This report presents a marketing audit for Select Service Partner (SSP), a catering and retail service provider operating in airports and railway stations. The report begins with an executive summary outlining the purpose, which is to assess the effectiveness of SSP's marketing activities and suggest improvements. It includes an introduction to SSP, followed by an analysis of external factors, including political, economic, social, and technological elements. The report also examines micro-environmental factors like suppliers, competitors, and customers. The internal audit section focuses on customer demands, sales, costs, and market information systems. It then details SSP's marketing mix, including product, place, price, promotion, and people. The report concludes with recommendations for improving the marketing mix, such as enhancing the digital platform, providing employee training, and expanding menu options to cater to a wider range of customers. This analysis is aimed at assisting the company in refining its marketing strategies to maintain and improve its market position. The report is a contribution from a student and is published on Desklib, a platform offering AI-based study tools.
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