دور تحليل البيئة التسويقية الداخلية في اختيار استراتيجية الدخول إلى الأسواق الدولية : دراسة حالة مجمع سيفيتال

الملخص EN

World is witnessing a lot of rapid changes that made the local markets unsafe which imposed on institutions to find another international markets, in addition those changes affects not only the institution external environment but also all its internal marketing environment.

This article highlight how the institutions select the suitable strategy for entering the international markets starting from analyzing the components of internal marketing environment to identify strength and weakness points through studying of Cevital group as of its major stature in the Algerian and international markets.