Hierarchy of management that covers different levels of management
Marketing Audit
1. Marketing Audit
Walt Disney Corporation
Marketing Audit
Max McKay
Sabrina Coady
Henrik Oiseth
Principles of Marketing 308
Professor Simpson
November 14, 2006
Walt Disney Corporation
Founded in 1923, the Walt Disney Company has predicated itself as the world's best in the family
entertainment business. After 80 years in the business, who could argue with that statement? Today,
Walt Disney Corporation dominates the market of family entertainment. An unparalleled experience
is the direct affect of superior quality, innovative content, and brilliant storytelling. To capture such a
highly diverse market, Walt Disney has divided itself into four main business segments: Studio
Entertainment, Parks and Resorts, Consumer Products, and Media ... Show more content on
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Current stock prices are hovering around $30 per share ("The Walt Disney Company,"1996). Walt
Disney Corporation can contribute much of its success to a large number of resources, superior
experience, and its low–cost strategy. The company has developed a well –known brand name that
has lead to high brand loyalty. This has given the organization the ability to adapt when product line
sales decrease. At the same time, financial stability has allowed Walt Disney Corporation to extend
its product line and services into home video, film, merchandise, radio broadcasting, network
television, and theme parks ("The Walt Disney Company,"1996). As product line sales declined in
the US, Disney has effectively expanded its operations to Japan and Europe. Overall, financial
stability is one of Walt Disney's primary internal strengths, giving the firm flexibility to submerge
into a variety of different markets and expand operations globally. Innovative thinking by Disney
employees has been critical to the company's success. Employees have highly contributed to several
box office hits in Disney productions. Creative and unique ideas this firm continually produces has
overshadowed much of the competition. In an industry where extreme amounts of capital
investments are required for new market entrants, Walt Disney has intimidated many new market
entrants by dominating the market of entertainment. Much of
4. Marketing Audit : Application And Terms Of Reference
Introduction and Terms of Reference
From 1999 to 2000 Manchester United PLC 's (MU) pre–tax profit has fallen from £22.4m to
£16.8m. This drop in profit of £5.8m needs to be addressed. One of the main issues that needs to be
looked into due to a fall in profit is the marketing of the MU. In order to identify any problems or
gaps within the Marketing Strategy of MU, it is necessary to undertake a Marketing Audit, looking
at both internal and external factors, and from this develop a Market Research Plan to look into gaps
identified in the Marketing Audit.
Methodology
The Marketing Audit will look at the current situation of Manchester United with regard to
Marketing. It looks at the following:
* External Factors
* Company Stakeholders
* The Market
* Resources and Skills Available to the company
The Marketing Audit will examine both Macro–Factors, sometimes referred to as STEP, and Micro–
Factors within the company. The main method of carrying out a Marketing Audit is to examine MU
's Strengths, Weaknesses, Opportunities and Threats, or the SWOT Analysis, developing strategies
based on this.
From this Marketing Audit, there should be gaps identified in MU may need to research into in order
to develop strategies to improve their financial performance over 2001. From the findings of the
Marketing Audit, a Market Research Plan will be developed for MU.
Findings
The main part of the Marketing Audit is to identify MU 's Strengths, Weakness, Opportunities and
Threats.
7. Marketing Analysis : Marketing Audit
1.1 Marketing Audit
Marketing audit can be defined as a study, inspection, review and/or evaluation of marketing
activities of any company. Basically, it estimates the marketing environment of the company, aims,
strategies, and policies of the company. After evaluation of marketing plans and strategies, it has to
identify the mistakes, weaknesses, insufficiencies, complications and other issues to be encountered
in firm's marketing purposes. The final outcome of the marketing audit recommends measures
and/or suggestions to overcome these defined limitations of the current marketing plans. It defines
the new marketing opportunities for the company's growth. Generally, marketing audit tries to
improve the performance of company's marketing activity. In other words, Marketing Audit is a
broad, organized, self–governing and systematic examination process for firm's marketing activities.
Marketing audit is advantageous to determine the success of the company. Marketing inspects the
functionalities of the company's marketing department by comparing the plans with its actual
performance of current marketing activities. Specifically, it figure outs the strengths and weaknesses
of a company 's product being marketed. It provides appropriate recommendations to reduce
product's weaknesses and guides towards appropriate marketing strategies and plans to change
firm's current marketing environment. Company can implement the changes to control its own
marketing expenses. According to
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8.
9. An Evaluation Of A Marketing Audit
A marketing audit is a systematic approach to examining existing products and services for strengths
and weaknesses. It often focuses on the Ps of marketing including product, price, place, and
promotion along with other elements. The purpose of the marketing audit is to appraise the
organization 's current status and provide recommendations for future action. Darlene Weingand
(1999) adapted Philip Kotler 's definition of a marketing audit. It 's "a comprehensive, systematic,
independent, periodic examination of the information agency 's total environment, objectives,
strategies, activities, and resources in order to determine problem areas and opportunities and to
recommend a plan of action." An audit is used to identify capabilities and challenges in the
organization. This assessment should include both internal and external investigations. The internal
aspect focuses on the library itself, while the external aspect explores the larger organization, the
local community, and the larger country. The marketing audit provides the basis for making
informed decisions about library activities. What 's realistic and unrealistic for your organization?
What makes your programs unique? What changes need to be made in the library 's programs and
services? http://eduscapes.com/marketing/2.htm TABLE OF CONTENTS EXECUTIVE
SUMMARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 STRATEGY . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . .
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13. Qantas Marketing Audit Essay
Qantas is the world's second oldest airline, having been founded in the Australian outback in 1920.
It is Australia's largest domestic and international airline. The name comes from the initial letters of
the words in the original registered title–Queensland and Northern Territory Aerial Services Limited.
The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft,
comprising Boeing, Airbus and Bombardier aircraft from full–size long–haul aircraft to smaller
short haul aircraft. The Group offers services across a network spanning 182 destinations in 44
countries
(including those covered by code share partners). International Air Transport Association (IATA)
data for 2009 shows Qantas was the world's ... Show more content on Helpwriting.net ...
Reflecting this, the need to cut costs is a central tenant of the Group's strategy for Qantas. According
to the airline, the cost base is around 20 per cent higher than key competitors.3 It simply does not
have the low cost structure of many of the competitors, especially the Asian competitors. Neither
does Qantas have the well positioned hubs of the competitor Asian and Middle Eastern carriers.
Accordingly Qantas is having to undertake its marketing in an environment where competitors, such
as Emirates, Etihad, and Singapore Airlines
(with great hubs) are tackling them head–on. Given the above, a large number of Qantas routes,
primarily to Asia and Europe, are loss–making.4
In contrast, a central tenant of the JetStar strategy is to grow the brand in Asian markets through
standalone operations, joint ventures and strategic alliances, as much as possible and as rapidly as
possible. Jetstar is one of the world's fastest growing and most profitable low–fares airlines, set for
significant future growth.5
Management perceives that part of the solution for the Qantas division of the international business
is offshore maintenance of aircraft, employment of overseas flight
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14.
