Marketing Management: Brief edition 2.1.2 the micro-environment This env ironment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be mislead ing. In this context, micro describes the and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence P olitical Factors E 磁→← ociocultural Factors T 2.1.3 the internal environment All factors that are internal to the organization are known as the 'internal env ironment They are generally aud ited by applying the ' Five Ms,, which are Men, Money, Machinery, Materials and Markets. The internal environment the external. as marketers internal change internal marketing. Essentially we use marketing approaches to aid communication and change management The external environment can be aud ited in more detail using other approaches such as SWOT Analysis, Michael Porters Five Forces Analysis or PEST Analysis 2.2 SWOT Analysis SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues Once key issues have been identified they feed into marketing objectives. It can be used in conjunction with other tools for aud it and analysis, such as PESt analysis and Porters Five-Forces analysis. It is a very popular tool with marketing students because it is quick and easy to learnMarketing Management: Brief edition 4 2.1.2 the micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. 2.1.3 the internal environment All factors that are internal to the organization are known as the 'internal environment'. They are generally audited by applying the 'Five Ms’, which are Men, Money, Machinery, Materials and Markets. The internal environment is as important for managing change as the external. As marketers we call the process of managing internal change 'internal marketing.' Essentially we use marketing approaches to aid communication and change management. The external environment can be audited in more detail using other approaches such as SWOT Analysis, Michael Porter's Five Forces Analysis or PEST Analysis. 2.2 SWOT Analysis SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. Once key issues have been identified, they feed into marketing objectives. It can be used in conjunction with other tools for audit and analysis, such as PEST analysis and Porter's Five-Forces analysis. It is a very popular tool with marketing students because it is quick and easy to learn