Task description Successful marketing organisations undertake comprehensive, systematic, independent and periodic examinations of the company's or business unit's marketing environment, objectives,...

Running Head: MARKETING MANAGEMENT                         1
MARKETING MANAGEMENT        11
MARKETING MANAGEMENT
Table of Contents
Executive Summary    3
Introduction    4
Background of the Company    4
Internal Strategic Factor Analysis of the Company    5
Company’s Strategy and Activities    7
Recommendations and Conclusion    9
References    11
Executive Summary
This report is the systematic analyses and examination of the business activity of one company. The chosen company for this report is “VIRGIN AUSTRALIA”. This study reflects the critical factors, which influences the business’s environment and objectives. The entire report divided into six parts. Starting from the introduction of marketing audit, it proceeds with background of the Virgin Australia. A systematic review has done to gain the understanding of the internal strategies of the company. The conclusion part includes the recommendation fraction also, which company can use to identify the shortcomings. This report includes internal analysis and current position of the company.
Introduction
Marketing audit is one of the vital components of the strategic plan of the company. It itself is the in depth analysis and examination of all the aspects of the market. This comprehensive plan is going to evaluate current market strategy and effectively review of the changes required in the organisation. The current market conditions observe by unique team observers, who are not parts of marketing audit team. Nevertheless, the team could be from the different parts of the organisation or other parts of the large company.
Audit helps the organisation to look after three areas. These areas include the internal analysis of marketing factors, current marketing opportunities and external analysis of the marketing factors. As mentioned by Cheikh and Alaoui (2019), doing marketing audit can give many advantages to the organisation, it saves up the cost and companies have dramatically reorganised their marketing operations and in the process have assumed significant inefficiencies.
It helps in performance improvement recommendations, marketing audit continuously searches for the conversion-based measurement strategies and ways to improve the performance and return on investment. Marketing audits are the assurance against the future investments of the organisations. The marketing audits are specifically concentrates on the future demands and requirements of the customers. Given the thousands of options available in the marketplace, marketing groups are struggling to determine the best available path.
Background of the Company
For this report, I have chosen the company Virgin Australia, the trading name of Virgin Australia Airlines Pty Ltd. It is a largest operating Australian airline (Virgin Australia, 2020). It is a largest airline by fleet size to use virgin as a brand. In 2000, it started its services by the name of virgin blues. It is a low cost airline, flying single route between Brisbane and Sydney.
The company is a perfect example of setting scenes for what would become the real completion in the leisure sector that is Australian aviation. The low cost model of virgin blues is so far its successful model. This model witnessed one of the fast growing virgin companies in history. The company welcomed various guests in its first year of operation and three years later, the company floated on the Australian Stock Exchange at a valuation of AUS $2.3billion.
In the year 2012, the company rebranded and repositioned from the low cost airline to full service airlines. This is now called as Virgin Australia. The airline is the second largest airline in Australian Aviation market. It connects flying passengers, which includes 40 domestic destinations and 450 worldwide destinations. Since virgin Australian was listed, the company continued to grow and expand its presence in both national as well as international markets. The company achieved this through the acquisitions of regional operator SkyWest and low cost carrier Tigerair Australia.
Besides, it was even achieved through international alliances with some of the most renowned airlines in the world, including Delta Air Lines, Etihad and Singapore Airlines. The company with the help of marketing audit identifies the potential business and risk in the market. It also offers additional services such as airport lounges, Velocity Frequent Flyer Rewards (the loyalty points) and freight services. That also includes overnight express, perishable cargo, animal transport services and dangerous goods.
Internal Strategic Factor Analysis of the...