Marketing Audit Report

Marketing Audit Report

Executive Summary
Marketing audit report is one of those reports which include strategies mission, vision of
company. It also includes external factors which can affect operation of business. These factors
include political factors, social, environmental, legal, technological factors. It also includes
identification of internal factors like strength, weakness, opportunity and threat ace by business
in market place. It also includes various factor like competitors and their strength and weakness.
It also includes strategies adopted by business to compete with these competitors. There is
various stakeholder of business which include suppliers, customers, employees and other
marketing intermediaries.

Contents
Executive Summary.........................................................................................................................2
Contents...........................................................................................................................................3
INTRODUCTION...........................................................................................................................1
Background of Company.................................................................................................................1
MAIN BODY..................................................................................................................................1
Macro Analysis............................................................................................................................1
Micro Analysis.............................................................................................................................3
Competitive Analysis...................................................................................................................5
SWOT analysis............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing audit report is one of those reports which include analysation, interpretation of
evaluation of marketing environment ich include external as well as internal factors that can
create impact on strategies, objective of business (Buallay and AlDhaen, 2018). It helps them in
developing various strategies of firm that helps them in competing with other market player
existed within industry. This project includes study of JD Sports Fashion Plc which is a UK
based organisation. Company is established in the year 1981 by John Wardle. organisation is a
fashion retail company providing their services in Bury, England, Greater Manchester, UK, Asia,
Australia Europe, US. This project report includes micro and macro environment analysis. It also
includes SWOT analysis, Competitive analysis of firm.
Background of Company
JD Sport Fashion Plc is British company which is established by John Wardle in the year 1981.
Company is providing sports fashion in market and serving their customer in Asia, US,
Australia, UK, Europe. They are providing clothing which are in fashion trend as youth are
following clothing as per trend. They are providing clothing for kids, men, women, trainer and
women. They are aim at providing fashion cloth to their target customers in different parts of
world. Company has strong brand name in market which helps them to increase loyalty level of
their customers. There are various competitors which provide competitor to company including
Nike, Dick’s Sporting goods, Decathlon Group and other players.
MAIN BODY
Macro Analysis
Macro analysis is one of external analysis which helps to identify external factors which
can affect operation of business. It includes identification of political economical, legal,
environmental, social and technological factors. PESTEL analysis of JD sports are as follows:
Political Factors: Political factors are those factors which include level of interference of
government in business. It includes factors like government stability, trade restriction, trade
barriers etc. Political factors can create impact on profitability of business of JD Sports Fashion
Plc in a particular country (Gâdău, 2017). Organisation is conducting their business activities in
various countries and is facing different political environment which can impact on their
functionality. Operating in international business include various political risk for firm. Retail
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