The purpose is to produce a comprehensive marketing audit that would support a marketing plan. The audit will be produced for Finnair and will focus on one market only. Produce a thorough, well researched and comprehensive marketing audit.

Conduct independent research using quality sources to provide the evidence to support your analysis. e.g. Mintel, MarketLine Advantage, quality newspapers etc.

Your report will be structured as follows:

Introduction to the audit - stating company/brand name and which market you are auditing

Company/ brand background - including an analysis of the current market

Macro analysis (e.g. PEST/ PESTLE)

Micro analysis (e.g. company, customers, suppliers, marketing intermediaries & publics)

Competitive analysis - using strategic groups, perceptual mappings and reviewing the strengths & weaknesses of the company/ brand's two closest competitors. (Do not use Porter's 5 forces)

SWOT & an analysis of SWOT

Conclude with the strategic priorities for the coming year, based on your analysis of the current situation.

References