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Marketing Audit of Biosystems Engineering

Essay by   •  August 23, 2011  •  Study Guide  •  386 Words (2 Pages)  •  1,745 Views

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MARKETING AUDIT OF BIOSYSTEMS ENGINEERING

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

2. INTRODUCTION

o State the obejctive of the marketing audit.

o State which company (either BioSystems Engineering OR eco-fuelling) you are auditing and the tools/methods that are going to be used.

o Usually the above is a rephrase of the question.

3. COMPANY AND SITUATIONAL OVERVIEW

o Give a brief overview of the company

o Give a brief overview of the situation they are facing.

4. ENVIRONMENTAL SCAN

Review the following that may affect the operation and market of the firm:

o Market trends

o Relevant industry developments

o New technological innovations or new products on the horizon

o Any regulatory governmetn action

5. PESTEL ANALYSIS

o Political factors

o Economic factors

o Socio-economic factors

o Technological factors

o Environmental factors

o Legal factors.

At the end of each analysis, state whether there are more opportunities than threats or vice-versa.

After analysing all the factors, summarise the overall O&T.

6. CUSTOMER ANALYSIS

o Market segment

o Market share information

o Description of current customers and prospective customers.

o Target market needs and wants

o Any estimates of growth or decline in target markets moving forwar.

7. COMPETITOR ANALYSIS

o Identify the main competitors, their relative strengths and market share.

o What is the unique characteristics / positioning of competitors

8. STAKEHOLDER ANALYSIS

o Who else can significantly

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