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How does a marketing audit work?

An all-inclusive marketing audit has three phases.

Phase 1: Preparation

  • Consultants familiarize themselves with the company’s market and production processes;
  • Preparation and collection of internal information requested by consultants;
  • Preliminary overview of the marketing situation in the market and at the company
  • Development and approval of a detailed work schedule

Phase 2: Audit of external marketing environment

  • Market conditions and potential
  • Macroenvironment factors that affect the market’s structure and volume
  • Analysis and prognosis of market volume
  • Key causalities in the marketing environment and the dominant market trends
  • Existing market distribution system
  • Study of the competition and competitors
  • Weaknesses and strengths of the market’s key players; determine the client’s core competency profile

Phase 3: Audit of internal marketing environment


3.1. Marketing strategy audit.

3.2. Analysis of how the company organizes marketing:

  • How marketing divisions are managed
  • Functionality of marketing divisions and the effectiveness of communication between marketing divisions and other company divisions
  • Effectiveness of marketing personnel in the context of the market and the company’s goals and strategies

3.3. Marketing subsystem audit:

  • Informational audit of marketing, evaluation of how marketing information is used to develop and implement strategic solutions
  • Marketing planning system
  • Marketing control system
  • System for developing new services

3.4. Analysis of the effectiveness of spending on marketing:

  • Effectiveness of the company’s budgeting system and procedures for marketing;
  • Ability of the existing size and structure of the marketing budget to meet the company’s strategic marketing goals
  • ROMI (return on marketing investment)

3.5. Analysis of the effectiveness of core marketing business processes and functions:

  • Core marketing and sales business processes (including benchmarking techniques)
  • Effectiveness of key product management functions
  • Effectiveness of distribution channels; evaluation of dealers’ contribution to promoting the company’s products
  • Effectiveness of marketing communications, including branding, advertising and stimulus campaigns
  • Effectiveness of the sales personnel management system

3.6. Analysis of the effectiveness of the company’s product/brand portfolio

 
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