Marketing Audit and Plans

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All In One Marketing Audit & Plan [Date]
Created by Simply Digital Marketing
Last reviewed [Date]

Contents
1.Contents2
2.Glossary4
3.Executive Summary5
3.1.Key Findings5
3.2.Key Recommendations5
3.3.Summary5
4.Marketing Audit6
4.1.Introduction6
4.2.Assumptions6
4.3.Internal Environmental Analysis6
4.4.External Environmental Analysis7
4.4.1.Markets Defined7
4.4.2.Industry Analysis- Adapted from Porters 5 forces7
4.4.3.Main Competitor Profile8
4.5.Customer Analysis- The DMU8
4.5.1.Potential Market Size8
4.5.2.Market Trends8
4.5.3.Marketing Mix9
4.5.4.Summary and Rationale10
5.Marketing Plan11
5.1.Situation11
5.1.1.SWOT Analysis11
5.1.2.Company11
5.1.3.Competitors11
5.1.4.Environment11
5.1.5.Assumptions11
5.2.Objectives12
5.3.Strategy13
5.3.1.Segmentation13
5.3.2.Targeting15
5.3.3.Positioning15
5.4.Tactics16
5.4.1.Communication Tools To Be Used16
5.4.2.Details of Contact Startegy16
5.4.3.Resource Requirments & Budget16
5.4.4.Proposed Pricing Model17
5.5.Actions18
5.5.1.Responsibilities18
5.5.2.Activity Schedule19
5.6.Control21
5.6.1.Forcast Model21
5.6.2.Tracking and Evaluation21
6.Appendix22
7.Bibliography22

Glossary
Define any ambiguous terms used in the audit or plan here.

Executive Summary
Key Findings
What are your key findings from the audit?
Key Recommendations
What are your key recommendations in the plan?
Summary
Write a suitable summary of your audit and plan.

Marketing Audit
Introduction
Set the scene of the audit.
Assumptions
List any assumptions.
Internal Environmental Analysis
This section is to evaluate the current internal situation. The below is set out to evaluate each department involved in developing a new product, but more detail can go in here. 1.
2.
3.
4.
5.1.
5.2.
5.3.
5.4.
1.
2.
3.
4.
5.1.
5.2.
5.3.
5.4.
Ability to find and research new products and markets (Research and development team-R&D) Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Ability to develop and test new products (Construction team) Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Ability to sell new products (Marketing and Sales)

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Ability to implement new products (IT and Delivery team)

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Ability to support new products (Training and Support)

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

External Environmental Analysis
5.
6.
7.
8.5.
8.6.
8.7.
8.8.
8.9.
1.
2.
3.
4.1.
4.2.
4.3.
4.4.
4.5.
5.5.
Markets Defined
Define your markets here and what their needs are. This will help you understand how you can fulfill them. Market| Need|
| |
|...
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