marketing audit

1. MARKETING AUDIT
REPORT, SARTO’S
GOURMET PASTA
BSBMKG515, ASSESSMENT 3 FOR MAGILL COLLEGE SYDNEY
BY PATSARAT SUNGSIRI

2. EXECUTIVE SUMMARY
• With changing trends in the restaurant industry, Sarto’s Gourmet Pasta
should be able to understand and shift towards the methods that
enhance its mission and goals.
• The purpose of this marketing audit aims to give more insight to the
external and internal factors that are impacting, and could potentially
affect, Sarto’s business activities. It will also provide a few
recommendations for improvements.

3. SITUATION ANALYSIS
• Market forecast
• Budgeted family sales higher than actual performance of $38,000.
• Will not increase if no family-friendly meals and promotions are added.
• Market trends
• Food service industry
• Pasta sector increased by 10%
• Expected rise in performance in this industry
• Market size and growth:
• Population of 130,000 people in Graceville
• Mostly are retirees and family of 4-5

4. TARGET AUDIENCE
• Current customers
• More than 50% are takeaway
• Around a quarter of customers are dine in
• The rest are family sales
• Target customers
• Mostly families
• Takeaway

5. MARKET NEEDS
• Current customer needs
• Proper ordering system
• No junk mail handout flyers (more informative flyers)
• Better delivery pricing systems
• Prospective customer needs
• Healthier meals with low fat and more greens
• Convenience in ordering (online rather than phone call)

6. SWOT ANALYSIS
• 1. Strength
• Heritage of recipes
• Authentic pasta sauces
• Existing satisfied and loyal customers
• 2. Weakness
• Does not use existing Bmag marketing resources to learn market needs
• Stubborn mindset that does not want to change outlook on using one
employee (Adriana Como) to perform 2 tasks at once

7. SWOT ANALYSIS
• 3. Opportunities
• Online sales
• Expanding sales and promotions to nearby neighbourhood
• 4. Threats
• Competitors innovative menus
• Stella’s Peri Pasta and Niccolo
• Legislative changes on labelling takeaway foods

8. MARKETING MIX REVIEW
• 1. Product
• Authentic pasta with good customer service
• New additions are ’Lunch Buffets and ‘Kids Eat Free’
• 2. Price
• Apply cost-based pricing on new recipes
• Sarto should keep same prices but more variety of dishes to choose from
• Study competitor’s pricing scheme

9. MARKETING MIX REVIEW
• 3. Place
• Serve food at restaurant
• Deliver food at customer’s house
• 4. Promotion
• Banners on local announcement boards
• Informative flyers and handouts
• Improve brand image by better customer service

10. CONTROLS
Activity Start Date End Date Budge
t
Responsib
le
Departme
nt
Design new flyer 25/02/2020 05/03/202
0
$1,500 Mario Marketing
Develop healthy
recipe
23/02/2020 31/03/202
0
$3,000 Mario Cuisine
Purchase of iPad 02/03/2020 02/03/202
0
$469 Mario Procuremen
t
Instalment of
online ordering
system
03/03/2020 10/03/202
0
$500 Mario IT
Redesign outdoor
eating area
01/03/2020 08/03/202
0
$2,000 Mario Procuremen
t
Market research 21/02/2020 28/02/202
0
$1,700 Mario Marketing
Adjust pricing for
current and new
dishes
01/04/2020 03/03/202
0
$0 Mario Finance
The following table represents the activities, acting
period and the responsible and accountable person to
achieve these tasks.

11. CONTROLS
Contingency Planning
• Risks:
• The inability to retain customers that experienced unsatisfactory
service from Sarto’s
• Customer files a case against unfair pricing of delivery fees
• Competitors have taken our customers
• Inability to cover past and current costs

12. RECOMMENDATIONS
• 1. Customer-based marketing promotions
• Spacious dining areas as well as a play zone (gardens, colouring books)
would be highly effective. He can even add a ‘Kids Eat Free’ promotion
during lunch hours.
• 2. Invest in iPad/tablet for placing online orders
• To minimise order processing time, invest in an online-based ordering
system (an iPad for Deliveroo, UBEREats and Menulog etc.)
• Assign Adriana Como to take charge in answering phone calls and not the
chef inside the kitchen

13. RECOMMENDATIONS
• 3. Implement a distance-based delivering pricing
• Using distance from the restaurant as fair measurement for delivery
charges
• Avoid legislative breaches of unfair customer treatment
• 4. Design an informative flyer instead of an expensive advertisement
• Amplifying accurate prices and clarify their market offerings will
attract customer’s attention better. This will eliminate the need for
costly billboards and banners.

14. THANK YOU!