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Table of Contents

1. Executive Summary .................................................................................... 5

2. Introdcution.................................................................................................... 5

3. Business Vision, Mission........................................................................................6

4. External Marketing Audit

4.1 Macro Environment....................................................................................7

4.2 Micro Environment.............................................................................. 10

5. Internal Marketing Audit

5.1 Operating Results................................................................................. 12

5.2 Strategic Issue Analysis 12

5.3 Competitive Advantage

12

5.4 Core Competencies.............................................................................. 12

5.5 Product Mix effectiveness 13

5.6 Product Life Cycle 14

5.7 Boston Consulting Grid

15

6. Marketing Audit - SWOT Analysis ....................................................................15

7. Marketing Objective

7.1 Strategic Thrust........................................................................................17 7.2 Strategic Objective....................................................................................17

7.3 Core Strategies: Segmentation, Targeting and Positioning..................... ......18

8. Marketing Mix Decision

8.1 Product...................................................................................................20

8.2 Price.......................................................................................................20

8.3 Place................................................................................................. 21

8.4 Promotion................................................................................................ 21

8.5 People.....................................................................................................23

8.6 Processes................................................................................................23 8.7 Physical evidence........................... .........................................................23

9. Budgeting........................................................................................................23

10. Organisation, Implementation & Control...............................................................24

Page 1 of 30

11. Bibliography............................................................................................. ...25

12. Appendix.........................................................................................................26

List of Table

1.

Pest Analysis ........................................................................................................

8

2.

Degree of Attractiveness/Impact vs Probability of Occurrence ...............

... 10

3.

SWOT Analysis.....................................................................................................

16

4.

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