This study provides a comprehensive and systematic analysis of the marketing environment of Alday Company, utilizing the SWOT and PRESTCOM analytical frameworks as key tools for evaluation. The primary objective of this study is to examine the various internal and external factors that influence the company’s ability to establish, maintain, and sustain positive and long-term relationships with its customers. Understanding these factors is essential for assessing the effectiveness of the company’s marketing strategies and its overall competitiveness within the market.

  The marketing environment is defined as the set of forces and conditions that directly or indirectly affect an organization’s marketing activities and performance. It encompasses a wide range of internal and external determinants that shape managerial decision-making and influence the efficiency of marketing operations. In this context, the marketing environment is commonly classified into three interrelated dimensions: the internal environment, the industry environment in which the company operates, and the external environment. Together, these dimensions determine marketers’ ability to design, produce, promote, and deliver products and services in a manner that meets market demands effectively.

   The internal marketing environment includes the organization’s culture, structural characteristics, human resources, and operational capabilities, all of which play a vital role in shaping strategic marketing decisions. The industry environment refers to the competitive conditions and market dynamics within the sector, including the behavior of competitors and the nature of industry competition. In contrast, the external environment comprises broader macro-level factors such as societal and economic pressures, customer expectations and responses, technological developments, and supplier performance. Collectively, these factors significantly influence the formulation of marketing strategies and contribute to the company’s ability to achieve its marketing objectives and sustain long-term success.

Key words: Marketing environment, SWOT analysis, PESTCOM, Internal and external environment, Customer relationship.