AUDIT FOR THE PROCUREMENT FUNCTION

GEDE LEO NADI DANUARTA

KEVIN HARIYANTO
CAREN ANGELLINA MIMAKI
 AUDIT MARKETING
Marketing holds the key to success in exploring,
maintaining, maintaining, and developing sources of
corporate income. Various marketing efforts carried out
starting from identifying and analyzing market
opportunities, choosing target markets, developing
marketing and management mixes for marketing efforts are
carried out in an integrated manner with strategies to
achieve company goals. The company's strategic plan
integrating all functional plans including the marketing
function, is a commitment to all components of the
company's success.
Definition
Marketing audit is a comprehensive,
systematic, independent and periodic testing
of the marketing environment, objectives,
strategies, and activities of the company or
business unit, to determine opportunities and
problem areas that occur, and recommend
action plans to improve the company's
marketing performance.
Objectives and Benefits of Management
Audit
The main purpose of a marketing audit is to
identify the marketing threats faced by the
company and plan the improvements needed to
eliminate the threat. While the benefits obtained
from this audit, the audit results can provide an
objective picture of the company's marketing
performance and various shortcomings that
occur in the management of marketing efforts
that still need improvement.
Type of Marketing Audit
There are two types of marketing audits:
1. Functional (vertical) audit, is an audit
conducted on several activities from the
marketing department such as advertising or
sales and makes an analysis of the audited parts.
2. Comprehensive Audit (horizontal), which
conducts an audit of the entire marketing
function of the company.
Audit Scope and Objectives
Marketing audits can include the following six
main areas of marketing:
1. Marketing Environment Audit
2. Marketing Strategy Audit
3. Audit Marketing Organization
4. Marketing System Audit
5. Marketing Productivity Audit
6. Audit of Marketing Functions
Stages of Marketing Audit
Basically the marketing audit can follow the
audit stages in general, namely:
1. Introduction Audit
2. Review and test the control of the
company's management
3. Advanced Audit
4. Reporting
Marketing Management Process
The marketing management process is the
process of analyzing market opportunities,
selecting target markets, developing
marketing mixes, and managing marketing
efforts. This process coordinates all marketing
activities in a marketing strategy set by the
company and the resources involved in
achieving the company's goals.
Determining Consumer Goals
1. Market segmentation is the process of grouping customers into certain groups with
the same needs, characteristics, or behavior. Market segmentation can be
distinguished based on geographical, demographic, physicalographic, and behavioral
factors. Every market has a segment, but not all ways in market segmentation have
the same benefits.
2. Determination of the target market is a process to evaluate each attraction of the
market segment and choose one or more segments to be entered. With limited
resources it is not possible for companies to serve all existing market segments.
Companies can choose one or several profitable market segments
3. Market positioning determines a product to occupy a clear, different and desirable
place relative to rival products in the mind of the target consumer. Identification of
competitive advantage is the first thing a company must do to decide the position of
its product. This competitive advantage can be created if a company can maximize the
value of its customers, namely by increasing the benefits that customers can enjoy or
by sacrificing customer sacrifices in obtaining and utilizing these products relative to
competing products or both ways at the same time
Developing a Marketing Mix
Marketing mix decisions include decisions on four important variables in marketing, known as 4P:
1. Product
Reflects the combination of goods and services offered by the company to the target market.
Product decisions related to the product include various inherent attributes such as quality,
features, durability, design, suitability, and others.
2. Price
Basically it reflects the sacrifices that consumers must make to obtain and use a product. Prices
that can be controlled by the company only relate to the amount of money that the customer must
give to get a product. Price decisions are the company's competitive strategic decisions.
3. Place
In connection with the company's efforts to make products always ready to be available to
consumers in the right amount and time. There are several levels in the marketing channel, from
agents to retailers. Decisions about distribution channels are related to the effectiveness and
efficiency of the use of distribution channels
4. Promotion
Reflecting various activities to communicate and socialize the advantages of prodyj to their
customers. Determination of the promotion method, advertising material and media selection are
very important things that affect the success of the promise to achieve its goal.
Managing Marketing Efforts
Management of marketing efforts involves
the main functions of marketing
management, namely:
1. Marketing analysis
2. Marketing planning
3. Marketing implementation
4. Marketing control
Cont
The success of marketing implementation is
influenced by several important factors, namely:
1. Program of action
2. Formal organizational structure
3. Decision and award system
4. Human resources
5. Corporate culture
Audit Work Program
The audit program provides a systematic
foundation in the audit so that the audit can
go according to plan.
Marketing Environment Audit

