Marketing Audit Lite N' Easy

10640 words 43 pages
Marketing Audit: Lite n’ Easy

Table of Contents
1. Executive Summary 4
2. Introduction 5
3. Relevant Environments 5
4. Competitive Situation Analysis 7
5. SWOT Analysis 8
6. Position on the GE (General Electric) Grid 9
7. Market Research Needs 10
8. Consumer Behaviour Issues Relevant To The Purchase And Consumption Of Product 12
9. Target Segments and Core Benefits 14
10. Positioning Strategy 16
11. Product and Branding Strategy 18
12. Pricing Strategy 20
13. Distribution Strategy 21
14. Promotion Strategy 22
15. Customer service and relationship activities 24
16. Implementation Issues 25
17. Conclusion 29
18. Bibliography 30
19. Appendix
A. Interest rate table
B. Petrol and crude oil prices
C. Malow’s hierarchy of
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Variables such as petrol prices and inflation rates affect the distribution and consumption of products and services. In Australia, the average trend of “real” income is declining (Quester et al, 2007). As interest rates (see Appendix A) increase, the discretionary household income will decrease. The increase in petrol prices (see Appendix B) will not change the consumption in the short-term due to inelastic demand, but this will decrease discretionary income. Furthermore, increases in petrol prices are of particular concern for Lite n’
Easy because it would increase the transportation costs associated with their home-delivery service. With the decrease in discretionary income and potential increase in costs, the desire to buy luxury items like Lite n’ Easy will reduce. Lite n’ Easy should remain aware of the environmental changes that could affect their market strategy. With the awareness in mind, Lite n’
Easy can forecast any modifications that could apply to their product such as what ingredients in their meals can be incorporated due to seasonal changes.

Technology: With the advancements in technology over the past decade, the numbers of internet users have increased. This makes it easy for Lite n’ Easy to increase knowledge for products and services to potential customers.

Political and Legal: Food regulations are