This assignment was prepared for the purpose of getting the understanding about marketing audit and its important part is concerned. Im really grateful to our Strategic Marketing Management Lecture Mr. Ajith P. Medis for giving advice for this assignment. As well as I thank to all those who helped in the preparation of this assignment.
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CONTENT
Acknowledgment Introduction Introduction to Marketing Audit Components of Marketing Audit Marketing Environmental Audit Marketing Strategy Audit Marketing Organization Audit Marketing System Audit Marketing Productivity Audit Marketing Functions Audit Tools and Techniques of Marketing Audit SWOT Analyses PEST Analyses Five Forces Analyses The Marketing Audit Process Where to focus Company Marketing Efforts References 02 03 06 06 07 08 08 09 09 10 10 14 17 20 21 23
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INTROD UCTION
This assignment is focused on to understand the meaning of marketing audit and some relating parts. In this assignment has been included components of marketing audit, tools and techniques that used by marketing audit, marketing audit process and the part that focus on marketing effort for where. The first part is introduction to marketing audit, here discuss about the marketing audit and its characteristics and benefits and advantages that can be obtained by performing a marketing audit. The next part is components of marketing audit, there are six components under marketing audit such as marketing environmental audit, marketing system audit, marketing strategy audit, marketing organization audit, marketing productivity audit and marketing function audit, and all the components are discussed in this part. The third part is tools and techniques that can be used by marketing auditor to evaluate the marketing performance of an organization. Mainly there are three tools such as SWOT analysis, PEST analysis and five forces analysis. These three tools are explained briefly under that part. The next part is the marketing audit process. It consists of main two parts and it describe very briefly in this part. The final part in this report is where to focus company marketing efforts. By doing a marketing audit, company can easily identify for what area or areas the company should focus on.
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The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. Here the marketing audit is used some tools to evaluate marketing performance of an organization, for example SWOT analysis for the internal environment, as well as the external environment. Other examples include PEST and Five Forces Analyses, which focus only on the external environment. The marketing audit can be viewed as an umbrella that covers efforts to assess customer needs and wants and to understand community patterns. The external environment is examined on both micro and macro levels, including scanning for developing trends. In addition to this analysis of the external environment, the marketing audit also analyzes the internal environment. The marketing audit has been defined by Phillip Kotler as a comprehensive, systematic, independent and periodic examination activities and resources in order to determine problem areas and opportunities and to recommend a plan of action. According to definition of Phillip Kotler, can be identified some characteristics of marketing audit.
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Ch a r a ct e r i st ic s of M a rk e t i ng Au d i t
C ompre he nsi ve. The marketing audit covers all the major marketing issues facing an organization, and not only one or a few marketing trouble spots. The latter would be called a functional audit if it covered only the sales force, or pricing, or some other marketing activity. Syst e ma ti c. The marketing audit involves an orderly sequence of diagnostic steps covering the organization's marketing environment, internal marketing system, and specific marketing activities. The diagnosis is followed by a corrective action plan involving both short-run and long-run proposals to improve the markets. In de pen de nt . The marketing audit is normally conducted by an inside or outside party who has sufficient independence from the marketing department to attain top management's confidence and the needed objectivity. Pe rio di c. The marketing audit should normally be carried out periodically instead of only when there is a crisis. It promises benefits for the organization that is seemingly successful, as well as the one that is in deep trouble.
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Ad va nta ge s of M a rk e t in g Au d it
A marketing audit can be defined as a systematic, periodic and a comprehensive procedure of checking out the marketing activities of a concern. Some of the other benefits and advantages of marketing audit are as follows. The audit provides the marketers with an in depth view of the marketing activities that are going around in the concern. It brings out a complete picture of the entire operations of the concern. While revealing the various drawbacks the audit process also leads to efficiency. This process can also be used to lay down an improved marketing plan. A marketing audit can help a company refine its business practices and improve its productivity and profitability. Marketing audit helps to marketing executives, top management and investors to ensure that they are doing the right things to help drive growth for their organizations. A marketing audit is a careful examination and evaluation of marketing practices and results. It offers a baseline for performance measurements and a framework for effective business planning to maximize positive external perception and demand generation. An audit helps the company determine the value of a sale and a sales lead. There are no permanent "right" answers in marketing. Customers' needs and wants are moving targets, and marketing programs require testing and retesting to find the most profitable formula. A marketing audit is the way to achieve success by providing an interim report card to help the company and their staffs tap into inherent resource. Marketing audits often lead to strategic marketing change. Careful assessment of the changing environment, customers, channels, and competitors may lead to a reassessment of firm direction,
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Marketing audit should start with the market place at beginning and should explore the changes that are happening in the marketplace. Then the marketing audit will move to examine the companys marketing objectives and strategies, organization and systems. The marketing auditor may move to examine one or two key functions in more detail that are important to the marketing performance of the company. The marketing audit follows the following areas as components of marketing audit:
Environmental Audit
Marketing Strategy Audit Marketing Organization Audit Marketing System Audit Marketing Productivity Audit Marketing Functions Audit
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Has the management articulated a clear marketing strategy for achieving its marketing objectives? Is the strategy convincing? Is the company using the best basis for market segmentation? Does the company have clear criteria for rating the segments? Has the company developed an effective positioning and marketing mix for each target segment?
