A marketing audit is a systematic analysis of the internal and external environment of a business.
What is a Marketing Audit?
A marketing audit is a systematic, critical and impartial review and appraisal of the total marketing operation: of the basic objectives and policies and the assumptions which underlie them as well as the methods, procedures, personnel and organisation employed to implement the policies and achieve the objectives.
Franchise Development Marketing Audit
A marketing audit is useful for you as a franchisor in seeking to understand where your business is now.
That is the audit will provide you with a clear understanding of your current market position, environmental opportunities and threats and an ability to cope with environmental demands.
Accordingly it provides a foundation for the development of a marketing strategy.
The key elements of a marketing audit offered to our clients are set out below.
We can carry out an audit of your strategy, plans and objectives to identify future opportunities and threats. Critically it can then be used for the process of resource allocation.
The audit might include marketing and brand strategy, your value proposition, target market and customers, environmental pressures that may affect your business, competitor analysis, marketing messages, website user experience, content and search engine optimisation (SEO), marketing collateral and communication channels and how these channels are performing.
The Business Environment (Opportunities and Threats)
This step is designed to determine the various elements of the marketing environment. Namely, the macro environmental forces (political/legal, economic/demographic, social/cultural and technological) that affect the business.
The Marketing System (Strengths and Weaknesses)
This step relates to an assessment of whether the marketing systems are capable of meeting the demands of the environment. Namely, the micro environmental factors (customers, competitors, distributors and suppliers) who influence the businesses capability to operate profitably.
This step encompasses a review of the elements of the marketing mix.
Other Marketing Strategy Services Offered Include:
Any of the above strategies can be used in franchise development.
Everything we do is backed by research
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