Marketing Audit Report for Debenhams

PJ1 – Marketing Audit
Report

EXECUTIVE SUMMARY
On the basis of this report it can be determined that marketing is considered the most
prominent department in the company which operate various activities. The improtance of the
marketing audit is more because it can help to identify and implement the internal and external
business environment factors and also helpful to analyse that in company which areas are doing
well or not . With the help of PESTLE model, macro analysis is done to that is useful to analyse
the whole external market situation. In term of micro analysis, company use various internal
factors including company , mission statement and suppliers. SWOT analysis determined the
strength and helps to remove the weekness and get the opportunities to remove the threats.

Table of Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
COMPANY BACKGROUND....................................................................................................................4
MACRO ANALYSIS..................................................................................................................................4
PESTLE Analysis....................................................................................................................................4
MICRO ANALYSIS...................................................................................................................................4
Company.................................................................................................................................................4
Customers................................................................................................................................................5
Suppliers..................................................................................................................................................5
Marketing Intermediaries.........................................................................................................................5
COMPETITIVE ANALYSIS......................................................................................................................5
SWOT ANALYSIS.....................................................................................................................................7
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8

INTRODUCTION
Every company needs to follow a specific business strategy which can help to maintain each
and every operation in an appropriate manner. In order to achieve goals effectively, it is
essential to follow specific marketing techniques which can help to improve the performance of
the business.Company mainly use marketing audit to measure and implement the business
marketing environment and also identify the specific areas which can provide the opportunity
and threats. This report will discuss about the marketing audit of the Debenhams Company
which is British Retailer Company that operate in strors and providing fashion clothes, shoes,
gifts, toys, cosmetic, electronic items and many mroe. This company founded in 1778 by the
William Debenhams and headquarter situated in London,. UK. The main purpose of this report is
to consider the improtance of marketing audit and discuss about the macro & micro environment
factors. Furthermore, this report conducts the competitive analysis and SWOT analysis which
can help to take more competitive advantage.
MAIN BODY
COMPANY BACKGROUND
Debenhams is one of the longest retailer company that mainly operating almost 124
departments stores in UK and 7 stores and outlets under the Magasin du Nord brand in thr
Denmark. This company mainly operates in UK, Denmark and Ireland. As per the British market
the annual sales of the company is more than € 1.3 billion that considered the top five retail
company in UK. Debenhams is dealing with more than 178 locations across the otehr countries.
In this company, more than 2500 employees are working and the net income is considered 4.61
Million. As per the current market situation, Debenhams operate in 45 stores under the license
within 17 foreign countries (CHEIKH and ALAOUI, 2019). Debenhams faced various ups and
downs in some countries like Indonesia and Australia. Indonesia stores ckosed in 31 December
in 2017 and Australia closed in the year 2020. Debenhams give credit & store card services that
operated by the NewDay. In this company, insurance products are also offer by Debenhams
through financial companies.