Detailed Marketing Audit Report: Adidas Australia Analysis

This report presents a marketing audit of Adidas Australia, examining its marketing objectives, planning process, and overall strategy. It delves into the company's background, origin, quest, and vision statement. The report analyzes the buyer decision process across three time zones, applying the 5-gap model to identify service quality gaps. A SWOT analysis evaluates Adidas Australia's strengths, weaknesses, opportunities, and threats. The marketing planning process is dissected, covering business planning, executive summary, situational analysis, and action plans. Marketing philosophy, including the marketing concept and its evolution, is also explored. The report utilizes frameworks like the Ansoff matrix to understand market strategies and discusses segmentation variables, pricing strategies, and data collection methods. It concludes by providing recommendations for Adidas to enhance its marketing effectiveness and achieve its objectives. Desklib provides access to this and many other solved assignments to aid students in their studies.

Running head: MARKETING AUDIT
MARKETING AUDIT
Name of the student
Name of the university
Author note

Table of contents
1.0 Introduction............................................................................................................................ 2
2.0 Marketing objectives.............................................................................................................. 2
2.1 Marketing planning process...............................................................................................3
2.2 Marketing philosophy.........................................................................................................4
3.0 Background of the organization (Adidas Australia)................................................................5
3.1 Origin of the company........................................................................................................5
3.2 The quest of the company..................................................................................................7
3.3 Vision statement.................................................................................................................7
4.0 Buyer decision process..........................................................................................................8
4.1 Followed by 1st zone purchase behavior.............................................................................8
4.2 2nd time zone product delivery............................................................................................9
4.3 3rd time zone post-purchase behavior.................................................................................9
5.0 5 gap model......................................................................................................................... 10
6.0 SWOT analysis.................................................................................................................... 11
7.0 Conclusion........................................................................................................................... 12
Reference list............................................................................................................................. 14
MARKETING AUDIT [Name of the student] 1

1.0 Introduction
Marketing is an essential part of management that helps to exchange the relationship
between marketers and consumers. Marketing aims to maintain customer satisfaction and
innovation in the workplace. It is also true that the concept of marketing is about the process to
satisfy the organizational objectives. Therefore, it can be said that marketing plays an influential
role in terms of developing a strong brand image on customers' mind. The purpose of this study
is to develop an effective planning process. Although the concept of marketing is easy, in the
case of implementation, the marketers face different types of challenges. Different customer-
centric approaches are being applied in case of developing marketing strategies. Marketing is
not only about promoting a product, but it is also about the process in which an external
relationship can be improved.
The purpose of this study is to identify the marketing objectives of Adidas. The different
planning process and marketing philosophy have been highlighted in this study. Through the
marketing audit, the background of the organization and mission have been discussed.
2.0 Marketing objectives
 To increase the sales revenue by 12% within the coming 5yeras?
 To develop the customer relationship for getting loyal customers
 To identify the challenges in product distribution process
 To retain right employees in the organization
 To identify measurable recommendations for dealing with the challenges
3×3 matrix objectives
Figure: Ansoff 3×3 matrix
(Source: Wen et al. 2014)
In the above diagram, 9 key components of B2B marketing process have been
highlighted. In case of managing the business marketing practices, depending on the new,
existing and expanded market, the business strategies of the organizations are being changed.
With an existing product in a new market, the company focus on developing the market. Partial
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diversification strategy is being adopted when the new organization enters in the market with
modified products. This is also being adopted when the company enter the expended market
with new product. Market Diversification strategy is being adopted in case of entering the new
market with new products. Market expansion strategy is being adopted in case of expanding the
business with existing products. Limited diversification strategy helps to expand the business
with modified products and services. Market penetration strategy is for those organizations
which develop a marketing strategy in existing market with existing products. Most of the cases
the organizations which have a strong brand image, follow this strategy. Product expansion
strategy is being followed by the organizations when the modified products are being developed
in the existing market. Product development is being followed in case of entering with the new
product in the existing market. In case of expanding its business in the Australian market,
Adidas may focus on Market penetration strategy. It is an existing organization in the Australian
market and products of the company is popular among the customers. In this case, it will be
easier for the company to increase its business revenue.
2.1 Marketing planning process
The marketing planning process can follow the typical template of the compound
process. It is true that the business planning process is being considered as the internal proves
of market communication.
The business plan:
In business planning, the mission of the organization is being clarified. Defining the
operating structure of the company short term, medium term and long term goals have been set.