The marketing environment consists of actors

and forces outside of marketing that influence
the company's marketing ability to develop
and maintain transactions that are successful
with the target customers. The marketing
environment consists of two major groups
namely the micro environment and the macro
environment.
Micro Environment

The micro environment consists of the forces

around the company that affect their ability
to serve their customers. The following are
the main actors in the micro environment
Company
It consists of a number of interrelated departments and
management levels, which influence marketing
management decision making. Various marketing
programs managed by the company will not be able to
achieve their objectives effectively and efficiently without
balanced support from other departments. Supplier and
pelaggan relations occur in the relationship, so that each
function or department must try to satisfy other functions
and departments as suppliers satisfy their customers.
Therefore, management must be able to synergize the
functions of various existing departments in achieving the
overall goals of the company.
Supplier
Suppliers can be in the form of companies or
individuals who provide various resources to
companies. Suppliers greatly influence the
performance of the company, therefore the
company's relationship with suppliers must be
managed as well as possible. The relationship
between the company and the enterer must be
managed as a corporate value chain, because
basically the supplier is an external value chain so
that suppliers are involved in improving the
company's performance.
Marketing Intermediary
Consisting of a number of marketing channel
companies that work together to create value for
customers. This marketing intermediary becomes an
agent for companies that ensure products arrive at
customers in a timely, quality and exact quantity. The
marketing intermediary consists of:
1. Intermediary or broker
2. Physical distribution company
3. Bureau of marketing services
4. Financial intermediaries
Customer
Consists of 5 types of markets where companies can
sell their products, including markets:
1. Consumers
2. Market producers
3. Seller market
4. Government markets
5. International markets
Companies must always try to satisfy their customers.
Customer satisfaction is influenced by the value given
by the company to its customers.
Competitor
Competitor Is a competitor that must be faced by
the company in maintaining or seizing new
markets that are likely to increase the value of
the company. The relationship between the
company and its competitors is related to the
understanding of strategies applied by
competitors in mastering purchasing power and
consumption capacity in the community.
Macro Environment
Macro Environment are broader societal
forces that influence the entire micro-
environment of the company and strategic
marketing decisions. This environment covers
the natural, demographic, economic,
technological, political and cultural
environments.
Natural Environment
The limitations of industrial raw materials, rising
energy costs, high levels of pollution, and increasing
government intervention in natural resource
management are some of the important
environmental issues that must be considered by the
company because the overall conditions affect both
directly and indirectly on the company's
performance. The more scarce raw resources make
the material more expensive and affect the price of
the products transferred to customers.
Technology Environment
The technological environment consists of forces that create new technologies that
produce new products and opportunities. Technological developments create
opportunities as well as threats to the company. Every new technology replaces old
technology which means it also makes old technology obsolete and out of date.
Likewise, new products replace old products that have caused old products to no
longer be in demand by the market. Some trends in technological developments that
must be of concern to marketers include the following:
1. Proper technological change
2. Technological developments can create unlimited opportunities
3. The research and development budget is increasingly high in technology
development
4. Attention to minor development
5. Increased regulations
Political Environment

This environment consists of legal and

advocacy institutions, government
institutions, and other pressure groups that
influence and limit the organization in
carrying out its activities including marketing.
Cultural Environment

This environment is developed by institutions

and other forces that influence the values,
perceptions, preferences and basic behaviors
in the community that influence consumer
behavior in obtaining and using products
offered by the company and other marketing
decisions.
Marketing Strategy Audit

Strategic management is defined as a set of

decisions and actions that produce the
formulation and implementation of various
plans designed to achieve company goals.
Marketing System Audit

Marketing information systems are people,

equipment, and procedures for collecting,
sorting, analyzing, evaluating, and distributing
information needed to make marketing
decisions accurately and on time.
Cont.
A useful marketing information has the following characteristics:
1. Relevant
Information can influence management decisions (or have a different impact on
business decision making).
2. Enough
Information that is available in sufficient quantities and is tested for accuracy.
3. Components
Obtained from reliable sources and from the processing (analysis) and the right.
4. Efficient
Information must be obtained efficiently. Consideration of costs and benefits should
be used as a basis for assessing information. An informed decision if the information
provides benefits that are greater than the costs incurred in obtaining the
information.
Information Sources

Marketing information can be developed

from three main sources, namely: (1)
company internal records, (2) marketing
intelligence, and (3) marketing research
Internal Note

Internal record information is information

collected from sources within the company to
evaluate performance and detect problems
and marketing opportunities.
Marketing Intelligence

Marketing intelligence is daily information

about the various developments that occur in
the marketing environment. This information
is information sourced from outside the
company that can be obtained through
marketing intelligence.