Marketing Audit for Sarto's Gourmet Pasta

1

Contents
Assessment Part A: Written Report............................................................................4
Assessment description:.......................................................................................... 4
1. The purpose of the marketing audit, including details about micro and macro
factors that may affect the marketing operations and strategic goals and refer to
the marketing plan..................................................................................................... 4
- The analysis of the initial campaign goals so you can adapt and succeed.......4
- Assess what’s worked, and what hasn’t............................................................4
- Exposure to new ideas and different strategies.............................................4
- In-depth insight into your competition...........................................................4
2. The scope of the marketing audit that is required...............................................5
3. The methodology required to be used in conducting the audit and when the
audit could occur for the organisation........................................................................6
4. Timeframes for audit in line with the marketing plan..........................................8
5. The participants to be involved in the conduct of the audit and what their
involvement would require (their role).......................................................................8
6. The main characteristics of the marketing audit and how they meet the audit
priorities for the organisation..................................................................................... 9
7. The format of the marketing audit, and the main elements to be included.......10
8. The form of marketing audit that best meets the requirements of the marketing
plan. Describe at least one other form and explain briefly why it is not appropriate
10
Provide a few written dot points for each of steps a-h above...................................10
................................................................................................................................. 11
Part B Written Report............................................................................................... 12
1. Read the case study information provided above and use it to write a short
description about preparing to conduct your marketing audit.................................12
a. Determine criteria to be used in external audit, such as market
characteristics, customer needs, and competitor factors......................................12
b. Determine both qualitative and quantitative factors to be used in the external
marketing audit, including:................................................................................... 12
c. Determine criteria to be used in internal audit such as:.................................12
d. Determine a methodology for collecting data in accordance with plans for
audit developed in Assessment Task 1 and relevant to the criteria and factors
determined in Steps 2-4. Include a number of methods for collecting both
quantitative and qualitative data relevant to internal and external audit, including
interviews and digital searches.............................................................................12
2

2. Write a short description of your methodology as determined above for
submission to your assessor..................................................................................... 13
3. Prepare interview questions or focus questions to be put to a focus group.......14
4. Conduct your qualitative and quantitative data in an appropriate format, such
as a spreadsheet, following your methodology........................................................14
3

Assessment Part A: Written Report
The marketing plan
The mission of Sarto’s gourmet pasta is to provide customers with the best
quality meal with an exuberant dining experience. The marketing objective is to
maintain a steady and positive growth throughout the month and extended the
consumer base and the number of loyal customers. The company targets different
segments of the population: individuals who dine by themselves, families that dine
out together every once in a while and people who prefer take-outs for dining at
home. The Sarto’s gourmet pasta intends to direct the age group of 25-50 in its
current marketing campaign. The Graceville area is the immediate geographic
target of the company. The marketing plan aims consumers with an income over
60,000 dollars, prefer elite restaurants and eats out several times a week.
Micro and macro factors that might affect the marketing operations
SWOT Analysis:
Strengths- The retail space of the company is good and bright, and the
relationship with vendors are quite strong. Gourmet Pasta offers ready supply of
organic foods and enjoy excellent customer royalty among long-term customers.
The staff is highly efficient and the food exceeds expectations in term of taste and
presentation.
Weaknesses- the marketing budget of Sarto’s is limited which hinders proper
awareness of the brand. Brand equity is another aspect that Sarto’s lacks, it is
continuously struggling to appear as cutting edge.
Opportunities- A significant ratio of the target market is not aware of the
existence of Sarto’s gourmet pasta. The family business can increase the
opportunity of sales. Sarto’s will be able to extend its networks widely over
numerous revenue centers during this expansion and also be able to decrease the
costs in individual stores.
Threats- Local restaurants give Sarto’s a tough competition with their exotic
offerings at cheaper prices. Graceville has new gourmet pasta chains soon arriving
at markets. Moreover, the economic slump might compel customers to reduce their
eating out habits.
4
A