The Well-crafted mission statements are being included in the business planning. As it is an
interactive process, therefore, in the business planning the business disciplines are being
discussed.
The executive summary
In the executive summary, the final draft of the assignment is being provided. Through
the executive summary, the critical factors in the business plan are being highlighted.
Purpose statement
In this section, the clear statement with strategic intentions is being discussed. Through
this statement, the mission of the plan is being provided using the strong key message. It also
helps to understand the value of the organization and provide the guideline to understand the
plan.
Situational analysis
In the situational analysis, an overview of the organization, the business environment
and the customers are being provided. It helps to understand the overall business situation in
the industry. Industry trends, sales and others factors are being clarified through the situational
analysis process. Organizational nature, assets, equipment, history and trademarks of an
organization can be understood through the situational analysis process.
Organizational objectives
It helps to identify the holistic statement, quantifiable and clear statement related to the
business plan.
Action plan
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It is true that the strategic business plan helps to set the business objectives and
allocate the responsibilities to achieve the objectives. In case of an Action plan, the budgeting,
timeline and step by step planning are being reflected. Through the Action plan, step by step the
tasks for achieving the business objectives are being highlighted. In the planning stage, the
business opportunities are being provided that helps in teams of developing the strategies for
the operations. The action plan can be developed in the unpredictable condition of the
organizational situation.
Marketing plan
A marketing plan is being considered as another important part in business planning.
Here the target customers are being identified and depending on their needs and demand the
further steps are being taken. In this process, the factors which can influence the business
practices being identified. Ore competencies of the company, as well as the uniqueness of the
products, are being examined so that large numbers of customers can be attracted.
Segmentation variables
In this process, the segmentation variables are being identified depending on
geographic, demographic, behavioral and psychographic segmentation.
Pricing
In the marketing plan, the details of pricing strategies are being discussed. By outlining
the value proposition, the plan helps to design the proper price for different target group.
Collection of internal data
In case of identifying the apocopate information, software is being used by the marketing
predictors. By collecting the buyers’ history, consumption pattern and cumulative customer
details, the marketing predictors do their business analysis.
Income projections
Depending on the income projection the product decision of the customers may vary. By
summarizing the situational factors, the key considering factors of the marketing plan can be
identified.
Marketing Action plan
It is a broad strategic document. Here the entire operational planning is being discussed.
It is true that depending on the objectives and customers need; the marketing action planning is
being developed.
Questionnaire
 Does the company follows the every step in marketing process?
2.2 Marketing philosophy
Appropriate marketing philosophy is needed to be selected by the organization for
maintaining the strong organizational culture. Culture has higher level of contribution in case of
understanding the values in the workplace. In case of exploring the marketing evolution
process, the marketing philosophy is being considered as the dominant concept. It is true that
marketing philosophy is being influenced by the concept of production. Unsustainability, value
proposition and the cost advantages can be influenced by the marketing philosophy. In case of
analyzing the productive capacity, it can be beneficial. In the current business scenario, the
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organizations need to focus on understanding the proper business philosophy so that
competitive advantage can be gained in the marketplace. As per the market predictors, the
characteristics of the customers are very influential in case of increasing the sales revenue of
the company.
In case of examining the marketing philosophy, the market definition, evaluation process
and objectives need to be clarified. It is true that society has higher level of contribution in the
marketing process. In case of analyzing the marketing process in theoretical perspective, the
business concepts need to be analyzed. In this study, the marketing concept has been clarified.
It is true that exploration of marketing language is very important in terms of understating the
market assumption. The market is being considered as the specific place in which the sellers
and buyers exchange their needs. In other words, the market can be defined as the important
pace for operating the product exchange process in equal value.
Marketing is the face to face participation of sellers and buyers for exchanging the
values. It is true that marketing plays an essential role in the case of determining the foundation
knowledge of the company. The communication process is very important in marketing concept.
It is true that depending on the process of collecting information analyzing and listening, the
marketing gaps can be solved. In the marketing philosophy, promotion is being considered an
important part of maintaining the cultural collaboration in the workplace. In the case of the
classic market, the human activities are being highlighted as the important part of satisfying the
needs of the customers through the exchange process. The entire human activities are being
focused depending on the behavioral characteristics o the customers.
