Title: Report on the most appropriate marketing audit analysis tools for the X Group
To: Marketing Director, X Group
From: Marketing Consultant
Date: January 4th, 2005
Purpose of report
The X Group are undertaking a complex marketing audit and require assistance in evaluating the most appropriate analysis tools.
This report will endeavour to fulfil the X Group’s requirements by critically explaining the components of micro and macro analysis. This report will also explain the role of marketing information and research in conducting and analysing the market, and finally critically assess the usefulness of four analysis tools appropriate to X GROUP’s company activities: - PESTEL analysis, SWOT analysis, Gap analysis and Porter’s five force analysis.
1. Background to the X Group
The X Group is a fully integrated presentation and communication organisation, designing, creating and producing presentation solutions globally. This involves assisting high profile corporate clients to effectively communicate to internal or external audiences, through the use of interactive solutions, incorporating video, events and multimedia. Based in Worcestershire, the company employs a team of 30 and has won several awards for business excellence and innovation.
2. An Overview of Marketing Planning
In the words of Dibb, Simkin, Pride and Ferrell (2001), p691
Mark ...