15. Starbucks Marketing Audit
As a marketing consultant, a report will be conducted to analyse the marketing strategy of an
organisation and to identify the alternative marketing strategies to facilitate business growth.
Starbucks
Starbucks, a key performer in the gourmet coffee sector and also in the specialty Eateries industry is
segmented in the service industry. Starbucks was first introduced in Seattle, Washington USA in
1985, and then worldwide. Starbucks specialises in brewed coffee, hot chocolate, espresso – based
drink, teas, frappuccinos and fruit smoothies. From 2008 onwards Starbucks owned over 16,226
stores worldwide, along with 11,434 stores located in the United States.
PESTLE analysis on Starbucks ... Show more content on Helpwriting.net ...
* Information and Communication – ingredients are easily found and available on the net. The
information and store locator is also obtainable off the website.
Legal
* New legislation may be taken place of the pub opening hours, to extend the hours longer, as it is
more likely to keep away Starbucks customers from drinking coffee. * Smoking ban in public place
has taken place, as this gives an advantage for Starbucks towards their non smoking environment
they created. * Starbucks may have to negotiate when new laws for trading takes place, by following
the trading policies to protect the companies in Restrictive Trade practices (1956 and 1976) and the
Fair trading Act (1973) * Guarantee Consumer rights and good service such as the Sale of Goods
Act (1979) and the Trade Description Act (1968) has been taken place. * Also ensure their
advertising, labelling and branding is not misleading and deceptive.
Economical * "more buoyant than expected global growth from 2004 onwards is likely to raise real
incomes per head in many key markets" (Griffiths, A et al 2005:612) * Changes in disposable
income could influence purchase levels. * Starbucks has rapidly enhanced their economy as they
represent 3.7% increased their market share of fair– trade in coffee.
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16.
17. Marketing audit of Nike
MARKETING AUDIT PROJECT ON:
SUBMITTED BY: ANOOP KHURANA –2012081
SHASHANK MAKKAR –2012***
MANRAJ SINGH SANDHU–2012136
OJASWI SHARMA–2012154
SUSHANT SHARMA–2012156
INDEX
SR. NO.
CONTENT
PAGE NO.
1
INTRODUCTION
2
2
ENVIRONMENTAL ASPECTS
ECONOMIC
CUSTOMER
COMPETITION 3
MARKETING ASPECTS
OBJECTIVES
STRATEGIES
TACTICS
6
4
4P'S
PRODUCT
PRICE
PLACE
PROMOTION
9
5
MANAGEMENT INFORMATION SYSTEMS
11
18. 6
ENVIRONMENTAL ANALYSIS 12
7
CONCLUSION
16
8
RECOMMENDATION
16
9
BIBLIOGRAPHY
18
INTRODUCTION Nike is an incorporated company ... Show more content on Helpwriting.net ...
The company believes that demands from international markets will increase in future. Nike must
cater to a large portion of the new generation that demands the latest trends and styles. Nike should
take into account the changing US demographics due to the rising proportion of Hispanics, Asians,
and African Americans. These groups have different preferences that Nike should be able to satisfy.
Nike should identify the next generation of loyal customers and provide for their needs.
COMPETITION Who are the companies or brands with which the organization or brand competes?
What are their sales and market share trends? How do their approaches to the market differ from the
organizations, and from each other? Are there any specific weaknesses in any competitors that can
be turned into opportunities? Are there any specific strength that are major threats? What
adjustments have been made? Succeeded or not? What other changes are being contemplated? Why?
Competition is very fierce due to the number of companies competing for sales. Lots of money goes
to marketing and promotions using various channels to reach the young demographic group of
consumers who spend the most money on Nike's products. Growth is slowing down in the athletic
footwear industry. But new markets are emerging with high growth rates. These markets include
extreme sports market and the corporate merchandise market.
Nike's global market share was an impressive 30.4% in 1998. The
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19.
20. Bally Total Fitness Marketing Audit Essay
Bally Total Fitness Marketing Audit
Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers.
Bally's has approximately four million members and 420 facilities across the United States and
around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in
order to assess their total marketing program to see what was and was not working to increase
business. The following will summarize key findings of environmental aspects and marketing.
Finally, any recommended actions that may be considered for future planning will be discussed. The
environmental aspects that were considered for the Bally Total Fitness audit were demographics,
markets and competition. Demographic ... Show more content on Helpwriting.net ...
Bally Total Fitness mainly targets the 18–49 year old range with a male to female ration of 1:1. The
average household income of their members is $52,000 a year. 76% of Bally members are Internet
enabled. (ballyfitness.com, 2004) According to the International Health, Racquet and Sportsclub
Association (IHRSA), there are approximately 30 million adult members of fitness centers in the
United States. By the year 2010, this number is likely to grow to 50 million. This is due in large part
to the increasing awareness amongst the population of the importance of exercise to promote health
and wellness. This trend coupled with the major demographic shifts should produce an increased
demand for fitness services and products. Although Bally Total Fitness mainly targets the 18–49
year old range, knowledge of a major trend should be brought into consideration. The "graying of
America" is a trend in the United States where the oldest segments of the population (45–65+) are
growing fastest. (Churchill, Jr. and Peter 296) Since people's needs and tastes changes as they get
older, Bally Total Fitness can capitalize on the Baby Boomers. More of this will be discussed in the
Markets segment of the audit. MARKETS
According to an IHRSA trend report, there are three major milestones that may be of major interest
to health clubs. These three
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21.
22. Marketing Audit Essay
Introduction The focus of this report would be to assess the marketing activities of SONY
Corporation, focusing on one of its particular product which is the Playstation Portable, which is
also known as PSP for short. Although SONY had released various versions of the PSP, however,
our main focus would be on the original version of the PSP and also some emphasis would be given
to PSP Go, to elaborate on the current product that SONY is promoting. Through this analysis, we
hope to discover whether SONY has adopted the appropriate strategies and analytical thinking in
their marketing techniques to promote their product to their target markets. Background Portable
media industry Portable gaming consoles have been in kids' hands ... Show more content on
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Competitors 1. Nintendo Nintendo is the worldwide pioneer in the creation of interactive
entertainment. They manufacture and markets hardware and software for its Wii™ and Nintendo
DS™ systems (Nintendo, 2009). From Nintendo, they offer several kinds of interactive
entertainment for their customers, however, for the purpose of this essay, only the Nintendo DS
would be the main focus. Based on this product, it could be considered as close competitors to
SONY Playstation. Even though the mode of gaming is different, they are still considered under the
same industry. They both provide entertainment to their consumers, in terms of electronic games in
the form of different gaming consoles. However, Satoru Iwata (2006), Nintendo's president insisted
that their line of games and consoles, was not a ploy to compete and overthrow SONY, but were just
games targeted at different groups of people. He was quoted saying, "We're not thinking about
fighting SONY, but about how many people we can get to play. The thing we're thinking about most
is not portable systems, consoles, and so forth, but that we want to get new people playing games."
For further elaboration on the products that has been implemented by Nintendo, please refer to
Appendix A. 2. Apple iPhone
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23.
