The Marketing Audit will provide marketing managers with a snap shot of what is happening now in the organisation and should provide a clear idea about where the organisation is now and where it can go next (Blythe 2012)
You must first consider the micro environment, which is made up of the following:
THE MACRO ENVIRONMENT
Includes factors that can influence society as a whole, and although cannot be fully controlled by an organisation, Blythe (2012) suggests that the organisation can influence some elements of it, through positive public relations. In order to analyse the elements of the macro environment organisations can use a tool known as the PEST analysis.