TMA 04 – Dibb et al. (2012) define a marketing audit as the ‘systematic examination of the marketing function’s objectives, strategies, programs, organization and performance’ (p. 690). In this TMA you are required to collect and report information that will assist in the development of a marketing
42456TMA-04
Task 1: Report [no more than 1,000 words]
Dibb et al. (2012) define a marketing audit as the ‘systematic examination of the marketing function’s objectives, strategies, programs, organization and performance’ (p. 690). In this TMA you are required to collect and report information that will assist in the development of a marketing audit for your organisation (or one you know well). You will need to prepare a report to present to the board. As part of your audience is not familiar with marketing, your report should provide a brief explanation about the type of analysis/items that you are using.
A: Your report should contain aspects indicated in Table 1 (as applicable) to present to the board.
Table 1: External and internal audit information
Information about the external marketing environment / External audit
Identify external factors that may affect the company’s performance/sales, that is, features and trends that create opportunities for, and threats to, the organisation. These may include:
Macroenvironmental forces: the political/legal, economic, socio-cultural and technological aspects of the external environment, ethics and the natural or ‘ecological’ environment.
Microenvironmental forces: customers/markets, competitors, suppliers, distributors, the media and the general public.
Information about the internal marketing environment / Internal audit
Identify internal factors that may affect the company’s performance/sales. These may include:
Sales (total, split by geography, industry, customer, product)
Market shares
Profit margins
Costs
Marketing information research
Effectiveness of marketing mix
Note: You may not have access to detailed information and figures. If that is the case, you may use approximate values.
B: Your report should also provide a reflective summary of the organisation’s current marketing position. You should include the following topics:
Product – what products are you selling? What is their market position? What are their competitors?
Place – where are you currently selling your product? How does this compare to competition?
Price – what pricing policy do you have? Do you discount? How does this compare to competition?
Promotion – what types of activities are you currently carrying out?
People – what types of guidelines/activities exist to enhance quality, recruitment, training (particularly if you work for a services company)?
Task 2: Essay [no more than 750 words]
Based on the information collected for the previous task, select one or two customer groups (or one individual customer) and write a short essay addressing the following topic:
Critically assess how well one particular marketing management concept or framework you learned about in Unit 4 could help your organisation to improve the level of satisfaction and develop a long-term relationship with that particular customer group(s) or organisational customer.
In this TMA you are required to make clear acknowledgement of materials and sources. Please make sure you follow the guidelines for academic referencing when referencing sources. It is recommended that you consult the Assessment Guidance for more information on appropriate referencing. Table of contents, appendices and references do not count toward the word count for this assignment.
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