Marketing Audit for Persil: Situational Analysis, USP, and Marketing Strategy

Individual Report

Executive Summary
Marketing is very essential function within business organisation and this has become
more important because of increased competition in industry and market. This report has
discussed about marketing and different elements of marketing for Persil. In this report
situational analysis was done through Pestle analysis and Swot analysis and these are two tools
for internal and external analysis of market and environment in which Persil is operating. In this
report other elements were also discussed which involved analysis of USP (Unique selling
proposition). This is very important for overall growth and success of marketing of Persil. Report
also involved some recommendations for goals and objectives of marketing and marketing
strategy of Persil.

Table of Contents
INTRODUCTION...........................................................................................................................4
Part 1................................................................................................................................................4
Situational Analysis.....................................................................................................................4
Pestle Analysis.............................................................................................................................4
Swot Analysis..............................................................................................................................6
Competitive Advantage (USP)....................................................................................................8
Current Marketing Strategy.........................................................................................................8
Part 2................................................................................................................................................9
Market Segmentation, Targeting & Positioning (STP)...............................................................9
Recommended objectives and goals for Persil..........................................................................10
Marketing strategies...................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
This report will undertake marketing audit that includes external marketing audit through
pestle analysis and internal marketing audit through SWOT analysis. SWOT analysis will
identify and determine strength weaknesses opportunities and threat. Followed by this report will
include analysis of competitive advantage or USP which refers to a unique selling proposition
along with evaluation of current marketing strategy. In second part of report segmentation
targeting and positioning of organisation will be analysed and on the basis of that objective and
goal for marketing will be recommended. On the basis of recommended objective and course for
organisation marketing strategies will be recommended based on marketing mix. This report will
contextualize Persil, German brand of laundry detergent that is manufactured and marketed by
Henkel around the world accept certain countries where it is manufactured and market bi
Unilever. Persil was introduced in 1907 bye Henkel and was also first commercially available
laundry detergent that combined bleach with detergent. On the basis of that is owned by two
organisations that is Henkel and Unilever and is available in international market.
Part 1
Situational Analysis
Situational analysis is a process that is aimed at evaluating internal and external
conditions that affect a business. Situational analysis helps in identifying current opportunities
and challenges for business and its products.
Pestle Analysis
Political- Political environment is effect of external environment that have significant impact on
business and its successful functioning in a market. Political environment includes politicians
and government in a country and decision making by Government and politicians have impact on
opportunities and challenges available for Persil (Perera, 2017). In context of political
environment in UK Persil have no challenges because political environment of UK stable and
this help in avoiding unnecessary complications in business function in because of unstable
political environment. However, Brexit is one of the elements of political environment that has