You are the General Manager – Marketing of Bounce Fitness. You are required to carry out an internal (self) marketing audit at the end of the financial year, according to the Bounce Fitness Continuous Improvement Procedure.
Bounce Fitness has just completed its Corporate Marketing Plan project. You were managing the project and worked with the centre managers of the Melbourne, Sydney and Brisbane fitness centres to implement it. You had to liaise (desktop review) with your colleagues at these locations, from the Cairns head office, where you are based, using video conferencing, phone calls, and emails. The centre managers were responsible for distributing marketing materials sent to them form head office, and making sales to achieve sales targets. The centre managers are experts in fitness industry and gym management. However, none has sufficient marketing or sales experience. You had to provide them with extensive guidance and training throughout the project.
Part A – conduct an internal marketing audit
You must conduct an audit of the productivity of the Corporate Marketing Plan and effectiveness of Bounce Fitness marketing planning systems in the context of the Corporate Marketing Plan.
In the audit, you must investigate: Important!!
(All above need a finding – the organisations is fail or success )
You are required to report results of audit to the CEO and board of directors of Bounce Fitness, in the next part of this assessment.
Prepare an audit report that covers the following points. You may format your report under these guidelines as section headings.
You will need to access the Bounce Fitness website and go through the relevant sections of the website to find the information that you need. You will also have to conduct further research.
This is a continuation of the scenario in Task 2.
Following the internal marketing audit, the CEO asks you to conduct an external marketing audit, in order to investigate the feasibility of the Membership Building Marketing Activity Plan, which is scheduled to start in the next financial year.
Part A – conduct an external marketing audit
Conduct a macro and micro environment audit of the organisation, from the perspective of reviewing the Membership Building Marketing Activity Plan on the Bounce Fitness website.
Other sources you will need to refer to include:
ii)Scope of audit
iii) who is participants
3 Micro – explain 2 factors of each
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