Values of having a marketing audit- Given that CC is currently unprofitable, it would seem appropriate to conduct a marketing audit to assess where the organization is. A marketing audit enables CC to identify its strengths and weaknesses in terms of the 7 Ps. It looks like CC was able to identify customers' perceptions with regard to their 4 products. Moreover, with the information found as well as information about market growth and existing market share, CC management can have a thorough product portfolio analysis (BCG matrix). The answer to the first question, can give CC a sound bases for objectives and strategies. It will determine whether the current promotional mix is appropriate (see below) and allow CC to adapt any of their marketing mix accordingly In light of their limited marketing budget