BSBMKG515 Marketing Audit Solution: Sarto's Gourmet Pastas

This document presents a marketing audit for Sarto's Gourmet Pastas, analyzing the company's situation, including its failure to establish a strong brand identity and target market. The audit identifies the lack of a unique selling point (USP) and the impact of competitors like Stella’s and Pasta Bite. The proposed marketing strategy suggests creating a USP, opening an open space for customers, and implementing grand openings with local artists. The financial plan includes costs for an outdoor dining area and entertainment. Implementation strategies involve grand openings, advertising, and community engagement. The assignment references Hollensen and Opresnik's work on marketing mix and implementation, providing a comprehensive overview of the audit process and recommendations for improvement.

Running head: CONDUCT A MARKETING AUDIT
CONDUCT A MARKETING AUDIT
Name of the Student
Name of the University
Author Note

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Marketing Plan – Sarto’s Gourmet Pastas – December 2016
Situation Analysis
The problematic areas which are faced by Sarto Gourmet Pastas I that it has failed to
create an identity in the place of operation. According to the author branding is one of the most
important part of marketing as well as attracting the customers from the competitors in the
market. Regarding the Gourmet Pastas operation it can be said that it did not create a target
market operation in order to target few set of customers who will be loyal to the company for the
rest of the life.
Not having a proper USP has been one of the most important factor for the company.
Unique Selling Point will give the company more client as because the client will be impressed
with the product or service provided. Also the company has not been able to attract the potentials
customers because the CEO of the company has asked the employees to charge higher rate for
the rick folks living in the area as well as she has asked to increase the delivery rates in order to
increase the revenue earned.
Keeping all these issues in mind it has been a problematic situation for the company as
because the competitors like Stella’s and Pasta Bite has opened up outdoor sales market targeting
the young millennial and the young people in the society which is directly affecting the sales
target of Mario. The company is trying to increase the sales so as by decreasing the price of past
in order to attract the customers towards them.
Marketing Strategy
Regarding the opportunities it can be said that the company should try to create its own
USP or the Unique Selling Point which will help it to increase the sales target assumed by the

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CEO of the company. The USP of the company once gets increased will be attracting customers
towards them. Another great opportunity which avails the company is that opening up an open
space for the couples as well as for the families. Opening up an open space for the people will be
boosting up the sales target. According to the author Hollensen and Opresnik (2019) it has been a
market trend to have a lunch or dinner in an open space.
Financials, Budgets, and Forecasts
An outer place for dining and lunch should be arranged for the company which might cost
around $25,000. Bringing on musical bands and parties will be costing around $200. The
company should try to add on good quality of food in order to attract the loyal customers in the
society.
Implementation strategies and Controls
Speaking about the implementation strategies of Pastas it can be recommended that the
company should try to open a grand opening which will serve a dual purpose for the training
staffs incurred in the company as well as it will increase the sales target assumed by the
company.
Also inviting few of the local artist to the show or in a lounge will be few of the most
important strategies used by the company in order to increase the revenues. Making large posters
as well as brochures in big hotels will be important in establishing new guests in the town.
According to the author Hollensen and Opresnik, (2019) approaching the elderly people in the
society and sponsoring them meal will be helpful as because it will be directly contributing to the
society.

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References
Hollensen, S. and Opresnik, M.O., 2019. Marketing Mix in the Marketing Planning
Process. World Scientific Book Chapters, pp.203-382.
Hollensen, S. and Opresnik, M.O., 2019. Implementation and Controlling in the Marketing
Planning Process. World Scientific Book Chapters, pp.383-477.