Alternative options in conducting a market audit and strategic analysis

CUSTOMER
AND
INTERNATIONAL MARKET ANALYSIS

P 1.1 Alternative options in conducting a market
audit and strategic analysis
Marketing audit and strategic analysis:
Marketing audit is a method in which some essential data is
gathered and analysed with the assistance of information and
data gathered by internal and external climate of the business
and also involving information of corporation and economic
environment. Marketing audit is a survey method in which
organisation's marketing effort can be identified efficiently
(Taylor, 2012)

There are several alternative method of conducting a market
audit for Cadbury:
Outside audit: In this method the company can conduct an
audit from outside of the organisation by including
company's professionals and consultant of some marketing
agencies. They provide appropriate suggestion about
preparing specific marketing plan. With the help of them the
business audit can assess their marketing performances in
the market effectively.

Task force audit: In task force audit approach, Cadbury
company can appoint their employee in order to conduct a
marketing audit effectively within the business. Each
professionals in the audit must be in highly skilled (Maklan
and Klaus, 2011).
Self audit: In this method, Cadbury can appoint the marketing
manager to conduct a proper marketing audit in order to make
strategic marketing plan for the business and also they also
conduct a marketing plan themselves at the workplace in order
to examine their organisational marketing performance in the
industry.