Marketing Audit Presentation: MKT1022, The University of Northampton

This presentation provides a comprehensive marketing audit, analyzing the macro, micro, and internal environments of a chosen organization within a specific industry. It begins with an introduction to marketing audits and their importance in influencing consumer behavior and boosting sales. The macro environment analysis considers political, economic, social, and technological factors impacting the retail industry, using Tesco as an example. The micro-environment section focuses on competitive analysis, including Porter's Five Forces. The internal environment assesses the organization's sales and financial performance over a five-year period, examining marketing productivity. The presentation also covers the 4 P's of marketing: product, price, place, and promotion, concluding with a summary of the key findings and references.

Marketing Audit Presentation

Table of content
 Introduction
 Macro environment
 Micro environment
 Internal environment
 4 P’s
 Conclusion
 References

Introduction
Marketing audit is considered as systematic and comprehensive analysis of business marketing
environment which can help to influence the people and increases the sale of organisation. For
running a business it is important to analyse the environment internal and external that states
which can affect the business.

Macro environment
 Macro Environment – This means an environment in relation external activities that arises
while operating a business is considered as macro environment. This environment consider
various factors such as political, economic, social, and technological affected the retailing
industry which are as defined:
 Political: This factor considering government stability, tax rates, government regulations and
other activities in relation to politics which may affect the business.

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Economic: This factor involving economic growth, inflation, wages rates,
disposable income, and financing capabilities which might be affected the business.
Social: This involving GDP, population growth, cultural trend, and demographics.
The GDP rate of UK is increasing where Tesco is increasing their sales by offering
the different products at retail cost that improve brand image.

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 Technological: This factor stating
innovation, new technology and others
activities that based on technology. Tesco is
lager organisation using the new
technology in their distribution and
marketing activities which increases buying
behaviour of customers.

Micro environment
 Micro Environment – This defines as competitive analysis which is uses by
organization to analysis the competition and maintain the productivity.
 Porter's five force: This framework is uses by industry to analyse the
competition and then formulated strategies that helps to operate business. The
analysis in context to retail industry is defined below:
 Bargaining power of buyers: This means how easy customers can
negotiate the prices of products.

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Bargaining power of suppliers: In UK, number of supermarkets are already
exists who buys product at fixed prices from manufacturer.
Threat of substitutes: The threat of substitute products which are selling by
Tesco is low which can be opportunity for chosen organisation to increase the
selling activities by attracting customers.
 Threat of competitors: In retail industry the competitor of Tesco are
Sainsbury, Morrison, Asda, Lidl etc. that can be create a challenge for chosen
industry to run business and face the competition.

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Threat of new entrants: In retail industry, threat
of new entrance is low because to establish a super
market at a location is difficult as there is need to
arrange high range of resources, capital, funds and
human resources which can be benefited to Tesco
to increase their sales.

Internal environment
Internal Environment: (a) a 5-Year Marketing Productivity Analysis examining
the organisation’s Sales and Financial Performance over a recent 5-year period;
 Marketing productivity analysis: This is a tool which is uses by
organisation to evaluate the performance of a marketing department in carrying
out this role. This helps to measure the efficiency and selling activities of an
organisation so profitability can be maintain.

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The selling performance of
Tesco has been defined
through 5 year financial plans
such as:
Income stalemate of Tesco
that states sales and revenues:

4 P’s
Product- Product refers to the goods or services which are provided by the
organizations to the customers in the market.
Price- Price means the rate which is charged by the organizations for providing
their goods and services to their customers.