External and Internal Environmental Analysis for the Development of the FA Brand Loyalty Program of LAB Industries Company

This master's thesis is devoted to the study of the external and internal marketing environment for the development of the FA brand loyalty program of Lab Industries. The purpose of the study was to assess the external and internal environment of the FA brand of Lab Industries to develop a loyalty program for this brand. As a result of the study, the importance of analyzing the internal and external environment when developing a loyalty program was determined. The concept, structure, approaches, and methods of analyzing the internal and external marketing environment were reviewed and studied. As part of the work, an in-depth interview was conducted with representatives of the Lab Industries company, the purpose of which was to analyze how the company evaluates itself in the market and how the company sees its development within the framework of the development of the FA brand loyalty program. The internal marketing environment of the FA brand was analyzed using research methods such as Osterwalder’s business model and marketing audit. The external marketing environment was assessed, in particular, the macroenvironment using such methods as market analysis and PESTEL analysis, and the microenvironment using such methods as Porter's Five Forces, competitive analysis, and benchmarking. A SWOT analysis was also carried out as part of the study. Recommendations were given regarding the development of the FA brand loyalty program, taking into account the analysis of the external and internal marketing environment.