The internal environment includes all elements that are endogenous to the organization, which
are influenced to a great extent and totally controlled by it. 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. All these components are making up a “value
chain”; the value chain analysis is based on the connection between the company’s resources and
its competitive position and it explores how these components contribute to the profitability