Marketing Audit Report

Marketing audit report

Executive Summary

Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Company/Brand background.......................................................................................................1
Macro Analysis............................................................................................................................1
Micro Analysis.............................................................................................................................5
Competitors Analysis...................................................................................................................6
SWOT Analysis...........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing audit is considered as the comprehensive, systematic, analysis, evaluation and
interpretation of business marketing surrounding, both internal as well as external, their
objectives, tactics, principles for ascertaining the problem areas and opportunities and to
recommend a action plan for enhancing the entity’s marketing performance. Moreover, it assists
in determining how effective the company’s marketing department is performing market
practices and obtain knowledge about overall performance of their business. The company that is
undertaken for this report is Marks & Spencer which is one of the well known British
multinational retailer which mainly deal in food products, home products and clothing. Its
headquarters is in London, United Kingdom and was established by Sir Michael Marks and
Thomas Spencer in year 1884. The topics which are going to be discussed in this report are
company or brand background, macro analysis and micro analysis. Moreover, competitor
analysis and SWOT analysis are also described in this report.
MAIN BODY
Company/Brand background
Marks & Spencer is known to be one of the leading and largest retailer firm which operates in
into huge market with various products. Moreover, it mainly deal in food products, home
products and clothing. Its headquarters is in London, United Kingdom and was established by Sir
Michael Marks and Thomas Spencer in year 1884. In addition to this, as of year 2020 there were
around 1, 038 stores which are located within United Kingdom as well as 481 other shops
situated across teh world. Across their business practices globally, firm employs about 75, 000
individuals among them major people are female. Additionally, they have board range of options
available
Macro Analysis
A PESTEL assessment offers a framework to research a company’s non-controllable outside
elements that have the ability to have an impact on its operations. By analyzing these, an
enterprise is in a better function to take into account probably implications and minimize any
future agency-associated danger. So, PESTLE analysis of Marks & Spencer are described below:
1. Political factors
1