The business research is to attempt a study on the importance of Internal Marketing in the ‘Medium Sized Enterprises’ of France and England. The purpose of the study is to promote quality and effectiveness among the medium-sized enterprises of the UK and France, by attempting a study of the thereby enhancing its Total Quality Management (TQM).
The business problem under investigation here is the absence of departments in Medium-sized enterprises pertaining especially to customer services. The internal marketing and customer services in medium-sized enterprises may function in informal and rather indirect manners, owing to the lack of resources or departments in these enterprises. The MSEs are aspiring business units that have the desire and the motivation to compete with the larger firms, and as such Internal Marketing must be of crucial importance to improve the quality of their services.
In this research project, data has been collected using qualitative analysis through a series of ‘pilot interviews were conducted using the questionnaire method, where the key personnel having good knowledge of the companies’ internal relationships were interviewed by the researchers for half an hour. The interviews were recorded so that they could be evaluated using the ‘content analysis method. This provided the research with an explorative feature.
The researchers concluded that the sample was too small to be representative and as such, it would be unwise to draw any concrete conclusions from the data obtained. The researchers noticed that there was a substantial difference in the attitudes and functioning of the MSEs of the UK as compared to the French. They, therefore, concluded that the role and impact of culture is an important research area for the future research and study of internal marketing strategies of the Medium-sized enterprises of various regions.