MARKETING AUDIT

This paper analyzed the elements and processes of marketing audit in two small restaurants in Aracaju/SE. Qualitative research was conducted with a case study and evidence collection through interviews, questionnaires, and observations to analyze environmental, system, mix, and productivity analysis as components of marketing audit. The results showed that although the companies have growth potential in the market, they have short-term strategies, such as controlling costs, setting prices, changing the menu, quality of service, and attractive spatial design. On the other hand, the audit found a lack of clear objectives, the absence of regular practices for the collection and analysis of market data, low attention to political forces, and limited performance in the digital environment. In view of the results, this study highlights the components of the marketing audit and proposes improvement actions to optimize the performance of the companies studied.