24. Marketing Audit Tesco
Running Head: Marketing Audit
Tesco Plc Marketing Audit
[Name of the Writer]
[Name of the Institution]
Executive Summary This report contains the company overview and details of marketing audit
carried on Tesco Plc, which is largest retailer in UK. The marketing audit has covered various
important areas that are significant to analyze, indentify and understand the issues and challenges of
internal and external environment of the business. Tools used to conduct marketing audit of the
Tesco Plc are, marketing mix 4P's, SWOT analysis, PESTLE analysis and porter five forces.
Introduction Changing marketing scenarios are a challenge for retailers, despite the fact it has
captured large share in the market. Tesco ... Show more content on Helpwriting.net ...
The effective marketing mix leads more customer satisfaction, and what Tesco needs to do, is to
understand the needs of customers in target country or region.
SWOT analysis SWOT analysis is a fundamental tool in marketing plan that helps to assess
Strengths, Weaknesses, Opportunities and Threats of any organization (Pahl & Richter, 2009).
| | |
|Strengths |Weakness |
|Strong brand image |Failure to lead the city center Market |
|Market Leader |Lack of Marketing Approaches |
|Diversified Business Globally | |
|Competent Distribution Channel | |
|
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25.
26. Marketing Audit Essay
A marketing audit is not unlike a financial audit in that it helps the organisations to examine
progress or lack of process towards the goals.
A marketing audit is an evaluation of the marketing within an organisation to see if their strategies in
place are effective within the marketing environment.
There is an "internal and external" form of audits. The internal audit assists with considering the
effectiveness of the marketing strategies in place at the time of the audit. The "external" audit
considers the factors that are external to the organisation – for example environmental changes,
Customer preferences, trends and competitor's activities. Competitor's activities can present a threat
to the organisation (gaining more market share) ... Show more content on Helpwriting.net ...
Market analysing will allow the organisation to have a better understanding of their industry current
and future market which will allow the appropriate marketing strategies to be implemented.
Competitive Analysis:
A competitive analysis is an assessment of the strengths and weaknesses of a current or potential
competitor. A competitive analysis is both offensive and defensive strategic which will identify the
opportunities and threats of the market. A competitor analysis is essential for a corporate strategy.
Competitive analysis is an analysis of the companies in a certain industry or market. The analysis
may be an in–depth exploration of a large number of competitors. The benefits of a competitive
analysis is that it gives you a better understanding of what competitors are doing, what they are
offering and how your company can compete in the market.
The advantages in Marketing Audits are that it can define and comprehend procedures of checking
the marketing activities of concern. There are many benefits to a marketing audit; it's a complete
picture of the entire operation, while revealing the various threats. A Marketing audit can also be
used to improve and assist in a new marketing plan.
There is also a competitive advantage to doing marketing audits, as other companies and
competitors are looking for
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27.
28. Report on Marketing Audit Analysis Tools for Company X
Title: Report on the most appropriate marketing audit analysis tools for the X Group To: Marketing
Director, X Group
From: Marketing Consultant
Date: January 4th, 2005
Purpose of report
The X Group are undertaking a complex marketing audit and require assistance in evaluating the
most appropriate analysis tools.
This report will endeavour to fulfil the X Group's requirements by critically explaining the
components of micro and macro analysis. This report will also explain the role of marketing
information and research in conducting and analysing the market, and finally critically assess the
usefulness of four analysis tools appropriate to X GROUP's company ... Show more content on
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In order for a company's marketing plan to be implemented effectively, and a marketing orientated
and customer focused approach to decision making taken, it should first find out as much
information as possible about its customers and markets, identifying their needs, wants,
characteristics, buying power and willingness to buy. Without this, decisions are relatively
uninformed, posing a serious risk to the business.
Marketing research can determine things such as economic growth prospects in the external
environment, pricing and cost structures of competitors, customer responses to new services,
channels of distribution for the marketing mix and sales trends by region to name a few. Marketing
research is vital to not only finding out about the environment and the customers, but also the
necessary changes that might be required to the marketing mix following analysis of the research
information.
A company may also want to make decisions about future plans such as international growth, new
market opportunities and new technologies, and these decisions need to be well informed, hence the
need for accurate and targeted information.
7. Appropriate Analysis Tools
29. The following analysis tools are utilised during a marketing audit:
i) PESTEL Analysis
The PESTEL analysis tool is a valuable framework for identifying opportunities and threats in the
macro (external) environment. It works through the various components of the
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30.
31. Relationship Marketing Audit Analysis
I have selected the Braddock Carnegie Library of Braddock, PA (Pittsburgh–area) to analyze
through the relationship marketing audit.
Financial Bonds: The Braddock Carnegie Library offers materials in their collection, including
books, DVDs, audiobooks, and music CDs, which are available to checkout for free. Additionally,
they began an Art Lending program in 2013 that allows patrons to check out works of art and they
recently added giant puppets as part of their lending program as well. Braddock offers e–resources
as part of their collection and as part of the Allegheny Country Library Association (ACLA)
network. The times that borrowing materials become a financial cost for the patron is when items
are returned late or not at all, thus costing a replacement fee. There is also a fee for printing and
copying papers with the use of the copy machine. Currently, the ... Show more content on
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They offer a number of programs for free to allow users of all ages to develop their skills, whether it
is in the arts, for career purposes, or for engaging with the community. Within the library, there are
computers, printer, and copy machine available with a library card. They possess a print shop and a
ceramic studios that allows patrons and employees to use during open hours. There are e–resources
available through the ACLA network that allows free downloads of eBooks (Overdrive and eBooks
on EBSCOhost), eAudio (Hoopla, OneClickDigital, Overdrive) eMagazines (Zinio, Overdrive),
music (Freegal, Hoopla), and eVideos (Hoopla) with the use of the library card. In addition,
Braddock also offers a number of electronic databases through the ACLA network, such as Power
Library, Explora, MasterFILE Premiere, Academic Search, and SIRS Discover. All of these
electronic resources are offered for free with the use of a library card
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34. 25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff's Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20–21. External Analysis
30. PESTLE Analysis
22–23. Objectives
31–32. Bibliography
This marketing audit will critically analyse the ... Show more content on Helpwriting.net ...
Consumer A
'60% of Primark sales revenue comes from outside the UK. Most of Primark customers are from
Europe and the Arab
Nation, with a marginal amount coming from the B.R.I.C Nation,' BBC.
The predominantly female consumer base craves economical, accessible fashion. They
conventionally shop in bulk a few times a month or a few times a week for selective products.
(For Roger's Theory of Adoption see
Appendix Two)
Three consumer types have been identified within Primark.
Consumer B
Consumer C
16–23
24–35
35+
In current education of college, A–Levels or Undergraduate degree
Working professionals and potentially parents
Mainly parents and parttime workers
Purchase less frequently but more in transaction
Mid–low income who want value for money
35. Early adopters of trends
Tend to buy in bulk and matching outfits
Very digitally savvy with the latest technology
Has few financial outgoings– When they have money these consumers are less thoughtful about the
price
Living in busy towns or cities Large demand for innovation and fast fashion
–4–
Mid–High income
Purchase for practicality and long durability
Will shop in many departments within the brand
Less conscious about up to date fashionability
Early/Late Majority
Childrenswear appeals mostly Not conscious about fashionability, more about durability Not
digitally aware, but want quick and easy access Late majority/Laggards
Consumer A is the prime segment that Primark target.
