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A marketing effectiveness
audit provides a comprehensive, systematic and
independent examination of the company's marketing
environment - across all major marketing activities
of the business. It is often the first-step
in improving a company's market performance.
Key issues addressed:
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Have marketing
objectives, strategies and plans been set,
and do they reflect marketplace requirements? |
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What elements
of the marketing mix provide the greatest
leverage opportunities? |
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Can marketing
resources be realigned to improve efficiency
and effectiveness? |
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Are there
opportunities to improve marketing and sales
planning, through redesigned systems, processes
or organizational structure? |
Approach and anticipated
results:
Through internal interviews
and primary and secondary research, a company's
or brand's strengths, weaknesses, opportunities,
and threats are uncovered. A corrective action
plan is then developed, to identify a limited
set of marketing levers, with a focus on improving
marketing efficiency and effectiveness.
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