Marketing Audit for Adidas Australia: Objectives, Planning Process, and Philosophy

Running head: MARKETING AUDIT
MARKETING AUDIT
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Table of contents
1.0 Introduction..............................................................................................................................2
2.0 Marketing objectives................................................................................................................2
2.1 Marketing planning process.................................................................................................3
2.2 Marketing philosophy...........................................................................................................4
3.0 Background of the organization (Adidas Australia)...............................................................5
3.1 Origin of the company..........................................................................................................5
3.2 The quest of the company...................................................................................................7
3.3 Vision statement...................................................................................................................7
4.0 Buyer decision process...........................................................................................................8
4.1 Followed by 1st zone purchase behavior..............................................................................8
4.2 2nd time zone product delivery..............................................................................................9
4.3 3rd time zone post-purchase behavior..................................................................................9
5.0 5 gap model...........................................................................................................................10
6.0 SWOT analysis......................................................................................................................11
7.0 Conclusion.............................................................................................................................12
Reference list...............................................................................................................................14
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1.0 Introduction
Marketing is an essential part of management that helps to exchange the relationship
between marketers and consumers. Marketing aims to maintain customer satisfaction and
innovation in the workplace. It is also true that the concept of marketing is about the process to
satisfy the organizational objectives. Therefore, it can be said that marketing plays an influential
role in terms of developing a strong brand image on customers' mind. The purpose of this study
is to develop an effective planning process. Although the concept of marketing is easy, in the
case of implementation, the marketers face different types of challenges. Different customer-
centric approaches are being applied in case of developing marketing strategies. Marketing is
not only about promoting a product, but it is also about the process in which an external
relationship can be improved.
The purpose of this study is to identify the marketing objectives of Adidas. The different
planning process and marketing philosophy have been highlighted in this study. Through the
marketing audit, the background of the organization and mission have been discussed.
2.0 Marketing objectives
 To increase the sales revenue by 12% within the coming 5yeras?
 To develop the customer relationship for getting loyal customers
 To identify the challenges in product distribution process
 To retain right employees in the organization
 To identify measurable recommendations for dealing with the challenges
3×3 matrix objectives
Figure: Ansoff 3×3 matrix
(Source: Wen et al. 2014)
In the above diagram, 9 key components of B2B marketing process have been
highlighted. In case of managing the business marketing practices, depending on the new,
existing and expanded market, the business strategies of the organizations are being changed.
With an existing product in a new market, the company focus on developing the market. Partial
diversification strategy is being adopted when the new organization enters in the market with
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modified products. This is also being adopted when the company enter the expended market
with new product. Market Diversification strategy is being adopted in case of entering the new
market with new products. Market expansion strategy is being adopted in case of expanding the
business with existing products. Limited diversification strategy helps to expand the business
with modified products and services. Market penetration strategy is for those organizations
which develop a marketing strategy in existing market with existing products. Most of the cases
the organizations which have a strong brand image, follow this strategy. Product expansion
strategy is being followed by the organizations when the modified products are being developed
in the existing market. Product development is being followed in case of entering with the new
product in the existing market. In case of expanding its business in the Australian market,
Adidas may focus on Market penetration strategy. It is an existing organization in the Australian
market and products of the company is popular among the customers. In this case, it will be
easier for the company to increase its business revenue.
2.1 Marketing planning process
The marketing planning process can follow the typical template of the compound
process. It is true that the business planning process is being considered as the internal proves
of market communication.
The business plan:
In business planning, the mission of the organization is being clarified. Defining the
operating structure of the company short term, medium term and long term goals have been set.
The Well-crafted mission statements are being included in the business planning. As it is an
interactive process, therefore, in the business planning the business disciplines are being
discussed.
The executive summary
In the executive summary, the final draft of the assignment is being provided. Through
the executive summary, the critical factors in the business plan are being highlighted.
Purpose statement
In this section, the clear statement with strategic intentions is being discussed. Through
this statement, the mission of the plan is being provided using the strong key message. It also
helps to understand the value of the organization and provide the guideline to understand the
plan.
Situational analysis
In the situational analysis, an overview of the organization, the business environment
and the customers are being provided. It helps to understand the overall business situation in
the industry. Industry trends, sales and others factors are being clarified through the situational
analysis process. Organizational nature, assets, equipment, history and trademarks of an
organization can be understood through the situational analysis process.
Organizational objectives
It helps to identify the holistic statement, quantifiable and clear statement related to the
business plan.
Action plan
It is true that the strategic business plan helps to set the business objectives and
allocate the responsibilities to achieve the objectives. In case of an Action plan, the budgeting,
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