Marketing Audit: Presentation and Research Log

This document provides insights into marketing audit, including the preparation of a PowerPoint presentation and research log. It discusses the analysis of a company's marketing environment using PESTEL analysis and Porter's 5 forces model. The document also highlights the importance of marketing productivity analysis and the inclusion of relevant references. It offers valuable tips for approaching marketing audit projects and designing creative presentations.

Marketing Audit
Presentation and
Research Log

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 2............................................................................................................................................1
Research Log...............................................................................................................................1
Evidence of contribution..............................................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................4

INTRODUCTION
PART 2
INTRODUCTION
Marketing Audit refers to a comprehensive evaluation and analysis of the marketing
environment of an organization so that the managers of the company are able to take effective
decisions related to the marketing aspect in a highly effective manner (Chen and Yang, 2019). In
this essay, reflection will be made on the preparation of a PowerPoint Presentation concerning
the company on which the research is being done.
Research Log
As a student studying in the university, I was given the project on Marketing Audit. I had
never worked on this project before and this was a completely new learning experience for me.
The assignment also involved preparation of a PPT in which Marketing Audit Analysis of a
company had to be done.
Thus the project required that I had to select a particular company. After doing some
research, I finally settled on Tesco. It is a British Company which deals in groceries and other
related consumer products. It provides various types of goods and services to the customers. For
the preparation of the PPT I had to analyse the topics on which I would be conducting my
research on.
Marketing Audit Analysis of an organization requires performing a Macro Environment
analysis. For this purpose I selected PESTEL analysis which is quite helpful in identifying the
external factors which affect a particular organization. I used it on Tesco by performing analysis
and interpretation. I researched on this topic on the internet and thereby used it effectively. I had
to select it because it is important for the purpose of gathering and using the right information
regarding the external environment of the organization.
While performing Marketing Audit Analysis it is important to consider Micro
Environment of an organization. Therefore I had to select Porter's 5 forces model for this
purpose. I researched on the internet on this model to gather relevant information and used the
model on Tesco. The reason for selecting this model was that it gives relevant insights into the
forces affecting an organization's strategy in the market.
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Marketing Productivity Analysis is performed by the organizations so that they are able
to ensure that how much productive the marketing department has been in ensuring that the goals
and objectives have been met. For performing this analysis I researched on sales and financial
performance of Tesco. I also analysed the 4 P's of marketing of the company. Further, the
relevant references also had to be included as a part of the PPT. Thus in this way I was able to
complete the PPT.
Evidence of contribution
While undertaking this presentation, I learned a lot about how these type of projects must
be approached and the techniques which can be adopted to ensure that they are completed within
the set time-limit.
I can say that undertaking the marketing audit of a company requires researching,
analysing and interpreting the given relevant information in an effective manner. Thus in this
way the information can be used in an effective manner. I learned that by undertaking a
marketing audit a student can make sure that the information regarding company's marketing
plans can be analysed.
I also found the requirement of analysing the relevant information concerning the
financial performance of an organization. Thus by performing this type of analysis the right
information can be analysed and the recommendations and conclusions can be found out. In this
way the firm is able to frame the marketing plans which can take them towards the route of
achievement of sustainable success in the future time period without problems and issues.
Planning, Researching and Designing the presentation requires a lot of effort on the part
of a student (Xia, 2018). It has to be ensured that the presentation is creative and attractive so
that the attention of the viewer can be engaged in an effective manner. While designing the PPT I
ensured that I used some images to make the presentation look more creative. However in the
future if given a chance to work on this project again I would like to make sure that I can make
the PPT more attractive and eye-catching so that viewers can be engaged and I can get good
marks in my assignment.
CONCLUSION
From the above report it can be concluded that marketing audit is helpful in the overall
analysis of the marketing of an organization. By creating a research log information regarding
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research sources can be shared. By providing an evidence of contribution the information
regarding self-reflection made can be provided in an effective manner.
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REFERENCES
Books and Journals:
Chen, H. C. and Yang, C. H., 2019. Applying a multiple criteria decision-making approach to
establishing green marketing audit criteria. Journal of Cleaner Production. 210. pp.256-
265.
Xia, X., 2018. Assessment of marketing management performance audit practices of tourist
destinations. International Journal of Tourism Policy. 8(2). pp.147-171.
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Appendix-
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