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36.
37. Marketing Audit Starbucks
Marketing Audit – Starbucks Stores
R. J. Yung
Marketing Management
March 13, 2006
Executive Summary Since its foundation in 1971, Starbucks has been working uncompromisingly to
achieve the company objective of becoming the world's leading coffee brand. Having gone through
various stages of growing pain, today the Company is operating with over 10,000 stores in 37
countries. Starbucks' success was mostly a direct result of its aggressive expansion plan, that
consequently turned the Starbucks coffee beverages into a most familiar and popular world–leading
brand. Although Starbucks has been successful over the past 34 years, there are some potential
drawbacks as identified on this Marketing Audit that might warrant some careful ... Show more
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Consequently, this group of consumers possesses the greatest growth potential. In connection with
this growth potential, Starbucks also started Hear Music Coffeehouse stores that offer in–store
music CD burning services. Starbucks further started to open Media Bars where customers can
create their own mix of CDs. This is Starbucks' "first phase of a multi–phased national rollout"
(Starbucks, 2006). Most likely these creative efforts will boost growth from the younger patorns and
music lovers.
On the other hand, the older generations may be reluctant to be attracted to Starbucks. Rather, they
may just visit a local coffee shop instead. Therefore this market segment may not grow as fast as the
younger generations. Furthermore, a market segment that has declining potential is the busy
working professionals. Because of their busy schedule, these working professionals, males and
females alike, may just brew their own coffees in the office space. Another discouraging factor is the
much higher price of Starbucks coffee products. As a general rule, Starbucks does not offer
promotional prices on its products, which tend to be higher than those of competitors (Wikipedia,
2006). As people grow older, they may be more conscientious to their spending. Regardless of
continued future growth potentials, Starbucks faces some drawbacks. In an effort to increase sales,
Starbucks started to print quotations on
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38.
39. Marketing Audit of Diesel
1. Introduction Since 1950s, Jeans have become and continue to be a staple item of clothing in
people's wardrobes as a medium representing stylish identity and identification (Kramer, KR, 2006).
People wear jeans for a range of occasions, from staying at home to going outside at a cinema,
restaurant or even a working place. As a report from Mintel states, during the year 2006 and 2010,
the percentage of adults who bought jeans had remained relatively stable with over half of them (
51%) purchasing at least one pair in 2010 (Mintel 2010). At a time when the number of brands
offering jeans has risen rapidly, Diesel, which has built an entire existence of passion, originality
and creativity, emerges as a strong competitor towards the ... Show more content on Helpwriting.net
...
The radical nature of all its products makes the awareness of its loyalists that Diesel is selling the
view that the world is a "single, boarder–less macro–culture" and a sense of involvement in the
premium, dynamic lifestyle rather than simply selling high–quality jeans.
2.1.2 Co–branding & collaborations Even though Diesel is extremely successful and influential in
the market of luxury and high fashion, it encounters the strong competition from Levi's, the market
leader, and pioneering companies who offer similar products like Lee and Wrangler. Unstable
environments, dynamic markets, intense competition, and high costs to enter new markets force
companies in various industries to adopt non–traditional, innovative branding strategies, including
cobranding, in an attempt to exploit their existing brand equity (Desai & Keller, 2002). In recent
years, Diesel has collaborated with different range of well–established manufacturers to produce
special edition items. This strategy usually provides a tool for differentiation that leverages brands
through the transfer of positive associations, such as brand–quality, image, or awareness, from one
brand to another (McCarthy & Norris, 1999; Simonin & Ruth, 1998; Washburn, Till, & Priluck,
2000). Diesel did co–branding with L'Oreal to launch a series of "Fuel for Life"
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40.
41. Marketing Audit Process
THE MARKETING AUDIT PROCESS
How is a marketing Audit conducted?
We recommend that the following simple three–step procedure be followed when carrying out a
marketing audit.
1. Setting the Objectives and Scope
The first step calls for a meeting between the student (the auditor) and a company officer(s) to
explore the nature of the marketing operations and the potential value of the marketing audit. If the
company officer is convinced of the potential benefits of the marketing audit, he and the auditor
(student) will then work an agreement on the objectives, coverage, depth, data sources, report
format, and the time period of the audit. A questionnaire covering the entire scope will then be
developed ready for the next stage
2. ... Show more content on Helpwriting.net ...
Marketing Environment Audit
By marketing environment, we mean both the macro–environment surrounding the industry and the
task environment in which the organisation intimately operates. The macro–environment consists of
the large scale forces and factors influencing the company's future over which the company has very
little control. These forces are normally divided into economic–demographic factors, technological
factors, political–legal factors, and social–cultural factors. The marketing auditor's task is to assess
the key trends and their implications for company marketing action.
However, if the company has a good long–range forecasting department, then there is less need of
need for a macro–environment audit.
The marketing auditor may play a more critical role in auditing the company's task environment.
The task environment consists of markets, customers, competitors, distributors and dealers,
suppliers, and marketing facilitators. The marketing auditor can make a contribution by going out
into the field and interviewing various parties to assess their current thinking and attitudes and
bringing them to the attention of management.
Marketing Strategy Audit
42. The marketing auditor then proceeds to consider whether the company's marketing strategy is well–
postured in the light of the opportunities and problems facing the company. The starting point for the
marketing strategy audit is the corporate goals and objectives
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43.
44. The Marketing Audit
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 " 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
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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 satisfaction 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 "slob" = "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 customer segments? Market share of each product or line? Stages in PLC of each product?
Which products account for largest proportion of sales and
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45.
46. Marketing Audit Approach
Marketing Audit Approach – IKEA
Marketing Audit Overview
"What is a marketing audit? Quite simply, it is a detailed analysis of the elements that constitute or
influence a company's efforts to profitably market its products– today and in future when both
market and products may undergo radical change" ( John, Alexander, & Theodore, 1969). The
marketing audit helps to understand the fundamentals of a company's marketing planning process.
Auditing is not only conducted not only at the planning stage and also conducted during various
stages until the implementation of the marketing plan.
Organization The selected organization for the marketing Audit is IKEA Group. As part Phoenix
University marketing course, the author of this ... Show more content on Helpwriting.net ...
Product – In terms of product, the author will perform an analysis among the IKEA competitors and
identify whether this product line is appropriate or not. Is this product line serves the customer
expectations? In addition, the author will provide recommendations on the changes should be made
in how the products are being handled where applicable and necessary.
Price – In terms of price, the author will analyze IKEA's pricing strategy to see what kind of pricing
strategy IKEA uses such as premium pricing or economy pricing, promotional pricing or value
pricing? IKEA always attempts to provide low prices. The author will analyze the pricing strategy
using links available at IKEA student webpage (How IKEA creates its low prices, IKEA products
are manufactured all over the world) and will provide an overview on how IKEA is able to achieve
low prices.
Place – This section of the document will evaluate IKEA's distribution process and the effectiveness
of the process. The data will be collected from IKEA's student website (Distribution – from supplier
to store). The analysis will include the distribution of products for store sales and internet sales.
