Marketing Audit Report for Oak Tree Inn

This report evaluates the marketing strategies used by Oak Tree Inn, a small and medium organisation based in the UK, to promote its goods and services. It includes a PESTLE analysis, SWOT analysis, and competitive analysis to determine the business's market positioning and strategies.

MARKETING AUDIT
REPORT

EXECUTIVE SUMMARY
Marketing is a strategic business activity which involves different strategies that any
business formulates in order to attain organisational objectives. This report is in the context of
Oak Tree Inn which an organisation delivering restaurant, clubs, accommodation services to its
customers. This report defines that how the business uses different marketing channels in order
to promote its goods and services and to deliver quality product and services to its customers. In
order to evaluate the internal and external business environment PESTLE and SWOT analysis is
been used in order to determine that what are different market strategies used by the business in
order to deliver its goods and services to the end customers. Competitive analysis is determined
in order to defines the competitive strategies and market positioning of the business.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
COMPANY BACKGROUND....................................................................................................4
MACRO ANALYSIS..................................................................................................................4
MICRO ANALYSIS...................................................................................................................6
COMPETIVE ANALYSIS..........................................................................................................8
SWOT ANALYSIS...................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important tool for any business that starts right from manufacturing to the
reaching the product and services to the end customers. A good marketing structure involves
choosing right supply chain, product development, attractive market offerings, marketing
campaign in order to deliver value to the customers. In the context of Oak Tree Inn which is a
small and medium organisation based out of UK. This report covers macro and micro analysis on
the following company, competitive analysis, SWOT analysis in order to evaluate the internal
business environment and determine that the strategies implemented by the company in different
organisational scenarios (Cahya, 2019).
TASK
COMPANY BACKGROUND
Oak Tree Inn is a small and medium organisation based out of UK, it is located in The
villages of Balmaha, Loch Lomond, England. The founder of the business were Sandy and Lucy
Fraser build in 1997. The building located in the beautiful villages of Balmaha. This business
was raised by 8 children in the family, which makes it as the true family business of the Fraser’s.
Oak Tree Inn won many awards, from year 2012-2015 it was also called as Scotland independent
pub. Right from the year 1997, Fraser family is passionate about Loch Lomond, and conduct
many activities in order to attract many tourists in Loch Lomond. Oak Tree Inn is located on the
east of Loch Lomond, by delivering the quality services, Fraser family has built Loch Lomond a
true tourism place. It supports many the activities to promote tourism in national park at Loch
Lomond. Oak Tree Inn is famously known for delivering quality accommodation services,
restaurants, bars, homemade ice cream, coffee, supports cruise services around Loch Lomond
and the beautiful place landscape of Loch Lomond with hills, ricers, island makes it a true tourist
destination (CHEIKH and ALAOUI, 2019).
MACRO ANALYSIS
Pestle analysis is a tool which used by businesses in order to evaluate the external
business environment if the business that how it impacts the business and how the business
implements desired actions to cope up with the external business challenges. In the context of
Oak Tree Inn, conducting Pestle analysis will help to determine different business policies

framed by the company in order to cope up with the external business environment. These
strategies are discussed below:
Political factors
Oak Tree Inn complies with all the legal framework by the UK government for tourism and
hospitality business in order to bring the transparency in the business functions and conduct the
business functions in most ethical manner. With the implication of BREXIT, the business of Oak
Tree Inn has impacted with the increased taxes on raw materials and other utilities and
maintaining the supply chain for availability of raw materials in the business (Davis, 2017).
Environmental factors
With the natural combinations of hills, ricers, forest, island around makes Oak Tree Inn a best
tourist destination where tourism finds pleasure and sense of relaxation. The natural environment
attracts the tourist from different places in order to experiences the real beauty of nature. Located
in the beautiful place in Loch Lomond, Oak Tree Inn renders other services like cruises, island
site viewing, activities and adventures near the Loch, play parks of children, popular attractions
and many more to improve the customer experience and reviving the fleshing and beauty of the
Loch Lomond. Moreover, Oak Tree Inn promotes the business operations as using the all-natural
ingredients and contributing to environmental protection by using digital payments, plant based
ingredients fir preparing food, natural homemade ice creams and coffees, recycling waste and
least use of plastic bags (Frost and Strauss, 2016).
Social factors
Oak Tree Inn follows and delivers the cultural and social beliefs of the Loch Lomond to its
customers. With the local shops with the traditional artefacts of Loch Lomond. The company
uses the natural and cultural traditions of Balmaha in its marketing offerings. Also with the rising
healthy lifestyle pattern of the people in UK, Oak Tree Inn offers food products which are gluten
free and harmful chemical free which develops the social image of the company in the market.
Moreover, it develops the concept of homemade ice creams and coffees, with natural measures
of brewing coffees, customer can even purchase real coffee beans from the St. Mocha Coffee
shops of Oak Tree Inn.

