Marketing Audit for External Environment Analysis | Report

Running head: MARKETING AUDIT FOR EXTERNAL ENVIRONMENT ANALYSIS
MARKETING AUDIT FOR EXTERNAL ENVIRONMENT
ANALYSIS
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Marketing Audit for External Environment Analysis1
Executive summary
Chanel is a very popular company in fashion and industry and it has managed to maintain
their equal reputation in the fragrance industry. This report is developed to analyze all the
market strategies and possibilities to sustain their position and all the key challenge are
identified to finally conclude a solution for the company.

Marketing Audit for External Environment Analysis2
Table of Contents
1.0 Introduction..............................................................................................................4
2.0 MACRO analysis.....................................................................................................4
2.1 PESTEL analysis..................................................................................................4
2.1.1 Political.........................................................................................................4
2.1.2 Economic.......................................................................................................5
2.1.3 Social.............................................................................................................5
2.1.4 Technological................................................................................................5
2.1.5 Environmental...............................................................................................5
2.1.6 Legal..............................................................................................................5
3.0 MICRO analysis.......................................................................................................6
3.1 Markets.................................................................................................................6
3.2 Customers.............................................................................................................7
3.3 Competitors..........................................................................................................8
3.3.1 Porter’s 5 force analysis................................................................................8
3.3.1.1 Threat of new entrant.................................................................................8
3.3.1.2 Bargaining power of suppliers...................................................................9
4.0 Internal Analysis......................................................................................................9
4.1 strategy review.....................................................................................................9
4.2 Function Review..................................................................................................9
4.3 Productivity Review.............................................................................................9

Marketing Audit for External Environment Analysis3
5.0 TOWS and Strategic Analysis...............................................................................10
5.1 TOWS analysis...................................................................................................10
5.2 Key strategic challenges.....................................................................................11
6.0 Conclusion..............................................................................................................11
References:...................................................................................................................12
Appendices:..................................................................................................................14
Appendix 1: overview of the company....................................................................14
Appendix 2: PESTLE analysis.................................................................................15
Appendix 3A: Clients Segmentation........................................................................15
Appendix 3B: Porter’s 5 Forces analysis.................................................................16
Appendix 4A: 7P’s analysis.....................................................................................17
Appendix 4B: CBBE model.....................................................................................18