Improving the technology of marketing audit of light industry enterprises

Abstract

The urgency of the problem of organizing an audit of marketing activities of the enterprise due to the direct relationship between the effectiveness of enterprise management and periodic critical evaluation of its activities, ie internal analysis of all major components of business, including marketing, as the most important component of such evaluation.
The article provides the basic definitions of "marketing audit", as a single interpretation has not yet been defined and states that to determine the strategy or degree of efficiency of the enterprise, it is necessary to adhere to 4 main characteristics, such as: comprehensiveness, system, independence and periodicity. We have systematized the algorithm for conducting an audit for the garment industry, as well as practically conducted it on the example of PJSC "Volodarka".
First of all, during the marketing audit, the reasons and objectives of the audit are determined, the strengths and weaknesses, threats and opportunities are described through SWOT-analysis and grouped during PEST + M-analysis. The next stage is a diagnostic examination of the internal environment (analysis of staff competencies, purchasing activity of customers, the state of the enterprise in the market and marketing mix). In the course of the last element the commodity, price, sales policy and advancement according to which the basic conclusions concerning a condition of the enterprise are made are analyzed. The next stage is the formation of proposals and recommendations. The authors found the lack of CRM-system as the main component of increasing customer purchasing activity and profitability, respectively.