power; and government policy. In brief, they can be classified under two categories: internal and external factors. The internal business environment comprises factors within the company which impact the success and approach of operations. Unlike the external environment, the company has control over these factors. It is important to recognize potential opportunities and threats outside company operations (Leitner, 2016). Besides, another review of the prescriptive literature about the vision, mission and statement (Brătianu and Bălănescu, 2008; Mirvis et al., 2010; Darbi, 2012; Capps and Cassidy, 2016) shows that determining the roadmap of the company is imperative. Among the factors affecting marketing strategic management, internal and external factors are selected to evaluate their effectiveness. Little research has been done to examine the effectiveness of these factors in the current economic sanctions.
Market research helps managers solve their problems related to the external environment. It is the process of gathering and analyzing data about customer groups, competitors, your industry and the general business environment (Zikmund et al., 2013). The aim is to contribute to the existing theory on marketing strategic planning by providing further insights into the competitive advantage, development of modern technologies, economic sanctions and economic turmoil. Whether a company is small or large,...