Marketing Audit Report

Marketing Audit
Report

EXECUTIVE SUMMARY
River Island is a high street fashion brand which manufactures and makes fashionable
products for the people. The study discusses the micro- and macro-environments that affect
organisations' working. The River Island directors must administer many of the
organisation’s business and evaluate the relevant techniques used to increase sales globally.
The corporation succeeds in its plans that are effectively established by them. That helps
them manage their business in the right manner.

Table of Contents
INTRODUCTION.................................................................................................................................4
MAIN BODY........................................................................................................................................4
Background of the company..............................................................................................................4
Macro analysis...................................................................................................................................5
Micro analysis...................................................................................................................................6
Competitive analysis..........................................................................................................................8
SWOT analysis of River Island.......................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12

INTRODUCTION
The marketing audit offers indicators for tracking potential marketing activities and outlines
suggestions for improving the firm’s sales action's quality and results. An organisation that
reviews its sales plan also makes use of a business plan (Chen and Komal, 2018). Business is
an entity in which contractors purchase and distribute operations for the delivery of products
and services. Marketing standards are set goals for a company. They describe the sales
player's objectives, give specific guidance for organization to work and provide managers
with data to assess and assist. River Island has considered in this report. It is founded by
Bernard Lewis and brother and is founded in year 1948. The headquarters of this organisation
is in London, England, UK. They offer clothing to various categories of people such as
women’s, men’s and kids wear. This report includes background of the organisation, macro
as well as micro analysis, competitive analysis and SWOT analysis.
MAIN BODY
Background of the company
River Island is a London-based high-street retail company operating in many countries
around the world. This enterprise is established in 1948 in London by Bernard Lewis and his
brothers. River Island is a Lewis family-owned private enterprise. Everything started in 1948
when one person called Bernard Lewis tried to establish a company. However, he initially
decided to offer this isn't clothes. The four brothers began developing independent
supermarkets in London under the brand "Lewis Separates." Brothers quit the firm in the late
1970s, left Bernard, David and the relatives in control. They founded the Lewis Trust Group,
under which David operated the other enterprises that include hospitality, assets and finances.
The group expanded to menswear in 1982, when Design Man launched shops until they
combined with Chelsea Woman in 1988, has become one of River Island's retail brands.
There are now over 350 stores globally in River Island. They are mostly in the United
Kingdom and Ireland, but there are shops in North America, Southeast Asia, the Mid East or
elsewhere in Europe. River Island is among the most popular and popular companies on High
Street, and has over 60 years of presence in fashion dealership. Our trendy, inexpensive style
makes us glad (Christensen and et.al., 2020).