To set the marketing plan is not enough just to want to address, since it requires launching parallel to Marketing plan, a compensation plan that contains wage rates, financing, etc.., In order to prosecute all actions performed within the company and also all HR management – selection, recruitment, training.
Following this, we can say that internal marketing is focused on the following approaches:
1. By increasing the motivation and employee satisfaction
This approach has its origin to 80 years following the conceptualization of marketing-oriented services within the company, beginning in the late Leonard Berry, said that it should “consider employees as internal customers, viewing jobs working as domestic products that meet the needs and desires of these internal customers while achieves the objectives of the organization. “
Ten years later, Berry and Parasuraman stated that “The Internal Marketing is to attract, develop, motivate and retain qualified employees to the job-products that meet their needs. Internal marketing is a philosophy based on treating employees as customers and is the strategy to align the job-products to the satisfaction of human needs. “
2. For the development of external customer focus
Based on the above approach, provides another view, this is to share with partners in the market mentality and its influence on the development of external customer satisfaction. Thus applying the Marketing as “a means to integrate different functional areas, this being vital to the customer’s relationship with the company” term used by Gronroos.
There have been several authors who have expressed how internal marketing is configured as an instrument to achieve the strategic objectives of the organization, ie, is a strategic and necessary to achieve the success of the company.
3. As an instrument to implement a strategy
As a strategic approach in mind the contribution of internal marketing to reduce or eliminate potential conflicts between the departments, committees, interdisciplinary teams, among others, to overcome resistance to change within organizations.
Ahmed and Rafiq regard states that “Internal Marketing is the planned effort to motivate employees through marketing techniques to implement and integrate business strategies of customer orientation.”
The need to be more competitive not only in quality but in the recognition and positioning of your brand, does that organizations value their employees because they recognize in them the intangible asset that the company has, therefore an indicator of success and achievement in reaching the strategic objectives is the motivation and loyalty of its members. From there, the Marketing this established as a tool to use because it is probably best known.
Hegemonic view widespread in the market currently stands at Marketing as an action to support the other tasks of the organization, which is characterized by offering each of the partners a clear, consistent, timely and appropriate means. However, although shown as a simple application in practice presents a number of weaknesses in their conceptualization and applicability, why has received several criticisms.
a. Organization-employee exchange: exchange of energy and creativity derived from the HR per job that provides intrinsic and extrinsic rewards
b. Exchange-departments address: exchange of goals, responsibilities and means by efforts to comply with plans
c. Exchange-departments address: exchange of goals, responsibilities and means by efforts to comply with plans
Make a plan and execute Marketing can not rely on simple instincts or improvised events and much less based on faithful copies of other companies. On the contrary, must be composed with reality and needs of the company, with input from managers and caused by the contribution of human resources department.
Some experts in the field identifies four stages in all internal marketing plan which are defined as:
- Context analysis: in any work environment external factors act directly or indirectly in the organization so it is important to take note of what happens outside the company. This phase will take support: various marketing plans that they adopt other companies – not to receive them and implement them but to take matters likely to use to the organization that is, indicators, documents the industry trade organizations.
The factors that are usually analyzed in this phase are those that allow the status of the company by the characteristics of its workforce, compensation policies, selection, training and promotion, the size of the organization and business indicators, internal communication, all these are elements of comparative analysis.
- Study of the Internal Market: once you have a knowledge of the external environment, a study should be performed within the company in order to meet our own domestic market. Normally, at this stage are used as research methodologies collaborationist Group Meetings, in-depth interviews, surveys, panels or Phillips 66 workers, to detect the expectations, opinions or problems of the template.
- Process of Adaptation: This involves the accommodation of the organization’s resources and systems. Once you know the requirements imposed by the environment, the various needs in the short, medium and long term, as the characteristics and potential partners to proceed in implementing a policy of adaptation to this reality to the anticipated need to will arise in the immediate future and, sometimes, as at present.
During this phase both internal communication is aimed at all staff aware of the new approaches and requirements are satisfied, as the various human resource policies such as a training example in order to facilitate adaptation and change is made without causing major trauma. In Spain, it is essential or upstream points to keep in mind the various agreements made and therefore the union forces that influence within the sector and directly to the company.
- Control Plan: This phase will test the bases which established Marketing plan, it will check the development of policies established by analyzing its effectiveness, making the necessary corrections if it is detected that are occurring deviations in relation to the objectives set at the beginning of this. Employee satisfaction surveys are a great support when measuring the sensitivity of all members of the company.
Therefore we can relate the word Marketing with aspects of the organization and motivation of employees, internal communication, organizational culture – values, human resource policies and remuneration, among others.
This is how we can say that Marketing priority aims to strengthen the relationship between shareholders, directors, managers and internal customers to strengthen among all organizational culture, shared vision of the company business, including items such as management, goal, result, product, service, quality, productivity – performance, stock market and quality of life at work or working environment.
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Tags: Internal communication, Marketing plan, Organizational culture