A marketing audit is a systematic analysis of a company's marketing activities and market penetration. It analyzes the market environment, marketing strategies, and company objectives. A marketing audit comprehensively studies all marketing functions, including marketing environment, strategy, organization, systems, productivity, and functions. It identifies opportunities and weaknesses. The scope of a marketing audit includes internal and external factors like resources, customers, competition, and cultural environment. It allows companies to evaluate their marketing plan and make necessary changes.

1. Presentation By:
Emmanuel Alexander
Jathanna
(M.Com Previous)
Milagres College
kallianpur.
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2. ©EMMANUEL A J

3. What is a Marketing Audit?
A marketing audit is a detailed and
systematic analysis of a company's
problem areas in terms of market
penetration. The analysis is done
independently by the company itself. The
analysis analyses the market environment,
the marketing strategies, and company
objectives to better see where the company
may be falling behind.
©EMMANUEL A J

4. The salient features or
characteristics of marketing
audit are as follows:
 Marketing audit is a comprehensive study of all
marketing activities.
 It is a systematic-process that follows a step-bystep procedure.
 It is a periodic activity and must be conducted
regularly.
 It is conducted by an independent person who is
not from company.
©EMMANUEL A J

5. Cont….
It is a critical review of marketing activities
of company.
It is an evaluation of marketing activities
of company.
It finds out marketing opportunities and
weaknesses of company.
It is a preventative and curative marketing
medicine.
©EMMANUEL A J

6. Scope, Areas or Types of
Marketing Audit
There are no fixed guidelines regarding the scope,
areas or types of marketing audit. In other words,
the scope of marketing audit is not fixed. It changes
from company to company. Each company can make
its own marketing audit plan. However, the scope of
marketing audit must include the following areas or
types:
The six important types of marketing audit are:
Marketing Environment Audit.
Marketing Strategy Audit.
©EMMANUEL A J

7. Cont….
Marketing Organization Audit.
Marketing Systems Audit.
Marketing Productivity Audit.
Marketing Function Audit.
©EMMANUEL A J

8. How to conduct a marketing
audit:
The marketing audit is a fundamental
part of the marketing planning process. It
is conducted not only at the beginning of
the process, but also at a series of points
during the implementation of the plan.
The marketing audit considers both
internal and external influences on
marketing planning, as well as a review
of the plan itself.
©EMMANUEL A J

9. Cont….
Lets consider the marketing audit under
three key headings:
The Internal Marketing Environment.
The External Marketing Environment.
A Review of Our Current Marketing Plan.
©EMMANUEL A J

10. Cont….
 There are a number of tools and audits that can
be used, for example SWOT analysis for the
internal environment, as well as the external
environment. Other examples
include PEST and Five Forces Analyses, which
focus solely on the external environment.
 In many ways the marketing audit clarifies
opportunities and threats, and allows the
marketing manager to make alterations to the
plan if necessary.
©EMMANUEL A J

11. 1.The Internal Marketing
Environment.
What resources do we have at hand? (i.e.
The FIVE 'M's):
MEN (Labour).
MONEY (Finances).
MACHINERY (Equipment).
MINUTES (Time).
MATERIALS (Factors of Production).
©EMMANUEL A J

12. 2. The External Marketing
Environment:
 As a market orientated organisation, we must start by asking What is the nature of our 'customer?' Such as:
 Their needs and how we satisfy them.
 Their buyer decision process and consumer behaviour.
 Their perception of our brand, and loyalty to it.
 The nature of segmentation, targeting and positioning in our
markets.
 What customers 'value' and how we provide that 'value?.'
 What is the nature of competition in our target markets?
©EMMANUEL A J

13. Cont….
 Our competitors' level of profitability.
 Their number/concentration.
 The relative strengths and weaknesses of competition.
 The marketing plans and strategies of our competition.
 What is the cultural nature of the environment(s)?
 Beliefs and religions.
 The standards and average levels of education.
©EMMANUEL A J

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