WG7E
Bram Hezemans - 2713689
Khoi Nguyen Le Bao Nguyen - 2707048
Milan van Kamperdijk - 2710037
Nabila Deananda - 2724228
Sem van Raan - 2710835
Vidya Soechit - 2689398
, Table of Contents
Marketing Audit 2
Review Current Marketing Plan 4
Pestle Analysis 6
Political factors 6
Economic factors 7
Social factors 7
Technological factors 7
Legal factors 8
Environmental factors 8
The Five Forces Model of Porter 9
Industry Rivalry 9
Bargaining Power of Supplier 9
Bargaining Power of Buyers 9
Threat of Substitution 10
Threat of New Entry 10
SWOT Analysis 11
Segmentation 16
Targeting 18
Positioning 19
Marketing Mix 20
Product 20
Price 20
Place 21
Promotion 22
Reference list 25
1
, Marketing Audit
Italy
Italy is a republic country in southern Europe, its unusual shape is often referred to as “The
Boot” of Europe. Italy has one of the largest GDPs as well as the highest living standards
worldwide. Their high living standards can be explained since they have a stable fertility rate
and a predictable unemployment rate. The economy of Italy is based on their local products
such as wine as well as tourism, especially historical sites. They heavily rely on their exports,
in 2012 their export values were higher than their import values. For instance, Germany and
France are the predominant trade partners of Italy. The international economic crisis of 2008
hit Italy as well leading to national debt, unemployment and commerce shortage. At the
moment, the country is developing positively on almost all grounds (O’Neill, 2021).
Each town in Italy has its unique trait, they have a different cuisine or dialect. Italian culture
has a history that is more than 3000 years old, it tells stories about temporary unification,
failed empires. Italy’s capital city is Rome which is one of the world's oldest cities. Many
people find themselves welcomed in Italy as it is one of the most important centres of
religion, arts, literature, music, philosophy, culinary arts, and science (Berengo et al., 2021).
DIY (Do It Yourself) Tools
In the 1970s, the DIY tools market started to have a slight change when people realized the
convenience of having a hammer or a screwdriver at home so they could restore or fix any
problem that occurred in their house instead of waiting for companies to send workers.
Furthermore, the concept of being able to build up and innovate on their own is what helps
companies selling the DIY tools box. Therefore, selling these kinds of products not only
count as goods but also as performing services (Shove, 2005)
2
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