The Marketing Auditing is a comprehensive, systematic and independent review to determinate problem areas and opportunities. The main objective of this operation is to identify mistakes and the “why” of differences between the planned and actually implemented by the company, as well to determine their causes and develop a plan of corrective and implementation of new measures to improve the performance of the responsible marketing unit.
In this process, various aspects will be analyzed, such as planning and control of marketing, marketing productivity, marketing information systems, the marketing organization in the company and its functional and interdepartmental relationships with other areas of the company, among other aspects.
. Overall capacity evaluation of the company to achieve the Strategic Marketing Plan objectives
. Evaluation of the safety and efficiency of the organization in operationalizing in the Annual Marketing Plan
. “Portrait” of marketing organization of the company
. Anticipation of crisis scenarios