The study discusses potential theories and literatures available on marketing audit and describes its importance for present day organizations. Conducting a marketing audit for any organization involves analysis of the external and internal environments of the organization. Analysis of the external environment can be done through various models and frameworks which have been proposed by previous researchers. These analytical frameworks consider various crucial aspects of the external environment which have potential influence on the business operations of the organization. While scanning the environmental elements of Lenovo various factors have been considered which are external to the organization and have significant influence on it. Similarly the internal environment of the organization has also been analyzed deeply to identify the potential strengths and barriers which exist within the organization. While scanning the internal environmental of the organisation, various theories and analysis have been implemented to analyse the resources and capabilities present within it. For data collection various news and texts have been used as secondary sources. These organizational data are analyzed and inferred for identifying the strengths and weaknesses of the organization. A systematic plan for action has been suggested as recommendation at the end of the report.
Marketing audit states the importance of aligning the marketing operations with the objectives of the business as well as the capabilities of the organization. Once it gets aligned, the organization experiences increased level of potential in its profit making and marketing activities. If classified broadly the process of marketing audit involves proper understanding of the goals, identifying current resources and techniques to be utilized by the organization, collecting information from organizational and non-organizational sources for understanding the internal environment of the organization and