Marketing Audit Approach - Ikea

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Marketing Audit Approach - IKEA

Marketing Audit Overview
“What is a marketing audit? Quite simply, it is a detailed analysis of the elements that constitute or influence a company’s efforts to profitably market its products- today and in future when both market and products may undergo radical change” ( John, Alexander, & Theodore, 1969). The marketing audit helps to understand the fundamentals of a company’s marketing planning process. Auditing is not only conducted not only at the planning stage and also conducted during various stages until the implementation of the marketing plan.

Organization The selected organization for the marketing Audit is IKEA Group. As part Phoenix University marketing course, the author of this document (hereafter referred as “author”) will review the marketing process of IKEA and will provide an audit report at the end of the course.

Marketing Audit Approach This document aims to provide an approach to the marketing audit process and will also detail out the steps that need to be performed to accomplish the same.

The final project document will have an executive summary, which provides a summary of the marketing audit purpose, key findings, major highlights, conclusions and recommendations. This is a high level summary and can be presented to the company’s top management. It is imperative that the author to ensure the summary has no conflicting information with the detail audit.

Company Overview The first step of marketing audit is to understand the company’s vision, products and marketing strategy. In respect to IKEA Group, the information can be obtained from student info website provided by IKEA Group.

Marketing Environment Analysis The next part of Audit process is to understand the business environmental aspects of the company. As part of the marketing audit project the author is going to analyze and provide detailed information on the following key environmental aspects
 Customers



References: John W Konvalinka, Alexander R Gordon, Theodore G Schad. (1969). The marketing audit. New York Certified Public Accountant (pre-1986), 39(000012), 969. Retrieved October 22, 2007, from ABI/INFORM Global database. (Document ID: 66211966)

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