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I have been given the task of doing a marketing audit together with my colleagues. We choose Superdrug because it is a very well established company. Together we tried to work as a team to do each task. First of all we did an Organisational

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Introduction

Marketing Planning To: Julie Storr From: Asad Iqbal Date: 1st February 2005 Subject: Group Based Presentation Introduction Recently I have been successful in gaining a three-month work placement with Superdrug and have been placed in the marketing department. I have been given the task of doing a marketing audit together with my colleagues. We choose Superdrug because it is a very well established company. Together we tried to work as a team to do each task. First of all we did an Organisational and Environmental Audit also known as a SWOT and PESTEL analysis. Identifying the Organisational Audit or Micro-Environment Audit for Superdrug The micro environment includes those forces that impact on the Superdrugs ability to serve its customers. These are often referred to as internal forces as the company has direct contact with them. The company has the potential for level of control over these forces and may be able to reverse or lessen the impact of a negative trend or encourage a marketing opportunity. Superdrug should take these forces and trends into account when developing a marketing strategy. Included in the micro-environment are the following factors: 1. Superdrugs own internal environment In developing marketing plans, Superdrug must consider the other departments within their organisation, such as top management, finance, research and development, purchasing, manufacturing and accounting. All these departments have their own objectives that must be considered and many of them will provide information relevant for the marketing plan. 2. The marketing channel firms Suppliers and intermediaries need to be examined before Superdrug develops a marketing strategy as their activities can significantly impact on the Superdrug organisation. ...read more.

Middle

Natural The natural environment includes those natural resources that are included in production or that are affected by marketing activities. Trends in this environment include shortages of raw materials, increased cost of energy, increased levels of pollution and government intervention in natural resource management. As Superdrug consumers are becoming more environmentally aware, these trends are having a more significant impact on As Superdrug marketing strategies. Technological The technological environment consists of forces that affect new technology, hence creating new product opportunities and market opportunities. This faster pace of technological change is also causing shorter product life cycles, higher research and development budgets, concentration on minor improvements, and increased regulation. The influence of technology will affect Superdrug in many ways. This faster pace of technological change is also causing: * shorter product life cycles within Superdrug * higher research and development budgets within Superdrug * concentration on minor improvements within Superdrug * Increased regulation within Superdrug Political and legal Marketing decisions are strongly affected by laws, government agencies and pressure groups in society. Trends in the legal and political environment include, increased legislation regulating business, changing government agency enforcement, and the growth of public interest groups. Superdrug will be influenced by political and legal factors; this includes pressure from local government agencies that limit various organisations for example legislation such as competition i.e. monopoly, fair trade practices, environmental protection, product safety, truth and honesty in advertising, packaging, labelling and pricing. Superdrug will be influenced to abide by these regulations otherwise they will be penalised. ...read more.

Conclusion

of waste � No animal testing of any kind is undertaken or commissioned by Boots Group PLC or its subsidiary businesses" � Responsible energy management and to cost effective energy efficiency throughout all stores and Regional Distribution Centres � Reducing the amount of fuel used by our HGV fleet � Minimising the environmental impact arising from the use of materials and services provided in building,shopfitting, repairing and maintaining premises � Minimising the production of waste, ensuring its safe disposal and maximising recycling wherever practicable � Ensuring good environmental practices amongst our own-brand suppliers and including environmental issues in buying decisions � Minimising the use of unnecessary packaging; maximising recovery and recycling, with total commitment to packaging waste regulations and meeting our obligations contained therein � Working with suppliers of own brand pulp derived products and wood products to use material from well managed forests � Bringing to an end all testing on animals of cosmetic and toiletries products, and their ingredients � Being aware of the environmental issues surrounding the use of our own brand products and to taking appropriate action � Ensuring acceptable environmental, health & safety, and employment conditions in own brand product suppliers in developing nations Source: www.boots-plc.com, www.superdrug.com How the differences in marketing ethics affects Superdrug The differences in Marketing Ethics strongly affect Superdrug Marketing mix Product � Superdrug will have to differentiate their product Price � Superdrug will have to use psychological pricing Place � Superdrug will have to locate their business close to their target audience Promotion � Superdrug will have to promote their business more better than competitors ...read more.

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