Internal analysis

« Back to Glossary Index

Internal analysis is a process that aims to determine the strengths and weaknesses of the company. The main objective is to improve the company’s competitiveness and to stand out from the competition. This type of analysis focuses on the company’s marketing policy and everything related to it, hence its name. Generally speaking, internal analysis concerns 4 main types of company resources: human resources, financial resources, material resources and intangible resources. Also called internal diagnosis, the internal analysis constitutes with the external analysis the diagnostic analysis. It is carried out following the external analysis and before the development of a marketing strategy.