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The purpose of this assessment is to produce a marketing audit that would support a
marketing plan. The audit should be produced for a company (or business unit) of your choice in one sector from; mobile network providers, fashion clothing, automotive or charity and should focus on Thailand only.
You should conduct independent research using quality secondary sources, fully referenced, to provide the evidence to support your analysis e.g. Mintel, MarketLine Advantage, ABI Global, newspapers, journals, company websites etc.
This Marketing Audit is limited in scope and should contain the following areas:
(A full Audit, based on Kotler’s format, can be seen under Assessment Information)
• Macro analysis (PEEST)
• Micro analysis (market, customers and competitors)
• Internal analysis (strategy, functions, productivity)• One-page TOWS matrix and key strategic challenges summary
• Appendices (supporting information/model analysis, not included in the word count –
two sides maximum for each appendix)
Appendix 1: Company Overview to include; name, type, size, key competitors,
customers, products/services, specific area of focus for your audit – company or
business unit and country.
Appendix 2: supporting Macro model/framework application
Appendix 3: supporting Micro model/framework application
Appendix 4: supporting Internal model/framework application
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