In the words of Kotler, marketing is being
directed to satisfying the needs of the
customers. Selling concepts of marketing may differ depending on the organizations. It is
discussed that depending on the knowledge of the customers, the purchasing attitude may
change. In case of increasing the product knowledge of the customers, media plays an
influential role. On the other hand, it cannot be denied that not only product knowledge but also
product attitudes are also very important in the market. Depending on the important three
component the product attitudes may differ, such as
behavior, affect and cognition. Product
attitude impacts the product expectation process, which indirectly influences the decision
making process of the customers.
In the marketing philosophy, it has been clearly mentioned that marketing is all about
maintaining the differentiation between wants and needs. Wants and needs are the core
concept of marketing. Needs is about the
terminal and instrumental value. A product with
terminal and instrumental value can easily convince the customers towards purchasing the
products. In the marketing philosophy, the marketing needs have been discussed high
highlighting its types. Depending on the understanding of the needs the company can be able to
understand the importance to customers; essential, which can help the organizations in
marketing. Against the expectation framework, the needs can influence the pre-purchasing
behavior of the customers. On the other hand, it is also true that bring the post-purchase
evaluation process, needs analysis is very important. Analyzing the different perspectives of
needs, McClelland has classified needs in three categories, such as
the need for affiliation, the
need for achievement and the need for power. Depending on their own choice, people can
search for different ways of satisfying their own needs. The need may change depending on the
life experience of the people.
Questionnaire
 Which marketing philosophy should be followed by Adidas to survive in the market?
 Does Adidas truly follow the product attitude philosophy in marketing?
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3.0 Background of the organization (Adidas Australia)
3.1 Origin of the company
In the year 1924 in July Adidas was founded by Adolf Dassler in Germany. The aim of
the organization is to manufacture and design the best quality of clothes, shoes and sports
accessories (Adidas.com.au 2018). It is true that Adidas is being considered as the largest
sportswear manufacturing organization in Europe. Adidas is the holding company of Adidas
group that consists
of Taylormade, Reebok, Runtastic and Ashworth. In the year 2015, the total
revenue of the company was € 19.29 billion. If the history of Adidas is being analyzed, it will be
identified that the company was started as the Dassler brothers shoe factory. In the initial stage,
the company manufactured the spiked running shoes for athletics. In the year 1949 after the
break down between Dassler brothers Adidas was created by Adolf and Rudolf created Puma,
Now which is the popular competitor of Adidas. After world war 1, the company has faced
issues regarding the supply of electricity in Herzogenaurach, which is the headquarter of the
company. In the case of enhancing the quality of the products heavy metal spikes were being
collected from previous models so that the rubber and canvas supply can be maintained
(Adidas.com.au 2018).
In the year 1936, the handmade spiked shoes were introduced in the 1936 Summer
Olympic by Dassler. After gaining the gold medals, the popularity of Dassler shoes in the
athletic world has increased. It is true that before world war 2, the company sold near about
200000 pairs of sportswear. In the year 1951, during the supper Olympics the company
acquired the 3 stripe signature logo from the ended athletic footwear brand called Karhu Sports
with 1600 euros. With the increasing popularity all over the world the company has started
expanding its business (Adidas.com.au 2018). It is true that near about 55 independent countries
in all over the world the company has expanded its business. In the record of 2018, it has been
identified that near about 800 outlets have been established by Adidas in the global market. On
the other hand, it has been identified that in the year, the Adidas group has served through 1557
concept stores.
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Figure: concept stores of Adidas from 2008 t 2017
(Figure: Statista.com 2018)
In the above diagram, it is clearly shown that with the increasing popularity in the market,
the number of stores of the company is gradually increasing. In the year 2008, the stores of the
company were 1019, where the numbers of stores have reached 1557 in 2017.
3.2 The quest of the company
Proper communication with the customers can play an influential in case of providing
standard quality of service. It has been identified that depending on the efficiency of the
employee in the workplace can also play an effective role to convince the decision making
process of the customers. By
improving the interaction process with the customers, the serving
quality in the workplace can be improved.
By enhancing the customer service strategy, the
service can be improved. If the organization properly attends the feedbacks of the customers, it
will be beneficial for the company. Developing a strong customer relationship, the trust can be
built. By ensuring the great service experience to the customers, it will be beneficial for the
company to increase its cultural values.
In case of Adidas, it has been identified that in the current scenario, the company is
dealing with several challenges such as increasing customer complaints and due to its premium
ranges, it has become harder for the people to abele the products. On the other hand, due to
increasing dependence on the third party, the delivery process of the company is being
hampered. In this situation, it has become very important for the company to deal with the
challenges. In this situation, the marketing predictors need to focus on identifying the reason
behind the business challenges. In this case, the research and development and routine
monitoring process can be beneficial.
