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Question 1

Scenario

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!!

profitability of the Corporate Marketing Plan, including

analysis of whether goals and objectives were achieved

calculation of return on investment (ROI) (pls refer book for formula)

effectiveness of objectives and goal setting in meeting Bounce Fitness marketing strategy

whether financial reporting systems enable timely decision making – (whether it is effective and achieved. Keep track their performances

sufficiency of marketing staff to achieve marketing strategic goals

(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.

Introduction

purpose (including timing) and aim of audit

scope of audit

audit type and research methodology (briefly explain why you chose this type of audit)

participants in the audit (Audit required to reports to General manager, Centre manager – board of directors)

Marketing organisation and systems

organisational goals and objectives

marketing decision making systems

financial reporting systems

Bounce Fitness Corporate Marketing Plan

overview of plan

outcomes of Corporate Marketing Plan project

profitability

......

profitability

effectiveness of market research, segmentation, and marketing planning

effectiveness of forecasting and budgeting

effectiveness of monitoring and reporting schedules

quality of existing performance review mechanisms and lessons learned documentation

Recommendations for improvement to marketing planning and monitoring processes

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.

Question 2

Scenario

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:

Business Strategy and Planning documents on Bounce Fitness website

Relevant Internet sources for competitor information

Draft

i) purpose & aim

the purpose of this marketing audit is to aiming to identify areas of improvement

to investigate the feasibility of the Membership Building Marketing Activity plan

to undertake macro & micro environment audit of the organisation

to ascertain the alignment & strategic plan

ii)Scope of audit

external marketing audit

desktop review – quantitative and qualitative data

iii) who is participants

General manager

CEO

Centre manager

Boards & directors

Stakeholders, employees,

Marketing planning

Mission vision and values

3 Micro – explain 2 factors of each

employment rates,

behaviour,

social cultural factors ,

market demands,

service usage trends

...