Promotion – In terms of promotion, IKEA follows a marketing mix. The data for this analysis is
available in the student info website. Although the funding information is not readily available in
student website, the information can be gathered from
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47.
48. Costco Marketing Audit
Costco: Marketing Audit
I. Company Description
In September of 1983, Costco Wholesale Corporation began operations in Seattle, Washington. The
company was founded by James Sinegal, current President and CEO of Costco, and Jeffrey
Brotman, Chairman of the Board of Directors. In October of 1993 Costco merged with a Delaware
company called The Price Company to form Price/Costco, Inc. The Price Company was the first to
establish the concept of a membership warehouse. In 1999, the company changed its name to Costco
Wholesale Corporation and moved themselves back to Washington. Costco is currently one of the
largest retail stores in the industry.
II. Business Mission
Costco's mission statement is to focus on bringing high quality goods ... Show more content on
Helpwriting.net ...
Many retailers are setting limits and creating scarcity on products to entice their customers (Bick,
2007). For example, some retailers carry limited–edition items that are unique to their stores, then
stock those items for a given amount of time. Companies are also competing to find efficient ways
to lower operating costs. The ability to lower operating costs gives retailers a competitive advantage
over their competitors. Selling products over the web is another key trend in the industry. Costco
alone expanded their sales of 59% over the internet (Annual Report 2006).
Competitors
There are over 1,178 warehouse club locations that exist across the U.S. and Canada, including
Costco's North American warehouses. There seems to be a warehouse club in every major city, if not
several club operations. Currently, the leading stores in the category of warehouse membership
clubs are Wal–Mart's Sam's Club, Costco, and BJ's Wholesale Club (Lamb 409). Wal–Mart has
become the largest retailer in the world and has expanded further into many other food
merchandising formats. Other significant competitors that have emerged into the market are Target
and Kohl's. Low–cost operators selling single category narrow range of merchandise, such as
Lowe's, Home Depot, Office Depot, PetSmart, Best Buy, and Barnes & Noble, has significant
market share in their respective categories (Annual Report 2006). These stores can be known as
category killers to the market, they
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49.
50. Marketing Audit Of The Kathmandu Holdings Limited Essay
This report incorporated the detailed marketing audit of The Kathmandu Holdings Limited using
different marketing tools like PESTL and SWOT. Here, I have documented the company's internal
environment with supply chain network, store network, core beliefs, values, strengths and
weaknesses, the external environment by identifying opportunity and threats, using PESTAL tools.
Moreover, this document includes the analysis of targeted customer segments, key drivers of market
completion and stakeholders. To abridge the audit, Kathmandu having the core purpose to inspire
everyone for adventure and has core competitive advantage of their focused differentiated wide
product ranges for outdoor travel and adventure activities. This competitive advantage has enhanced
the key strengths the Kathmandu. Apart from that, Kathmandu has all–encompassing knowledge and
experience of apparel and equipment sector for outdoor travel and adventure. Moreover, efficient
supply chain, low cost production hubs, environmental actions and control over market price as
monopolist has strengthen the Kathmandu's brand image. The key opportunities identified for the
Kathmandu in free market economy are huge market for future expansion, possibilities for the new
product range using available of technology, infrastructures and high skilled manpower. On the
opposite side, the Kathmandu have weaknesses like limited target market, high labour cost due to
high skilled manpower, Moreover, currency exchange rates,
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51.
52. Marketing Analysis : Marketing Audit Essay
First of all I would like to thank you for providing this tremendous opportunity of expressing my
views on Marketing Audit. As we all know, Marketing Audit is a systematic, critical and appraisal of
the total marketing operation of the objectives and policies and the assumptions which underlie them
as well as the methods, procedures, personnel and organization employed to implement the policies
and achieve the objectives. It evaluates mainly three key areas i.e. external marketing environment,
internal marketing environment, evaluation of current marketing strategy. 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.
(http://kalyan–city.blogspot.in/2013/01/what–is–marketing –audit–defination–and.html)
As a market oriented organisation, we must start by asking–what is the nature of our customer? Such
as:
Their needs and how we satisfy them.
Their buyer decision process and consumer behaviour.
Their perception of our brand, and loyalty to it.
The nature of segmentation, targeting and positioning in our markets.
What customers 'value' and how we provide that 'value'?
What is the nature of competition in our target markets?
Our competitors' level of profitability
Their
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53.
54. Marketing Audit Sample
Marketing Audit Sample
Marketing Audit: BAE Systems Regional Aircraft Division
Overview of BAE Systems Regional Aircraft and Market
"BAE SYSTEMS has a proud heritage that dates back to the early days of manned flight and
wireless communications." (BAE Systems, 2011)
BAE Systems Regional Aircraft was a major manufacturer of aircraft such as the Avro family of
regional jets including the 146 and the Jetstream 31 and 41 as well as turbo prop aircraft.
These aircraft achieved much success especially in Europe and the US market as the regional airline
passenger market took off in the late 1980s and throughout the 1990s. However, despite the
favourable factors at play such as new regulations which liberalised the market through open ...
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The negative economic climate also resulted in much consolidation in the sector, through alliances
and merger as companies sought to try and improve their positioning through the difficult time
period. However, economic factors can also vary substantially at a global level, and while the more
recent economic pressures have impacted globally, there were some signs of growth from specific
country markets, especially in the emerging economies. Overall, however, the chart depicted below
highlights the impact in terms of global trade, which declined sharply during the period.
Source: IATA, 2010
Regional Aircraft was able to benefit from growth in many emerging markets and was able to place
a number of aircraft from its asset finance division as demand for aircraft travel increased in markets
such as Latin America, South East Asia and the Middle East. It has been particularly successful in
Peru and Indonesia which implies further revenue from servicing going forward. Whereas it has
become difficult to place aircraft in developed markets, primarily due to the age of the fleet as well
as its less–environmentally appealing
www.newessays.co.uk
Marketing Audit Sample attributes, despite growth in developing markets, many are still not able to
acquire newer type aircraft from Boeing or Airbus, for example, and so older fleets are much more
financially viable for them in both passenger and
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55.
56. Marketing Audit : The World 's Top Hotel Administrator And...
INTRODUCTION
Accor, the world 's top hotel administrator and business sector pioneer in Europe, is display in 92
nations with more than 3,500 hotels and 450,000 rooms which includes 160,000 employees. Accor 's
expansive arrangement of inn brands – Sofitel,Pullman, MGallery, Grand Mercure, Novotel, Suite
Novotel, Mercure, Aparthotels Adagio, ibis, ibis Styles, ibis plan and hotelF1 – gives a broad offer
from luxary to budget. The Group, which is situated in France, has been doing business for more
than 45 years. Its fundamental worldwide challengers include InterContinental, Marriott and
Starwood.
This assignment concentrates on both the HotelInvest and HotelServices side of the Accor Group
and and different analysis on the role of market auditing and and market planning.
