Marketing Audit Essay Example | Topics and Well Written Essays - 2500 words - 1

Marketing Audit - Essay ExampleMcDonalds Australia is a constituent of the APMEA group. This group accounts for close to 18% of the total revenue generated by the firm and within this group China, Japan and Australia accounts for the maximum hail of revenue. According to the McDonalds Australia Corporate Responsibility & Sustainability Report 2012, there were around 808 McDonalds restaurants spread any over Australia as at 31 December 2009 (McDonalds Australia, 2010). McDonalds Australia Limited operates its franchisee business in Australia and to a greater extent than 70% of its restaurants are locally owned (McDonalds Australia, 2012). The head office of McDonalds Australia is located at Thornleigh, New south Wales and its four regional offices are located at Perth, Melbourne, Adelaide and Brisbane. Marketing Audit Objectives The primary objective of the market inspect of McDonalds Australia that has been discussed in this wrap up is to step-up the sales of the company in A ustralia so as to generate increased profit for the company. The selling visit has been undertaken to identify the various avenues through which the company bum have a 7% annual growth in sales revenue generated in Australia by the end of the year 2013. Based on this primary objective other related marketing objectives of McDonalds Australia to achieve its target would be to open up new restaurants in different parts of the country, increase brand awareness amongst Australian people to help increasing the customer base of the company, promotion of its products, and creating rivalrous advantage in the fast food retail industry by strengthening its core competencies and supply to the specific needs and requirements of people based on their specific tastes and preferences. Thus the marketing audit report presented in this study would help the company to identify key performance indicators that can be stabilising in formulating the marketing strategies of the company in an effecti ve and efficient manner. Marketing Audit Scope The marketing audit of McDonalds Australia would be performed using secondary data from various authenticated sources. The marketing audit would in the first place cover five broad aspects as discussed below Situational Analysis The situational analysis of McDonalds includes its SWOT analysis. The marketing audit report would try to analyse all the strengths and opportunities of the company which could be utilised to achieve its marketing objectives. yet the identified weaknesses and threats of the company would also be helpful to suggest ways of converting them into companys strengths and opportunities. inhering audit This would include the analysis of the internal environment of the company covering some key areas alike human resources, research and development, financial budget and marketing strategies followed by the company. Environmental audit The environmental audit of McDonalds would be based on mainly the PESTEL analysis th at would help to have a ruin understanding of the Australian market