First hand visitor insights in real time. Learn more!

Table of Contents

Internal and external influences on marketing objectives

Internal and External Influences on Marketing Objectives


Every company puts plenty of effort into improving its marketing tactics and increasing its sales. It does not matter if it is a startup or an established enterprise. This is likely due to the fact that continuous growth in sales is key to surviving a competitive market. In turn, changing environments force companies to use many means to achieve this end. This could include providing new products and promoting them through advertising campaigns. It could also mean offering sales and discounts. But other tactics are also used.

Many other factors could affect the sales objectives of a business as well. They encompass both internal and external influences. Even though some of these factors could be controlled by the company, many of them can not. Businesses have to adapt and improve their operations. This allows them to avoid being harmed by the new changes. Pulse Surveys are a great way for businesses to gather information about their target audience. This allows them to get feedback from potential clients, which can help with future marketing campaigns and success rates!

It is crucial to understand the aspects that affect growth and development. This is especially true if the main goal of a company is to reach success. A company needs to have a good knowledge of the possible influences, as well as the effects they could have. The business will then be able to create more efficient marketing tactics. This allows them to overcome any situation. Studying internal and external impacts is one of the most essential tasks a business can do. Especially before creating a strategic marketing plan.

What are internal and external impacts?

Both internal and external impacts can vary. They depend on the type, size, and status of the business. But certain key impacts can be defined and analyzed using the following categories:

Internal influences are any factors within the company and under the company’s control. This is regardless of whether the factors are tangible or not. The influences are often categorized into the strengths and weaknesses of the business. If an element brings a positive influence to the business, it is considered a strength. If an element prevents the further growth and development of the business, it is thought to be a weakness. There are many aspects to consider when identifying these factors within a company. But internal impacts are usually divided into many different types. They could include anything from the company plans and policies to the decision-making power of the business leaders.

But external factors refer to influences outside of the company and its control. Considering external aspects allows businesses to make appropriate adjustments to their marketing strategies. This will make it more suitable for the outside environment. There are many different criteria to be considered when determining external influences. Most of them fall under the categories of micro and macro factors. The most important factors are:

  • local laws and regulations
  • current economic situations
  • surrounding infrastructures
  • consumer demands.

graph with legend

Internal influences on marketing objectives

The number of internal influences on businesses is quite high. These factors can vary from one industry or even one business to another. But some of the more dominant internal factors affecting marketing objectives still appear. In many instances, they are as follows:


No business can succeed without clever ideas and new technologies. These aspects define success in the current marketplace. Innovation means bringing new aspects in the business with internal ideas. These are ideas that come from managers, employees, developers, etc.

But innovation can also come from external aspects. It can then be combined with internal factors to bring success. For instance, Australian companies often decide to hire an experienced Sydney SEO agency that offers brilliant digital marketing solutions for businesses of all types and sizes. These experts work with companies to create the most suitable marketing campaigns. This effective collaboration then allows businesses to improve their search engine results positions. It also helps to attract a wider audience and increase traffic to websites. These efforts boost engagement as a result.

No matter where innovation comes from, it is necessary for the growth and success of any business. This is because innovation creates higher productivity and increased competitiveness. It also reduces costs, improves brand value, and increases turnover.

Capital resources

Financial capital represents the funds any business needs. Particularly for growing and sustaining its operations. Business leaders could use financial capital for investments in material resources. This could mean tools, machines, and factories. But they can also use it for immaterial aspects. This could be marketing, processing, onboarding, and training. Both of these factors are needed for sustaining a business. They are also essential for providing more growth and development opportunities.

Finances are some of the most crucial resources in business. No company can survive without them. The budget first needs to be large enough. Capital can then be invested in marketing efforts, new projects, scaling, and growth. This will allow businesses to achieve impressive results. Companies could also maintain a more stable budget using other resources. These include annual income, funding, and investment opportunities. Generating more financial resources is always necessary for achieving success. It does not matter where capital is invested. This is especially true if that success encompasses new growth and expansion strategies.

financial resources

Human resources

Human resources can be a business’s greatest treasure. This is especially true in industries where great skills and innovative ideas are valued more than physical assets. In more general terms, employees can either be a company’s strong or weak point. This depends on many factors. It includes practical knowledge, skills, performance, work satisfaction, and others. As long as a company has professional and motivated employees, they will be the business’s biggest asset.

But improperly trained workers can be a significant challenge for businesses. This also happens when workers have a negative attitude towards their responsibilities. That is why companies should set efficient human resource management systems in place. This will significantly benefit the business and encourage positive development among the employees.

Operational efficiency

Operational efficiency involves the practice of streamlining all business processes of an organization. These operations include all company activities that create the final product or service. Operational efficiency has a direct impact on the success of the business in the market. That is why leaders have to be familiar with all company processes. They also have to analyze them thoroughly to see if they are performed correctly. This efficiency is often achieved through studying different business situations. This means paying attention to product costs. It also includes using clever technologies for increased operational efficiency. It could also mean predicting and eliminating process failure.

Organizational structure

All companies wish to create a functional organizational structure. That is why business owners must set up a system that runs smoothly throughout the company. The efficiency of the structure in the entire business is the most important aspect. Regardless of the system. This includes uninterrupted communication channels and freely flowing information. It could also mean implementing suitable rules and regulations. This will ensure the benefits of both employees and the business.

