Essay: The external marketing audit

Sample Essay

The following aspects can be regarded as the external marketing audit of the organization and certain features of this audit are given below:

Facts and Figures

The monthly turnover of the organization in 2005 was £60,000 and they had a total of 22 employees. However, the organization suffered a lot because of the yearend financial crisis that was actually caused due to the decline in the car assembly in Coventry. However, in the long run this organization was also affected by the global recession and a stiff competition from the global market. However, the current scenario of the organization has changed drastically and the organization has a total of thirteen employees and the entire turnover of the organization has actually fallen into £38,000 per month. This turnover is considered as one of the biggest problems for this organization (Jobber and Fahy).

Promotional Activity

This organization focuses on different promotional campaigns and it inculcates itself in different promotional campaigns. Different approaches are used by this organization and the ultimate objective of the organization is to retain and attract more and more customers in both the short and the long run. These activities that are used by William Corporation are direct marketing, Trade Advertising, PR Activity, Customer Entertainment, Sales Promotion.

Because the services of this organization is based engineering works that is the reason why the organization focuses on direct marketing campaigns. In the similar manner emphasis is laid on marketing through industrial channels. The expenses on direct marketing were increased in the organization and it ranges to £44(thousand) in the year 2007. Since the customers of this organization are other organizations and emphasis is laid on B2B marketing that is the reason why the organization spends less on customer entertainment. In the similar manner trade channels are strengthened by the organization by actually focusing more on trade advertising and different trade marketing approaches is used by the organization (Jobber and Fahy).

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