This presentation provides an overview of marketing audit, including its importance in influencing sales. It covers topics such as macro and micro environments, internal analysis, 4 P's (product, price, place, promotion), and a conclusion. Study material on marketing audit is available at Desklib.
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Marketing Audit Presentation
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Introduction Marketing audit is considered as systematic and comprehensive analysis of business marketing environment which can help to influence the people and increases the sale of organisation. For running a business it is important to analyse the environment internal and external that states which can affect the business.
Macro environment Macro Environment –This means an environment in relation external activities that arises while operating a business is considered as macro environment. This environment consider variousfactors such as political, economic, social, and technological affected the retailing industry which are as defined: Political: This factor considering government stability, tax rates, government regulations and other activities in relation to politics which may affect the business.
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Continue…. Economic:Thisfactorinvolvingeconomicgrowth,inflation,wagesrates, disposable income, and financing capabilities which might be affected the business. Social:This involving GDP, population growth, cultural trend, and demographics. The GDP rate of UK is increasing where Tesco is increasing their sales by offering the different products at retail cost that improve brand image.
Continue…. Technological:Thisfactorstating innovation,newtechnologyandothers activities that based on technology. Tesco is lagerorganisationusingthenew technologyintheirdistributionand marketing activities which increases buying behaviour of customers.
Micro environment Micro Environment –This defines as competitive analysis which is uses by organization to analysis the competition and maintain the productivity. Porter's five force: This framework is uses by industry to analyse the competition and then formulated strategies that helps to operate business. The analysis in context to retail industry is defined below: Bargaining power of buyers:This means how easy customers can negotiate the prices of products.
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Continue…. Bargaining power of suppliers:In UK, number of supermarkets are already exists who buys product at fixed prices from manufacturer. Threat of substitutes:The threat of substitute products which are selling by Tesco is low which can be opportunity for chosen organisation to increase the selling activities by attracting customers. Threat of competitors:In retail industry the competitor of Tesco are Sainsbury, Morrison,Asda, Lidl etc. that can be create a challenge for chosen industry to run business and face the competition.
Continue…. Threat of new entrants:In retail industry, threat of new entrance is low because to establish a super market at a location is difficult as there is need to arrange high range of resources, capital, funds and human resources which can be benefited to Tesco to increase their sales.
Internal environment Internal Environment:(a) a 5-Year Marketing Productivity Analysis examining the organisation’s Sales and Financial Performance over a recent 5-year period; Marketing productivity analysis:This is a tool which is uses by organisation to evaluate the performance of a marketing department in carrying out this role. This helps to measure the efficiency and selling activities of an organisation so profitability can be maintain.
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Continue…. The selling performance of Tescohasbeendefined through 5 year financial plans such as: Income stalemate of Tesco that states sales and revenues:
4 P’s Product- Product refers to the goods or services which are provided by the organizations to the customers in the market. Price- Price means the rate which is charged by the organizations for providing their goods and services to their customers.
Continue…. Place- Place refers to the location where an organization operatesandmanagesitsoperations.Tescooperatesat multiple locations all around the world and thus it makes sure that it is able to provide the right products and services to its customers. Promotion- Promotion means strategies adopted in order to ensure that the products and services reach the customers in an effective manner.
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Conclusion From the above presentation it can be concluded that marketing is main activity for any organization which influences people and increases the sales. PEST analysis is uses to identify factors that affects business. And Porter's 5 forces model showing the competitors which arises in market.