This is the section of the Audit that I am responsible for.
II. Marketing Strategy Audit
A. Business Mission Is the business mission clearly stated in market-orientated terms? Is it feasible?
B. Marketing Objectives
and Goals
Are the company and marketing objectives and goals stated clearly enough to
guide marketing planning and performance measurement? Are the marketing
objectives appropriate, given the company’s competitive position, resources,
and opportunities?
C. Strategy Has the management articulated a clear marketing strategy for achieving its
marketing objectives? Is the strategy convincing? Is the strategy appropriate to
the stage of the product life cycle, competitor’s strategies, and the state of the
economy? Is the company using the best basis for market segmentation? Does
it have clear criteria for rating the segments and choosing the best ones? Has it
developed accurate profiles of each target segment? Has the company
developed an effective positioning and marketing mix for each target segment?
Are marketing resources allocated optimally to the major elements of the
marketing mix? Are enough resources or too many resources budgeted to
accomplish the marketing objectives?
III. Marketing Organization Audit
A. Formal Structure Does the marketing vice president or CMO have adequate authority and
responsibility for company activities that affect customers’ satisfaction? Are
the marketing activities optimally structured along functional, product
segment, end-user, and geographical lines?
B. Functional Efficiency Are there good communication and working relations between marketing and
sales? Is the product-management system working effectively? Are product
managers able to plan profits or only sales volume? Are there any groups in
marketing that need more training, motivation, supervision or evaluation?
C. Interface Efficiency Are there any problems between marketing and manufacturing, R&D,
purchasing finance, accounting, and/or legal that need attention.
I started the Audit, but I made some mistakes, the first one is My client, the audit is supposed to be written on Minnesota State Community and Technical College (M State) ( This is the client). in my paper, it states that it is The University of Minnesota Moorhead, please correct that. and After submitting it, below is the feedback from the professor.
Feedback:
Page 2 you have the name of your Client incorrect
Page 2 para 2 some none MBA level writing/sentences
Page 2: specify the objectives and goals
Page 3 Strategy too general. Not professionally written. From this para I can’t figure out their strategy—
CMO–using an acronym without spelling out first.
Overall, this is too general. There is information provided but not specific to your Client nor have you provided an ‘audit’ of the sections.
You have my permission to revise and add new information. according to the feedback from my professor, my paper needs to be improved.
The format must be APA format.
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