Business / Marketing Audit

Marketing Audit

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Autor:  anton  05 December 2010
Tags:  Marketing
Words: 569   |   Pages: 3
Views: 336

Marketing Audit Approach

I have chosen to conduct a marketing audit on Blockbuster. Blockbuster Inc. is a leading global provider of in-home rental and retail movie and game entertainment, with over 9,000 stores worldwide (Blockbuster, 2006).

The following is an action plan on how to develop this audit for submission in Week 6.

An Action Plan

Executive Summary:

a. The information in this part of the audit will cover conclusions and recommendations to management.

b. Key resources will be included in this section to help gain credibility of the report findings.

c. I plan to do this part of the paper during Week 6 of the class.

d. Challenges will be offering suggestions for strategic marketing adjustments and possibly optimization of marketing resources. Another challenge will be ensuring the reader is provided with pertinent information that will provide thorough, yet brief, objective and accurate accounts of the business.

Table of Contents:

a. This information should be easily identifiable based on the predetermined sections of the audit process.

b. There is no analysis in this section of the audit.

c. I plan to do the Table of Contents during Week 6 as part of the finalization of the paper.

d. I do not anticipate any challenges with this section of the paper.

Environmental Aspects:

a. In this section of the audit, I plan to review 3 elements: Markets, Competition, and Culture. This could change once the research begins. The technology and/or economic factors may be a major contributor to environmental aspects than culture or markets factors. Plunkett Research database found in the University of Phoenix library has already given me some insights on what types of information and data to include in the audit process.

b. Trends affecting the entertainment and media industry, market research and sales data as compared to competitors are some of the analysis I might perform on the data I collect for this process.

c. As this will be one of the lengthiest sections of the paper, I will begin work on this immediately. My goal is to have this section completed by end of Week 4.

d. The most challenging part of this section of the audit will be choosing the most appropriate environmental aspects to include in the paper. Also, the analysis of the data may become tedious if I am not able to find good references.

Marketing

a. I plan to review Blockbuster’s Annual Reports and articles from business journals to obtain the information for this section of the paper.

b. The analysis on the information collected for this section will be tied to their strategies for meeting their business objectives. An in-depth look at how their strategies for future growth will enable Blockbuster to stay ahead of the competition will be the focus.

c. The plan is to have this section complete by the end of Week 5.

d. The challenges will be to find sources that will provide the information regarding their defined tactics for accomplishing business objectives. The specific organization information regarding their communication structure between marketing and sales departments may be hard to find as well.

Conclusion:

a. The conclusion will provide a brief summary of where Blockbuster stands as a business. The information included in this paragraph will give a closing viewpoint on future growth and stability of the business.

b. There will be no analysis in this section - only brief conclusions drawn from the analysis.

c. This will be done in Week 6.

d. The challenge in this section will be providing a brief summary on how I proved the issues addressed in the paper.

Reference

No author. (2006). Blockbuster investor relations. Retrieved July 13, 2006, from http://www.b2i.us/profiles/investor/CSummary.asp.



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