Marketing audit consists of the analysis of the current marketing practices of the company with specific advice for improvements and further development. The process allows the company to identify the shortcomings in marketing activities from the point of view of employees, customers and independent third party (consultant). Based on the findings the consultant will provide the advice for solving the problems and improving the marketing activities and practices.

Marketing audit provides:
•Clear overview of the current situation: the audit shows the shortcomings that limit the success on the market.
•Efficiency improvement of marketing activities: bringing out specific bottlenecks in company’s product, pricing, sales, service and other marketing activities and helps focusing the company’s investments in improving critical factors in order to improve competitiveness.
•Fundamental basis for further marketing activities: setting the base for the updated marketing strategy/plans and implementation practices.

Marketing environment audit

Macroeconomic environment:
•Demographic
•Economic
•Environmental
•Technical
•Political
•Cultural

Micro environment:
•Market
•Customers
•Competitors

The measurement:
1.Marketing objectives and strategies
2.Analysis on marketing climate
3.Segmentation and choice of target groups
4.Differentiation and positioning
5.Pricing strategy
6.Product policy
7.Advertising
8.Public relations
9.Sales promotions
10.Direct marketing
11.Relationship marketing
12.Superior service
13.Integrated marketing communication
14.Distribution channels
15.Business to business marketing
16.New product development
17.Marketing knowledge systems
18.Brand value comparisons
19.Sales operations
20.Marketing indicators
21.Marketing management