The purpose of this paper is to summarize the results of the marketing audit carried out at Zenith Limited technologies an industrial automation service company established in the Republic of Ireland 10 years ago. Zenith Technologies employs more than 250 professionals working in projects and supporting many companies' industrial operations. The marketing audit includes the finding on three environmental aspects that affect the company marketing strategy. The paper also contains the marketing situation of the company, an executive summary, and the conclusions of the audit. The environmental aspects studied in this paper are the following: economics, market, and technology. The marketing situation for the company encompasses the objectives, strategies, tactics, 4Ps, and sales for the year 2006.
During times of market growth client needs are easily identifiable because they shout for products or services require. This was the case for the automation market in Ireland 15 years ago when multinational pharmaceuticals started to establish facilities in the country. In 1998 the engineering automation market in Ireland was just about to absorb all the resources in the island. The scarcely resources gave way to a rapid and unexpected demand for automation engineers. Supply was not enough in for the market. Zenith Technologies CEO's great visionary could see the immense business behind the situation. The companies were looking for those resources and they were ready to pay good money for it.
Zenith establishment is an example of hard work and different vision of the business world. Even though the market was small, the business was 100% profitable from the beginning, low risk, and little investment required. The trends and forecast showed a great deal of investment coming to the country from those multinational companies. The integration of the country to the European markets was a key event to start that... [continues]
Cite This Essay
(2007, 09). Strategic Planning. StudyMode.com. Retrieved 09, 2007, from http://www.studymode.com/essays/Strategic-Planning-121041.html
"Strategic Planning" StudyMode.com. 09 2007. 09 2007 <http://www.studymode.com/essays/Strategic-Planning-121041.html>.
"Strategic Planning." StudyMode.com. 09, 2007. Accessed 09, 2007. http://www.studymode.com/essays/Strategic-Planning-121041.html.