Marketing
audit report
[Audit title]
Prepared by: [Insert name]
Date prepared: [Insert date]
Marketing audit statement
Table of contents
Executive summary
Description
Business objectives
Audit objectives
Audit methodology
Marketing environment
Macro-environmental factors (PESTLE analysis)
Micro-environmental factors (SWOT analysis)
Marketing functions
Marketing mix
Marketing systems
Marketing information system
Marketing planning system
Marketing control system
New product development system
Marketing strategies
Goals and objectives
Market positioning
Market segmentation
Market dominance strategies
Market growth strategies
Pricing strategies
Marketing productivity
Profitability assessment
Cost-effectiveness
Recommendations
Published: 12 January, 2015 2
Marketing audit statement
Executive summary
Give a simple introduction explaining the reasons for the audit.
State audit objectives.
Outline the audit methodology used.
Summarise the audit results.
Description
Outline business/marketing objectives.
Outline audit objectives (these should link back to marketing objectives).
Ensure objectives are SMART (Specific, Measurable, Attainable, Relevant and
Timeframed).
Audit methodology
Describe type of audit conducted.
Outline the methods used to conduct the audit.
Describe any research methods used as part of the audit process.
Marketing environment
Describe analysis of macro- and micro-environmental factors and provide summary
of findings for each area investigated.
Include PESTLE, SWOT and Five Forces Analysis where applicable to nature of
audit and marketing plan.
Published: 12 January, 2015 3
Marketing audit statement
Macroenvironmental (PESTLE)
Political factors
Economic factors
Sociocultural factors
Technological factors
Legal factors
Environmental factors
Microenvironmental (SWOT)
Internal factors (strengths and weaknesses)
External factors (opportunities and threats)
Published: 12 January, 2015 4
Marketing audit statement
Marketing functions
Describe and analyse each area of the marketing mix.
Product
Price
Place
Promotion
People
Process
Physical evidence
Published: 12 January, 2015 5
Marketing audit statement
Marketing systems
Describe and analyse each aspect of the businesss marketing systems.
Marketing information system (CRM)
Marketing planning system
Marketing control system
New product development system (NPD)
Marketing strategies
List the businesss current marketing goals and objectives. Are they clearly defined
and can they be used to guide marketing planning and performance measurement?
Outline the businesss existing market positioning. Is it appropriate given known
factors such as legal requirements, current stage of product life cycle, financial
resources, etc.?
Outline audit findings in relation to market segmentation. How does this relate to the
marketing mix?
Outline audit findings in relation to dominance and growth strategies.
Outline the businesss existing pricing strategies.
Are strategies realistic given existing resources?
Published: 12 January, 2015 6
Marketing audit statement
Marketing productivity
Discuss profitability and cost-effectiveness of the businesss different products and
services, markets and channels of distribution.
Recommendations
Summarise what action you propose the business take as a result of the audit.
Outline why you think this is the best course of action.
Published: 12 January, 2015 7
