Conduct marketing audit
The Assessment Task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See specifications below for details.
For this assessment candidates are required to conduct an internal and external marketing audit, based on the plan they identified in Assessment Task 1.
Using the plan for the organisation developed in Assessment Task 1 and the Marketing Plan included with Assessment Task 1, you need to identify relevant criterion for internal and external marketing audits, conduct the audits, and collate the information collected in light of the audit requirements.
Note: ‘Excerpt from Letter of Appointment’ is different to that found in Assessment
Using the case study information provided to you, complete the following steps by providing written information to:
1. Conduct an external audit by describing in both qualitative and quantitative terms the criteria to be used in the external marketing audit, including:
a. external macro-environmental factors that meet audit requirements including:
i. economic factors
ii. demographic factors
iii. technological factors
iv. political/legal factors
b. external micro-environmental factors that meet audit requirements, including:
i. market characteristics
ii. customer needs
iii. competitor factors.
2. Conduct an internal audit.
a. Identify the criteria to be used in the internal marketing audit, including: existing research data; internal sales data; supply chain management and logistics.
b. Describe the organisation conducting the marketing in terms of functional efficiency and internal interface with the organisation.
c. Describe the marketing systems in...