Technological factors
Oak Tree Inn uses technologies in order to brings efficiencies in business functions. It uses
modern technologies like cloud based technology and customer relationship management
software, where, customer relationship management software(CRM) helps to store information
of different customers who have taken the services offered by the company. CRM software helps
the business to make a profitable relationship with customer to inform and aware customers
about new market offerings be it business expansion, new service development, discounts
offered and so on (Gâdău, 2017).
Legal factors
Oak Tree Inn complies with the legal framework of the political representatives with the
guidelines of prevention of overcrowding near national park and Oak Tree Inn restaurant as of
road end. In order to comply with these legal factors, Oak Tree Inn develops new business ideas
in order to expand the business around Loch Lomond to use the physical capacity and comply
with the legal norms and policies. Oak Tree Inn also develops financial statements in order to
delivers the true and transparent flow of business operations (Golyash, Panasiuk and Sachenko,
2017).
Economic factors
Due to BREXIT, the value of pound has decreased which have impacted the profitability of the
business with increased production cost and increased prices for acquiring raw materials and
machine equipment for the business. Attracting customer from different location supports to the
economic development of the Loch Lomond, also it helps the business to earn revenue and attain
growth and stability of the business in the market.
MICRO ANALYSIS
Mission statement
To deliver quality market offerings with bars and restaurants serving Scottish food and
beverages. Village shops around, accommodation with king sized comfy beds and owned coffee
house and ice cream parlor.
Strategy

For improving the service quality right from food to other services. Financing the business in
order to develop quality changes and focused business objectives. Expanding the business for
using the physical capacity in Loch Lomond, purchasing the small business nearby and building
the central kitchen for delivering food services in the national park.
Founders and business executives
Oak Tree Inn is owned by Fraser family, raised in the Loch Lomond. Lucy Fraser and Sandy
Fraser are the founder of Oak Tree Inn. With joining hands of the other 8 members of Fraser
family, the family was in love with the natural environment in the Balmaha, Loch Lomond. It
was built in 1997 with delivering employment opportunities to the localities nearby. Fraser
family coordinates with national park and deliver quality market offerings and services to build
Loch Lomond a true tourist spot (Groucutt and Hopkins, 2015).
Suppliers
The suppliers of Oak Tree Inn include the small and marginal farmers and local vendors. For
preparing different delicacies and equipment needed for maintaining quality accommodation
services the Oak Tree Inn (Hadrian, 2020).
Marketing intermediaries
The company is strategising for expanding its business to large physical areas and purchasing the
other small shops and develop the central kitchen for supporting food services to the national
park in Loch Lomond.
Customers
Consumer market
With rising demand of healthy lifestyles and environment protection concerns. Oak Tree Inn
develops the concept of delivering gluten free food and environmental protection measures like
recycling the waste, decomposing bio degradable waste, least use of plastic bags, digital
payments. And adopting measures to check the carbon footprints. All these measures taken by
Oak Tree Inn helps to develop corporate image of the business in the market and achieve strong
consumer perception.

COMPETIVE ANALYSIS
Company Strategy Strengths Weaknesses Competitor
reaction
Loch Lomond
Arms Hotel
Deliver quality
services of
accommodation
to the tourist,
built in the year
2021 located in
Loch Lomond.
Apart from
accommodation
services, it
delivers facilities
such as spa, golf,
activities, local
attractions,
sports,
adventure.
The wide range
of market
offerings
rendered by
Loch Lomond
Arms Hotel is a
strength for the
business, it
offers wide
range of services
which involves
accommodation
plus site seeing,
sports, which
attracts the
customers to
find everything
at a stop.
In order to cover
wide varieties fir
services, it fails
to deliver quality
services to the
customers as
comparison to its
competitors
(Skelton, 2015).
Loch Lomond
Arms Hotel is a
competitor to
Oak Tree Inn, as
Loch Lomond
Arms hotel
delivers wide
range of services
to its customers
thus, Oak Tree
Inn can closely
work with the
company for
delivering cruise
facilities and
adventures like
trekking others
to the customers.
Duck Bay Hotel
and Restaurant
Duck bay Hotel
and restaurant is
a luxury hotel
delivering the
services of room
stays and quality
food services,
located in Loch
Lomond, UK.
It is a luxurious
hotel, catching
the attention of
wide number of
tourist by the
quality and
luxurious
services, it
delivers
High prices of
the hotel
services in Duck
Bay Hotel and
restaurant it
demotivates
many of the
customers who
are not ready to
It is a big
competitor for
Oak Tree Inn
which is merely
difficult for the
company to
compete the
position of Duck
Bay or deliver

