Marketing Audit English Biscuit Manufacturers (Pakistan's Leading biscuit company with heart and soul)

Abstract

The reason why we chose EBML is that the biscuit industry in Pakistan is currently experiencing high competition between the two major players, that is EBML and Continental Biscuit Limited (CBL).EBML had been and is a major player in the biscuit industry. In fact it had been the market leader until the arrival of Continental Biscuit Limited (CBL), the makers of LU Biscuits. To regain its lost market leadership EBML has been forced to reconsider and re-plan its marketing strategies and reposition itself in the biscuit industry. This has given us the opportunity to analyze a company, which is actively and strongly challenging its competitor for its lost share. It has also given us a valuable chance to apply the concepts, which we have learnt in our Principles of Marketing course. We have used this opportunity to put forth our own views and analyses of EBML's environment, strategies, organization, systems, productivity and functions. Finally we have given our recommendations and opinions, which we have come up with after making our analysis. What Do We Aim To Present? Our main focus in this report is the Marketing Audit of EBML. Through this, we aim to identify the compatibility of the company's basic marketing strategies to its resources, structure of the company and ultimately the biscuit 3 industry, its strengths and weaknesses, the effectiveness of the company's control system and finally how they have actually gone about implementing their strategies. In this process we have begun by analyzing EBML’s micro and macro environment. This is then followed by an audit of EBML’s Marketing Strategy, the Marketing Organization and the Marketing System. We will then focus on the productivity and finally conclude by analyzing the marketing functions such as products, price, distribution, promotion and sales force. Following the audit we will focus on our analysis and in turn will present our recommendations for EBML. Also included will be other alternatives and contingency plans. Application of Concepts and Strategies By observing and analyzing EBML’s environment, strategies, organization, functions and control systems, we have tried to apply the various concepts and strategies taught to us in our course. These concepts have helped us in understanding the various strategies and functions being performed in EBML. We have in this respect started by applying the following marketing concepts and terms:  The Core Marketing Concepts.  Marketing Philosophies.  Analysis of EBML’s Portfolio.  Product/Market Expansion Grid. 4  The Marketing Mix.  SWOT Analysis.  Environmental Factors.  Characteristics affecting Consumer Behavior.  Types of Buying Decisions.  Market Segmentation and Selection.  Market Positioning.  Demand Forecasting.  Product ands Service Differentiation.  Product Quality, Features and Design.  Branding.  Packaging.  Product Support Services.  Product Mix. Recommendations In this respect we have tried to give our recommendations, which we thought the company should consider. This is obviously been based on our analysis and findings. In addition to that our recommendations have been based on the way we have approached company cases in our course. These 5 recommendations are given within the audit itself and relate to the concepts that we have identified relevant to EBML’s case.