Create a 13 page essay paper that discusses Marketing Audit.Download file to see previous pages... In the body care section the company holds the top position in the European bath and shower market, i

Create a 13 page essay paper that discusses Marketing Audit.

In the body care section the company holds the top position in the European bath and shower market, in households side they are having one of the world famous shoe polishes named Kiwi. The company is trying to settle the market of branded apparel, which includes men's and boy's wear, also sports wear.

The thing that should be kept in mind at this stage is that the Sara Lee is making most of those products in which brand switching is common, and there are relatively very few differences between the competitor's products and the company's products, for example the shoe polish Kiwi is having competition with Cherry Blossom, if a consumer

would go to buy Kiwi and would not find it in a shop, he would buy cherry blossom rather than going to an other shop and look for Kiwi, the company is thus having every one as there target audience, but it also depends on the different products they are selling, such as in foods and beverages the real market segment is those individuals who are having no family and are working and living alone, it is a big segment in the U.K and fair in U.S, in the body care section the target audience is originally women but keeping in view the prevailing demands they have also started catering men in the society, in the house hold products, the main product is shoe polish, KIWI and they were initially catering men but due to increased usage of leather shoes by women they are also targeting them, specially after the introduction of sponges, another product the company is offering is the Ambi Pur air fresheners and body sprays which they are catering men and women both, also Sanex is a product used as body care product, they are again having women as their target audience, In the apparel section their target audience is again women of the society as they require more of comfort than men, but they have also introduced the sports wear which both men and women use. So the entire target audience consists of people who are young and energetic in life.

Business Mission

Of course every company's mission is the profitability while providing something that sounds good to the customer, the company's mission for customer is the product innovation and also the new product development, as their slogan suggests,

"Our mission is to simply delight youevery day"

External Marketing Audit

Political Factors

The political factors affecting the company are only related to the company not the customers, trade policies are now made by WTO, it is clearly specifying that the government makes such policies without knowing that it could also be questioning the country's own economy, Sara Lee has somewhat been affected by such policies in the past, however due to modernization, the company has made fairly lucrative business in different areas of U.S. and Europe with much business in U.K, big disturbances in the sales were also seen at the 9/11 event, at that point it was disturbance in every part of every country which also include the areas where Sara Lee has operations, the supply to U.