The different
facilities offered
revolves around
room stays,
cottages, eat and
drink dining
where customers
can book a table,
stylish café
Bobby’s owned
by Duck bay for
meals and
drinks.
accommodation
services
segmenting into
hotel rooms and
cottages to the
tourists.
Acquiring large
market share it
brings new
innovative and
luxurious
services to its
customers, with
strong financial
strength it
renders
customers value
(Xia, 2018).
pay high prices
of products and
services.
the quality
services as
offered by the
Duck Bay, Oak
Tree Inn can
work with Duck
Bay in
partnership
where the Oak
Tree Inn can use
homemade ice-
cream and
coffees as a
medium of trade
and other hand,
Duck Bay can
finance the
business
operation of Oak
Tree Inn.
Artisan Cafe Artisan café in
Loch Lomond
was built in the
year 2014, the
founder of the of
the company are
Jim, Diane and
Donna.
It delivers the
marketing
message to the
customer to
visits and relax
and have the
pleasure of
homey feel, it
offers the
homemade
bakeries, coffees
Due to the rising
competition,
artisan cafe often
faces loss and
very low
revenue
generation.
Oak Tree Inn
can work or
purchase artisan
café as it is small
and medium
business, which
not only reduce
competition but
also helps the
Oak Tree Inn to
improve its food

to this
customers,
delivering
quality food
services in order
to attain business
growth in the
main objective
of the business.
service by
adding up the
food menu and
deploying some
good bakers in
the St. Mocha
Coffee shop.
SWOT ANALYSIS
SWOT analysis is a strategic planning tool which helps to analyse the internal business
factors and determines the impact of the external business factors of the business. The SWOT
analysis conducted on Oak Tree Inn, the business strategies are discussed under as:
Strengths:
Strengths are the areas the business is doing very well; these are as:
Online stores
Oak Tree Inn sells online goodies to this customers, where it delivers apparels and accessories by
promoting the brand of Loch Lomond, online stores help the business to promote the tourism in
Loch Lomond and Oak Tree Inn and further helps the business to acquire customers market
share. Moreover, Oak Tree Inn develops the online site which helps to engage with the target
customers and promote the market offerings of the company (Hanssens, and Pauwels, 2016).
Where the business promotes its market offerings via internet platforms and helps to engage with
the large segment of the customer market.
Market offerings
Oak Tree Inn delivers quality products and services to its target customers with accommodation
services, food services. It offers natural homemade ice creams, coffee houses to customers and
cruise services for its customers to visit and experience the beauty of Loch Lomond.

Weaknesses:
Weaknesses are the grey areas to the business and the business needs to develop such to brings
efficiencies in the business activities, these are such:
Finance
For a small and medium business like Oak Tree Inn, it becomes difficult for the business to
finance its different business activities. Where it depends on the governmental grants offered by
the UK government and commercial banks to lend funds (Miclea, Izvercian and Buciuman,
2016).
Opportunities:
Opportunities are the external business factors which positive impacts the business operations,
these are as:
Social media marketing
With the increasing reliance of people in internet platforms, social media marketing has become
a profitable tool for Oak Tree Inn, where it promotes its market offerings to the end customers,
Oak Tree Inn uses social media platforms like Instagram where it promotes its market offerings
by positing pictures and videos about the attractive offerings of the company, customers also
share their reviews which influences the other customers. Thus social media marketing has
become an emerging source to connect large number of target customers with just a click
(Rowley, 2016).
Threats:
Threats are external business factors which negatively impacts the profitability of the business,
these are as:
Competition
As Loch Lomond is a beautiful place and true tourist attraction, rising competition becomes
major threat for Oak Tree Inn, where many business offering accommodation, restaurants have
evolved which negatively impacts the business performance and the profitability goals of the
business.

CONCLUSION
Thus, this report delivers different marketing strategies uses by Oak Tree Inn in order to
shape its business in the consumer market. Despite of the continuous business growth, it also
faces competition in the market. Oak Tree Inn thus brings up different innovative approaches
right from delivering food services to the other activities to improves customer experiences.
Different business environment analysis like PESTLE, SWOT, competitive, micro analysis
helped to determined different business strategies in order to deal manage and maintain the
business position in the market. Oak Tree Inn also initiates different approaches to raise concerns
of environment concerns and healthy lifestyles to save social cost and also which helps the
customers to feel reliable and attain competitive advantage in the market.

REFERENCES
Books and Journals
Cahya, A. D., 2019. Marketing Audit: Does It Affect Marketing Planning and Marketing
Effectiveness in the Sales Function?. Sustainable Business Accounting and Management
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CHEIKH, B.I. and ALAOUI, L.L., 2019. MARKETING AUDIT A METHOD OF A
CONDUCT EVALUATION OF THE MARKETING STRATEGY AND THE BUSINESS
PERFORMANCE. Revue Internationale du Marketing et Management Stratégique. 1(4).
Davis, J., 2017. Measuring marketing. De Gruyter.
Frost, R. D. and Strauss, J., 2016. E-marketing. Routledge.
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company. Journal of Advanced Research in Management (JARM). 8(15). pp.38-43.
Golyash, I., Panasiuk, V. and Sachenko, S., 2017. The performance audit of a corporate website
as a tool for its internet marketing strategy. EUREKA: Social and Humanities. (5). pp.57-66.
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Miclea, Ș., Izvercian, M. and Buciuman, C. F., 2016. Implementing the Agile Marketing Audit
Using the A-Marketing Balance Scorecard System. In Soft Computing Applications (pp. 1037-
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Rowley, J., 2016. Information marketing. Routledge.
Skelton, O., 2015. The Marketing Audit. Lulu Press, Inc.
Xia, X., 2018. Assessment of marketing management performance audit practices of tourist
destinations. International Journal of Tourism Policy. 8(2). pp.147-171.