You should undertake research using academically credible sources and apply appropriate
academic models to carry out the first stage of a marketing audit for krispy creme brand:
a) Analyse your brands external environment by applying the PESTLE framework. This analysis
should focus on recent, current and future factors and trends that may impact, not only your
chosen brand, but its category as a whole.
b) Analyse your brands performance environment by applying Porters Five Forces model to
identify key information relating to competitors, suppliers, distributors/intermediaries and buyers
(i.e. customers). This analysis should also apply marketing theory to describe how your brand
currently segments the market and must include a perceptual map, you have created,
demonstrating your brands current position within the market.
c) Analyse your brands internal environment by using Porters Value Chain as a framework to
identify its existing competencies and weaknesses.