I need a marketing audit completed by 2/25/06 for Guidant with information
as close to 2006 as possible that includes the following information:
Executive Summary
1. Environmental Aspects
a. Demographics?How have population and other demographic trends
impacted the organization or brand? What adjustments have been made in
response to those trends? Have they succeeded? What additional
adjustments are being contemplated? Why?
b. Markets?Has the market been expanding, contracting, or stable? Has
this varied by identifiable market segments? Which segments have the
greatest growth potential, and which have declining potential? Has
this varied by region within a country, or internationally? Where are
the greatest opportunities for future profits? What adjustments have
been made? Have they succeeded? What additional adjustments are being
contemplated? Why?
c. Technology?How have changes in technology impacted the organization
or brand? Is leading-edge technology being used? Is technology
threatening to make the product obsolete? What adjustments have been
made? Have they succeeded? What other changes are being contemplated?
Why?
d. Competition?Who are the companies or brands with which the
organization or brand competes? What are their sales and market share
trends? How do their approaches to the market differ from the
organizations, and from each other? Are there specific weaknesses in
any competitors that can be turned into opportunities? Are there any
specific strengths that are major threats? What adjustments have been
made? Have they succeeded? What other changes are being contemplated?
Why?
4. Marketing
a. Objectives?Are there clearly defined marketing objectives? Are they
consistent with corporate mission statement and objectives? Are they
measurable? Attainable? How close to meeting marketing objectives was
the organization or brand in the most recent complete year? Should the
marketing objectives be modified? Why or why not?
b. Strategies?Are there clear strategies to reach each objective? Are
they logical in light of both internal and external conditions? Are
they consistent with each other? Do they consider strengths,
weaknesses, opportunities, and threats? Are all significant market
segments covered? Can they be executed within the limits of
organizational resources? Should they be modified? Why or why not?
c. Tactics?Are there defined tactics for each strategy? Are they
innovative, or a repeat of prior tactics? Are the tactics fully
integrated? Are there any mixed messages? Should any of the tactics be
modified? Why or why not?
d. 4 Ps?
1. Product?Is the current product line appropriate? Should any items
be discontinued? Added? Is product research being conducted? What
changes should be made in how products are being handled?
2. Price?What pricing strategy is being used? How does pricing compare
to competition? How often is pricing evaluated? Changed? How are price
and value viewed by the distribution chain? Customers? Is
profitability at, above, or below industry norms? Should pricing
policy be changed? Why or why not?
3. Place?Does the organization have a clear distribution policy? Is it
working? Are more retail outlets needed? How do retailers feel about
the organization or brand? Are additional channels of distribution
needed? Should any distribution channels be abandoned?
4. Promotion?Are both advertising and promotion strategies in place?
Are they logical? How are they funded? How effective have prior
advertising and promotion strategies been? Is there a measure of
return on investment (ROI) for each strategy?
e. Marketing Information Systems?Is accurate information being
obtained and distributed in a timely fashion? Is market research being
conducted efficiently, and are research results being used for
decision making? Is sales forecasting accurate? Should any changes be
made? Why or why not |
