SBMC - Business & Marketing Audit
The first step in the marketing journey is completing a marketing audit. This form will assist you to complete this.
Email *
Business name
Business owner name and surname
Business owner contact details (email and phone number)
Consultant name and surname
Consultant contact details (email and phone number)
General business description
Business description: Short description of the business. What do you do?
Problem statement: what problem does your business solve for its customers?
How does your business solve this problem for customers?
Customer description: describe the typical customer that purchases your products or services? Provide details of age, gender, personality, lifestyle, etc.
Industry description: what industry does your business operate in?
What is the current state of your industry? Is it growing? in which areas is it growing? What changes do you foresee taking place in your industry in the near future?
Company history and info
Company image: what is the image of the company in the marketplace? How do people perceive your brand?
What is the sales history of the company? Year on year.
Sales pattern and forecast. What is the general sales pattern and what do you forecast for the coming year and why?
Market share: how much of the local market share does your business have?
Management
Who are the primary shareholders of the business and what is their percentage share?
Who are the directors of the business?
What is the management structure, who are are the managers, and what are their responsibilities?
Product Description
Explain clearly what your products or services are.
Background to their development. How did you come to offer these products or services?
Features: What are the features of your product or service? What are the different components of your product or service?
Benefits: What are the benefits of your products or services?
Application: what is the application of your products or services? When are they used and why?
Packaging: how do you package your products or services?
Styles/ options: what are the different options or styles you offer?
Brand awareness: how well is your brand known in the market? What are you known for?
Differentiation: what makes your products or services unique/ different?
Weaknesses: what are the weaknesses of your products or services?
Future development: in which ways do you plan to develop your products or services in the future?
Brand Purpose
Purpose: why does your business exist?
Vision: What is your long term vision for the business? What do you aim to achieve?
Mission: How do you plan to achieve your mission (day to day, week to week)?
Values: what values does your business stand for?
Positioning: how are you different from your competitors?
Business goals: What are your business goals for the next year?
SWOT Analysis
Strengths: What are the strengths of your business?
Weaknesses: what are the weaknesses of your business?
Opportunities: what are the opportunities in the market environment which your business could take advantage of?
Threats: what are the aspects in the market which could threaten your business?
Market Analysis
This section covers the macro and the micro environmental analysis.
Current demand in the target market? What is the demand for a product or service like yours?
Consumer trends: growth trends, trends in consumer preferences, and trends in product development.
What is the growth potential and opportunity for a business of your size?
What barriers to entry do you face in entering this market with your new company? Some typical barriers are: High capital costs, High production costs, High marketing costs, Consumer acceptance and brand recognition, Training and skills, Unique technology and patents, Unions, Shipping costs, Tariff barriers and quotas.
How could the following affect your company? Inflation, Interest Rates, Currency Fluctuations, Economic recession, Viruses and lockdowns.
Technological: what technology influences your business? How does it influence it?
Political, legal, & environmental: how do these factors affect your business?
What ideas have you had to overcome future lockdowns? What plans do you have to diversify your business or move online?
Supplier analysis
Note some of your key suppliers below and what they provide you with.
How do your raw materials get from your suppliers to you? Explain the process.
Competitor Analysis
Who are your main competitors?
Main competitor one: Product, price, distribution, unique characteristics, promotion.
Main competitor two: Product, price, distribution, unique characteristics, promotion.
Main competitor three: Product, price, distribution, unique characteristics, promotion.
Main competitor four: Product, price, distribution, unique characteristics, promotion.
Competitive advantage: why would customers purchase your products rather than those of your competitors? (unique features, price, new tech, better value, greater compatibility, convenience, etc.)
Customer Analysis
Demographic characteristics of customers (age, gender, location, income level, occupation, etc.)
Business customer demographics: industry, location, size of firms, quality, technology, price preferences)
Segmentation, Targeting & Positioning
What are the different segments in the market? The different groups that purchase your type of product.
Which segment(s) do you plan to target first?
Describe your primary target segments in detail. Demographics, psychographics, geographic segmentation, media habits etc.
What different product offerings will you offer the different target segments?
How do you plan to position your business in the minds of consumers? What do you plan to tell consumers about your brand that's unique?
Differentiation: How will your products or services be different?
What difference will you build your positioning on?
MARKETING MIX
Products and services: List all your various product and service options you offer and the different prices for each.
Pricing strategy: what is the pricing strategy used? What method is used to create prices?
Product or service process/ system/ delivery: describe how your product or service works. From the point that you start with customers to the end of delivery. Describe everything you do with your customers, step by step.
Customer relationship management: describe how you manage the relationship between you and your customers. How often do you communicate with customers and how do you stay in contact with them.
Distribution strategy: explain how products get from you to your customers.
Are there any other ways in which you could get your products or services to customers? Online methods is one example.
Distribution subsystems: provide details for the following, warehousing, materials handling, inventory control, merchandising, order processing, logistics, transportation.
Physical location: What is your physical location? Describe the nature of your location. Is it convenient for your customers. Describe parking, interior spaces, etc. Is it consistent with your brand image?
Promotion: What forms of promotion have you done for your business? (advertising, social media, campaigns, PR, etc).
Promotion goals: what promotional strategies would you like to implement in the near future?
General: Any other comments about your business?
A copy of your responses will be emailed to the address you provided.
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