Abstract:
Rani Foods Pvt. Ltd is a juice manufacturer operating in the Pakistani market with its fruit edge brand. The juice industry is expected to grow over the years. Rani Foods is a local artificial juice manufacturer that is facing the pressure of industry trends and fierce superior competitors. A lack of strong sales and the arrival of off season is threatening the survival of the firm. The growth of the firm has been limited during the past five years.
The marketing activities are not sufficient and the firm needs a rejuvenation strategy as soon as possible. The project seeks to conduct a marketing audit of the firm by analyzing the external environment of the firm, reviewing the internal marketing strategy employed, inspecting the marketing systems incorporated, examining the marketing functions and scrutinizing the profitability of the firm. The marketing audit seeks to find out the root cause for the limited growth and negligible customer awareness. The report seeks to unearth the loopholes that are present in the organization to ensure a steady growth and better profit margins. The project seeks to understand the working of the firm while suggesting appropriate action plans and solutions for the problems that the firm faces.