Proper waste management is very important in case of using the resource efficiently.
Improving the storage facilities, it will be easier for the company to introduce the strategy for
utilizing the resources in a proper way. In case of increasing the efficiency of existing resources,
the proper wealth functioning tools can be beneficial. By enabling the movement of raw
materials and mass distribution, the existing resources can be utilized in the right manner.
In case of maintaining the effective distribution of information, it will be easier for the
organization to overcome the business challenges in the workplace. Transport can play an
influential role in case of maintaining the distribution process in an organization. Enabling the
departmental stores and involving in the construction process, the company will be able to
maintain its distribution of innovation. In case of international trade, tourism marketing can be
beneficial for the company. Through the universal educational initiatives, it will be easier to
convince the customers.
In case of maintaining the distribution proper ineffective manner, the cash register facility
can be effective. It cannot be denied that proper interaction with the customers plays an
influential role in distributing the company related information to the people. It is true that
developing Business to business communication in fastest manner, the telephone can be used
as an essential resource. Not only the telephone but also the television and radio are important
for information distribution. Through the mass distribution of information, the products are being
reached to the customers.
Questionnaire
 Do you think that Adidas has followed customer satisfaction initiatives in the workplace?
 Do you think the strategies of Adidas can help in utilizing its existing resources propelly?
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3.3 Vision statement
Mission and vision statement of an organization is very important. Mission statement
indicates the formal summary of the values and aims of an organization. The mission statement
includes an understanding purpose of the company so that the employees will be focused on
achieving their goals and objectives. In case of Adidas, it has been identified that the mission of
the company is to develop a strong brand image in the sports industry. In the vision statement,
the transformational initiatives o the company can be identified. In case of the mission
statement, the goals are being summarized, however, in case of vision statement, the future
needs of the company can be defined. In other words, it can be said that a
mission statement
defines the present needs of the organization, where the vision statement indicates the future
needs of the company. In case of Adidas it has been identified that the aim of the organization is
to bring innovation and inspiration to every athlete. It wants to be the global leader in sporting
industry.
Questionnaire
 Do think that Adidas has achieved its vision statement?
4.0 Buyer decision process
The process of buyer decision helps to represent three stages by which the purchaser
can go through before reaching the purchasing decision. It is true that the buyer decision
process can be influenced by the values and perceptions of the customers. Behavioral
characteristics of a person can influence needs and preferences. In case of understanding the
buying process of the customers, there is high strategic importance. Buyer decision process and
its transformation are very important in terms of managing the sales pipeline. If the employees
in the organization will be able to understand their responsibilities properly, they can assist the
customers to enter in the process. Hence, it has become necessary for marketing predictors to
understand the buying decision process.
Figure: 3 zones of Buyer decision making process
(Source: Fanning 2018)
In the above buyer decision model, three 3 zones have been highlighted. It cannot be denied
that nature and availability of the products, impact on the buying decision of the customer. In
case of determining the speed of the buyer decision process, depending on the situational
factors, below zones have been highlighted.
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4.1 Followed by 1st zone purchase behavior
Cost/risks/ benefit analysis:
If the customers are being recognized for the unmet needs, the person gets motivated
for achieving the needs. In this situation, the estimation of the customers regarding the value
and quality of a particular service or product get changed. Cost/risks/ benefits analysis is very
important for exploring the cost involved in the product. In case of prevailing the situational
factors, the consideration of values are important for analyzing the situational demands.
Need recognition:
Need recognition is being considered as the initial stage of buying. In this proves the
unmet need of the customers is being identified by the marketing predictors. This is the process
by following which the difference between want and need can be identified. The need is
something which indicates the specific requirement, and it can be socio-economic, physiological
and personal. Determining the promoting, distributing and developing needs the services are
being provided by an organization.
Product selection process:
The product selection process is being considered one of the lengthy process in the
purchasing process. Depending on the cost-benefit analysis process, different
consumers’
value can be identified. It cannot be denied that the diversified values of the customers can
influence the nee analysis process. In this case, the marketing predictors have focused on the
consumption pattern of the customers depending on different values. On the other hand, the
importance of the products may differ for different customers. As an example, Adidas mostly
manufacture the athletic shoes, in this case, the priority of the products will be higher for an
athletic or sports person rather than an office gores. Therefore, it can be said that the
product
involvement process can be influential in terms of grabbing the attention of the customers. The
customer product involvement can vary in the form of
low and high involvement. In case of
developing the
customer involvement profile, the marketing predictors can assist to the service
providers so that they will be able to understand the needs of the customers. It cannot be
denied that there are various types of
situational factors that can play an influential role to
convince a customer towards purchasing. Classification of the products is another important
key driver in influencing the purchasing decision of the product.
