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Internal environment and external environment in marketing

In now communal, we have two types of environment. They are simply internal environment and exterior environment; this two of environment is help us to analysis the environment of the business. Inside the internal environment is discussing the overall condition that is available within an company, for example exist the organization have the partnership between the workers. Which are related to the culture and weather of organization, in various organization they will became different culture and environment, for example in the organization, the worker are always hard-working so for long time, when have new employee inside the organization will also become hard-working. Organization members, the nature of the with interactions, that will change the physical setting within an company. Internal environment factors often referred to controllable factors such as stakeholders, for example within an group will have differing people interest, anybody who have affinity for the organization can be stakeholders, likewise have shareholders; professionals; employees and customers.

External environment is about the business, business corporation and management. Business is a commercial enterprise or establishment that trades in goods or services to earn revenue. Business organization an entity that is both commercial and sociable, which provide necessary composition to achieve the central purpose of deals in goods and services. Management is a process of getting the best results through the use of individuals and labour source of information, financial, and material resources open to the organization and also to the director. It identifies a particular group of people whose job is to steer the effort and activities of other people towards common aims. That is consider to plan, organize, command, organize and control. Exterior environment is Political factor; Monetary factors; Public factor; Technology factor. This is the influence from outdoors, that people cannot control it. Political factor is the amount of government intervention. Economic factor is different countries may be grouped into developed and developing countries and the economical activity of every country may be run under different economical system. Friendly is refers to the attitude norms, belief, behaviors, and associated demographic styles that are characteristics of a given geographic area. Technology factor is include automation, work method, machines used, individuals knowledge, technology motivation and the speed of technological change.

2. 2 The business we interview, SWOT for this business

This kind of business is a tiny business. This is chicken rice stall in Sentosa hawker centre, inside the hawker centre have many stall, this most popular business in the hawker centre. Because their poultry rice very delightful. This chicken rice stall is naming FaFa chicken rice, their start business in August 23, 2008. They also have sell noodles. Inside this business we can analysis their internal include power and weakness, external environment is opportunity cost and danger. Below is the SWOT record for the hawker centre.

What is the strength for the FaFa stall? This FaFa stall has much power. First, they business in a public places. This place wills exciting when in nighttime and public getaway, this place is gold zone in Johor Bahru. In the night will have many people come to here to consume chicken rice; this place is a popular place in Johor Bahru. Many stall have choose a correct place to conduct business. Secondly, is within Sentosa hawker centre, their food price is realistic. Within their food price is ideal for ordinary people, they'll set lower price than outdoors restaurant. Because inside the hawker centre has many stall, when they sell the meals with higher price, people will not willing to buy and they'll lose the client. Third is in the Sentosa hawker centre their stall hire is leaner than exterior, for example food courtroom, food court docket in shopping centre, restaurant and etc. . . Their lease is greater than hawker centre. When their hire is leaner, food also them will sell in cheap. Fourth is in the food options is more than other areas, because in the hawker centre have many stall. We are able to get much food from hawker centre; their standard also will not less than other place. Each stall will have various kind of food, for example in the hawker centre have Malay food, Indian food, Chinese food and etc. . . Fifth is the FaFa stall in Sentosa hawker centre is more close to city middle, so when reach rest time will have many people come to consume. For instance, when college student rest time is going to Sentosa hawker centre eat. Sixth is in Sentosa hawker centre we may bring any food into hawker centre, at there don't possess guidelines is cannot bring food into there. If in the restaurant they'll set the rules cannot bring food enter, however in the hawker centre people will more would rather go. Other place will have this limit, for example restaurant will establish guidelines cannot bring food and drink in to the restaurant. For example, I want bring my own water or food to hawker centre, no people will minimize me, so I more prefer go to there. Customer has more liberty.

Weakness of FaFa stalls. First, is Sentosa hawker centre their space is hot than restaurant. This issue will influence the business enterprise of the FaFa stalls, people will more prefer go to restaurant when in hot day. When we go to there we can see there just have some of fan, when at hot day we will feel very hot. There is don't have aircon, but in raining day there will become very cool. We will feel not comfortable, and sweat streaming. For instance in restaurant will feel pleasantly cool, whatever in what weather. Secondly, the area is soiled. People will worry about the health. At there, pets can action is not restriction that will cause some disease. For example there have mouse, cockroach and etc. . . . Those canine will bring disease to the meals, when people eat the meals will become ill. Thirdly, is they can not earn more income. In the Sentosa hawker centre have many stall also is sell chicken grain. Because at there have many competition, many stall have provide similar product. When they sell the meals with higher price and they will lose the client, they need to sell the food with lower earnings. For example their marginal cost is about RM2. 50, and their sell in RM3. 50, they can earn profit RM1. 00, they cannot earn higher price because other stall also sell in same price. Fourthly, at hawker centre they don't really have own couch for each stall. Sometime, when have many people come to consume chicken rice don't have to place to take a seat. The seat of the hawker centre is not belong to any stall, customer must find the seats by own. Sometime will have many people, however they cannot find the chair. For example at 7. 00pm~8. 00pm will have a whole lot of individuals go to hawker centre for eat, sometime they can not find a couch, stall didn't provide certain seating for customer. Fifthly, at hawker centre don't have waiter, we must call the meals by own. At active time, FaFa stall don't enough worker so customer need to self-service. For example, when we go to restaurant will have waiter to serve us, but in the hawker centre have many stall. Sixthly, the capital of the stall is limited, in order that they will close down easily when they don't really have customer. For instance when they start a business with RM5000 capital, when they can not earn profit in short time and they'll close down, so when they start a business they need to think carefully. For big business they have got much capital so they can try many type of business.

The opportunity cost of their business is very much indeed. Firstly, they may have many competition in the Sentosa hawker centre. If they face with this problem they'll more attempt to make good food to defeat other stall, they can mind off a threat. If they more try hard they can win the heart and soul of customer. For instance have --stall is the rivals of the FaFa stall, so the FaFa stall will do more better to win --stall. Second, the inflation of the marketplace economics. When market economics inflation, all the goods will inflation of price. This issue will cause the food price also get inflation, all the stall in the Sentosa hawker centre go up the meals price. But FaFa stall didn't rise the price of food, so they get many customer. Whatever they earn much more less profit. For instance, price of the petrol increasing, so also effect the price of goods, FaFa stall also keep same price, so their customer become many. Thirdly, other stall have similar product with FaFa stall, so they try different way to get customer. For example they sell the hen rice with more large than other stall and sell in same price.

Threat for FaFa stall. First of all, in the Sentosa hawker centre have every have stall close down likewise have new stall, that cause FaFa stall face the situation with new rivals. When have new stall, FaFa stall always should go to check on their weakness and beat them. For example have a --stall is very strong rivals, this a hazard for FaFa stall.

When the FaFa stall face to weakness and hazard, they can attempt to do more better. They to carry out more better product to satisfy customer, when customer satisfy the product and they'll not close down. Being a businessman must have strengthen, face any problem cannot quit easily. Every problem whenever we willing to resolve, must have a favourable convert and reduce loses.

2. 3 Conclusion

Chicken grain in Sentosa Hawker centre business is a tiny business, if we attentively to perform this business will get very successful. Hawker centre is suited to all people, because inside there have different of stall. For example Indian food, Chinese food, Malay food and etc. . .

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