1.Conduct a detailed marketing audit of the company (real or hypothetical) based on the guidelines given below(30)

Marketing Audit

Approach

Key Marketing Issues (25)

1.Describe the market and any relevant segments of the total market or category in which that company/brand is competing.

2.Discuss the market trends, such as industry developments, introduction of new technology or new products, increased spending by competitors.

3.Define the different market segments the company competes in, if it competes in more than one segment, and then compare with your share of the market to see the share of the segment that your business has.

4.Discuss the company's positioning strategy in detail.

5.Forecast where your market segment is moving and how company is working to stay relevant in the market.

Demonstrate that you have used the following three frameworks to perform a situational analysis: SWOT, BCG Matrix, Ansoff Matrix, to analyze the business environment and the company. Ensure that all your findings are adequately referenced and that you have used a variety of information sources to support your analysis that are credible and up-to-date.