Marketing Environmental Audit

This presentation provides an analysis of the internal and external environment factors for a start-up tourism business named Kexmon Travels Ltd. It covers marketing essentials, SWOT analysis, market segmentation, and marketing communication mix.

Marketing Environmental Audit
Title: ( Business Name )
Name of the Students and ID Number
Lecturer Name:
30/08/2024

Executive Summary
Marketing in the context of business implies to systematic process
of identification of potential customers and attract them towards
product or services by applying techniques like advertisements,
promotions etc. This report summarises an analysis and
identification of internal and external environment and factors in
the context of a start-up business of tourism named Kexmon
Travels Ltd.
30/08/2024

Table of Content
• Executive summary
• INTRODUCTION
• Overview of company
• Product and Services
• Target market
• Market segment
• Macro and Micro environment
• SWOT Analysis
• Marketing Communication Mix:
• Business Strategy to Achieve Marketing Communication Mix:
• CONCLUSION
• REFERENCES

Introduction
Marketing essential refers to some key elements such as
market research, market strategy, budgets, positioning,
metrics etc. which assist managerial personnels to achieve
organisation's goals and objectives. Marketing process and
plan includes systematic set of activities which are mainly
concerned with maximisation of sale and demand of
products or services through various advertisement
techniques and toolsstart-up tourism company.

Business / Company Overview
30/08/2024
Kexmon travels Ltd. is small travel company in UK,
engaged in providing tour and travel services locally.
Company is small private retailer which is providing
package tours, car rentals and other tourism services.
Company at initial stage, emphasising on effective
advertisement techniques to enhance their customer base.

Products and Services
30/08/2024
Kexmon travels Ltd provides a online platform to provide
their tour and travel services. Company provides tour and
travel services such as flight Reservations, accommodation,
rental cars, local tour packages, holiday planning, travel
insurance, cruise lines, railways and other related service.

Target Market
30/08/2024
Kexmon's strategy is to provide right services to right
targeted customers. Company wants to increase their
customer base by providing high quality services. Company
is trying to make expansion in internation market for which
company is using new advertisement methods like social
media platform to increase their customer base. Company
need to enhance their reach to increase their market share.

Market Segment
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In tourism industry there are different – different customer
group so in order to target all customers group market
segmentation is essential. In tourism sector, market segment
are classified as Geographic segment, Demographic segment
and Psycho-graphic segment. For Kexmon, targeting these
three segment is significant. Following are relevant market
segment for company, as follows:

Micro and Macro Environment
30/08/2024
Micro environment: it includes micro factors that directly
affect business organisation. Consideration of these factors is
vital for business organisation in order to operate effectively.
Macro environment: It consist of external factors which are
uncontrollable for business organisations such as
demographic, physical, economic, political, social et.

SWOT Analysis
30/08/2024
SWOT analysis refers to analysis of organisation's strength,
weaknesses, opportunities and threats:
Strength
Kexmon is operating locally and providing high quality
services which is a strength of company that provide
increase in number of customers.
Weaknesses
Main weaknesses of this company is that there are few
member and having low working experience of travel
industry. Company is not able to adopt new patterns
and habit quickly that leads to low income generation.
Opportunities
In UK, during past year consumer spendings towards
tourism and travel is increased which is an opportunity
of Kexmon. Company can increase their customer base
by providing quality services.
Threats
Due large numbers of competitors, customers are
shifting form one to other company quickly. It is hard for
company to retain their customers in competitive
environment.

PESTLE Analysis
30/08/2024
PESTLE Analysis: It is systematic framework to critically
monitor and analyse external or macro factors that may
affect organisation's performance. In this context, following
is PESTLE analysis of Kexmon, in order to analyse the
macro environment factors:
Political factor: It is most influential factors for company.
These factors includes government policy, change in
government, trade restrictions etc. Such factor is required to
be considered to avoid any complexity in business.

Marketing Communication Mix
30/08/2024
Marketing communication mix refers to ways or manners
that a business organisation can communicate with its
customers There are various components of communication
mix. At initial stage Kexmon wants to increase number of
customers so marketing communication mix is essential
requirement of company. In this context following are the
major marketing communication mix, as follows:

Business Strategy to Achieve
Marketing Communication Mix
30/08/2024
Application of marketing communication mix do not provide
assurance of success. To achieve marketing mix effectively,
business organisation should formulate and implement an
effective business strategy. Firstly, Kexmon is required to
make strategy for arrangement of funds for personal selling
and direct marketing because it require large number of
employees.

Continue…
Particulars Amount(£)
Personal selling and direct marketing
Internet marketing 10000
Telemarketing 20000
Direct-response advertising 12000
Catalogues 7500
Discounts and Promotions 20000

Conclusion
30/08/2024
From above report it has been concluded that marketing
essentials play a significant role in achievement of
organisation's objectives and goals. Various marketing
essentials provide a framework for formulation and
implementation of most appropriate marketing strategy and
effective marketing plan. Marketing mix are used by
business organisation to find out any issue or problem that
may create barrier in attainment of objectives effectively

References
30/08/2024
Clow, K.E. and James, K.E., 2013. Essentials of marketing
research: Putting research into practice. Sage.
Silver, L., Stevens, R.E., Wrenn, B. and Loudon, D.L.,
2012. The essentials of marketing research. Routledge.

Thank You