Assignment:
Executive Summary (required for final Marketing Audit)
In preparing the executive summary, keep in mind that the summary will probably be the only part of the audit top management will review. It will be assumed that the full document provides all the support needed to reinforce both your conclusions and recommendations. For that reason, it is imperative that any claims you make in the summary be fully documented in the full audit, and that no conflicts exist between the summary and the audit. As you plan the summary, decide which conclusions and recommendations you consider the most important for management to accept. You may wish to consider, if applicable, enhancements to the marketing mix, optimization of marketing resources, and strategic/tactical-marketing adjustments in response to changes in the organization's environments. You will also need to consider additional categories. In most cases, major changes are needed in some of these areas as well.
Your summary should be 700-1,400 words that highlight the conclusions from each section of the audit. Key findings and supporting data can be in bullet format. Conclude with a summary of recommended future action.
1) Culture---how have attitudes towards business in general, the industry, and the organization changed? Have attitudes toward environmental protection had either a positive or negative impact on the organization or brand? What other cultural phenomena had an impact? What adjustments have been made? Have they succeeded? What additional adjustments are being contemplated? Why?
2) Customers----how do customers view the organization or brand? How do they view the competition? Has the purchasing process changed? Is there a clear understanding of customer wants and needs? Are there different market segments? Are there emerging market segments? What adjustments have been made? Have they succeeded? What other changes are being contemplated? Why?
3) Competition---who are the companies or brands with which the organizationor brand competes? What are their sales and market share trends? How do their approaches to the market differ from the organizations, and from each other? Are there any specific strengths that are major threats? What adjustments have been made? Have they succeeded? What other changes are being contemplated? Why?
a. Objectives: Are there clearly defined marketing objectives? Are they consistent with corporate mission statement and objectives? Are they measurable? Attainable? How close to meeting marketing objectives was the organization or brand in the most recent complete year? Should the marketing objectives be modified? Why or why not?
b. Strategies: Are there clear strategies to reach each objective? Are they logical in light of both internal and external conditions? Are they consistent with each other? Do they consider strengths, weaknesses, opportunities, and threats? Are all significant market segments covered? Can they be executed within the limits of organizational resources? Should they be modified? Why or why not?
c. Tactics: Are there defined tactics for each strategy? Are they innovative, or a repeat of prior tactics? Are the tactics fully integrated? Are there any mixed messages? Should any of the tactics be modified? Why or why not?
d. 4 Ps:
1. Product: Is the current product line appropriate? Should any items be discontinued? Added? Is product research being conducted? What changes should be made in how products are being handled?
2. Price: What pricing strategy is being used? How does pricing compare to competition? How often is pricing evaluated? Changed? How are price and value viewed by the distribution chain? Customers? Is profitability at, above, or below industry norms? Should pricing policy be changed? Why or why not?
3. Place: Does the organization have a clear distribution policy? Is it working? Are more retail outlets needed? How do retailers feel about the organization or brand? Are additional channels of distribution needed? Should any distribution channels be abandoned?
4. Promotion: Are both advertising and promotion strategies in place? Are they logical? How are they funded? How effective have prior advertising and promotion strategies been? Is there a measure of return on investment (ROI) for each strategy?
e. Organization: Are there clear lines of responsibility for all marketing-related activities, including sales? Does one individual have clear responsibility for all aspects of marketing? Are there adequate communications between the marketing and sales departments? Are responsibilities structured geographically, functionally, by product, by segment, or in some combination? How does marketing interact with other areas of the organization? Should the organizational structure be changed? Why or why not?