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Marketing Audit

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I am doing a marketing audit on the paint industry and I chose Valspar Corporation. Can you please assist with the following questions of the marketing audit.

Within Valspar Corporation's marketing information systems I have the following questions:

a) Is accurate information being obtained and distributed in a timely fashion?
b) Is market research being conducted efficiently, and are the research results bing used for decision-making?
c) Is sales forecasting accurate? Should any changes be made? Why or why not?

Also can you provide an analysis of Valspar's direct competition.

Thank you

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The response addresses the queries posted in 872 words with references.
//Before discussing about the marketing audit of a Paint Industry, first, we have to discuss the meaning of the 'Marketing Audit'. After it, we will write a short description of the Company, so that you can understand the term marketing audit more clearly in relation to Valspar Corporation.\

Marketing audit on the paint industry is not a simple task. Marketing audit means the systematic collection, analysis and evaluation of information relating to the internal and external environments that answers the question 'Where are we now?' for the organization. In paint industry, Valspar Corporation is 6th largest global coatings manufacturers in the world, providing coatings and coating intermediates to a wide variety of customers. Valspar manufactures and markets a complete line of high quality, low cost formulations providing seamless polymer floor and wall systems for use in food & beverage plants, heavy-use industrial applications, and highly sensitive chemical areas. Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality, and the best customer service in the coatings industry. It is global paint and coating manufacturer and distributes of automotives refinish, industrial coatings, packing coatings coating specially polymers and furniture protection. ...

Solution provided by:
Ashish Sharma, MBA (IP)
Education
  • MBA (IP), International Center for Internationa Business
  • BBA, University of Rajasthan
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