ABSTRACT
When construction equipment manufacturer JCB embarked on a major programme of marketing planning, one of the first activities that it carried out was a marketing audit. The aim was to ensure that the business had a realistic overview of the strengths and weaknesses of its current marketing operations. Amongst other areas, the audit reviewed the company’s marketing environment, its marketing strategy and existing marketing programmes. Once JCB had a detailed analysis of these areas, it was able to identify key strengths on which the company could build its planning activity. The process also identified certain weaknesses, prompting early action to minimize their likely threat to future marketing activity.
