Marketing audit of the company

One-time efforts aimed at increasing the customer flow to the company have a short-term effect, since systemic problems are not solved: infrastructure, assortment, marketing and service. The need to eliminate systemic problems requires a comprehensive solution. As a result of the implementation of the proposed marketing audit program, bottlenecks will be identified and formed. an exhaustive list of improvements and a proposed action program aimed at increasing conversion, occupancy, and attracting a new solvent audience.

Marketing audit


The result of the marketing audit will be a set of practical recommendations that will allow the company's management to make changes to achieve the set goals:



At this stage, methods of adapting a functioning company to market conditions are determined, the values, motives and needs of the target audience are determined, proposals are formulated that best meet the expectations of customers. Recommendations are developed for updating the positioning strategy aimed at increasing the attractiveness for new and regular customers, taking into account the specifics of the company and its competitive environment.


The purpose of this stage of the audit is to adapt the proposals of the operating company to the expectations and values ​​of the priority groups of the target audience. An analysis of the compliance of the company's pricing policy with the planned positioning and customer needs is carried out. Recommendations for adapting the assortment policy in accordance with market trends are offered.


This section of the audit of the point of sale and customer service makes it possible to determine the reasons for low attractiveness: low customer activity, lack of repeat sales, low average check, lack of additional sales. The analysis results form ways to create an atmosphere that meets the expectations of the target audience, stimulating an increase in the average check and multiple returns.


This block of work makes it possible to eliminate hidden from the eyes of the management problems of communication between staff and customers, which reduce their purchasing activity, provide them with the necessary services in accordance with their needs, and create conditions for repeated calls to the company. Analysis of the quality of personnel work, identification of internal threats, identification of weaknesses in the service. An audit of the implementation of internal standards by the personnel is carried out. Recommendations are being developed for the use of tools that build confidence in the company, stimulate an increase in the average check and repeat calls.


This section is aimed at analyzing the compliance of the applied promotion tools with the company's objectives. Effective ways of targeted interaction with customers are being developed, stimulating customer activity and repeated calls, taking into account specialization, competitive environment, location, regional specifics. The analysis of the used promotion tools aimed at increasing the number of new customers, the formation of large contracts, and audience loyalty is carried out. The Internet strategy of the company and the content of the advertising materials used are audited for compliance with the set goals. Tools are being developed to achieve the goals set for the company to attract a new solvent audience and increase the average check.


Marketing audit


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