I will Attach the Marketing Audit Above which will give information on the business that I made.
It should flow like this.
Table of Contents;
1. Title
2. Table of Contents
3. Executive Summary
4. Introduction
5. Synopsis of audit
6. Objectives
7. Strategy
Identification of growth strategy
Segmentation
Target strategy
Positioning strategy:
Product and Brand Strategy
Promotion Strategy
Pricing Strategy
Place Strategy
People Strategy
Process Strategy
Physical Evidence Strategy
8. Resources and Controls
9. Conclusion
10. Reference list
11. Appendices (where necessary)
Executive Summary
▪ A concise overview of the entire report, including aims, overall strategies, main conclusions and key points
▪ Should be comprehensive and clear
▪ High Level summary of major points
▪ Allows management and markers to quickly grasp the main thrust of the plan.
Suggested word count: 300.
4. Introduction
Very briefly outline your company again. You may wish to include some of the following:
▪ Company history/mission statement
▪ Company’s core competencies
▪ Company’s brand/positioning
▪ Proposition
▪ Competitive advantage.
Synopsis of Audit
▪ Basically, a synopsis is a brief overview
▪ The aim is set your marketing plan in context, clearly outlining your identified opportunity again.
▪ Important to pull out relevant information from your marketing plan, for instance key findings from your SWOT analysis, key competitors, key market sector activity or even PESTEL forces
▪ The synopsis should clearly outline why your opportunity is relevant and viable.
Objectives
Should relate to corporate mission statement and objectives (you may wish to include a copy of the company’s mission statement and objectives in your appendices)
▪ Should be stated clearly, simply, be quantifiable and expressed within a specified timeframe
▪ Objectives might be related to: product innovation, sales volume, profitability, market share, customer satisfaction
▪ Use SMART (specific, measurable, attainable, realistic, and targeted)
▪ It is these objectives that are then translated into marketing strategies.
Introductory paragraph: you may wish to identify what growth strategy you are going to implement and illustrate using Ansoff’s matrix. For example, whether it is market penetration, product development, market development and diversification
Segmentation: identify the variables you are going to use to segment your market, may it be behavioural, psychographic or profile
Target: Choose one or more segments for which to design your marketing operations and identify which targeting strategy you will implement. For instance: undifferentiated, differentiated, customized or concentrated strategy
Positioning strategy: you may decide to focus your positioning strategy on specific product benefits, quality/price or user.
Product and Brand Strategy
outline the core properties, the current product strategy, current positioning on the Product Life Cycle, strength of the brand or value proposition.
Promotion strategies
outline they promotion objective, whether it’s a push or pull strategy, the message you are communicating, the chosen promotional tools and justification for why these are the most appropriate tools for your target segments.
Pricing Strategy- you may wish to discuss; You may wish to outline your pricing objective; pricing strategy and which factors are affecting the effectiveness of your pricing strategy?
Place Strategy -you may wish to discuss; You may wish to outline what your distribution strategy is? Is it direct or via intermediaries?
People Strategy -you may wish to discuss;
You may wish to outline service and the importance of people in that certain marketing mix.
Process Strategy-you may wish to discuss;
You may wish to the outline the process by which your service/product is acquired by your target segments and clearly outline the rationale
Physical Evidence Strategy -you may wish to discuss;
You may wish to outline and discuss the tangible goods that facilitate the performance and communication of your service.
Resources and Controls
Resource Requirements: ‘What will be done, When will it be done, Who will do it’. Best to format in a table. Outline any training requirement at this point.
▪ Measures: details how the results of the plan will be measured. For instance, this section might include sales volume, brand recognition and market share.
▪ Key Milestones: you may also wish to document key milestones and timeframes.
Reference list
▪ Minimum of 15 references
▪ Combination of academic journals, academic text books, industry/market reports, professional publications and official company information.
11. Appendices
