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External and Internal Contingencies: Exploring the Factors Affecting Organizational Success

This chapter explores the various external and internal contingencies that impact an organization's success. Topics covered include competition, technology, cultural/social trends, physical environment, regulatory/legal/political factors, demographic trends, economy, organizational vision, mission, objectives, marketing goals, strategy, culture, and assets/competencies.

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External and Internal Contingencies: Exploring the Factors Affecting Organizational Success

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  1. CHAPTER 3 EXTERNAL AND INTERNAL CONTINGENCIES

  2. Environmental / ExternalContingencies • Competition • Technology • Cultural/Social Trends • Physical Environment • Regulatory/Legal/Political • Demographic Trends • Economy

  3. Internal Contingencies • Organizational Vision • Organizational Mission • Organizational Objectives • Marketing Goals • Organizational Strategy • Organizational Culture • Assets & Competencies

  4. Organizational Mission • Written statement about the organization’s present situation and the direction of the organization (what business we are in and who we serve). • The Green Bay Packers’ mission is to be a dominating force in professional football’s competitive arena • On the field, the Packers will continually strive to present their fans with the highest level of performance quality available • In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed • Overall, the Packers will commit themselves to doing their part in representing the state of Wisconsin with competitiveness, respect, and dignity

  5. ORGANIZATIONAL OBJECTIVES vs. MARKETING GOALS • Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statement • Typically include both financial and strategic dimensions • Examples of financial include: growth in revenues and growth in profits • Examples of strategic include: enhance corporate image and increase customer satisfaction

  6. Relationship Between Levels of Strategy

  7. SWOT Analysis • Internal Strengths and Weaknesses a. Resource Capabilities b. Marketing Mix Considerations • External Opportunities and Threats

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