Strengths and Weakness of Internal Marketing

Internal marketing can be defined as a form of marketing which occurs in any organization which focuses on staff attention and on the internal activities that needs to be changed in order to enhance external marketing place performance. Internal marketing is a structural & strategic approach to challenging both the attitude and behavior of staff towards an understanding of centrality and importance of the customer.

Internal Marketing, new management concept, is an ongoing process that occurs within an organization whereby the functional process aligns which motivates and empowers employees at all management levels to consistently deliver a satisfying customer experience.

Internal marketing is an important tool. Its aids communication and even helps us to overcome any resistance to change. It involves all staff with new initiatives and strategies. It is very simple to construct especially if you are familiar with traditional principles of marketing.

If not, it would be advisable to spend some time considering marketing plans. Internal marketing has the same rules as external marketing. The main difference to be noticed in this form of marketing is that your customers are staff and colleagues from your own organization.

Internal marketing involves relationship development within the organization and employees in which autonomy and know how combined to create and circulate new organizational knowledge that will challenge internal activities that needs to be changed to enhanced quality in market place relationship.

Key concepts of internal marketing include:

• Internal marketing functioning as a continual internal upskilling process.
• Alignment of the organization's purpose with employee behavior.
• Staff which internalizes the core values of the organization.
• Motivation of employees, reframing the thinking level of the employees and empowerment of employee attitude.
• There is an inside to outside approach by the management.
• Retaining a positive customer experience towards the business objectives.

Feature of the internal marketing oriented business:

• Creating enabling culture which is done when employees are empowered by management through allowing creativity, innovation, allowing initiative and accountability and responsibility of their decisions.
• Practicing participative hiring which involves current employees in the process of hiring new employees.
• Ensuring equitable recognition and reward to the employees working in an organization.
• Demonstrating fairness during hard times to the employees when they faced with hard times and difficult moment like death of the near family member which can be archived by setting aside emergency funds.
• Good organization structure that allows learning , total quality management and the re-engineering.

Strengths of Internal marketing

• Internal marketing encourages the internal market (Employees) to perform better.
• Internal marketing empowers employees and gives them accountability and responsibity.
• Internal marketing create common understanding of the business organization.
• Internal marketing initiate employees to offer excellent service to the clients by appreciating the valuable contribution of the employees to the success of the business.
• Internal marketing helps non-marketing staffs to learn and be able to perform their task in marketing like manner.
• Internal marketing improves customer's retention and individual employee development.
• Internal marketing integrates business culture, structure, human resources management, vision and strategy with the employee's professional and social needs.
• Internal marketing creates good coordination and cooperation among the departments of the business.

Weaknesses of Internal Marketing:

• Managerial incompetence in inter personal, technical and conceptual sills in some of the stumbling blocks against successful internal Marketing.
• Lack of understanding of internal marketing concept.
• Individual conflict between departments makes the implementation of internal marketing difficult.
• Rigid organizational structure coupled by bureaucratic leadership hinders success of internal marketing.
• Ignoring and not listening to sub-ordinate staffs.
• The tendency of ignoring employee's importance and treating them like any other tools of the business.
• Unnecessary protection of information against employees and resistance to change the environment of the organization.

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