Tool · Audit

Marketing Audits

Understand the internal, micro and macro factors that affect your brand — and audit how well it's responding to each.

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Internal Factors
The things we can control
These are the elements within the business that you have full control over. You can evaluate and alter them to improve your offering. Covered by the 7Ps of Marketing.
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Micro Environment
The things partly in our control
Environmental factors that businesses have a limited influence over. You can affect these, but only to a point. Includes suppliers, customers, competitors, employees and media.
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Macro Environment
The things we can't control
These factors refer to the environment the business lives in but cannot control. All you can do is keep an eye on them, adapt to challenges and plan ahead. Covered by PESTEL.
Internal Factors
The 7Ps of Marketing

The 7Ps are the internal levers a business controls. These are the things within the business that you can evaluate, adjust and optimise to improve performance and meet customer needs.

P
Product
What you're selling. The features, quality, design, branding and range of your product or service.
P
Price
What you charge. Your pricing strategy, discounts, payment terms and perceived value.
P
Place
Where and how customers access your product — distribution channels, locations, online presence.
P
Promotion
How you communicate with customers — advertising, PR, social media, content, sales promotions.
P
People
Everyone involved in delivering the product or service — staff, customer service, culture and values.
P
Process
How the service or product is delivered — the systems, procedures and workflows that affect customer experience.
P
Physical Evidence
The tangible proof of the service — packaging, environment, website, uniforms, receipts, signage.
Micro Environment
Semi-Controllable Factors

The micro environment consists of factors that are made up of environmental influences that businesses have a limited influence over. You can affect these factors, but only to a point.

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Suppliers
Those who provide your raw materials or services. Their reliability and pricing directly impacts your offering.
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Customers
Your target audience. Their needs, behaviours and expectations shape everything you do.
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Competitors
Other businesses competing for the same customers. You can influence competition through strategy.
🧑‍💼
Employees
Your workforce. Their skills, motivation and culture shape how the brand is experienced.
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Media
Press, publications and influencers who cover your brand. You can influence but not fully control coverage.
Macro Environment
Uncontrollable Factors — PESTEL

These factors refer to the environment that the business lives in, but cannot control. These are the waters you have to navigate. All you can do is keep an eye on them, adapt to any challenges and plan ahead.

P
Political
Government policy, political stability, trade regulations and legislation that affect the market.
E
Economic
Inflation, interest rates, unemployment, consumer spending power and economic growth.
S
Social
Cultural trends, demographic shifts, consumer attitudes, lifestyle changes and social movements.
T
Technological
Emerging technologies, digital disruption, innovation, automation and online behaviour shifts.
E
Environmental
Climate change, sustainability expectations, environmental regulations and green consumer behaviour.
L
Legal
Laws governing advertising, data protection (GDPR), employment, consumer rights and industry regulation.
The Analogy
The Boat Race

Imagine your business is a boat in a race. You have to carry out an audit to achieve the best result. The boat is your business. The race is the market.

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The Boat = Your Business
Internal Factors Would Be Your Boat's Design
You can control it, adapt it and improve it to give yourself the best chance at winning the race. The design of the boat — its hull, sails, weight — is entirely in your hands.
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The Other Racers = Your Competition
A Micro Factor Would Be the Other Boats in the Race
They're not directly in your control, but you can influence their behaviour and activity through racing tactics — or by firing a cannonball at them. You can respond, adapt and compete.
🌊
The Ocean & Weather = External Forces
A Macro Factor Would Be the Ocean and the Weather
They are beyond your control. All you can do is keep an eye on them, adapt to any challenges they put in your way and plan ahead. You can't stop the storm — you can only navigate it.

A marketing audit reviews all three layers — what the business can fully control, what it can partially influence, and what it must simply navigate — to identify where improvements can be made and where threats must be managed.

The Audit Tool
Conduct Your Audit

Use the sections below to audit a brand across all three environments. Rate each factor, add your research and generate a structured audit report you can save to a campaign.

Overall ScoreRate each factor to see your score
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Brand Information
Briefly describe the brand, its market position and what it offers.
Internal Factors — The 7Ps
Rate the brand's performance across each of the 7Ps based on your research.
Summarise the brand's internal strengths and weaknesses across the 7Ps.
Micro Environment
Rate the brand's relationship with each micro factor.
Summarise the brand's micro-environment — competitors, customer relationships, media presence etc.
Macro Environment — PESTEL
Rate how well the brand is navigating each macro factor.
Summarise the key macro factors affecting the brand and how well it's adapting.
Findings & Recommendations
Based on your audit, what should the brand do? List one recommendation per line.
Summarise your overall view of the brand's marketing position in 2–3 sentences.
Marketing Audit Report
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Overall Score
Generated by Market Lynker · Marketing Audits