Marketing Audit Report for Debenhams

This report provides a detailed marketing audit of Debenhams, a British retailer company. It discusses the macro and micro environmental factors, competitive analysis, and SWOT analysis. The report aims to analyze the company's marketing strategies and identify areas of improvement.

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.

MACRO ANALYSIS
To identify the external environmental factors it is necessary to conduct the macro analysis. In
process to maintains and analyse the marketing audit it is prominent to understand the impact of
the external factors on the ongoing business outside activities. To measure the macro analysis
factors Debenhams conduct PESTLE analysis which are discussed below -
PESTLE Analysis
Figure 1, What is a PESTLE Analysis? Understanding Macro-Environmental Factors, 2021 Political Factors – This factor mainly include the political stability of instability, foreign
trade regulations, trade restrictions, taxation policies and many other factors which
provide the direct impact on the Operations of the company. Due to take of awareness
about the political policies producers Company can experience various issues. In term of
Debenhams, this factor lead the long term profitability in the UK market but company
also face various challenges and risk in term of foreign countries political factors.
Debenhams need to pay more attention on taxation, price regulations , mandatory

workforce benefits and maintain anti trust laws related to the retail Industry are beneficial
provide the positive political factors consideration (Chen and Yang, 2019). Economical Factors – These factors mainly contain the economical growth of the
company, employment rate, exchange rate , interest rate , inflation , recession and other
factors which can affect the performance of the company as well as country. Debenhams
can consider the government intervention use in the new market , hire skilled level of
workforce, mainatin the customers services sector, effectively business process stages.
All these activities are helpful to boost the economic factors in the Debenhams. Social Factors - this type of factors basically involved age, gender, cultural activities ,
buying behaviour of consumer, buying power of customer, education level, religion and
income level. All these factors play a significant role to influence the marketing of the
company. Debenhams need to address of all these factors which can help to improve the
marketing of the company. Debenhams can use hierarchical & power structure , target
demographics & skills level of people, entrepreneurial sprite and mainatin the leisure
interest can help to provide the positive impact on the working of the company in context
of social factor.
 Technological Factors – In order to maintain the technological factor, it is essential to
adopt the advanced technology and do some modification in the existing technology and
software is considered. Debenhams can use advanced level of technologies , adopt the
latest working techniques are beneficial to create the effective customer service structure
which lead the most positive outcome in the development of the Debenhams external
market (Golyash, Panasiuk and Sachenko, 2017). Legal Factors – in term of legal factors, specific laws, legislation, policies, procedures
and other regulations are considered. Every country legal framework is different and not
that much sufficient to protect the intellectual property rights of the company.
Debenhams need to pay more attention and properly follow all the laws and legislation so
that government can provide them full support. Debenhams can use copyright , patent, e
commerce activities, health & safety laws and data protection to mainatin ecah and every
operations running in the effective way.
 Environmental Factors - every market container different norms and set many
environmental standards that can provide profitability to the company. In term of

environmental factors , climate change , wether , endangered species , air & water
pollution and recycling activities are involved. Debenhams properly follow all the
environmental laws and also initiate the free marketing system to provide their
contribution in the development of the environment sustainability (Gray and et. al.,
2020). As per the above discussion about the macro analysis it can be analysed that all
the external factors provide their full involvement in the development of the company.
Debenhams conduct this analysis to identied the positive and negative impact of these
factors on the working business operations so thay it can make possible to do properly
marketing audit process in an efficient way.
MICRO ANALYSIS
Basically micro analysis considered the internal factors of the company which can affect
the each and every operation within a company. Debenhams mainly conduct the micro analysis
to determine the impact of internal factor on the business operations which are discussed below -
Company
Company and its operation are involved in the internal activities which can affect the
marketing and performance. Debenhams is the most popular retailer company that providing
their services since many decades. Debenhams maina concern is gaining the customers
satisfactions with the help of full fill all the expectations of the targeted customers. There are
various activities are contained in the company internal factors which are explained below -
Mission Statement
To building the efficient infrastructure that is fit and appropriate for the future growth and
provide the high quality of products which can attract the customers so taht company can gain
more profit advantages as compared to their rivals (Kamaruddin and Hanefah, 2017).
Strategy
To improve the marketing and selling of their products and services , Debenhams used to
adopt the 360 degree marketing strategy and mainly invest on the digital marketing activities ,
TV commercials , other online platform like Twitter, Facebook , YouTube , Instagram and

