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Pagio Vietnam

In: Business and Management

Submitted By luong0605
Words 2242
Pages 9
Introduction
PIAGGIO Vietnam is a big motor company in Vietnam market. The company focuses on providing high-class motor for Vietnam market and also Asia market. Holding large market share of high-class motor market, PIAGGIO Vietnam is developing rapidly and gaining much profits.
This report will help PIAGGIO Vietnam identify which process and techniques the company should use, and how the company uses them for getting good marketing environment audit. In addition, this report also refers some barriers to the company’s marketing planning process, and suggests some solutions for company to overcome these barriers.

Contents
I. Develop the formal structure of the marketing audit and conduct the audit of PIAGGO Vietnam.
1a. Use the marketing audit structure to appraise the marketing processes and techniques used by PIAGGO Vietnam.
“A marketing audit is an examination of a company’s marketing environment and activities with a view to determining problem areas and opportunities and recommending a plan to improve performance”(BPP learning media, pg.174, 2010). There are three steps in making a marketing audit.
The first step is analyzing internal factors. Internal factors are all factors inside the company. Internal factors include vision, mission, capability, marketing strategy, resources,… of the company. Internal factors affect strongly to the performance of the company. We will use value chain to examining the competitive advantage of the company come out from these internal factors. Analyzing internal factors will reveal the strengths and weaknesses of the company.
The second step is analyzing external factors. There are two components of external factors: micro environment and macro environment.
• Macro environment relates to the major external and uncontrollable factors that affect to the PIAGGIO Vietnam. Economic factors, political factors, social

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