MARKET AUDITING AND MARKET PLANNING
Accor would under take formal market auditing and market because it helps in the creation of more
market plan and also align itself for the comppetion more accurately . Marketing audit is a
systematic examination of a business's marketing environment, objectives, strategies and activities
with a view to identifying key strategic issues, problem areas and opportunities. Market planning is
meant to address the most important issue facing corporation or function. The organisaton examines
internal and external factors of its business and it utlises the output of market audit to outline the
future direction. Marketing planning is a simply series of coordinated activites that
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57.
58. Marketing Audit
Explanation of what a marketing audit is:
The purpose of a marketing audit is to review and appraise existing marketing activities and to look
at the way the marketing is planned and managed, giving the opportunity for a systematic
examination of each element of the organisations current marketing activity and achievements, and
to objectively evaluate the effectiveness of the organisations investment in marketing.
The marketing audit assists in the evaluation of the whole marketing activity, and provides the tools
to assess past and present performance to provide a basis for evaluating possible future courses of
action.
You are able to discover the strengths and weaknesses in relation to opportunities and threats you
face as an ... Show more content on Helpwriting.net ...
It will assist in assessing whether the organisation has the required capabilities, structure and
resources to pursue market opportunities and improve the market position.
Some of the benefits of an audit are to provide an in–depth picture of what you are doing; to spread
awareness throughout the business; build internal relationships; improve marketing efficiency and
effectiveness; and provide insight into the improvement of marketing planning.
The audit will enable senior management to discover the organisations strengths and weaknesses in
relation to the opportunities and threats faced in the marketplace, and assist in identifying more
effective uses of marketing resources.
Practical examples of how a marketing audit can assist an organisation:
AstraZeneca –internally they had only 35% recall of messages, so they couldn't expect any more
than 35% customer recall. This was a problem that was identified through a marketing audit that
obviously needed fixing.
Hiscox – the audit highlighted a gap in knowledge in some aspects of the digital space and also
reviewed the reporting process of results and analytics. This led them to change the reporting
process, which in turn led to them making their digital marketing campaign more measurable.
Hiscox were then able to attribute sales to specific activities,
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59.
60. Draft of New Zealand Marketing Audit
LETTER OF TRANSMITTAL
Taū Ke Solutions Ltd
2, Kereru Drive
Tiri Tiri Matangi Is
Rodney NZ 0930
24 May 2010
Mr Rob Fyfe
CEO
Air New Zealand
Auckland, New Zealand
Dear Mr Fyfe,
Regarding to your request of 1 August, I hereby affix our report conducting the marketing audit
regarding to implementation of company's marketing strategies. As been decided on the meeting of
the board of directors, we have put under special scrutiny the impact of an external and industrial
environment, current trends and an anticipated future opportunities and challenges in the market.
The report provides a research of the customer oriented strategy adopted by ASB Bank Limited and
significant impact of an information technology on this ... Show more content on Helpwriting.net ...
Specific ethical and social issues 4
3.1 Awareness 4
3.2 Information 4
3.3 Communications 4
3.4 Technologies 4
3.5
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61.
62. Essay about Bally Total Fitness Marketing Audit
Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers.
Bally's has approximately four million members and 420 facilities across the United States and
around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in
order to assess their total marketing program to see what was and was not working to increase
business. The following will summarize key findings of environmental aspects and marketing.
Finally, any recommended actions that may be considered for future planning will be discussed.
The environmental aspects that were considered for the Bally Total Fitness audit were
demographics, markets and competition. Demographic trends have shown that the older ... Show
more content on Helpwriting.net ...
Bally Total Fitness' objectives are reasonable and go along with their mission statement of being a
Total Fitness Resource. It is important that all levels of the company are aware of the objectives and
strategies that are being used to meet those objectives. While Bally's has been doing well at this,
they should never get complacent and always be attentive to what is going on with all of their staff
and all of their members. Effective training and constant evaluation of staff members will insure
top–notch customer service.
In short, Bally Total Fitness has been faring well in the fitness industry. First quarter results of 2004
have shown that net revenue has increased from the previous year's first quarter but by only 2%. By
more aggressive marketing this number can increase more by the next year. Both a market
penetration strategy and a market expansion strategy should be utilized to further this objective.
These strategies will ensure that current and potential consumers will be aware of the product Bally
Total Fitness has to offer. The current campaign says it best, "Every Body Needs Something" and
Bally Total Fitness has just what that body needs.
DEMOGRAPHICS
Of an estimated 30 million members to fitness centers in the United States, one out of five belongs
to Bally's. Bally Total Fitness mainly targets the 18–49 year old
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63.
64. Marketing Audits and Its Importance to an Organisation
Marketing Audits and its importance to an organisation
As of I am starting to write this essay, an historic and astonishing incident happened in US–Standard
& Poors first time downgraded American Federal Bonds form AAA to AA+. Look at the messed up
world economic picture––US is suffering from recession without any better signs, Europe is
struggling with debt crisis, only growth engine China is also slowing down. We are facing the
greatest uncertainty ever experienced before, as for economic society, walking away from this
desperate situation needs to review history and find appropriate tools, from an organisation's point
of view, one of the effective ... Show more content on Helpwriting.net ...
4/ Internal and external assessment – SWOT – PEST
The Marketing Audit Process and Participants likely to be involved
The marketing audit process proceeds with the following steps,
Firstly, setting up the audit objectives and scope, preparing relevant documentation, deciding time
period for the audit.
Secondly, gathering the data, conducting interviews and inquiries.
Finally, preparing the audit report, presenting conclusions and providing relevant solutions.
Bearing in mind, 'the most valuable part if the marketing audit often lies not so much in the auditor's
specific recommendations but in the process that managers begin to go through to assimilate, debate,
and develop their own concept of the needed marketing action.'–The Marketing Audit Comes of Age
by Philip Kotler, William T. Gregor and William H. Rodgers III
The participants likely to be involved cover all stakeholders including management levels, ordinary
staff, suppliers, dealers, customers even
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65.
66. Marketing Audit Guinness Nigeria
Scenario Diageo Africa is a £1bn net sales value, £300m trading profit drinks business that operates
in over 40 markets across Africa through various business models including publicly quoted
companies, joint ventures and licensed brewing arrangements. In Nigeria it trades under the name
Guinness Nigeria and will be referred to as such from this point. Over the past few years Africa has
been Diageo's most dynamic growth region, delivering the highest proportion of its global growth.
Guinness is by far Diageo's largest brand in Africa accounting for over 30% of the region's turnover
and profits. Moreover in the last few years it has consistently delivered double digit growth. Nigeria
overtook Ireland in 2007 as the second largest ... Show more content on Helpwriting.net ...
* The political environment in Nigeria is stable and will encourage more foreign investors *
"Research shows that political stability is a key component in the rise in beer consumption in
Africa," said Andrew Holland, drinks analyst at Evolution Securities, a stockbroker. "The fact that
the Nigerian market has grown so strongly has a lot to do with the relative civil calm." (The times
2009 Mathew Goodman) | Economic * A growing middle class with more buying power * GDP is
growing due to oil revenues * Continued private sector investment * "Nigeria is one of the top 10
fastest–growing drinks markets in the world" (Sarah Rundell 1/10/2009 African Business magazine)
* Nigeria has however been affected by the global downturn and this has affected Heineken owned
Nigeria Breweries business * Nigeria is attracting investment from foreign retailers such as 'Park n
Shop' | Social * In addition, there is a growing number of expatriate Nigerians returning home and
"bringing Western culture to Africa", (The Sunday Times) * Alcohol consumption is a social
activity. People rarely drink alone which reflects in a strong on trade market * Drinking is
traditionally done in bars but high crime rates mean that people are less likely to go out for the
evening for fear of
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67.
