Reference no: EM132582739 , Length: word count:1600
MKTM028 Marketing Strategy - University of Northampton
Assignment - Marketing Audit
CASE STUDY - TESCO GROCERY MARKET
Assessment Task
Choose a company (or business unit) of your choice in one sector from; food retail, gaming, fragrance or charity and should focus on one country only.
Conduct independent research using quality sources fully referenced to provide the evidence to support your analysis
This Marketing Audit is limited in scope and should contain the following areas: (A full Audit, based on Kotler's format, can be seen in Appendix 1 of this brief)
• Macro analysis (PEEST) or PESTEL
• Micro analysis (market, customers and competitors)
• Internal analysis (strategy, functions, productivity)
• One-page TOWS matrix and key strategic challenges summary
You MUST NOT contact the company or its employees or agents at all.
You are required to produce a business report that demonstrates your understanding of key aspects of Marketing Audit. The report should be of relevance to the organisation and be of interest to the managing Director (or equivalent).
This should be in report format. Your analysis should be succinct and the use of models and tables is encouraged. This should be addressed in a level 7 (MBA) academic style. It should show:
critical awareness in relation to the identification and application of relevant models/frameworks, analysis, evaluation, synthesis and original insights
appropriate academic English for level 7 work
appropriate support from secondary literature supported by appropriate UoN
Harvard referencing.
The report should be addressed to an interested management readership. It should have:
» a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature.
» an effective practical foundation, which makes management recommendations.
• Why the Company Needs to Evaluate or Conduct a Marketing Audit before Investing in the country?
• Many companies today are finding that their current strategic marketing is growing obsolete in the face of a rapidly changing environment. This is happening to company giants as well as smaller firms that have not provided a mechanism for reviewing their marketing strategy. The audit offers one major mechanism for pursuing this necessary task.
• .B. Questions to consider - not an exhaustive list. Also, Audits can be limited in scope so not all areas would then be considered.
• A SWOT analysis can summarise the Audit findings with opportunities and threats coming from external analysis and strengths and weaknesses coming from internal analysis. Key strategic challenges arising from this can be stated to demonstrate synthesis and encourage focus on key success factors.
Attachment:- Marketing Audit.rar
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Address three elements of integrated marketing communication
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MKTM028 Marketing Strategy Assignment
: MKTM028 Marketing Strategy Assignment Help and Solution, University of Northampton - Assessment Writing Service - Conduct independent research using quality
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