1. Introduction
• Introduce the organisation, history (if applicable), and product or service that you will write
about. Briefly introduce the goals and scope of your report.
2. Consumer behaviour and decision-making
• Identify the customer segments of the organisation and analyse their purchasing behaviour
focus should be their digital behaviour.
• Critically analyse the value preposition of the company’s product/service for these segments.
• Assess how the organisation currently positions itself within its target market (use the
suitable tool).
3. Marketing audit
• Critically analyse the macro environment using suitable analysis tools.
• Evaluate the microenvironment, through suitable framework.
• What factors and trends are most relevant for the organisation, and why? Which are likely to
pose threats / offer opportunities?
• Critically analyse the current marketing strategy of the selected organisation.
• Summarise the results of the audit with a TOWS analysis.
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