The Marketing Audit - Download Ppt †Presentation Transcript

More†¦ The Marketing Audit - Download PPT — Presentation Transcript †¢ 1. The Marketing Audit and the Marketing Plan Systematically takes stock of an organisation’s marketing health and plans the direction and scope of marketing activities †¢ 2. Definition â€Å" the means by which a company can understand how it relates to the environment in which it operates... ..the means by which a company can identify it’s own strengths and weaknesses as they relate to opportunities and threats† The marketing plan serves as a roadmap that guides the context and scope of marketing activities McDonald 1989 †¢ 3. Marketing audit issues Internal audit (Portfolio analysis, PLC) Macro-environment (PEST) Task environment (Competition, channels, customers) Markets†¦show more content†¦Scores on Key Success Factors of Competitors 1 = very weak, 5 = very strong Characteristics Competitor A Competitor B Competitor C Group of small competitors Customer satisfacti on 4 4 3 2 Strong brand image 5 4 2 1 Sales promotion 4 3 3 1 Product Quality 4 3 3 3 Finance 5 3 3 2 †¢ 22. †¢ 23. Defining our position in the market †¢ 24. †¢ 25. Competitive Benchmarking Origin8 Delicafe Pret a Manger Starbucks Coffee †¢ 26. Customers, segmentation, positioning How are markets segmented? Macro (demographics: age, income, gender) And micro segmentation variables (lifestyle, usage, personality) †¢ 27. Task environment: Behavioural segmentation †¢ 28. Usage segmentation †¢ 29. Demographic segmentation †¢ 30. Psycho-demographic segmentation †¢ 31. Psychographic segmentation †¢ 32. Psychographic segmentation Lifestyle typologies eg â€Å"slob† = â€Å"I do not consider my diet to be healthy† †¢ 33. Internal analysis: Marketing mix Products Prices Promotional activities Distribution New product development Customer service †¢ 34. Product strategy What products at what prices for what custom er segments? Market share of each product or line? Stages in PLC of each product? Which products account for largest proportion of sales andShow MoreRelatedFormula One24819 Words   |  100 Pagesbrand awareness. Thereby exploring the possible connection between Formula One sponsorships and brand equity. The dissertation offers an extensive literature review connecting sport sponsorship, in particular Formula One sponsorship, to important marketing topics, such as brand equity and buyer behaviour. The primary research process involved the conduction of a survey carried out on 37 Formula One sponsors. The research was of a phenomenological nature exploring the Formula One phenomenon and the