68. BSBMKG515A Conduct a marketing audit
Conduct a marketing audit
Unit Code: BSBMKG515A
Nareumon Yingpunyachok
BIC02393
A marketing audit is a function, in the context of management operations, by which the assessment
of the implementation of strategic marketing at tactical level is attempted. The application of
marketing audit results in testing the compatibility and comparability of the objectives, sought to be
implemented within the marketing strategy, with measurable targets which are achieved in reality.
This can be implemented through the presentation and analysis of results in different areas of
business operation which affect the application of marketing throughout the company. Thus, a
marketing audit is implemented in the following areas:
a) Marketing ... Show more content on Helpwriting.net ...
Potential or existing customers can consider product prices high, low or fair, thereby regulating the
active demand for the products of the company.
Also, it is necessary through the marketing audit to propose and develop a system for evaluation of
the distinctive properties of different products of the company, which play a decisive role in whether
these products will be commercially successful.
Ultimately, the main objective of the marketing audit should be to develop ways and methods–
proposals aimed at improving the skills and abilities of the personnel in the sales department of the
company, in order to promote the products and achieve the sales targets. This may mean the
provision of additional incentives and training, to the existing sales–force, and the recruitment of
new salespeople.
The above objectives of the marketing audit are not restrictive, since the implementation of the
initial objectives may differentiate when unforeseen problems arise, and it is necessary to solve
them.
Finally, we can say that the marketing audit, apart from focusing on a particular part of business
operations, should analyze and assess the effectiveness of the overall marketing function. From past
experience, it has been observed that problems arise in other areas of focus than the ones that the
marketing audit procedure seeks to evaluate.
Moreover, as a general rule of thumb, on top of identifying problem areas, the aim of marketing
audit should be to propose solutions and
71. Marketing Audit of Bic
Marketing audit BIC
* INDEX 1 MARKETING STRATEGY AUDIT 4 1.1 Business Mission 4 1.1.1 The company's
mission, vision and values 4 1.2 Marketing Objectives and Goals 5 1.3 Strategy 6 2 Product strategy
audit 8 2.1 BIC's product mix 8 2.2 The product lines and their "augmented level" 14 2.2.1 FAQ 15
2.2.2 Contact us 15 2.3 Comparison of BIC's product mix with its 2 main competitors'product mix
18 2.4 Expansion Strategies 20 2.5 Areas that need improvement considering individual product
decisions, product line decisions, product mix decisions and branding strategies 24 3 The pricing
strategy audit 24 3.1 The investors' relations section of BIC web page 24 3.1.1 Pricing objectives 24
... Show more content on Helpwriting.net ...
Secondly, they want to continue to invest in the brand across all areas, which strengthen their
position and pave the way for future growth in some countries like Australia, Russia and Brazil.
Thirdly, BIC is among the top 20 French companies for including sustainable development in their
business strategy. For the upcoming year, they want to continue to develop products with
environmental benefits in order to display their eco values on their packaging and to implement their
policy of excellence in the factories while reducing CO2 and developing their employee's skills. In
parallel, they will pursue their commitment to enabling their consumers to make responsible choice.
Finally, they will keep conquering market shares in developed and developing countries by
combining quality with low prices. * How BIC guides the marketing planning and performance
measurement
We think that they have stated clearly the marketing planning and performance measurement
because in its annual report and in its sustainable development report we found the marketing
activities (e.g., e–marketing, promotional items, express yourself stationery marketing) that the
company has done and it will continue doing, and their corresponding benefits and results. * The
marketing objectives given the company's competitive position, resources, and
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72.
73. Essay on Marketing Audit Lite N' Easy
Marketing Audit: Lite n' Easy
Table of Contents
1. Executive Summary 4
2. Introduction 5
3. Relevant Environments 5
4. Competitive Situation Analysis 7
5. SWOT Analysis 8
6. Position on the GE (General Electric) Grid 9
7. Market Research Needs 10
8. Consumer Behaviour Issues Relevant To The Purchase And Consumption Of Product 12
9. Target Segments and Core Benefits 14
10. Positioning Strategy 16
11. Product and Branding Strategy 18
12. Pricing Strategy 20
13. Distribution Strategy 21
14. Promotion Strategy 22
15. Customer service and relationship activities 24
16. Implementation Issues 25
17. Conclusion 29
18. Bibliography 30
19. Appendix
A. Interest rate table
B. Petrol and crude oil prices
C. Malow's hierarchy of ... Show more content on Helpwriting.net ...
Discretionary income is "what is left of disposable income after paying for necessities" (Quester et
al, 2007, p. 744). Because of the characteristics of the services provided such as comfort level
offered (i.e. home delivery), customers tend to be loyal and stay longer with the program.
Company: Lite n' Easy, an Australian–owned company, has been providing their services for over
15 years. Owner, Graham Mitchell designed a weight–loss program in which customers have the
conveniences of healthy, home–delivered meals. As part of the weight–loss program, Lite n' Easy
offers personal fitness and dietician counselling to their customers. According to Lite n' Easy, "the
combination of superb quality food, great value for money and the convenience of having
everything done for you and delivered to your door" (Lite n' Easy, 2007) is the source of their
74. success. Competitors: Competitors are "other organizations either offering or with considerable
potential for offering rival products or services" (Bartol, Tein, Matthews, Ritson, Scott–Ladd, 2006,
p. 496). The weight–loss industry is competitive, however only Lite n' Easy offers home–delivery,
which differentiates it from other leading competitors. Of the many competitors, Jenny Craig is the
main market competitor due to their similarities in weight–loss program and limited delivery areas.
3.2 External Marketing Environment
Lite n' Easy's
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75.
76. Marketing Audit Report
Marketing Audit Report on Hot n Spicy– Group Case Study
Submitted by:
Zhang Lin (4341958)
Saltanat Yelgonova (4630014)
Waqas Nadir (4634305)
Sara Al Zaabi (4619961)
Sagar Patel (4632618)
Submitted to:
Dr. Prakash Vel
University of Wollongong Dubai
1
Table of contents
1. Executive summary ......................................................................................................................... 1
2. Introduction to the restaurant industry ............................................................................................ 1
3. Research methodology ................................................................................................................... 1
4. Company 's profile ... Show more content on Helpwriting.net ...
9
9. Marketing Mix Strategy .................................................................................................................. 9
9.1 .Product ....................................................................................................................................... 10
9.2 Price............................................................................................................................................ 11
9.2.1 Perceived–value pricing ............................................................................................................
