MARKETING AUDIT Table of Contents McDonald’s Australia – Company Overview 3 Marketing Audit Objectives 3 Marketing Audit Scope 4 Methodology 5 Objectives of Data Collection 5 Types of Required Data 6 Secondary Data 6 Primary Data 6 Data gathering process 7 Findings and Analysis 7 Annual plan control 7 Profit control 8 Efficiency control 10 Strategic control 10 Conclusions and Recommendations 12 References 13 Bibliography 14 McDonald’s Australia – Company Overview McDonald’s Australia is the Australian counterpart of the multinational company named McDonald’s Corporation which is regarded to be one the largest fast food restaurant chain in the world and was founded in the year 1940…
McDonald’s Australia is a constituent of the APMEA group. This group accounts for almost 18% of the total revenue generated by the firm and within this group China, Japan and Australia accounts for the maximum amount of revenue. According to the McDonald’s Australia Corporate Responsibility & Sustainability Report 2012, there were around 808 McDonald’s restaurants spread all over Australia as at 31 December 2009 (McDonalds Australia, 2010). McDonald’s Australia Limited operates its franchisee business in Australia and more than 70% of its restaurants are locally owned (McDonalds Australia, 2012). The head office of McDonalds Australia is located at Thornleigh, New South Wales and its four regional offices are located at Perth, Melbourne, Adelaide and Brisbane. Marketing Audit Objectives The primary objective of the marketing audit of McDonald’s Australia that has been discussed in this report is to increase the sales of the company in Australia so as to generate increased profit for the company. The marketing audit has been undertaken to identify the various avenues through which the company can have a 7% annual growth in sales revenue generated in Australia by the end of the year 2013. Based on this primary objective other related marketing objectives of McDonald’s Australia to achieve its target would be to open up new restaurants in different parts of the country, increase brand awareness amongst Australian people to help increasing the customer base of the company, promotion of its products, and creating competitive advantage in the fast food retail industry by strengthening its core competencies and catering to the specific needs and requirements of people based on their specific tastes and preferences. Thus the marketing audit report presented in this study would help the company to identify key performance indicators that can be helpful in formulating the marketing strategies of the company in an effective and efficient manner. Marketing Audit Scope The marketing audit of McDonald's Australia would be performed using secondary data from various authenticated sources. The marketing audit would mainly cover five broad aspects as discussed below: Situational Analysis: The situational analysis of McDonalds includes its SWOT analysis. The marketing audit report would try to analyse all the strengths and opportunities of the company which could be utilised to achieve its marketing objectives. Moreover the identified weaknesses and threats of the company would also be helpful to suggest ways of converting them into company’s strengths and opportunities. Internal audit: This would include the analysis of the internal environment of the company covering some key areas like human resources, research and development, financial budget and marketing strategies followed by the company. Environmental audit: The environmental audit of McDonald’s would be based on mainly the PESTEL analysis that would help to have a better understanding of the Australian market ...
Cite this document
(“Marketing Audit Essay Example | Topics and Well Written Essays - 2500 words - 1”, n.d.)
Retrieved from https://studentshare.net/marketing/12319-marketing-audit
(Marketing Audit Essay Example | Topics and Well Written Essays - 2500 Words - 1)
“Marketing Audit Essay Example | Topics and Well Written Essays - 2500 Words - 1”, n.d. https://studentshare.net/marketing/12319-marketing-audit.
This report assesses and evaluates one of the most important functions of the organization- marketing. Marketing planning is essential in any organization as it provides a systematic approach and gives the managers a deep insight about the existing relationship and integration of marketing function with the overall strategy of the organization.
This marketing audit entails a detailed, structured, independent, and terminal evaluation of an organizational unit’s; marketing environment, goals, approaches, and processes, purposely to establish areas of defect and opportunities and suggesting an action plan to enhance the company’s performance in regard to marketing processes.
Marketing audit is comprised of six parts: marketing environment which examines the macroenvironment and task environment; marketing strategy audit; marketing organization audit; marketing systems audit; marketing productivity audit; and marketing function audit (Kotler 2003).
In food and beverages, Sara lee has a strong hold in the market, it provides packaged meat, coffee, tea and also baked goods, they are having strong market position at various points in Europe and specially U.K. In frozen food, the company is at the top in U.S with fair market positions in Europe and Brazil, while it is one of the largest producers of tea and coffee.
In other words, it is a systematic examination of each element of the firm's current marketing activity. It aims to determine how efficiently and cost-effectively each element aids the organization in meeting its overall marketing objectives.
With today's marketplace emphasis on customer relationships-i.e.
Besides, uncovering the reasons behind the popularity and prominence of Wal-Mart as a customer-oriented super-shop has also taken a significant place in the present study. The study also attempts to erect an entire organogram of Wal-Mart concerning its transaction process dealt between the Stakeholders in the Wal-Mart business Shareholders, Suppliers, Distributors, Dealers, transportation, Bankers, Advertising/Marketing/Market research agencies and impact upon them arising out of its business.
ed first quarter 2005 net income of $987 million, or $1.33 per diluted share, compared with $598 million, or $0.79 per diluted share, for the first quarter of 2004 (www.forbes.com).
A survey was being conducted to derive the satisfaction level of employees working in MetLife.
The emergence of new processes and spaces is increasingly becoming a major determinant of the characterization of today’s society. Although the daily interactions of individuals continue to take place at a level that is local, the flows of money, information, images