Marketing audit proposal

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Marketing audit proposal

Sep 29 A very important step in shaping marketing strategy is to audit the marketing function and related strategy. Such auditing practices are not common to many organisations that decide on a marketing plan and budget without measuring the performance of their previous and current activities.

Marketing accountability demands from marketers to be able to effectively measure the performance of their marketing department. It is also essential to assist the Board in decision making and thus provide direction in shaping future strategy.

This is the first of a series of articles that will discuss what is a Marketing Audit and its importance; but also: Analysing the external environment Examining the internal business environment Investigating the performance of the marketing department and processes How to integrate the results of a Marketing Audit into Marketing Strategy and Plan [ Editors Note — Links to the additional articles in this Marketing Audit series: It looks at the way Marketing is planned and managed.

It asks what has been done and what else should be done.

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The purpose of a marketing audit is not to criticise particular activities, but rather to identify whether there are any working practices that could be more effective. The marketing team within a business are fully involved in the marketing audit. They may carry Marketing audit proposal the audit themselves, or with the support of an outside consultant.

A market audit builds the foundation for future marketing decisions. The golden rule in performing a market audit is that you must be objective and read the market as it actually is.

This means the audit must not be structured around your product, service, or business. To do so could result in conclusions slanted toward your business, giving you an inaccurate picture of the market and defeating the purpose of the exercise.

The audit is based on market research activities and must be completely independent from research on the performance of your product, service, or business. Comprehensive — The marketing audit covers all the major marketing issues facing an organisation, and not only one or a few marketing trouble spots.

The latter would be called a functional audit if it covered only the sales force, or pricing, or some other marketing activity.

The diagnosis is followed by a corrective action plan involving both short-run and long-run proposals to improve the markets. Periodic — The marketing audit should normally be carried out periodically instead of only when there is a crisis.

Marketing audit on a regular basis is a strong reference point, reflecting evolution in external business environment, internal experience and strategy development. Some companies will perform a complete audit every year.

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Depending on the complexity of a given industry and the amount of growth or change it is experiencing, the timing of a marketing audit will differ. The key is to perform a complete audit to form a solid baseline in establishing your marketing approach, and then update that information as you feel it is warranted.

Marketing audits many times are ordered only after the control charts indicate that the marketing situation is no longer under control. The marketing crisis has occurred and there is panic scrambling to discover the reasons why sales are in a steep decline. A marketing audit can be a useful measure at such times providing it has not arrived too late for recommendations to effect a turn around.

A better procedure, therefore, would be to have had a regular audit when things appeared to be going well in the same way an apparently healthy individual might take a regular medical exam. The Marketing Audit Process The complete marketing audit process involves three major steps.

Pre-audit activities involve determining who will conduct the audit and when it will be performed. It also involves establishing the scope, objectives and methodology.

The audit process itself involves a number of substeps: Assembling the information about the macro-environment, the industry, the company as well as the marketing mix is the most expensive and time consuming aspect of the marketing audit.

How well it meets the requirements of the marketing concept in providing for customer needs as well as corporate profitability, facing the competition, adapting itself to changes in the macroenvironment, and how efficient it is in doing this. An audit report is prepared based on the strengths and weaknesses identified.The marketing audit is a fundamental part of the marketing planning process.

It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. COMPONENTS AND TYPES OF MARKETING AUDIT.

Marketing audit covers a very broad area, with the auditors required to look into. There are seven identified types of marketing audit, and they fall under three components or audit key headings: the external environment, the internal environment, and the current marketing strategy of the company.

Whether you need a comprehensive marketing plan or assistance with a single project, Mirelle Marketing can help. Contact us today for a complimentary proposal or to schedule your free, minute consultation.

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Web Strategy Proposal Template - Free Sample | Proposify

Digital Marketing Proposal Template. Web Audit/Strategy Proposal Template. For web development or digital marketing agencies, this project proposal example can help pitch SEO and content audits, . COMPONENTS AND TYPES OF MARKETING AUDIT.

Marketing audit proposal

Marketing audit covers a very broad area, with the auditors required to look into. There are seven identified types of marketing audit, and they fall under three components or audit key headings: the external environment, the internal environment, and the current marketing strategy of the company.

This free audit proposal template is written as a letter in response to a request for proposals from a client. It provides information on the company, describes the services to be offered, and it provides an estimate of the cost of the audit.

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