Google plus are an essential platform through which company effectively boost their marketing.
The main concern of their Strategies is mindset of the customers instead of competitive factors.
Debenhams use Strategic distribution and supply chain management channel which can help to
mainatin the inventory and supply of resources in each and every stores so that all the delivery
operation are accomplish in a right manner.
Customers
Debenhams mainly target the all age groups people so that everyone customers can use
their products and company can cover the whole market place. Debenhams believed that
customers are the key of success so it is essential to take care of the customers. The main
concern of the Debenhams is to provide the high quality of products at the very minimal rates
which can attract the customers and gain more revenue. Debenhams mainly use democratic and
psychological segmentation which can help to target the customers and also understand the
perception and attitude of customers towards a particular products and services.
Consumer Market
The market of Debenhams is very wast and diversified. As per the UK marketing
scanerio , as per the past 12 monts performance , the website of the company has been
considered the most trending online wtore site & almost 63% of the customers mainly utilities
their laptops while they want to purchase anything via online platforms. Through financial
services, fashionable designer dresses, gifts, electronic items and many more which buyer can
purchase by their own decisions for their personal consumption.
International Market
Debenhams mainly operate in 15 global franchise partners which can help to mainatin &
support the company to improve the marketing share assets in the operational content.
Debenhams providing their services to the last two hundred years , now company become a big
multinational British retailer company that operating their services more than 20 countries. 58
stores and 15 franchise parteners are running international level (Meyabadi and Deihimi, 2017).

Suppliers
Debenhams suppliers provide the 10 % value of the orders after specific department stores can
slip it into the administration as per the second time. Basically supplier’s decline their offers
from their administration are wanted that they face the bearing cost of the shipping products back
from UK to port of origin. Debenhams faced various adverse situations from the Bangladeshi
suppliers. Now company deal with the various suppliers and mainatin the good relationship with
the UK retail suppliers.
Marketing Intermediaries
In term of marketing intermediaries, there are four types of marketing intermediaries are
considered by the Debenhams such as brokers & agents , retailers, wholesalers and distributors.
The main role of marketing intermediaries is to promote the goods with the help of marketing
channels and make effective customer relationship to increase the brand loyalty & awareness of
the company. Through proper development of the specific plan and procedures can help to
enhance the promotion & packaging of the products to satisfy the customers.
COMPETITIVE ANALYSIS
Company Strategy Strengths Weaknesses Competitor
Reactions
Marks and
Spencer
Marks and
Spencer is the
multinational
retail company
that founded in
1884 in London.
That mainly
provides the
home, food and
cloths products.
In this company,
It is a well
experienced
recognised
company that
mainatin variety
of products and
also consider the
various famous
designer brands.
This company
holds an
Perception of the
local public and
high rate due to
manual process
are considered
the weakness of
this brand. This
brand not that
much successful
in the integrated
This competior is
very effective
performance and
spread their
recognization all
around the world.
This company is
well known and
trustable brand
and it cover the
huge market

