The influence of internal and external factors on the marketing strategic planning in SNOWA Corporation

Abstract

Purpose The purpose of this paper is to evaluate the influence of internal and external factors of SNOWA Corporation on its marketing strategic planning. Is there a relationship between internal and external factors and strategic marketing planning? How severe is this relationship? Design/methodology/approach The present study is an applied research using a descriptive-analytic method. The statistical sample of this research includes 300 personnel of SNOWA Corporation. Data were collected applying a standard questionnaire in a five-point Likert scale. Content validity ratio and content validity index were used to evaluate the content validity of the questionnaire, and a Cronbach’s alpha test was applied to assess its reliability. SPSS Software (factor analysis) and Amos Software (structural equation modeling) were applied to analyze the collected data. Results of this research show that internal and external factors influence the development of its marketing strategic planning. Findings Results of this research show that internal and external factors influence the development of SNOWA marketing strategic planning. Another result of this study is that the severity of the relationship between the independent and dependent variables varies from the viewpoint of the employees of different departments. Practical implications The study will help managers deal with environmental opportunities effectively while formulating corporation strategies. In addition, findings reveal that having vision and mission help managers find a clear way to reach the goals. Originality value This is one of a few papers to provide empirical evidence of the influence of internal and external factors of SNOWA Corporation on its marketing strategic planning. Identification of the external-internal factors used in formulating marketing strategic planning may prove useful for other researchers working in this under-researched area.