Marketing Audit and Opportunities and Threats Analysis for Auchan

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION.......................................................................................................................3
LO1..............................................................................................................................................4
Demonstrate skills in carrying out marketing audit and identify opportunities and threats
which will change industry.....................................................................................................4
Porter five forces .........................................................................................................................7
LO2..............................................................................................................................................8
Demonstrate marketing research skills with systematic approach of searching collecting and
interpretation data....................................................................................................................8
LO3............................................................................................................................................11
Apply findings to create position of new unique selling proposition ..................................11
CONCLUSION..........................................................................................................................14
REFERENCES..........................................................................................................................15

INTRODUCTION
Marketing management is organisational discipline which is focusing on marketing
orientation and techniques. It will employ tools for economics and also competitive strategy
for analysing business environment. It will often conduct marketing research to perform
market analysis. Auchan is French multinational company which is founded in 1961 by Gerard
France. It is a retail company which is providing services in supermarkets and convenience
stores. It is one of the largest retailers form several countries like France, Spain and china.
Auchan is holding ceetrus which is operating shopping centres and hypermarket galleries.
Company is also holding oney which is delivering financial services to customers like credits
are given to consumers (Kotler, and et.al., 2018). The report will be discussing marketing
strategies and it will provide knowledge regarding marketing management. Market position of
present unique selling proposition is discussed in report. A marketing audit is done in report
which will outline all internal and external opportunities and threats which will be affecting
company. On the basis of marketing mix strategy, new product will be launched in market by
analysing opportunities and threats.
LO1
Demonstrate skills in carrying out marketing audit and identify opportunities and threats
which will change industry
There are various factors internal and external factors which will affect company.
Marketing audit is done by company for analysing business environment. So, company is
conducting swot analysis and pest analysis which will examine internal and external
environment (Keegan 2017).
PEST analysis
Political factors
Unstable political behaviour in country is affecting company. Political stability is must
for every company to work in effective way. Trade barriers in company will affect company
sales and productivity. As the company is retail company, company is buying good and
products form various suppliers and because of trade barriers they are not able to buy products
in low cost. Increase in tax is affecting company because it is minimizing the profits for
company. There is major risk of invasion along with country can be made hostile as well. So,

many companies are not investing in Malta and also not collaborating with any company in
Malta (Shaw 2016).
Economic factors
There is change in macro economic conditions for country and so it will have negative
impact on company. Foreign companies are not investing in companies because they have fear
of losing their investment in Malta. Domestic organization are not welcoming foreign
companies in domestic market. So, these factors are having impact on company and sales and
also economy is not growing in effective way. Due to economic conditions interest rates are
increased and so, domestic companies are only investing in market (Deepak and Jeyakumar
2019).
Social factors
Auchan has initiated youth foundation program which will promote good health and
local products. Youth foundation program will result in increasing awareness regarding health
of youth. Consumers trust in retail sector is important because customers are buying products
of company. Company has to gain trust of consumers and company will gain trust of consumer
by way of delivering good quality products. There are efforts made by company for
eliminating risk and preventing social harm. Company has to be aware about the market and
need of customers which will have effect on company performance.
Technological factors
Company is implementing blockchain technology for food traceability. Companies are
using the latest technology which will increase sales and productivity. Orders are placed by
companies and organization have to track these orders and for that companies are using the
latest technology. In Malta there is introduction of register free stores. So, company is making
their stores register free and expanding their business by way of opening stores in different
areas. Due to this company will expand its business and achieve long term goals. By using
these technologies company have gained high profits (Haider, and et.al., 2017).
SWOT analysis
Strengths
Company is spreading in whole world across 12 countries. Company is operating in 12
countries which is increasing business. Organization is offering wide range of products and
services which is attracting customers towards them. It has own labelled products and it has