Efficient processes aren’t only important for traditional organizational structures. They are crucial when it comes to newer business structures as well. Shifting to remote work is a great example. Companies need to know how to build a remote sales team that will reach marketing objectives and achieve great results regardless of their location. This can prove to be quite a challenging task to complete alone. That is why businesses often decide to hire professional help with workforce management. This allows them to build the best possible remote teams. It also allows businesses to organize workflows and motivate their teams. It could also help them to achieve brilliant sales results.


Every business needs to have motivated and well-trained employees. It also has to have efficient organizational and operational systems. Enough capital resources are needed as well. It is then necessary to ensure the infrastructure of the company is good enough to support business functions. This includes quality modern facilities, updated equipment, and appropriate software. A fast and stable internet connection is also essential. Any other facility that ensures optimal performance could be beneficial. The more efficient the infrastructure, the more opportunities the business will have to grow. It might also increase their chances of success.

External influences on marketing objectives

The number of external factors affecting businesses is varied and quite high as well. Here are some of the most common external factors almost all businesses will face:

Laws and regulations

The local government presiding over the business dictates specific laws and regulations. These rules play an important role in the processes, development, and success of any company. Certain countries might prevent the growth and development of specific industries, for instance. But other sectors could receive continuous support from their local governments. This happens through stipends, cash grants, loans, and tax relief.

Having said that, more specific rules can impact companies even further. Strict guidelines and restrictions could interfere with advertising strategies. They could also prevent businesses from reaching their marketing objectives. The prevention of outside investments can also stop companies from receiving financial support. This could be quite detrimental to success.

laws symbol

Economic situation

The economy is among the most important factors that determine the success of a business. This is true even though it is an outside element. There are many contributing aspects of the economy. They include changing interest rates and challenging economic crises. They can all strongly impact the purchasing power of consumers. This impacts the profits of the company as well.

No other external influence will affect a business more than the current state of the economy. As the economy goes through changes, its condition will change as well. Positive economic conditions could be very beneficial to the success of a company. But the negative ones might have detrimental consequences. This could mean a shortage of capital, a narrower scale of business, or even bankruptcy.

These are some of the most important factors that have a powerful impact on businesses:

  • exchange rates
  • tax rates
  • inflation
  • recession
  • labor
  • wages
  • supply and demand.

Technological impacts

New technological advancements have been an important part of most industries for the past few decades. This includes everything from smart internet searches for artificial intelligence. For example, automated check-processing systems are a norm in the banking sector. Airlines now often use computerized flight booking systems for streamlined operations as well. The advantages of technology are evident. This is true regardless of the type and size of the business or the industry it operates in.

Technology can help companies produce results according to consumer needs. This is crucial for generating profit. It could also be beneficial for predicting trends and market demands. This allows businesses to meet their marketing objectives. Technology aids in the improvement of efficiency, relationships, and the culture of a company. But it can have a great impact on the safety and the security of sensitive data as well.

It seems clear to many business owners today that technological advancements could either be a blessing or a curse. This depends on how it is implemented in the competitive digital market.

Consumer demands

The most essential aspect of successfully reaching marketing objectives is satisfying consumer demands. All products and services exist to meet the needs of the target audience. For that reason, no company can develop without consumer demands as a crucial goal to meet. Businesses should both identify and cater to the interests of their consumers. This is the only way to achieve success.

But what customers want, what they demand, and what they need often differ. This can sometimes happen in quite significant ways. For example, consumers might need a gadget that allows them to call remote friends and family members. They also want a high-quality and multifunctional smartphone. But they cannot afford the device with a limited budget. Their true demand would be a typical phone that can only perform the most basic functions in this example. A business has to be able to identify what its consumers demand using a similar analysis. It is otherwise likely the company will face difficulties when marketing and selling its products.

audience subtitle

The nature of consumers’ preferences has changed drastically in the modern digital era. Understanding these influences can allow companies to create more effective strategies. Especially true for product development, design, production, and marketing. The most noticeable changes in customer demands include:

  • preferring quality over price
  • controlling the sales processes
  • a decrease in loyalty
  • a rising middle class
  • inter-generational consumption
  • advancements in technology.

Plenty of work needs to be done to correctly identify the requirements of consumers. This is also necessary for creating new market trends. Businesses should try to carry out proper research to find out the demands of their customers. It will then be much simpler for companies to establish themselves as leaders in their industries. This will also allow them to continue showing the quality of their products and services.


Competition exists everywhere, including every industry and every business. The competition between companies can help businesses thrive. But it could also force them to lose their position in the market. Competition can encourage innovation and complacency. It can also improve customer service and give a better understanding of the market. But this is only true when it is positive. It includes one’s own business and its biggest strengths and weaknesses. But the business could also be negatively affected. Especially when companies are not prepared to meet the market changes. This happens because of competitive prices and an increase in market expectations. It could also be due to the reduced loyalty of customers and uninterested investors.

But keeping up with direct competition could be quite beneficial for most companies. It helps businesses to understand their competitive advantages and disadvantages in the market. It also creates a clearer picture of the current and plans of competitors. And it might provide more information on effective strategies that could create a competitive edge in the future. It could even allow companies to predict how their competitors will respond. Especially to new products, services, and pricing strategies. This provides businesses with a deep insight into the market. Some healthy competition could also encourage businesses. It can give them a better opportunity to meet their marketing goals. These aspects are all essential for reaching success.

team work


Many different factors could potentially influence a company’s marketing goals. They could also affect growth opportunities and success. They can appear both inside and outside a business. These factors are quite essential for the development of a business. Companies need to consider all internal and external influences. Especially before creating a marketing strategy or making any important decisions. This will allow them to ensure the business performs seamlessly and successfully as possible.

Don't forget, sharing is caring! :)

Leave a Reply