Internal Marketing : A study within the Profil Group

Abstract: Problem – The expansion of the service sector in Sweden resulted with more jobsopportunities, which leads to higher employee turnover rate. Moreover the lack ofinternal marketing within the organization makes the situation even worse. Purpose – The purpose of our thesis is to explore if internal marketing at the Profilgroup is used to keep the competence of human resources within the organizationand in turn lead to a lower employee turnover rate. Method – In order to answer the research questions formed with the purpose inmind, data was collected from Profil group through face‐to‐face and over‐thephoneinterviews. Subsequently, a qualitative approach was used to analyze thedifferences and similarities between the empirical findings and the theory. Conclusion – The strategies and goals the organization is writing about on thecompany WebPages is just that; strategies and goals. There is in fact a gap in howthe internal marketing is perceived by the floor staff and the plant managers. Theorganization needs to be better at communicating their mission and motivatingtheir staff in order to be able to keep the competence within the organization.