Assessment Task 4: BSBMKG515 Marketing Audit Plan for Gourmet Pastas

This assignment presents a marketing audit plan for Gourmet Pastas, aiming to analyze the business processes affecting the company's sustainability. The plan includes micro and macro analyses to identify internal and external factors, opportunities, and threats, such as increased competition and the potential of an open lounge. The methodology involves both qualitative and quantitative research, with a timeline of 4-6 months. The audit will involve employees, a special marketing team, and a research head. Key elements include SWOT analysis, customer and competitor research, market overview, and PESTLE analysis. The plan utilizes marketing audit templates like JotForm for customer surveys, market research, and feedback collection, aligning with the company's goals and strategies. The assignment also references other documents such as JKL Industries' business and strategic planning documents and the BBQfun marketing plan.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Summary Plan for a Marketing Audit
 The main purpose of the marketing audit is to analyze the business
process that could affect the sustainability of the company for a
short run as well as for a long run. Micro and macro analyses
included for the company in order to known the internal factors
affecting the operation of the company as well as the external
factors affecting the company. Highlighting these will help the
company to get more information with the operations involved by
the company.
 Regarding the scope of marketing audit it will be showing the
opportunities as well as threats that the company will be facing.
The main problem for the company is that there is an increase in
the competitors as well as the opportunity includes involving an
open lounge.
 Regarding the methodologies, the company should try to conduct
both qualitative and quantitative research.

2MARKETING PLAN
 4 to 6 months’ time will be required in order to complete the
marketing audit for Gourmet Pastas.
 The participants who will be involved in the marketing audit are
the employees, special marketing team of 4 members, and the
research who will be the head of marketing team.
 The main characteristics of the marketing audit plan is to align
with the company goals and strategies.
 The main elements of marketing audit are
1. A SWOT Analysis
2. Customer and prospect research
3. Competitor Analysis
4. Market Overview
5. PESTLE Analysis.
 Marketing audit template which can be used by the company is
JotForm Customer Survey, Market Research, Feedback Forms and
Order Payment form.