Marketing Audit Report

Topics: Marketing, Marketing plan, Pricing Pages: 19 (4897 words) Published: July 8, 2014
Marketing Audit Report on Hot n Spicy- Group Case Study

Submitted by:
Zhang Lin (4341958)
Saltanat Yelgonova (4630014)
Waqas Nadir (4634305)
Sara Al Zaabi (4619961)
Sagar Patel (4632618)

Submitted to:
Dr. Prakash Vel

University of Wollongong Dubai

1

Table of contents

1. Executive summary ......................................................................................................................... 1 2. Introduction to the restaurant industry ............................................................................................ 1 3. Research methodology ................................................................................................................... 1 4. Company's profile ........................................................................................................................... 2 5. Marketing philosophy...................................................................................................................... 3 6. Marketing Environment .................................................................................................................. 3 6.1Microenvironment .......................................................................................................................... 3 6.1.1. The Company ............................................................................................................................ 3 6.1.2 Suppliers ..................................................................................................................................... 3 6.1.3 Marketing Intermediaries ........................................................................................................... 4 6.1.4 Customers ................................................................................................................................... 4 6.1.5 Competitors ................................................................................................................................ 4 6.2 Macroenvironment (PEST Analysis) ............................................................................................ 5 6.2.1 Political....................................................................................................................................... 5 6.2.2 Economical ................................................................................................................................. 5 6.2.3 Social and cultural ...................................................................................................................... 5 6.2.4 Technological ............................................................................................................................. 5 7. SWOT Analysis............................................................................................................................... 6 7.1 Strengths ........................................................................................................................................ 6 7.2 Weakness ....................................................................................................................................... 6 7.3 Opportunities ................................................................................................................................. 7 7.4 Threats ........................................................................................................................................... 7 8. Segmenting, Targeting, Positioning ................................................................................................ 8 8.1 Segmantation ................................................................................................................................. 8 8.2 Targeting ....................................................................................................................................... 9 8.3 Positioning...
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