A marketing audit is a comprehensive, systematic, independent, and periodic assessment of a company’s marketing environment, objectives, strategies, and activities with the goal of identifying potential opportunities and problem areas. The eventual objective of a marketing audit is to recommend a plan of action to improve the company’s marketing performance.
The company to be considered is a life insurance firm based in Johannesburg expanding into three African countries in southern Africa region.
1) It should cover all major marketing activities of a business, not just a few trouble spots. In other words, it should paint a complete picture of the marketing at the company.
The marketing audit should be an orderly examination of the company’s macro and microeconomic environments, marketing objectives, and strategies, and marketing activities.
The best marketing audits come from people who are objective and assess each issue with a critical eye.
The marketing audit provides a long-term view of the company’s marketing strategies
2) Identify at least three short term and long term steps that the company can take to improve its overall marketing effectiveness and provide details of specific activities..
The Paper will be 10?12 pages in length and include an executive summary, in correct APA format