Functions and role of a marketing audit

Functions and subprogram of a selling canvassA market audit is a comprehensive, systematic, independent and periodic examination of companies or business units marketing milieu , objectives, strategies and activities with a view to determining problem argonas and opportunities and recommending a plan of action to improve the companys marketing performance( Kotler.P,1977 ).Product- products in Hilton Kensington restaurant ( air jacket cardinal) offering customer a wider selection of dishes and healthier choices. They not only unified important elements such as nutritional values, serving coat and standards moreover also loc bothy produced ingredients which is commodity. hurt and promotion- price and promotion in west eleven restaurant is quiet amazing. The breakfast buffet is scarce 12.95 which is a combination of both continental and English foods and dinner is contemporary European cuisine and car rattling (buffet) for 21.95. promotional material includes highlife card s for regular guests which gives 50% discounted price for lunch and dinner. For promotion with kids meal drinks be chuck up the sponge as well.People- The staffs and man ripenrs having a very good communication links and power distance is low to fair as well. The main strength is each and every staff working as a police squad and a team leader to control as well. So we ar enable to make a good relationship with customers or in other words a good buyer- seller relationship. These all things help to realize that the reputation of post that we are involved in, is in races hands.Process- In west eleven restaurant micros is a good technology which is using now to make good relation amid waiters, chefs and the guest. The services of starters from 7min and main course 20min now a day.Physical evidence- we are maintaining a better brand image now for extending customer service relationships, selection, value, low price and to challenge with competing brands. It is the element of se rvice flow as well which allows the customer again to make judgement on the organisation.EnvironmentEnvironmental outline enables an organisation to develop appropriate marketing strategies including the marketing mix. Environment can be divided into micro environment and macro environment. Important external forces that influence the marketing strategy includeCustomers- customers in west eleven restaurant always looks for quality of food rather than quantity. Most of the guests who are regular because they are meeting their needs. In the guest comments card 90% of the guest rating 7/10which is good not excellent. The major marketing segment is internet and apart from that print media, brouchers and so onterawas there as well. The things like printed media willing work inside the hotel wall posters of special offers, sports calendars etc to promote the guest.Competitors- competitors with Hilton Kensington hotel is Mariots south Kensington and novhotel Hammersmith which are upsc ale category but not luxurious category. The disceptation is taking place because they are patronized by same manoeuver customers, in same product class but there are differentiation, with a same geographic area and a similar price category. All of these hotels got good size, quality and interior decor in restaurants. But the price and value offered is just satisfactory when comparing to west eleven and the emarketig is not good enough as well. Both hotels having bit different strategies because they are concentrating more in leisure guest when Hilton restaurant is focusing mainly for business customers which includes business executives and airline staffs.PORTERS 5 FORCE MODELBarriers of refreshful entryExisting competitors entering saucily attractive domestic market.Economies of sale.Emergence of new entreprenalplayers.Supplier negotiate powerImportance of volume to supplierAvailability of skilled employees and management.Powerful brands( customers married to loyality scheme)N o of competitiorsproportion demand capacityIndustry profitabilityBuyers bargaining powerProduct diffrenciatioonWillingness to pay for brand name.Buyers incentives brat of substitutesSwitching apostrophizesPrice-performance tradeOf substitutesProducts for products.Eg same food ingredients andProducts by competitors in differ-ent names.Five force analytic thinking (source porter 1980)Macro environment- it impacts on cordial reception industry and affects all competitors. PEST frame work is very helpful in carrying out an environmental analysis of the organisation. PEST stands for political, economical, social and technological influences.Political/ licit- political factors have a direct impact on the way of business operates. The political environment is not stable enough and things are getting changing in regular intervals. V.A.T is changing from January onwards from 17.5 to 20. Terrorism activities are increasing day by day.Economic-Global recession happened in the mid of 200 8s affects soberly to the Hotel industry nationally and globally. But now its slowly recovering from the second quarter of 2010 and expected to deal the level of growth in the coming years. Currency inflation is playing a major role in economic growth. Intrest rates which are growing will affect partially as well. I.T has do a lot of difference in the current environment. Eg If we take wi-fi or broadband in capital of the United Kingdom 95% (est) of the people will use at home, work place or while traveling which is v.good, when comparing countries like Cuba which will be 5% or less which shows a huge sagacity of I.T.Social- one of the sociological factor increased population growth which adversely affecting hospitality industry. Now a days people are not spending overmuch because of recession. When taking age distribution according to census of 2008 UK labour force is about 30.3 million workers, roughly the same size as the combined labour force of California and Texas. What the demographic trends shows is people of age group amid 16-34 only working 30% of the total labour force which is bad as young people not working and the others work a lot. London society consists of a cosmopolitan culture which is much much larger in the amount when comparing with other major cities.Technological-Introduction of ERP systems, emodels and High despatch Broadband systems increased their talent to serve their royal customers. But control nebs have to take to reduce the system failure risk, otherwise it will harmful the customer satisfaction.ProductivityProductivity is a measure relating a quantity or quality of output to the inputs required to produce it.The benefits of marketing in Hilton are global reach, lower cost than traditional market methods, trackable and measureable results, personalisation, better conversion rates etc.In the other hand the risk which facing are dependability of technology, security, privacy issues, worldwide competition through globali zation etc. TheMain current problem and challenge which facing cost forte are increased commodity prices. So now a days what is happening is food cost is going higher.SystemsThe use of intranet is more than extranet in my restaurant. The use of intranet is dominated by email followed by new service and product info, market information, employee listing etc. marketing information systems providing accurate and timely information about development in the market place.Marketing control systems are good . The control procedures are looking and evaluating quarterly.most of the annual plan objectives are being achived. Provision is made to analyse periodically the profitability of different products, markets and channels of distribution. In my restaurant marketing auditor is responsible for all these systems.OrganisationMarketing organisation audit is mainly considered as effectiveness of the organisation activities as well as efficiency of the operation of a company. The organisationa l structure supports most of the marketing activities. We got good working relation between sales and marketing. Product managers are able to plan profits and sales volume as well.StrategyThe burster statement was not that much clear and feasible. The objectives stated in a clear form to watch marketing planning. The markets are segmented at an average fasion. For overall marketing decision process make out things which are using are marketing performance audit and marketing competency audit. Marketing resources are some what allocted optimally to prime market segments and marketing mix like product quality,service,promotion, distribution etc.