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Marketing Audit

Name of Student
Date

Assessment 1
Market segmentation: Implies to marketing research that is conducted by the organizations determine how a company has divided or subdivided its customers into sub-units or smaller groups based on their traits, behaviours like their level of income, ages and personality (Baker, & Hart, 2008).
Competitors: Competitors are either people or organizations that are rival to other people or entity in the market. Basically, competition arises when different entities or persons trade in the same industry offering similar products or services (Brady, 2010).
Unique selling proposition: First, the organization of my choice is KidZania Spreading Fun Around the World. It is the world fastest-growing entertainment firm that offers both entertainment and education at relatively pocket-friendly fees and it is one of its kind globally (Brady, 2010). Therefore, KidZania is one stop company with all that children need for their daily life as they embrace the beauty of nature.
Messaging and positioning based on your selling proposition: Our clients are children of varying age and adults who specifically for entertainment services. Therefore, our firm fills the gap of entertainment as well as education that would have existed in the market. Our products have an applaudable advantage over others since we offer entertainment alongside education which makes our company one of its kind in the world (Brady, 2010). Therefore, our services are designed to suit the needs of our clients.
Marketing goals and measures: Marketing goals are set objectives of firms that are specific, measurable, achievable, realistic, and time-bound (SMART) (Brady, 2010). For the case of KidZania, our marketing goals are to ensure safety to our clients, provide differentiated products across the world and to be the leading entertainment company in the world.
Tactical plan: These are long-term goals/objectives of a company that goes beyond five years before implementation and execution. It outlines various steps that the organization will use to achieve its desired goals.
Budget: This is an estimation of both marketing revenues and expenses that will be incurred and generated within a specified time.
Owners: Owners are the majority shareholders in a company specifically holding more than 51% of the company shares.
Timeline: Every business plan has a start-up time and ultimate time. Therefore, the timeline defines the onset and 0ffset of a particular business plan.
Business Plan: A business plan is a road map that provides an overview of what the business intends to achieve over a certain time. It provides various business guidelines that can be adopted by the business to achieve strategic objectives. it has different sections that are described below.
• Vision, Mission and Objective Statements: Before this section, an executive summary that gives an overview of the company is given. The statements above give the direction of the company by specifying what the company needs to achieve within its lifetime (Constantinides, 2014).
• Analysis Section: Analyses the company’s products, market, operations and management of the company. It gives an overview of how the company should operate and who will take over the management of the company (Dahlén, & Smith, 2010).
• Financial analysis: This section provides for financial estimates of the intended project.
Marketing plan: This a blueprint document of how organizational marketing ought to be done (Fill, 2009). It outlines various methods like advertisement and product promotion methods that the company will use in the coming years to boost its sales. It gives an overview of how the company plans to achieve its specific marketing objectives within a specified time.
Research methodology: Surveys and Questionnaire
Data collection methods: Surveying and using questionnaires
Types of marketing audits:
Marketing productivity audit-this kind of audit attempts to establish the effectiveness of the firms’ products as well as the company’s ability to generate profit form such products.
Marketing system audit-this kind of audit establishes the company’s ability to collect and analyses its marketing data. It enables the company to plan its marketing activities (Gilligan, & Hird, 2012).
Assessment 2
Overview of the Organization
Company name: KidZania Spreading Fun Across the World.
Location: Mexico City
Date established: September 1999.
Number of employees: 1,260
Key personnel: Xavier Lopez Ancona (CEO)
Company activities: KidZania Spreading Fun Across the World is exclusively an entertainment hub alongside providing education to children.
SWOT and PESTEL Analysis
SWOT Analysis
Strength
• Acceptable brand image
• Heavy investment in market research both in the local and international markets.
• Innovative
Weakness
• Slow process while executing organizational operations
• High costs of operations
Opportunity
Increase in population in Mexico
Increase in the number of middle-class earners in Mexico
Diversification into various segments.
Threats
New entrants
Declining market
PESTEL Analysis
Political
Mexico enjoys political stability thus, KidZania operates in a suitable environment to attract more clients as well as investors.
Economic
Mexico has high GDP within S. America hence the company is capable of expanding through increased sales.
Social
KidZania is the champions when it comes to understanding children needs thus, they coat well with children.
Technology
KidZania uses up to date technology to ensure they effectively compete well in the digital market.
Environment
KidZania has enhanced corporate social responsibility through involvement in community projects.
Legal
The company is conversant with both local and international laws guiding the operation of the entertainment and education industries.
Marketing Goals and Objectives
Short term marketing goals: To ensure that Mexican customers are effectively provided with quality services. This is done through product promotion
Long-term marketing goals: To increase the number of parks to address the increasing number of our customers across the world.
Customers
Our current customers are children however, the company intends to increase the enrolment of more children as it implements its marketing strategy of increasing the number of parks.
Market Mix Review
Product: selling services ranging from entertainment and education.
KidZania Spreading Fun Across the World has intended to increase its services by increasing the number of parks to ensure that the company address the booming population across the world.
Pricing model: The company rationally sets its based on the forces of demand and supply which makes them remain in par with their close competitors.
Place: Generally, KidZania doesn’t use a specific channel to deliver its product to its clients since services they offer are interpersonal and thus, clients have to present themselves for the services at various designated places.
Promotion: KidZania has immensely invested in digital marketing to ensure that it increases its online subscribers.
Past Business or Marketing Encounters
The company has had immense growth due to increased online marketing over the past few periods.
The following factors have hindered the growth of KidZania: High rate of competition, increased tax in some international countries and increased costs of operations.
Competitors
Company name: Disney
Product and Services: Entertainment services e.g. movies.
Pricing: based on market mechanism
Sizing and distribution methods: Online marketing and through distributors
Market Share: one of the great movie marketers in the world.
Promotional strategy: To intensify online marketing.
Summary and Recommendation
KidZania Spreading Fun Across the World is a leading entertainment and education firm. The company has drafted its strategic marketing plan to ensure that it remains competitive in the entertainment industry. Therefore, the company has to address the issue of changing market due to digitalization and as such, the company has to intensify its online marketing platform.

References
Baker, M. & Hart, S., 2008. The marketing books. s.l. Routledge.
Brady, D., 2010. Essentials of International Marketing. London: M.E.Sharpe.
Constantinides, E., 2014. Foundations of social media marketing. Procedia – Social and Behavioral Sciences, Volume 148, pp. 40-57.
Dahlén, M., Lange, F. & Smith, T., 2010. Marketing communications: A brand narrative approach. Chichester: John Wiley & Sons.
Fill, C., 2009. Marketing communications: interactivity, communities and content. Harlow: Pearson Education.
Gilligan, C. & Hird, M., 2012. International Marketing: Strategy and Management. London: Routledge.
Kotler, P., 211. Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), pp. 132-135.