The marketing audit is a review or appraisal of existing marketing activities. Carrying out the marketing audit provides the opportunity to review and appraise your whole marketing activity, enabling you to assess past and present performance as well as to provide the basis for evaluating possible future courses of action.

As the business environment is constantly changing, the marketing audit should be used as a reference tool  and should be constantly updated to reflect changes in the external environment and your own internal business experiences.

1. External Audit

External factors can be split generally into three groups; 

    a.  The PESTLE Factors 

    b.  Competitive Environment

    c.  The Market Environment

2. Internal Audit

This is your opportunity to put your own business under the microscope - do you know as much about your own situation as you should?

·                   SWOT Analysis

·                   Marketing information research

·                   Effectiveness of marketing mix

3. Key Outcomes

Key outcomes from this audit then need to be summarised in your marketing plan.

For help compiling a marketing audit or, if you’d like it to do it for you, please contact æ marketing solutions now!