The Marketing Audit - Download Ppt — Presentation Transcript
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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 Strategic issues (segmentation, positioning, competitive advantage) Marketing mix (7Ps) Marketing organisational structure and organisation • 4. Internal audit :Coca-Cola strategic objectives accelerate carbonated soft drinks growth, led by Coca-Cola 2. broaden the family of products, wherever appropriate e.g. bottled water, tea, coffee, juices, energy drinks 3. grow system profitability & capability together with the bottlers 4. creatively serve customers (e.g. retailers) to build their businesses 5. invest intelligently in market growth 6. drive efficiency & cost effectiveness by using technology and large scale production to control costs 7. enabling our people to achieve extraordinary results everyday. • 5. Internal audit: how to plot the portfolio matrix • 6. The BCG Matrix Assess the general level of growth in the product’s market Measure the market share relative to the largest competitor in the industry Decide whether there are enough strong products to support weak ones Is the portfolio balanced between existing strength and emerging opportunity? • 7. Coca-Cola: product/market summary • 8. Bottled water: size and segmentation. Look at each Market in turn and find growth rate • 9. Bottled water: brand shares
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 Strategic issues (segmentation, positioning, competitive advantage) Marketing mix (7Ps) Marketing organisational structure and organisation • 4. Internal audit :Coca-Cola strategic objectives accelerate carbonated soft drinks growth, led by Coca-Cola 2. broaden the family of products, wherever appropriate e.g. bottled water, tea, coffee, juices, energy drinks 3. grow system profitability & capability together with the bottlers 4. creatively serve customers (e.g. retailers) to build their businesses 5. invest intelligently in market growth 6. drive efficiency & cost effectiveness by using technology and large scale production to control costs 7. enabling our people to achieve extraordinary results everyday. • 5. Internal audit: how to plot the portfolio matrix • 6. The BCG Matrix Assess the general level of growth in the product’s market Measure the market share relative to the largest competitor in the industry Decide whether there are enough strong products to support weak ones Is the portfolio balanced between existing strength and emerging opportunity? • 7. Coca-Cola: product/market summary • 8. Bottled water: size and segmentation. Look at each Market in turn and find growth rate • 9. Bottled water: brand shares