Change Implementation Techniques for Creating a Sense of Urgency

Technique 2.62 Marketing Audit (Some Questions)

{product-noshow 9|name|cart|picture|link|border|menuid:206|pricedis3|pricetax1}


. Definition

" is the positioning of your company, its goods and services, to enable ongoing maximum return for minimal outlay..."

Ian Farlow, 1996

. Remember: marketing is more than

- advertising

- merchandising

- possessing the best and latest products or services

. A marketing audit involves questions around 5 topics (the marketplace, your company's position in the marketplace, your customers, your competitors, and your products and services)

i) The marketplace

- How different is the current market from 12 months ago?

- Are there any new developments on the horizon your company should be preparing to embrace?

ii) Your company's position

- Where does your company sit in the marketplace?

- Where do you think your customers and industry see the company is positioned?

iii) Your customers

- Are you maximizing the potential of your existing customer base?

- Are there untapped markets you are currently ignoring?

iv) Your competitors

- What are they doing differently from you?

- What are you doing differently from them?

v) Your product and/or service

- Does it represent a real value proposition to your customers?

- Are you constantly repositioning your offer to ensure competitiveness?

(source: Ian Farlow, 1996)


5 5 1 Product

1 Month

Start your Change Management Plan today

With our FREE Basic membership

FREE fast start guides to review your organizations

FREE access to change management knowledge base

FREE change management case review



Become a Member - the benefits:

  • Ability to download a hardcopy(s) of the entire 5 x volume knowledgebase
  • Copy, paste and print content of interest
  • Be personally notified about regular content updates
  • Receive advance copies of the newsletters (including interesting articles)
  • Receive notification of upcoming events like Change Management Masterclasses

designed by: bluetinweb

Free 1:1 Consultation

get a free 1:1 consultation to apply
the relevant concepts to your specific
change management project