Internal data is from within the company, like operations and sales figures. External data comes from looking at the market, such as consumer trends, and marketing research. It is important to consider external data because it gives companies a better picture of their customers and competitors.
I think Sophia is responding to Brand Image Consistency.
This retailing challenge must meet Sophia's expectation on what she saw on its website and ads to what she will actually see in person. The image of the brand must be consistent from its advertisement to its actual product.
Interesting...............
