Marketing Audit Plan for Sarto's Gourmet Pasta: Comprehensive Analysis

This report presents a marketing audit plan for Sarto's Gourmet Pasta, a pasta restaurant in Graceville. It outlines the objectives of the marketing audit, which include assessing the restaurant's marketing environment to identify opportunities and problems, and to provide actionable recommendations. The report details both macro-environmental factors (demographic, economic, and political) and micro-environmental factors (customer behavior and competitor analysis) impacting the restaurant. It also defines the scope of the audit, the required methodologies for data collection (including financial statement analysis and interviews), and the audit's timeframe. The report identifies key participants in the audit process and their roles, outlines the characteristics of effective marketing audits, and specifies the essential formats and elements to be included, such as business goals, marketing strategies, and budgets. The report recommends the use of SWOT and PESTEL analyses to measure the upscale result. This report serves as a comprehensive guide to evaluate and improve the restaurant's marketing performance.

BSBMKG545 – ASSESSMENT 1
MARKETING AUDIT PLAN
Case Study “Sarto’s Gourmet Pasta”
Marketing Audit Summary Plan of Sarto’s Gourmet Pasta
A pasta restaurant based on Graceville, Sarto’s Gourmet Pasta, serves excellence pasta choices
with finely selected ingredients with addition of desert and sort of beverage including alcohol contained
drink in their menu. This report will present a marketing audit plan from Sarto’s Gourmet Pasta that
administer the internal and external audit. To measure the performance in the restaurant operation is the
purpose of this audit.
A. The Objectives of Marketing Audit
Marketing audit in Sarto’s Gourmet Pasta is purposed to collect evidence of information
to determine and report the level the marketing environment in terms of objectives, strategies and
activities of Sarto’s Gourmet Pasta to determine opportunities and problems that occur and
provide recommendations for action plans to improve restaurant performance. As a result, it will
determine the success of Sarto’s Gourmet Pasta.
Based on the inadequate function of the marketing organization in Sarto’s Gourmet Pasta
which causes a lack of innovations in marketing. Thus, in an increasingly comprehensive and
fluctuation in market business competition, it must be realized that future success will be largely
determined by the successful implementation of marketing audits.
The macro and micro factors of marketing environment will be elaborated as follow:
The Macro Environmental Factors:
 Demographic Factors
Sarto’s Gourmet Pasta has the concentration of target market for the age of 20-50
especially for young worker nearby the restaurant and student pursuing high school or
higher education who enjoy fine restaurant. Other than that, there is evidence of the 10 %
elevation in Graceville area, apparently so does the income in the residents especially
families get rising. In which Sarto’s Gourmet Pasta targeted the population of Graceville
for around 46.000.
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 Economic Factors
With financial prediction show that the number of jobless stay stable with 5.1%. In
addition, the number of employments will be assumed with an increase. By this point, the
rate of interest will also undergo a diminish that will result in more spare income that will
make more people to dining out that will give more opportunities for Sarto’s Gourmet
Pasta to attract more customer and increase their sales.
 Political Factors
Government policy is one of factors that to be abide by companies. Therefore, work/life
balance that being introduce and exposed by the government has been seen as an
opportunity, because it is on the same page of Sarto’s Gourmet Pasta goal. In which, the
policy will trigger more working customer.
The Micro Environmental Factors:
 Customer Behavior Factors
The relative demand in food presentation and neater eating course become a new
essential choice by the customer. The other need like wider range of menu, more exotic
and healthier pasta also become a trend preference by the customer. All the mentioned
factors have been set as the goals in Sarto.
 Competitor Factors
Sarto need to secure its brand positioning by develop more products alongside with the
threat from growth in competitors either local or national restaurant competitor. If Sarto
want to draw attention from potential customer and gain more interest by their loyal
customer.
B. The Scope of Marketing Audit
 The scope of this marketing audit by its area:
- Local Area in Graceville
- Pasta restaurants in Australia
 The scope of this marketing audit by marketing strategies:
- To be able to achieve relevant and reliable quality, the financial statements need to be
audited by the auditor to provide assurance to users that the financial statements have
been prepared in accordance with the established criteria.
