Introduction

 It is easy to get stuck in what we are doing

in our organization’s marketing function.
 We conduct the same activities and assume
that we are facing the same competition
and external environment.
 But the world in which we are competing
is constantly changing.
 These changes represent both opportunities
and problems.
 That's where a marketing audit comes into
picture.
 Marketing Audit

 It gives organizations, the opportunity

to review objectively what they are
currently doing
 Enables organizations to analyze their
current performance as well as past
performance
 Based on this organizations can then
identify the next steps forward.
 A marketing audit is a structured
review of company’s current
marketing activities.
 DEFINITION
“Marketing audit is a comprehensive,
systematic, independent, and periodic
examination of a company’s—or business
unit’s—marketing environment,
objectives, strategies, and activities with a
view to determining problem areas and
opportunities and recommending a plan of
action to improve the company’s
marketing performance”
- Philip Kotler
 The marketing audit is a fundamental part of
the marketing planning process.
 It is conducted at a series of points during the
implementation of the plan.
 Considers both internal and external influences
on marketing planning, as well as a review of
the plan itself.

External Internal
•Economic •Mission statement, goals
•Political •Objectives
•Infrastructure •Structure
•Technological •Corporate culture
•Consumer perspectives •Systems, operations, processes
•Market size and structure •Pricing, profitability and efficiency
• Competitors, Suppliers •Advertising
•Distributors. •Deployment of the sales force
 Characteristics

 Comprehensive
 Systematic
 Independent
 Periodic
 Process

Agreement on
objectives, Report preparation
scopes Data collection and
and approach presentation
 Components
1) Marketing environment audit
 Macro environment
 Task environment

 Macro Environment: The macro

environment consists of large scale
forces and factors influencing the
company’s future, over which the
company has very little control.

 Task Environment: Task environment

is the environment in which the
organization intimately operates.
2) Marketing strategy audit: Consider whether
the company’s marketing strategy is well
postured in the light of the opportunities and
problems facing the company.
 The starting point of marketing strategy audit is
corporate goals and objectives followed by
marketing objectives.
 The auditor also considers whether management
has chosen the best strategy to achieve that
growth.

3) Marketing organization audit: Covers the

question of effectiveness of marketing and sales
organization as well as the quality of interaction
between marketing and other key management
functions.
4) Marketing systems audit: Examines
the various systems being used to gather
information, plan and control the
marketing operation.
 Procedures used for the systems of
marketing planning, goal setting,
marketing control, physical distribution
etc.

5) Marketing productivity audit: Includes

an effort to examine key accounting data
to determine where the company is
making real profits and what if any
marketing costs could be trimmed.
6) Marketing functions audit: The goal
of this marketing audit is to highlight
certain key marketing functions that are
performing poorly.
 Marketing audit
Tools and Techniques
 SWOT Analysis:
 PEST Analysis:
 Five forces analysis:
Advantages of marketing audit

 In depth view of the marketing

activities
 Helps a company refine its business
practices
 Helps drive growth for the
organization
 Reassessment of firm’s direction