The present paper accomplished a documentary study of the main techniques used for the
analysis of the internal environment. Although analysing the external environment is essential for
corporate success, it is not enough unless it is backed by a detailed analysis of the internal
environment of the organization. The study of the internal environment must answer all resource
related questions, solve all resource management issues and represents the first step in drawing
up the marketing strategy. The special literature emphasizes that the differences in performance
from one organization to another is primarily dependant not on the differences between the fields
of activity, but especially on the differences between the resources and capabilities and the ways
these are capitalized on.