This chapter shows how to define objectives for a company and explores the importance of applying customer-oriented objectives. It examines a brand’s performance, considers appropriate frameworks for a strengths–weaknesses analysis, and explains how to assess a company’s marketing effectiveness. The internal analysis has to find out the strengths and weaknesses of the brand/company and, in addition, the DNA of the brand. The importance placed on the different areas and the interpretation of the placement will depend on the chosen value strategy. In relation to the analysis of the financial position of the product and the company, the well-known financial ratios may be calculated and analysed in relation to the following: liquidity, financial structure, activities, and profitability. Measuring the quality of the marketing department is the subject of a marketing audit: an independent ‘investigation’ of all marketing activities in the company.