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- To increase sales, a marketing must establish the right marketing strategy that will aim
Sarto for large market opportunities to increase sales and achieve the expected
advantages. It is also an important tool for companies to be able to calm the
competition. In addition, marketing plan seeks to increase sales in the right way and
strategy.
C. The Required Methodology in Conducting Audit and When the Audit Could Occur in the
Organization.
 The Methodology
a. Data Collection
The good and bad financial condition of Sarto can be known from the
analysis conducted on the company's financial statements including their internal
sales data and supply chain logistics details with addition of data from market
analysis and government bureau because the most important output in the
application of the accounting system is the reporting of financial conditions
including financial statements including for Sarto’s Gourmet Pasta. From the
results of the analysis, the marketing plan can make strategic decisions and
policies according to the goals and plans that have been set
b. Interviews
The one-on-one interviews will be applied for another data information
gathering. The interview will involve key participants, target market customer,
market research firms and government bureau.
 When The Audit Could Occur
The reason closely related to the Sarto's success had not achieved yet as
it’s expected in business purposes, and the desire for a marketing audit would
reveal why this was happening. So, it must be measured from the levels of
marketing profitability of the organization.
D. Timeframes For Audit in Line with The Marketing Plan
Audits are expected within 6 months align the marketing plan is carried out. For the final
audit will be carried out again after 12 months.
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E. The Participants to Be Involved in The Conduct of The Audit and What Their Involvement
Would Require (Their Role)
Participants Roles
Mario Sarto  Sarto’s Gourmet Pasta restaurant owner
 Provides decisions of the organization
 Gives the target goals for his business as the owner
Rose Ready  Marketing professional and owner of Ready-Made Marketing
 Provides insight and observe the partnership between Sarto and
its marketing agencies.
 Provides opinions and advices on Sarto's business decisions
during their cooperation.
Adriana Como  In charge of Sarto's sales and promotions
 Inspecting the kitchen
 Providing more information about Sarto's restaurant including
the problems that might occur and its solution while working
there.
Eric Yeung  provides his professional assessment of the restaurant's
performance and also its costs, sales and profit margins
F. The Main Characteristics of Marketing Audits and How They Meet Audit Priorities for The
Organization
 Comprehensive, to evaluate and fix the problems within the companies including the
functional factors like the cost and employee performance.
 Systematic, to obtain and evaluate evidence objectively regarding assertions of economic
activities and events in Sarto using data collection and provided question for interview
purpose follow with the proposed strategies for better marketing goals.
 Independent, to conduct by an independent and competent party with the aim of determining
the level of coherence between the information with predetermined criteria that the results
will be reported to interested parties.
 Periodic, the recommendation for audit will be conduct yearly to avoid crisis.
G. The Main Formats and Elements to Be Included in A Marketing Audit
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 Business goals are that become the determiner whether the mission is clearly outlined and
market oriented.
 Objective marketing has to be done so, the company conducted clear objectives to guide
marketing planning and measuring forecast these objectives have to be aligned with the
company's opportunities and resources.
 Marketing strategy needs to be administered properly so does the company have a solid
marketing strategy to achieve its objectives.
 Budget really need to be measured and secured with the aim for the company budgeted
sufficient resources for segments, products, territories and promotions.
H. The Form of Marketing Audit
A full marketing audit requires many elements to measure the upscale result. However,
some include environmental audits especially SWOT analysis and PESTEL analysis. Some other
like organization audit, system audit and financial audit will require further measurement, yet the
probability to be implemented is pretty high. Meanwhile, another form of analysis will be less
effective like STEP/PEST. Since Sarto’s Gourmet Pasta marketing audits need to analysis the
external factors that make STEP/PEST analysis inappropriate to be conducted. Even though this
type analysis include evaluation in social, technology, environment/economic and politic in the
process.
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