Marketing Audit : Application And Terms Of Reference

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Introduction and Terms of Reference

From 1999 to 2000 Manchester United PLC 's (MU) pre-tax profit has fallen from £22.4m to £16.8m. This drop in profit of £5.8m needs to be addressed. One of the main issues that needs to be looked into due to a fall in profit is the marketing of the MU. In order to identify any problems or gaps within the Marketing Strategy of MU, it is necessary to undertake a Marketing Audit, looking at both internal and external factors, and from this develop a Market Research Plan to look into gaps identified in the Marketing Audit.

Methodology

The Marketing Audit will look at the current situation of Manchester United with regard to Marketing. It looks at the following:

* External Factors

* Company Stakeholders

* The Market

* Resources and Skills Available to the company

The Marketing Audit will examine both Macro-Factors, sometimes referred to as STEP, and Micro-Factors within the company. The main method of carrying out a Marketing Audit is to examine MU 's Strengths, Weaknesses, Opportunities and Threats, or the SWOT Analysis, developing strategies based on this.

From this Marketing Audit, there should be gaps identified in MU may need to research into in order to develop strategies to improve their financial performance over 2001. From the findings of the Marketing Audit, a Market Research Plan will be developed for MU.

Findings

The main part of the Marketing Audit is to identify MU 's Strengths, Weakness, Opportunities and Threats.

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