more than 78000
employees are
working. Marks
and Spencer
adopted
competitive
pricing strategy
to attract the
customers of all
age groups
whether it is
women, men or
kid.
international
presence that is
considered the
big strength of
this brand.
business frims. across the globe.
Debenhams can
take advantage
from this firm in
term of their
marketing
strategies and
adaptation of
flexible price of
the products.
John Lewis and
partners
It is a most
famous brand of
high stores that
founded in the
year 1864 by the
John Lewis and
there are 38100
employees are
working. This
company also
competitive
pricing strategy
for all the
products and it
keeping the value
and quality of the
products on mind
and create a
This brand
contains rebust
groety strategeis
that can help to
mainatin the
market structure.
The main
concern of the
company is
innovation and
creativity
products and the
online presence
of the company
is very strong.
This company
very well known
of their policy "
The range of the
products is very
limited as
compared to the
other rivals and
the pricing of the
products are
more than the
supermarket and
other stores that
are considered
the weakness of
the brand
(Mustapha and
Lai, 2017).
In UK, this brand
is doing very
well and used by
the many
youngers and
students.
Debenhams can
take some short
of competitive
advantage in
term of their cost
because John
Lewis offer high
cost as compared
to the
Debenhams.

specific
benchmark in the
market.
Never knowingly
undersold".
SWOT ANALYSIS
Strengths Weaknesses
 Debenhams maintain high brand value
and quality in term of the fashion
world.
 Company doming business in some
foreign countries like Denmark, Ireland
and operating more than 150 stores in
the 20 countries.
 Debenhams contain strong presence in
the partnership and merger &
acquisition frims.
 Company operating effective multi
brand stores with strong and influential
customers services.
 Company presence in many retail stores
which can affect their market share and
it become slow.
 Company contains the limited
geographical presences which affect the
marketing and performance.
 Company market cover not that much
strong as compared to rivals (Yee and
et. al., 2017).
Opportunities Threats
 Through specific franchise model,
Debenhams can gain more profit
advantages and spread their
international presence.
 More opportunities to spread business
in European territories (Nebbak and et.
al., 2017). Customer presences and the
distribution system is the fast place in
 High level Competition from the local
and domestic marketers affects the
marketing of the company.
 Increase the price of the raw
commodities can improve the input
cost.
 As per the current scenario, more brand
awareness & specific products can lead

context of fashion industry.
 Improve the online delivery system in
the local market can provide the various
enhancement chances.
the brand switching.
CONCLUSION
According to their report it can be analysed that marketing audit is necessary for each and
every company which can help to maintain the performance structure and implement the internal
and external factors in an appropriate manner. To improve the performance and effectiveness of
the company, it is necessary to analyse the Impact of the internal and external business
environment factors on the company. This report discussed about the macro analysis and micro
analysis of the company and it is determined that in term of macro analysis, PESTLE model play
a significant role. Technological and social factors are influenced the most and it can affect the
company on both basis negative or positive, it is based on yhe situation. This report also
discussed about internal factos analyded various factos like customers, suppliers and many more
are essential for the development of company. This report also conducted SWOT and
competitive analysis model which can help to define the competitive facts and strength and
weakness of the company.

REFERENCES
Books and Journals
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).
Chen, H.C. and Yang, C.H., 2019. Applying a multiple criteria decision-making approach to
establishing green marketing audit criteria. Journal of cleaner production, 210,
pp.256-265.
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.
Gray, S.. and et. al., 2020. Strengthening coastal adaptation planning through scenario analysis:
A beneficial but incomplete solution. Marine Policy, 111, p.102391.
Kamaruddin, M.I.H. and Hanefah, M.M., 2017. Enhancing Shariah audit practices in Islamic
financial institutions in Malaysia. Journal of Modern Accounting and
Auditing, 13(11), pp.457-470.
Meyabadi, A.F. and Deihimi, M.H., 2017. A review of demand-side management: Reconsidering
theoretical framework. Renewable and Sustainable Energy Reviews, 80, pp.367-379.
Mustapha, M. and Lai, S.J., 2017. Information technology in audit processes: An empirical
evidence from malaysian audit firms. International Review of Management and
Marketing, 7(2), pp.53-59.
Nebbak, A. and et. al., 2017. Comparative analysis of storage conditions and homogenization
methods for tick and flea species for identification by MALDI‐TOF MS. Medical and
veterinary entomology, 31(4), pp.438-448.
Yee, C.S. and et. al., 2017. Perceptions of Singaporean internal audit customers regarding the
role and effectiveness of internal audit. AJBA, 1(2), pp.147-174.