Corporate culture, internal marketing, people mix, marketing orientation
Review the activity below or download the PDF student worksheet
Student Worksheet: Assessing the Corporate Culture
Student Discussion Activity
Listed below is a series of statements made by employees when describing the way their firms motivate and deal with their staff. This gives a good insight in the firm’s corporate culture, which is a key aspect of the internal environment.
Your task in this activity is to identify how these different environments will influence each firms’ choice of marketing strategy.
|Anne:||At our work, we’re always expected to put in the extra hours. We’re ‘promised’ big promotions one day if we put in the ‘hard yards’.|
|Sue:||Our place is quite different – the managers don’t really care. If you leave, they simply replace you, it doesn’t matter how good a worker you are. That means you are motivated just to keep your job.|
|Dave:||Well you should come and work with us! Our company is always having staff parties and functions, and often for no reason at all – the management really tries to make it a fun place to work.|
|Tom:||That sounds like fun. We don’t have parties, but we’re involved in the firm’s planning, as well as having a strong understanding about all our marketing campaigns.|
Student Discussion Questions
- How does each firm ‘motivate’ their staff?
- Given this ‘motivation’ information, how would you describe their likely corporate culture?
- Given each firm’s corporate culture (as you have described it), how would this affect their selection and implementation of their marketing strategy? (Hint: Think about their level of competitive aggressive, innovation, planning/structure, role of staff, and so on.)
- Do you think that it is important to consider a firm’s internal environment (in addition to the micro-environment and macro-environment factors) when formulating marketing strategy?