Research Paper on:
Planning a Marketing Audit of FedEx

Unformatted Sample Text from the Research Paper:
The statement, "I know that half of my advertising budget is wasted; the problem is that I dont know which half" has been attributed to a variety of CEOs, including  Frank W. Woolworth in the 1950s. Regardless of who said it first and how long ago, it remains far too relevant today. Determining the effectiveness of advertising efforts  is only part of a marketing audit, as advertising is only a part of marketing. All portions of marketing are important to the total effort, and it is crucial  that marketers be aware of the effects of and return on their efforts. The purpose here is to devise a plan for approaching a marketing audit of FedEx Corp.  Environmental Aspects The audit will need to assess conditions in the general economy, demographic changes and other factors contributing to the environment  in which FedEx operates. The audit also will need to consider FedExs recent business results and the state of the industry in which it operates. Analyses will include:  * Economic analysis. Unemployment, consumer confidence, interest rates and general economic trends will affect FedExs progress. * FedExs business results. What changes have occurred and how might those  changes be attributed to marketing efforts? * PEST analysis. This is assessment from the perspective of the political, economic, social and technological factors affecting FedExs business. * Porters Five  Forces. The purpose of this analysis is to evaluate FedExs industry and FedExs place within its industry. Marketing The marketing audit will  need to include assessment of all of the Ps of the marketing mix (product, price, place and promotion). It will also need to seek definition of the companys objectives