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David answered on
Dec 23 2021
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Introduction
Increase in complexity of business environment has lead to development of
many theories relating to the functions of management. The whole soul motive of any
organization is survival in the dynamic and complex business situations. Once the
organization ensures survival, it then moves onto growth stage (Zepf, 2008). The
iggest challenge these days lying in front of any business is meeting the continuously
changing need and demand of the consumers. With the advent of globalization, the race
for meeting needs is becoming more daunting. Not only are these but increase in the
aspirations of the employees are also the matter of wo
y (Monteiro & Scaglia, 2010).
All the above issues can be solved with the help of “Internal Marketing”. Internal
marketing is a way to build both customers oriented and employee oriented
environment (Monteiro & Scaglia, 2010). The complexity within the organizations can
also be removed with the help of internal marketing. There are other numerous
advantages behind using this concept: this enables the organization to become to build
elationship with customers and the employees at the same time, help in increasing the
motivation and morale within the employees, create a conducing environment, and
nevertheless help in meeting the global demand. It is also considered to be key factor to
achieve performance related benefits: better treatment of employees, attainment of
organizations preset goals, and organizations sustainability. This also plays a vital role
in building corporate image in the market (Monteiro & Scaglia, 2010). To successfully
implement internal marketing in business organizations it is important to work on few
areas within the system. Key areas like motivation, co-ordination, information and
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education. These areas are essential to fully implement the system in the operations
and reap the exact benefits for which is meant and build for.
The following discussion will focus on the concept of internal marketing and what
importance it has on the service products. This will further help in unfolding few
important facts about the newly born concept “Internal Marketing”
Concept of internal marketing
As already been introduced, internal marketing refers to the program, which
involves all the members present in the organization i
espective of their levels for
increasing the effectiveness of the organization. It can also be considered as a study or
doctrine put forward by the management meant for promoting the firm. Researchers
also considered this as a method of remitting the quality products (Lewis & Varey,
2012).
The concept of internal marketing grew in three phases viz: an employee
motivation and satisfaction phase, a strategy implementation/change management
phase and a customer orientation phase (Monteiro & Scaglia, 2010). The phases have
een divided on the basis to identify the approach towards the marketing strategy. The
entire three concepts in internal market provide advantages towards the understanding
of the concept. It is worth noting that they are inte
elated concept and have impact on
each other (Lewis & Varey, 2010).
Employee motivation and satisfaction phase: every individual is different from the
other and hence ca
ies different behavior and attitude. An employee is the most
important constituent in the organization and is responsible for the maintaining of
the quality level. Lewis & Varey (2012) gave a view about IM that employees
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should be considered as internal customers and their job as critical factors. An
organization should try to align the goals and objectives in accordance to the
needs and wants of the internal customers (Lewis & Varey 2012). A business
should focus on attainment of its objectives along with the creation of healthy
environment for the employees. Every strategy should be made in accordance to
the employee satisfaction as well. The motivation can also be increased if
attractive jobs can be provided to the employees. The effect of this step was
considered to be incomparable (Drake, Gulman & Roberts, 2005).
A strategy implementation/change management phase: This is comparatively a
newer concept as compared to the other two. The crux of the phase lies in the
fact that organizations often face hiccups in implementation of new strategies.
An Organization strongly feels that they would have to
ing very many changes
in the organizational culture and other important aspects to
ing on changes in
the strategies and plans (Drake, Gulman & Roberts, 2005). There is a need for
consistent planning, better communication procedures, more sense of
ownership, more commitment from the top management and nevertheless sense
of responsibility within each member in the organization (Ahmed & Rafiq, 2012).
Customer orientation phase: This aspect can be viewed in two dimensions:
customers and competitors. “It is no longer enough to satisfy your customers.
You must delight them” (Kotler & Keller, 2012). This phase is based on the fact
that only the motivated employees can
ing up satisfaction in the customers.
This is and inte
elated concept as motivated employees can
ing up quality
products which lead to enhancement of the satisfaction levels in customers.
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