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Marketing audit is very important and crucial part in the marketing planning process. It is not only carried out at the beginning of the marketing planning process but also it can be implemented during the marketing planning process. The marketing audit can be influenced on marketing planning process through various external and internal factors. Here there are number of marketing audit tools and techniques that are used during the marketing planning process to evaluate the marketing performance of an organization. The following analysis tools are utilized during a marketing audit:
SWOT Analysis
The one of the most importance tools in the marketing audit is SWOT analysis or can be express as Strength, Weaknesses, Opportunities and Treats analysis. This tool is very much important to marketers and is used at the beginning of the marketing audit process. The SWOT has lot of advantage as well as it has some disadvantages. Some of disadvantage of SWOT analysis are that it is very subjective and cannot be relied on too much. However, most of the companies are used this SWOT analysis as tools to evaluate the marketing performance of an organization. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. The SWOT analysis can be express as below: Strengths and weaknesses are internal factors that create value or destroy value. They can include assets, skills, or resources that a company has at its disposal, compared to its competitors. They can be measured using internal assessments or external benchmarking.
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Internal
Strengths Weaknesses
SWOT
Opportunity
Threats
External
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industry/market or from demographic, economic, political, technical, social, legal or cultural factors (PEST).
TW O S M at ri x
The auditor can use this TWOS analysis to analyze external environment (threats and opportunities), and internal environment (weaknesses and strengths). The auditor can use this technique to think about the strategy of whole organization, a department or a team. Auditor can also use them to think about a process, a marketing campaign, or even company own skills and experience. TOWS Matrix, helps the auditor to think about the options that company could pursue. To do this auditor match external opportunities and threats with company internal strengths and weaknesses, as illustrated in the matrix follows:
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TO WS St rategic A lte rnat ives M atrix External Opportunities (O) 1. 2. 3. 4. External Threats (T) 1. 2. 3. 4.
Internal Strengths SO ST (S) "Maxi-Maxi" Strategy "Maxi-Mini" Strategy 1. 2. Strategies that use Strategies that use 3. strengths to maximize strengths to 4. opportunities. minimize threats. Internal Weaknesses (W) 1. 2. 3. 4. WO WT "Mini-Maxi" Strategy "Mini-Mini" Strategy Strategies that minimize weaknesses Strategies that by taking advantage minimize weaknesses and avoid threats. of opportunities.
This helps the auditor to identify strategic alternatives that address the following additional questions:
Strengths and Opportunities (SO) - How can company use their strengths to take advantage of the opportunities?
Strengths and Threats (ST) - How can the company take advantage of their strengths to avoid real and potential threats?
Weaknesses and Opportunities (WO) - How can company use their opportunities to overcome the weaknesses company is experiencing?
Weaknesses and Threats (WT) - How can company minimize their weaknesses and avoid threats?
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PE ST A naly si s
Here a marketing analysis should be taken into consideration all the environmental factors and will give it a careful analysis. These environmental factors may be internal or external. The internal factors consist of the staff and queries related to them. The external would be the external customer and the various distributors and the political and economic factors are also taken into consideration. This PEST analysis has various factors that have an effect on the marketing planning process. The PEST analysis tool is a valuable framework for identifying opportunities and threats in the macro (external) environment. It works through the various components of the macro environment and prompts the company to look at the specific areas in depth. This analysis tool is extremely important to any marketing audit, simple or complex; as it drives the company to investigate what factors may help or impede them to carry out business and marketing activities. The PEST analysis can be express as follows.
P E PEST
Analysis
Political
Environment
S T
Social
Technological
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and other businesses. Political factors include government regulations and legal issues and define both formal and informal rules.
Ec onom i c Fact or s
All businesses are affected by economical factors nationally and globally. Whether an economy is in a boom, recession or recovery will also affect consumer confidence and behavior. This will impact upon the nature of the competition faced by the company and particular units within the company, upon service provision, and upon the financial resources. Economic factors affect the purchasing power of potential customers, and the state of the internal/external economy in the short and long-term. The unit may need to consider: economic growth, interest rates, inflation
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Auditors must prepare for the marketing audit by holding discussions with the CEO and executive staff, and briefly reviewing some financial and marketing data. Audits are often in two parts. The first part begins with a meeting between the auditors and business unit management, and reviews of the unit's financial statements, product literature, and organizational plans exhibit as follows. The auditors explain objectives, procedures, time frame and expected audit output, and required participation from each manager. Participation usually comprises an initial two-hour interview; then others are designated for potential interviews and provision of operating and financial information. The auditors typically tour manufacturing and other operations areas to better understand product features, quality levels, and cost differentials that distinguish the business from competition. The auditors also review customer service, shipping, credit operations, order entry, advertising, research and development, and manufacturing engineering. The auditors collect memos, reports, and analyses that help them understand the firm's marketing strategy and business processes.
