External and Internal Marketing Audit

Question

Description

For Detail, See Assignment Instruction

1.     External Marketing Audit

                    Macro-environment: PESTEL factors

                    Micro-environment: The Market

                    Micro-environment: Competition

2.     Internal Marketing Audit

                    Operating Results(can be General)

                    Strategic Issues Analysis

                    Marketing Mix Effectiveness

                    Marketing Structures and Systems

3.     SWOT Analysis

4.     Marketing Objectives

                    Strategic Thrust (Use Ansoff Matrix)

                    Strategic Objectives

5.     Core Strategy

                    Target Market(s)

                    Competitor Targets

                    Competitive Advantage

6.     Marketing Mix Decisions

                    Product

                    Promotion

                    Price

                    Place