conduct marketing audit assessment task 2
Sarto’s gourmet pasta process good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. Sarto’s gourmet pasta will leverage this information to better understand who is served, their specific needs, and how sarto’s can better communicate with them.
External audit
External macro-environmental factors
Economic factors: pasta sales are expected to grow by at least 10% for the next years. One of the reasons for this is the increase in number of hours people are working, which has resulted in more number of people eating out. Based on economic forecasts, the business believes that interest rates are coming down which will creat more disposable income, and therefore, more people eating out. However, based on the Australian Trresury report, current interest rate have been rising incrementally during the year and there has also been a tightening on credit card limits.
Demographic factors
Male and female
Ages 25-50, this is the sagment that makes up 53% of the eugene market according to the Eugene chamber of commerce.
Young professionals who work close to the location
Have attended college and graduate school
An income over $40,000. Eat out several times a week. Trend to patronize higher quality restaurant. Are cognizant about their health.
Technological factors
The restaurant is still taking order via telephone, and has not taken the marketing firms suggestion of converting the take away ordering system to the new internet based technology. Although the staff is competent in their respective jobs, they are not skilled in telephone sales. This information was obtained from a face to face meeting with Rose Ready. Based on focus group conducted it was also found that costumer want to order via the internet, and not be stressed out by the phone system with its delay and difficult to understand accents and noise.
Political or legal factors
An interview was conducted with Mario Sarto who was of
External audit
External macro-environmental factors
Economic factors: pasta sales are expected to grow by at least 10% for the next years. One of the reasons for this is the increase in number of hours people are working, which has resulted in more number of people eating out. Based on economic forecasts, the business believes that interest rates are coming down which will creat more disposable income, and therefore, more people eating out. However, based on the Australian Trresury report, current interest rate have been rising incrementally during the year and there has also been a tightening on credit card limits.
Demographic factors
Male and female
Ages 25-50, this is the sagment that makes up 53% of the eugene market according to the Eugene chamber of commerce.
Young professionals who work close to the location
Have attended college and graduate school
An income over $40,000. Eat out several times a week. Trend to patronize higher quality restaurant. Are cognizant about their health.
Technological factors
The restaurant is still taking order via telephone, and has not taken the marketing firms suggestion of converting the take away ordering system to the new internet based technology. Although the staff is competent in their respective jobs, they are not skilled in telephone sales. This information was obtained from a face to face meeting with Rose Ready. Based on focus group conducted it was also found that costumer want to order via the internet, and not be stressed out by the phone system with its delay and difficult to understand accents and noise.
Political or legal factors
An interview was conducted with Mario Sarto who was of