1. 1 Marketing Audit Internal External Providing context Raising issues and challenges Stakeholder analysis

2. 2 Marketing Audit Strengths Weaknesses External Internal Opportunities Threats

3. 3 Marketing Research List information needed Identify sources (secondary and primary) Choose most appropriate method Time Cost Effectiveness Action Plan (W3)

4. 4 Market Research Desk Research Field or Primary Research Observation Consultation Focus Groups Delphi Technique Information Needed Customer Needs & Wants PEST Trends Competition Best practice Funding required Performance History Income Generated Variable Costs Fixed Costs Surplus/Deficit per Service Activity Levels Income per Employee Environmental Issues Marketing Spend Marketing Effectiveness

5. 5 Market Research ISSUES/ELEMENTS DEMOGRAPHY 'Population 'Age structure 'Distribution and Settlement Patterns 'Changes/immigration SOURCES OF INFORMATION 'NI Census 1991 and 2001 'NISRA (www.nisra.gov.uk) ECONOMY 'Sector Information 'Labour Forced/Unemployment/Skills 'Invest NI 'DCAL/Arts Council SOCIAL/COMMUNITY 'Planning 'Housing 'Education 'Health and Social Services 'Deprivation 'Office for National Statistics 'www.detini.gov.uk 'www.economicstatistics-ni.gov.uk 'www.dardni.gov.uk 'www.nitb.com/tourismfacts/Default.htm 'www.dcalni.gov.uk 'www.artscouncil-ni.org/ 'Trade Bodies/Institutes 'Noble Index 'District Housing Plan (NIHE) 'House Condition Survey (NIHE) 'HPSS Trust Strategy and Annual Report 'Director of Public Health Annual Report (HSSB) 'www.deni.gov.uk/facts_figures/index.htm

6. 6 Make Assumptions… Facts and figures but…make assumptions Restrict to the critical few Use Best Guess/Guestimate Necessary for informed decisions

7. 7 PEST Political Economic Technological Social

8. 8 PESTLE POLITICAL ECONOMIC SOCIAL TECHNICAL LEGAL ENVIRONMENTAL

9. 9 STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Factors Internal to the Organisation Factors External to the Organisation SWOT

10. 10 30 Robust Analysis 271 Miles If you folded an A4 Sheet 32 times, how thick would it be?