Marketing
1.0 INTRODUCTION
I as a Marketing Executive from 7 Eleven Company had given a task to conduct a marketing audit. I prepared a discussion paper which covers the topics such as appraising the processes and techniques used for auditing the marketing environments and applying organizational and environmental auditing techniques in a given situation.
“The marketing audit is a basic 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.”This means that marketing audit is the part of marketing planning process which been conducted to identify several factors in both internal and external environment that influences on marketing planning and effect 7-Eleven company.
Marketing audit is important for 7-Eleven due to changing in needs and wants among the customers. Example of factors that might affect with this changes is political, economic, social-cultural and technology. The main purpose of marketing audit is I can make a research and analyse the current situation in 7-Eleven based on all the factors that influence and at once come out with SWOT analysis. In SWOT analysis I can identified our company strength, weakness, opportunity and threats. With this analysis will help 7-Eleven identify and increase our performance.
7-Eleven Malaysia Sdn. Bhd. is the owner and operator of 7-Eleven stores in Malaysia. Built-in on 4 June 1984, 7-Eleven Malaysia has made its mark in the retailing prospect and have been a well-known icon for over 27 years. We are the largest 24-hours convenience store operator in Malaysia with over 1,300 stores nationwide. We serves over half a million of customers daily. Each 7-Eleven store carries over 2,000 products, including our proprietary brands such as Slurpee frozen beverages and Big Gulp fountain soft
I as a Marketing Executive from 7 Eleven Company had given a task to conduct a marketing audit. I prepared a discussion paper which covers the topics such as appraising the processes and techniques used for auditing the marketing environments and applying organizational and environmental auditing techniques in a given situation.
“The marketing audit is a basic 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.”This means that marketing audit is the part of marketing planning process which been conducted to identify several factors in both internal and external environment that influences on marketing planning and effect 7-Eleven company.
Marketing audit is important for 7-Eleven due to changing in needs and wants among the customers. Example of factors that might affect with this changes is political, economic, social-cultural and technology. The main purpose of marketing audit is I can make a research and analyse the current situation in 7-Eleven based on all the factors that influence and at once come out with SWOT analysis. In SWOT analysis I can identified our company strength, weakness, opportunity and threats. With this analysis will help 7-Eleven identify and increase our performance.
7-Eleven Malaysia Sdn. Bhd. is the owner and operator of 7-Eleven stores in Malaysia. Built-in on 4 June 1984, 7-Eleven Malaysia has made its mark in the retailing prospect and have been a well-known icon for over 27 years. We are the largest 24-hours convenience store operator in Malaysia with over 1,300 stores nationwide. We serves over half a million of customers daily. Each 7-Eleven store carries over 2,000 products, including our proprietary brands such as Slurpee frozen beverages and Big Gulp fountain soft