Marketing Audit Essay

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Assessment task 2 Rose is looking for a variety of methodologies to be used in marketing audit including one on one interviews with the key participants use of customer focus groups that she could facititate and research of data available for market research firms and government agencies. Mario was happy to meet me to discuss the business and marketing performance of Sarto’s Gourmet Pasta and also invited his accountant Eric Yeung, to the meeting to help with answering some of the financial matters. Mario also explains one of the competitors Stella’s , who bad built a large 30 seat outdoor eating area and that it seemed to be full every time he went past and looked in . also one of the franchise chains Pasta Bıte, had opened up in the adjacent suburb giving the local customers greater options in pasta. Marketing Audit The marketing audit is basically a structured analysis and review of your current marketing activities carried out through an examination of your marketing strategies, tactics and objectives. The audit is also undertaken to highlight problem areas and identify opportunities with a view to recommending a plan of action to improve the overall marketing performance for your company. External Marketıng Audıt The external marketing audit takes into consideration the overall MACRO environment such as political, economic, social/cultural, technological, environmental and legal factors that may or may not affect your business activities. It also encompasses your competitive environment known as the MESO environment, i.e. what and who are you competing against and how could this threaten your current market share and position. By considering a variety of factors such as; substitutes that could replace your product or service, changes in consumer lifestyles and values; market size, growth and profits; major market segments, their expected growth

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