Multi-attribute model
In the case of estimating the values of the products, the multi-attribute mode can be
adopted by the marketing predictors. In this process, the customers will be able to identify the
product attitudes. Depending on the estimated attributes of the products, the customers
purchase the products.
4.2 2nd time zone product delivery
In the second time zone, the assessing experience and assessing values are being
identified. Depending on the process of product delivery, the experience qualities are being
assessed. The products, which have high experience qualities, need to deliver during the
presence of the customers. The responsibility of the marketing predictors for ensuring the
interaction process with the customers so that scripts, roles and controlling tools can be
blueprinted properly. In this case, the cycle of satisfaction cane discussed. A product with high
experience qualities can play an influential role in enabling the communication process.
Customers' mostly get influenced by the people who have already experienced the products. In
case of convincing the large numbers of customers the communication process is very effective.
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It is true that depending on the face to face communication process a delivery person can be
able to deliver the right product to the customers.
4.3 3rd time zone post purchase behavior
Depending on the experience of consumption, the post-purchase behavior is being
reelected. After receiving the product, the qualities, cost, effort and time are being examined
depending on the product. Depending on the reflection of the consumption experience the
evaluation process is being started. In this study, the
credence qualities have been discussed in
which the evaluation process depending on the customers’ faith has been examined. This
process is similar to the
cognitive dissonance. In most of the cases, the market predictors do not
follow the
cognitive dissonance process. It is true that propagate customer' complain is the main
threat to the organizations. Therefore, this is the responsibility of the marketers is to
communicate properly with the customers so that the
cognitive dissonance can be reduced. If
the customers' feedbacks can be gathered properly, it will be beneficial in terms of maintaining
the continuous improvement in the workplace.
On the other hand, the market predictors have neglected the time zone of post-
purchase. This is true that depending on the behavioral aspects of the customers, the post
purchasing behavior gets changed. The post purchasing behavior of the customers can be
influenced depending on the implementation strategies, design and development process. It is
true that in the product development process, the products are being compared with similar
products.in this case, the decision making process of the customers is being changed.
Analyzing the current business trend, it has been identified that the organizations are giving
priority to the technological uses in the case of influencing the decision making process of the
customers. Therefore, it can be said that the three time-zone influence the changing decision
making process of the buyers.
In the
Cycle of satisfaction, the sales, pre-sale, purchase, finance and operation are
being included. By fulfilling the needs and requirements of the customers, the products are
being sold. In the pre-sale position, the financial and technological analysis is being done.
Depending on the purchasing decision process, the multiple options are being arranged for the
customers within selected time frame. These are responsibilities of the marketers to following up
the vendors and suppliers. If the customers get satisfied with price and quality of the products,
they arrange funds for purchasing their favorite products.
Questionnaire
 Does adidas adopted the effective customer behavior analyzing tool that can help to
sustain in competitive market?
 Do you think Adidas properly follow the cycle of satisfaction?
 Do you think the product selection process of the customers can be satisfied by Adidas?
5.0 5 gap model
In the case of capturing the expectations of the customers and understanding the
perceptions of the customers, the SERVQUAL multidimensional research instrument is very
effective. In case of understanding the satisfaction level of the customers,' the 5 gap model is very
effective. It is the conceptual model that helps to analyze the service quality and the implication of its
initiative.
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Figure: 5 gap model
(Source: Fanning 2018)
In the above diagram, the 5 steps of gap model have been discussed.
In the gap 1, distance between the managers' thinking and the expectations of the
customers have been highlighted. It is true that using the survey research; the 1st gap can be
identified. In case of marketing audit of Adidas, it has been identified that the aim of the
company is to introduce the innovation and technology in the market. It is true that the
managers of the company are aware of the needs and demands of the customers.
Gap 2 identify the distance between the actual specification and the perception of the
management. This step is very important for understanding the managers in the company are
being able to understand if they are providing the same standard of service needed by the
customers or not.
Gap 3 identify the specified experience that is being collected by the managers through
the customers' feedbacks regarding the delivery. In this situation, it becomes easier for the
managers to understand it the company is being able to fulfill the customers need or not.
