A Thesis Report submitted to Mzumbe University Dar es Salaam College Campus as a partial fulfillment for the requirement of Master’s Degree of Business Administration in Corporate Management
This study is about the impact of marketing audit on marketing performance. The study was conducted at Beta Business Consultant.
Marketing audit is a systematic, critical and impartial review and appraisal of the total marketing operation. Today, Marketing Managers are facing challenges to survive in this turbulent situation where cutthroat competition, lack of demand and liquidity, switching of customers, increase in advertising costs, government, regulation etc. affected their marketing performance badly than ever. These challenges represent both opportunities and problems and may need periodic examination of the company's marketing operations.
The study was specifically focusing on identifying the Marketing audit effects that occur in marketing performance during its implementation. The researcher has basically wanted to know those effects that occur in marketing performance of a firm and to recommend it is useful for managers as tools in providing quality solution for their marketing performance.
Methods of data collection involved documentary reviews, questionnaires, interviews and participant observation. The findings revealed that Marketing Audit is faced with some challenges that should be overcome for the sake of improving its efficiency and effectiveness in the marketing. Through analysis of data shows that Beta business consultant especially the owners of the firm have the knowledge about the marketing audit but they were not doing it professional or sometimes in a year they did not do it at all. Lack of marketing audit exercise has caused the firm to suffer in the marketing performance. The firm has no marketing plan or promotion activities to promote their service in the market. So the firm was not also did well in financial especial the profit reported was very low.