11
9.2.2 product bundlpricing..................................................................................11
2
9.2.3 Mix pricing strategy ............................................................................................................. 11
9.3 Promotion .................................................................................................................................... 12
9.4 Place ............................................................................................................................................ 12
9.5 People .......................................................................................................................................... 13
79. Marketing Audit: Peace Memorial Hospital Essay
Name goes here MKT/551 Professor Joe Zimmerman Marketing Audit Overview May 31, 2011
Table of contents page Case Study: Peace Memorial Hospital: Downtown health Clinic
.......................... 3 Executive Summary ................................................................................ 3
Environmental Aspects ....................................................................... 5 Demographics
................................................................................ 5 Politics ... Show more content on
Helpwriting.net ...
As a result of these concerns, the hospital's Administrator, Dr. Mahon instructed Sherri Worth, the
Assistant Administrator, to conduct a research. The results of the research confirmed that the PMH
needed to build an ambulatory clinic in the downtown area. The main objectives of this new addition
was to increase PMH's referral base, to increase referrals of privately insured patients, to liaise with
business community and to become self–supporting in three years after opening. The DHC was
realizing most of its objectives when Worth heard that someone was conducting a survey to
determine whether there is a need to construct another clinic directly north of the DHC offering very
similar services. Upon informing PMH's administrator Dr. Mohan, worth had to report on DHC's
performance to date to see how they can compete for patients in the event of possible competition.
After her presentation she was asked to draft an analysis of DHC's position and to specify and
evaluate alternatives in the case of competition for its services. The marketing audit can be defined
as a systematic examination of a business's marketing environment, objectives, strategies, and
activities (David Jobber). An audit is used to identify key strategic issues, problem areas and
opportunities. If a business wants to put in place a plan of action to
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80.
81. Marketing Audit Of UNIQLO
Marketing Audit of UNIQLO
1. Introduction
UNIQLO is the abbreviation of "Unique Clothing Warehouse", a Japanese casual wear designer,
manufacturer and retailer which provides consumers with the business philosophy of " low price,
quality assurance ", and achieved remarkable results as world's top apparel retailer. UNIQLO plans
to have 100 fresh stores annually in China while many other retailers have retarded store openings
on account of China's slowing economic growth (Doland, 2015). This report, therefore, will set out
to evaluate UNIQLO's marketing strategies in China, with a particular focus on the importance of
pricing, development of product and the need for precise positioning.
2. The SWOT analysis of UNIQLO
SWOT analysis is a scientific ... Show more content on Helpwriting.net ...
Owing to the successfully accomplishment of " low price, quality assurance" and excellent online
sales channels, UNIQLO sees itself as nicely positioned to weather the China's slowing economic
growth (Roxburgh, 2016). Meanwhile, serious competition with other apparel retailers is the
primary obstacle to the development of UNIQLO. In the view of Zhu (2013), the Chinese market is
massive, diverse, and has enormous potential. For the sake of truly thrive in this market, there is a
need for foreign brands authentically understand the changing characteristics of Chinese customers,
and establish quality products and services to satisfy their requirements. One recommendation is
because this report use the SWOT analysis and Marketing Mix to assess UNIQLO's marketing
strategies in China, it is worthwhile for further researchers to utilize other marketing tools to
evaluate UNIQLO such as Porter's Five Competitive
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82.
83. Starbucks Marketing Audit
Marketing Audit: Starbucks Coffee Shops, Environmental Aspect Section
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
The 3 elements for Starbucks Coffee are:
I need each element and each question in the element answered (using at least 5 references) This is
about Starbucks Coffee Shops and their Environmental Aspect section of a marketing audit.
Conclusion.
1) Culture–––how have attitudes towards business in general, the industry, and the organization
changed? Have attitudes toward environmental protection had either a positive or negative impact
on the organization or brand? What other cultural phenomena had an impact? What adjustments
have been made? Have they succeeded? What additional ... Show more content on Helpwriting.net
...
Several online activism groups maintain websites criticizing the company 's fair–trade policies,
labor relations, and environmental impact, and holding it as a prime example of what they see as
U.S. cultural and economic imperialism. Branches of Starbucks have been attacked by protestors,
such as those against the WTO (see also WTO Ministerial Conference of 1999 protest activity).
(Wikipedia)
It has also been criticized for quotes on cups
In 2005, the company began to print quotations on its paper coffee cups. One of these drew criticism
from fundamentalist Christian groups including Concerned Women for America who seek to "bring
Biblical principles into all levels of public policy".
Thus Starbucks has to treat the environment with respect to leave little waste for the environment to
consume, have efficient processes, low energy costs, high degree of recycling, high product quality,
high social standing and high levels of customer satisfaction. It becomes a Win–Win Strategy for the
Starbucks enabling it to improve its environmental or cultural record while reducing costs and/or
increasing competitiveness and productivity.
The corporations, which serve their employees, enjoy high degree of employee loyalty that goes
beyond the employee–employer relationship. Employees are obviously most productive when they
do the work in a clean & safe environment, are respected for their work, are suitable rewarded and
the remuneration are fulfilling, are empowered
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84.
85. Conduct a Marketing Audit Major Assignment
Student Name:_____________________________
Student Number:___________________________
INTERNATIONAL PROGRAMS
Conduct a Marketing Audit
BSBMKG515A
Assignment
This assignment comprises 60% of your final mark in this unit.
Assignment
|Competency: |Conduct a marketing audit |
|Code: |National : BSBMKG515A |
|Title of Report: |Conduct a marketing audit – Aussie One Travel Agency ... Show more content on
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– Identify the form of a marketing audit |
| | |
| |4. – Conduct an internal marketing (self) audit |
| | |
| |5. – Prepare a marketing audit
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86.
87. Marketing Audit Project/Keebler Company
Technology: Keebler Company is the first consumer packaged goods division, to utilize the artificial
intelligence program. This technology interacts with consumers through instant messaging,
mimicking natural conversation to provide recipes based on a person 's stated preferences and mood.
Moreover, the program was created by Active Buddy, which has launched other interactive agents
such as: Smarter Child, Austin Powers and Elle Girl Buddy (Keebler Recipe Tool. Com). In
addition, Keebler made the decision to purse an instant messaging program based on three factors:
the increasing popularity of instant messaging, the need for a cost effective way to add frequency to
the company 's traditional marketing communications, and the need ... Show more content on
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Has the purchasing process changed" The pricing process has changed after the acquisition of
Keebler by Kellogg 's. The current product line of Keebler produces under the umbrella of Kellogg
's, has to maintain its status within the organization. Many of the Keebler product lines has been
discontinued due to the amount of liabilities the company has after acquisition. Is there a clear
understanding of customer wants and needs? Yes, the understanding is clear to what the customers
want and need. The customers want and need quality healthy product at a reasonable price. Are there
different market segments? Yes, the marketing segment can be different. As far as, how the company
would line is good. Keebler has already established its brand name within the industry. Therefore, it
would be costly for Kellogg 's to change the name of the product and redesign its packaging. Are
there emerging market segments? Kellogg 's is trying to introduce the Keebler product
internationally. After, analyzing the culture of different countries Kellogg 's has research the cultures
of the countries that are trying to introduce it product. The company has decided to test one line of
the Keebler product internationally (which is the cracker). Have they succeeded? The Keebler
cracker product has not been successfully marketed internationally as of yet. What other changes are
being contemplated?
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