marketing audit plan Assignment

BSBMKG545 – ASSESSMENT 1
MARKETING AUDIT PLAN
Case Study “Sarto’s Gourmet Pasta”
Marketing Audit Summary Plan of Sarto’s Gourmet Pasta
A pasta restaurant based on Graceville, Sarto’s Gourmet Pasta, serves excellence pasta choices
with finely selected ingredients with addition of desert and sort of beverage including alcohol contained
drink in their menu. This report will present a marketing audit plan from Sarto’s Gourmet Pasta that
administer the internal and external audit. To measure the performance in the restaurant operation is the
purpose of this audit.
A. The Objectives of Marketing Audit
Marketing audit in Sarto’s Gourmet Pasta is purposed to collect evidence of information
to determine and report the level the marketing environment in terms of objectives, strategies and
activities of Sarto’s Gourmet Pasta to determine opportunities and problems that occur and
provide recommendations for action plans to improve restaurant performance. As a result, it will
determine the success of Sarto’s Gourmet Pasta.
Based on the inadequate function of the marketing organization in Sarto’s Gourmet Pasta
which causes a lack of innovations in marketing. Thus, in an increasingly comprehensive and
fluctuation in market business competition, it must be realized that future success will be largely
determined by the successful implementation of marketing audits.
The macro and micro factors of marketing environment will be elaborated as follow:
The Macro Environmental Factors:
Demographic Factors
Sarto’s Gourmet Pasta has the concentration of target market for the age of 20-50
especially for young worker nearby the restaurant and student pursuing high school or
higher education who enjoy fine restaurant. Other than that, there is evidence of the 10 %
elevation in Graceville area, apparently so does the income in the residents especially
families get rising. In which Sarto’s Gourmet Pasta targeted the population of Graceville
for around 46.000.
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Economic Factors
With financial prediction show that the number of jobless stay stable with 5.1%. In
addition, the number of employments will be assumed with an increase. By this point, the
rate of interest will also undergo a diminish that will result in more spare income that will
make more people to dining out that will give more opportunities for Sarto’s Gourmet
Pasta to attract more customer and increase their sales.
Political Factors
Government policy is one of factors that to be abide by companies. Therefore, work/life
balance that being introduce and exposed by the government has been seen as an
opportunity, because it is on the same page of Sarto’s Gourmet Pasta goal. In which, the
policy will trigger more working customer.
The Micro Environmental Factors:
Customer Behavior Factors
The relative demand in food presentation and neater eating course become a new
essential choice by the customer. The other need like wider range of menu, more exotic
and healthier pasta also become a trend preference by the customer. All the mentioned
factors have been set as the goals in Sarto.
Competitor Factors
Sarto need to secure its brand positioning by develop more products alongside with the
threat from growth in competitors either local or national restaurant competitor. If Sarto
want to draw attention from potential customer and gain more interest by their loyal
customer.
B. The Scope of Marketing Audit
The scope of this marketing audit by its area:
- Local Area in Graceville
- Pasta restaurants in Australia
The scope of this marketing audit by marketing strategies:
- To be able to achieve relevant and reliable quality, the financial statements need to be
audited by the auditor to provide assurance to users that the financial statements have
been prepared in accordance with the established criteria.
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