Contents
1. Executive summary 3- 2. Introduction 3
- 2.1. Services 4
- 3. An environmental scan 5
- 3.1. PEST analysis 6
- 3.2. SWOT analysis 7
- 4. Customer analysis 8
- 5. Competitor analysis 9
- 6. TOWS analysis 11
- 7. Conclusion 12
Description
This is a marketing audit report prepared on Starwood hotels. The objective behind writing this report is to analyze the different marketing scenario of the organization. The marketing industry for the service sector is different from manufacturing industry. Services needs to be delivering correctly on time, the services are perishable, intangible, and heterogeneous in nature. Because of its unique structure it is very crucial for the management build good strategies for retaining long term relationship. A marketing audit report is prepared by the management to understand the efficiency and effectiveness of the work done. In this report Starwood hotel has been taken as an example to describe marketing audit.
This report describes the various factors related to marketing of services, the factors the management should consider before finalizing any marketing strategy for the organization. This report describe the environmental scanning for Starwood hotel, then the customer analysis, the competitors in the market and also few strategies have been suggested for the organization with the help of TWOS analysis.