Additional management and salesperson interviews Interview and written surveys with customers and trade
The Marketing Audit
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Internal written survey Outside expert interviews Competitor interviews Product costs and profits, sales results, marketing budgets
Perform analysis and develop alternatives. Hold work sessions to develop marketing strategy and next steps for implementation.
Managerial interviews are conducted. Managers discuss their responsibility areas in depth; many questions are asked of several managers to elicit different perspectives. All interview data are confidential. Good auditors project a professionalism in understanding the business and maintaining confidences that allows business unit managers to "open up" on controversial topics. Manager candor is particularly important when two or more powerful executives hold opposing views. Auditors surface these views by using unattributed quotes when reporting findings. Competent auditors continually draw upon their experience to probe the consistency, appropriateness and sufficiency of the firm's marketing plans and actions. After initial interviews, auditors usually take two parallel steps. First, they conduct a library search for independent published material on the firm, competition, and industry. Second, they become familiar with the sales force and customer buying behavior by making joint customer calls. Through this process, auditors gather clues in several areas including market needs, firm competitiveness, sales and purchase processes, and where the organization is functioning well and poorly. Visits with salespeople provide invaluable "soft" data; salespeople are notoriously irreverent regarding "what's really going on" at headquarters, including manager disagreements, rivalries, and favoritisms. Following these steps, the auditors analyze and organize information and report key issues and observations to the management team in a two- to three-hour working session. Surfaced
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issues are discussed and preliminary ideas for eventual audit outcome and alternative action courses are laid out. The second part of the audit is typically more time consuming than the first part. It comprises customer and trade surveys; further secondary data gathering; analysis of competitive products; evaluation of marketing strengths and weaknesses; interviews with industry experts; detailed analysis of internal financial, sales, and operating information; and second managerial interviews. Management is formally surveyed to compare its views on the firm and competition with customer viewpoints. Finally, all data must be analyzed. The audit concludes with the presentation of findings and recommendations, first privately to the CEO and one or two executive staff, and then at a day-long meeting with the entire management group. The goal is to gain a common understanding of audit findings so a consensus on future marketing needs, opportunities, and actions is formed.
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After establishing marketing goals, company marketing team should identify target areas for the marketing efforts. To do this, company should conduct either, or a combination of:
A marketing audit to understand the current internal marketing status of organization Market research to find out from company target population what their perceptions organization and other organizations are
Performing a marketing audit, a marketing audit assesses the marketing mix, or the combination of efforts that an organization makes to increase knowledge about and demand for its target populations. The key elements of the marketing mix that company should assess are:
P roduct - The services or outputs company offers. P opula tions - The groups with whom company makes exchanges of services for resources.
P ri ce - The amount company charges for each service. P lace - The locations where company product is available and ways in which company population can access company product.
P roducti on company capacity for meeting demand. P romoti on - The communication techniques and messages company uses to motivate people to respond.
The audit helps company to address their action goals by organizing information to help company see if the company is providing the right services at the right prices, in easily accessible ways to the right people, and if the company has the capacity to produce the quantities of services demanded. To meet company image goals, the audit will help company to identify the key groups of People Company is reaching and plan company promotional efforts to reinforce the image that company want.
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For the audit, company and their marketing team will look at service records, make observations in the facility, and collect information from staff, clients, the community, and others who know companys target populations well. Company can conduct an in-depth audit where company gather a great deal of information over six months or perform a quicker audit to identify troublesome areas. If company decides to assess a number of departments, company will want to perform a separate audit for each. As a result of the marketing audit, company should be able to identify where company need more information, where company needs to make adjustments in the current mix, and what features and benefits company should promote.
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REFERENCES
Auditing the Marketing Function: William H. Rodgers, Hamilton Consultants Gerard A. Osborne, Hamilton Consultants Philip Kotler, Northwestern University Marketing Plan, how to prepare them, how to use them; 6 McDonald Strategic Marketing Management, Planning, implementation and control; 3 edition: Richard M.S. Wilson, Colin Gilligan (2005) Auditing Markets, Products, and Marketing Plans; David Parmerlee, Marketing/planning library and information services; 2nd edition: Darlene E. Weingand The Marketing Audit Comes Of Age: Philip Kotler, William Gregor and William Rogers
rd th
edition,: Malcolm