Marketing and Internal Marketing Audit Essay

Submitted By MINIproject5
Words: 639
Pages: 3
Open Document
Business and the Business Environment
FC009
Summer 2013

The Marketing Plan

Below you will find the heading for a framework to aid you in preparing the group coursework report.

It is strongly recommended that you read the course text-book, the recommended supplementary book list and any relevant academic/professional resources in order to learn about the marketing planning process and framework in more detail, as the information included here is meant to serve as an introduction/overview only.

The Marketing Plan (proposed specifications) 1. Executive Summary
The executive summary describes the report’s objectives, major findings in relation to the analysis of the market, and strategic recommendations. It is designed to provide a busy reader with the major issues contained in the report. The executive summary allows the reader to gain insight to key outcomes without having to read all of the report. Bullet-points can be used to present the key points in the executive summary. 2. Business and industry background
A brief description of what your company is about and what is planning to do accompanied by a description of the relevant industry for your business. 3. Environmental Scanning
The environmental scanning is an essential part of the marketing plan as it based on auditing the external and the internal marketing environment of a business. It is a systematic examination of a business marketing environment, objectives, strategies and activities, with a view to identifying key strategic issues, problem areas, and opportunities. It provides the basis upon which a plan of action to improve marketing performance can be built. The external marketing audit focuses on the macro-environment and the micro-environment (mainly customer analysis and competitor analysis) of your business.
The internal marketing audit focuses on the activities and performance of the company in the light of the external marketing environment. You are not expected to present a lengthy discussion of these issues in your group project, as you are using a fictitious company and the only information you have on the company derives from the scenario. It is expected that SWOT analysis will provide you a good basis to evaluate the strategic position of the business by identifying its strengths, weaknesses, opportunities and threats.
In relation to the internal marketing audit, the SWOT analysis provides a simple method of synthesizing the results of the marketing audit by summarizing the company’s strengths and weaknesses as they relate to external opportunities and threats. Strengths and weaknesses will derive from the analysis of the internal marketing audit and micro-environment.
Show More

Related Documents: Marketing and Internal Marketing Audit Essay

Essay on Mr Jan

conduct a marketing audit * Top Article * All Articles 1 of 1 by Nicole Selley * Created on: May 03, 2009 So you are ready to prepare a marketing audit for your business? Right, so where should you start? Having to carry out a marketing audit can seem a daunting process, but if you approach it in a structured manner, you will have it completed in no time. And it will help you to move your marketing activities forward to support your business to succeed. Your marketing audit will…

Words 839 - Pages 4

Essay about Dulux

market demand they also launched special effects paints and at cheaper cost to consumers. The entrance of competitor turned the sale of Dulux products down. As Marketing Consultant this is a report to Marketing Manager, stating the Marketing Audit, SWOT analysis, segmentation, branding and positioning. This report gives a brief idea to marketing manager about what are the weakness and how he can make his company overcome that weakness.…

Words 1743 - Pages 7

S,; Fmg; Lasdfkg Essay

marketing plan 3-schedule carrie David | 1) Marketing Implementation a.Structural Issues –all parts b.Tactical Marketing Activities - Product Activities 2) Implementation Schedule and Timeline-products 3) Formal Controls - Overall performance standards 4) Formal Controls -Product performance standards | Apr.01, Mon | Tim | 1) Tactical Marketing Activities- Pricing Activities 2) Formal Controls - Describe the types of input 3) Formal Controls- Price performance standards…

Words 1152 - Pages 5

Marketing Planning Process Essay

Marketing Planning Process Improving Honeymoon Service “It’s only for you” Table of Contents Executive review 3 Rational for the chosen scenario 3 1. Task one: Marketing Audit 4 1.1 SWOT analysis 4 1.2 PESTL analysis 5 1.3 Competition Analysis 6 1.4 Travel Market Analysis 7 2 Task Two Marketing Plan 8 2.1 Key points from task one 9 2.2 Marketing Objectives 9 2.3 Strategy 10 2.3.1 Segmentation 10 2.3.2 Marketing targeting 11 2.3.3 Positioning Statement 11 2.3…

Words 597 - Pages 3

Lord: Marketing Plan Essay

A Basic Marketing Plan Taken from Burkwood, M (2010) Essential Guide to Marketing Planning, Second Edition. FT Prentice Hall.pp. 15 Please note that this is for illustration and the content of your marketing plan must also encompass those factors listed in the assessment marking criteria in the module guide. Table 1.2 Contents of a Typical Marketing Plan |Section |Purpose | |Executive…

Words 325 - Pages 2

Poundland Analysis Essay

South Thames College of London Strategic Marketing Management Unit 7 (CH004/TF9BA) Assignment Submission Document LIONEL BRICE MOCHE…

Words 3912 - Pages 16

Hollate Spring 2015 Essay

event that shareholders should know about International company (US and Canada) ICFR - Must have internal audit function Periodically evaluated internal controls for each division and selected sites for testing on a rotating basis mainly tested from an operational perspective rather than financial reporting Reported directly to the CFO and audit committee chair Under COSO framework, effective internal control system components are derived from the way the company is managed day to day tone at the…

Words 714 - Pages 3

Strategic Marketing Management Essays

McDonalds | MARKETING MANAGEMENT | Strategic Approach towards Marketing | Contents 1. Introduction 3 2. Planning principles and range of tools and techniques used at McDonalds 4 2.1. Planning principles and Processes used in development of Marketing Strategy for McDonalds 4 2.2. Porter’s five forces model determining the strategic options 6 2.2.1. Threat to new entry: 7 2.2.2. Threat to substitute products: 7 2.2.3. Bargaining power of the customers: 7 2.2.4. Bargaining…

Words 3498 - Pages 14

Essay about Marketing and Health Care Systems

2012 Marketing and Health care Systems The central concept of marketing is the exchange of something of value between the provider and the purchaser. Determining what the consumer need, want and desire and delivering it better than the competitors is the goal of marketing (Longest, Rakich and Darr, 2000). Healthcare is becoming more business oriented and using marketing tactics to increase consumer use of the services and products the health care system offers. Ensuring marketing of the right…

Words 1152 - Pages 5

Essay about Marketing Lecture Notes 2013

Course Profile MARKETNG 7005 FUNDAMENTALS OF MARKETING (M) 1. GENERAL COURSE INFORMATION 1.1 COURSE DETAILS Course: MARKETNG 7005 Marketing Principles (M) Coordinating Unit: Business School, Faculty of the Professions Teaching Period: Semester 1 Level: Postgraduate Coursework Location/s: North Terrace Units: 3 Contact: Up to 3 hours per week Prerequisites: Not applicable Corequisites: Not applicable Incompatible: Not applicable Assumed Knowledge: Not applicable Restrictions: Not applicable…

Words 4834 - Pages 20