Expresso Ghana
Audit Objectives Obtain an understanding of the Marketing Activities and processes. 2. Evaluate the effectiveness and efficiency of the Marketing activities and related internal controls. 3. Evaluate the quality and integrity of information systems supporting the Marketing function.
1.
Initial
Ind ex
N/A
Time
Procedure Demographics
How have population and other demographic trends impacted the organization or brand? No Improvement, there is no positive impact What adjustments have been made in response to those trends? No Adjustment Have they succeeded? What additional adjustments are being contemplated? Why N/A
Initial
Ind ex
Culture
How have attitudes towards business in general, the industry, and the organization changed? Because there is lack of adverts, there is negative impact in the minds of the people that we exist. Have attitudes toward environmental protection had either a positive or negative impact on the organization or brand? Because of lack of accessories or parts of handsets, people does not feel protected, in that in case their handset get spoilt they would be handicap. What other cultural phenomena had an impact? At least the Cliq product has change the culture of the user of late. What adjustments have been made? Have they succeeded? No What additional adjustments are being contemplated? Why? N/A
Time
Procedure
Politics
Initial
Ind ex
How have changes in legal and regulatory requirements impacted the organization or brand? It has impacted Negatively What adjustments have been made? No Adjustment Have they succeeded? No Are changes in either the legal or regulatory arenas expected? N/A How might they affect the organization or brand? Negatively What additional adjustments are being contemplated? N/A
Technology
How have changes in technology impacted the organization or brand? Negative because IT support is negative Is leading-edge technology being used? NO Is technology threatening to make the product obsolete? There is no enough capacity to support the number of subscribers in terms of Data What adjustments have been made? We are trying to push IT to create more capacity to hold enough data Have they succeeded? NO What other changes are being contemplated? Why? N/A
Time
Procedure Positioning
Do you know where your brand / products are positioned? Yes both qualitative and quantitatively. For quantitatively in voice we are placed last and for data NCA is yet to bring it out openly Do you have a clearly developed marketing positioning strategy? Yes Do your customers clearly understand what your company stands for? Need to be research Does your company, brand or product make a real difference in the marketplace? Need to be research Do you feel that you have identified all the aspects of competitive advantage your brand or product offers? YES, They have identified value added service (VAS) of DSTV mobile, facebook sms, CRBT and many others, these are yet to be worked on apart from shake up. Do you think you exploit this competitive advantage correctly? YES , All of those products are sent to agency for artwork to be designed for the media, but due to financial constraints only few are being exploited. Do you communicate these advantages actively, consistently and effectively? YES, Internally and externally, the existing offers are communicated effectively Do you think the competitive advantages you communicate can motivate your customers to choose your product/brand over the competition YES But they need IT and financial support to outdoor our new products and services on time to make us attractive.
Initial Index
Tim e
Procedure
Are feasibility and investment criteria set for new product assessment? YES We make business case for each product based on impact assessment on network. Do you employ and evaluate launch plans for new products/services? YES
Initial
Index
Is your product portfolio managed centrally or locally? Locally Do you link new product development to your business and marketing strategies? How do you do this? YES, products are designed to meet business/market trends. 1. Low tariffs 2. Post paid 3. Data etc.
How are new product/service ideas encouraged and captured? All products / Services are captured in Marketing information bulleting
Is the company well-organized to gather, generate, and screen new product ideas? The company is not well placed in this regard, basically of technical limitation.
Does the company do adequate concept research and business analysis before investing heavily in a new idea? YES, business analysis and research is done before any product idea is developed.