Internal AnalysisThe internal analy

Internal Analysis
The internal analysis assesses relevant areas involving the product/service offering and the firm itself. The capabilities of the firm and its ability to develop and implement successful promotional program, the organization of the promotional department, and the successes and failures of past programs should be reviewed. The analysis should study the relative advantages and disadvantages of performing the promotional functions in-house as opposed to hiring an external agency
Another aspect of the internal analysis is assessing the strengths and weaknesses of the firm or the brand from an image perspective.