In the Gap 4, the gap between communication to the customers and customer
experience delivery can be analyzed. In this process, it can be assumed that if the company is
providing promised quality of service to the customers or not. It is the process in which
increasing customers' expectation and its impact of changing customer' perception are being
analyzed.
Gap 5 is the final step, in this step, the gap between customers' expectation for service
and customers' perception of experience is being identified. This is the process by which the
customers' experiences is being shapes by word of mouth. By following the transactional survey
process, the marketing audit team has identified that measuring the customers' experience is
very important for understanding their perception.
Questionnaire:
 As per your understanding, in which gap Adidas needs to work on?
Answer:
Gap 1
Gap 2
Gap 3
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Gap 4
Gap 5
6.0 SWOT analysis
Analyzing business environment of an organization SWOT analysis can play an
influential role in terms of bringing the business opportunities for an organization. In the
marketing audit, SWOT analysis of Adidas has been done for examining its business
environment.
Strength Weakness
 The company has established its
strong brand image in the market.
With its heritage and legacy, it has
become one of the popular youthful
brands in the global market.
 Diversified products are the biggest
strength of Adidas. Introducing the
multiple product portfolio in the
market, the company grabbed large
numbers of customers’ attention.
 It cannot be denied that with the
increasing marketing popularity near
about 1557 stores have been
introduced by the company in 2018.
Analyzing the increasing business
revenue of the company it can be said
that business revenue of the company
has reached €21.218 billion in 2017,
which indicates its strong financial
status.
 Adidas is being considered as the
combination of technology and
production.
 It has developed its strong
relationship with c community by
contributing in the major events such
as UEFA, FIFA, Olympics and NBA
 Product distribution system of the
company is done through online,
different channels and supermarket.
 In case of maintaining sustainable
position in the market, strong
collaboration between international
finance corporation and international
labor organization is being
maintained.
 It is true that target market of the
company is upper-class people, due
to this reason the price ranges of the
products are very high.
 Although the company has taken
various initiatives in terms of
improving the internal environment in
the workplace, due to internal conflicts
the organizational culture has been
influenced.
 It has been identified that 93% of the
entire production of Adidas is being
done by the 3rd party manufacturers.in
this situation, sometimes the risks
related to the quality standard
increase.
 On the other hand, it is true that
depending economics and social
standard of the customers, it has
become tough for the company to
satisfy the customers’ need.
 Increasing competition in the market
has become one of the major
concerns for Adidas.
Opportunities Threats
 With technological advancement and
economic opportunities, business
expansion opportunities in the market
 Supplier dominancy is the biggest
threat to Adidas. As the major portion
of the production is being outsourced.
MARKETING AUDIT [Name of the student] 12

have increased.
 It cannot be denied that demands for
the premium products in the market is
increasing. It has been identified that
near about 33% of the demand for
premium products in Asian market
has increased.
 It is true that depending on the
changing lifestyle of the customers,
sportswear has become popular in the
market.
 Smart strategies are being followed
by the company, which can bring the
operational opportunities in the
market.
Therefore, increasing bargaining
power of the suppliers has created
tough situation for Adidas.
 As Adidas has become the global
brand, in this case the newcomers are
manufacturing the same products in
the market, which has impacted on
the brand image.
 Government regulations and tough
taxation policies are the biggest threat
to the company.
(Source: Created by author)
Questionnaire
 Do you prefer Adidas for sportswear and accessories?
Answer: Yes / No
 Do you regularly purchase products from Adidas?
Answer: Yes / No
 Are you satisfied with the quality of the products?
Answer: Yes / No
 Do you ever faced any delivery issue?
Answer: Yes / No
 Do you recommend Adidas to your friends?
Answer: Yes / No
7.0 Conclusion
In this study, it can be concluded that marketing plays an influential role in case of
understanding business growth. On the other hand, it is true that depending on marketing
concept different needs of the customers can be analyzed. Depending on the marketing audit, it
has been identified that in case of developing the marketing plan, proper business objectives
need to be identified. It is the responsibility of the marketing predictors is to clarify the
importance of situational analysis to the employees. It is true that employees need to be
informed regarding the business philosophy and its impacts on the organizational operations.
This is also required for driving the purchasing decision of the customers.
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Reference list
Adidas.com.au 2018. https://www.adidas.com.au/[Accessed on 31st Oct, 2018].
Fanning, D. 2018. The marketing concept [e-book]. [online] [Accessed on 31st Oct, 2018].
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MARKETING AUDIT [Name of the student] 15