CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY

An understanding of the marketing environment is a prequisite for efficient marketers. This is primary because every marketing units affected by their immediate environment.

In essence, marketing environment can be seen as the sum of the inter-relationship business and between the marketers and the society in management. The word environment does not necessary mean physical environment but it is used to describe all those influence that bears upon the individual organization. In this case organization must be mindful of those environment factors that can militate against their growth and development.

The Nigeria marketing firms is not static it is dynamic in nature i.e. it changes everyday and with this knowledge organization must be able to sense any changes that occurs so as to adopt and a formulate strategy that would enable them to function well in various environment. This project work will be restricted only to those internal environment factors that can have any influence over the operations and the existence of any organization may companies have failed in the past just because of this negligence to recognize the impact those internal endowment accords on their company.

This project work is design in such a way that will enlighten the company and the marketing on how to handle any problem faced by their relationship with there internal environment.

1.2     STATEMENT OF PROBLEMS OF THE STUDY

The survival of business organization depends on how people of market patronize a buy of products. Any organization, either profit oriented or non-profit oriented must be able to identify the need of its target and provide product or service to satisfy the need.

Basically, most non-profit organization falls to identify the needs and this leads to the untimely death of such organization mostly government and individual programmes are not people oriented due to this, peop1 decided not to buy profit. The reason may be that the organization lack marketing concepts idea and believe that the organization can produce anything’s are to be saved by this study.

1.3     AIMS AND OBJECTIVES OF THE STUDY

The objectives of this research works include the following:

1. Making the company arid marketing managers to understand the various factors of business internal environment.
2. To create awareness about the impact of internal environment factors on the project
3. Another impact objectives of this research project is to enable us to understand what constitute the company internal environment why is it so, it’s also important to know this internal environment factors, what function do they play in the activities of the organization, what would likely happen if company fail to understand this factors.
4. To make organization understand how to access a firm Strength and Weakness in there relationship with their internal environment to successful exploits the opportunities and avoids that in an industry.
5. Failure research: This study will be great importance to future researcher on the subject (impact of internal environment on marketing) because of its growing importance in the growth development organization.

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