Unit 4 Marketing Audits S Introduction Dan

Unit 4 Marketing AuditsNameCourseTutor’s NameDateIntroduction Danone is a leading global food company built on four business lines; these are Fresh Dairy Products, Waters, Baby Nutrition and Medical Nutrition. Fresh Dairy Products (FDR) is the core business accounting for 56% of revenue which is why it is the subject of this marketing audit (Danone, 2017).The company is headquartered in France and is present in 138 markets in the US it is known as The Dannon Company. Danone’s major competitors are Lactalis and Nestlé, Danone communicate more about health benefits of its brands than about pricing. The industry environment consists of suppliers with moderate power, low risk of new entrants due to differentiation, moderate threat of substitution with similar products and high competitor rivalry. Danone’s competitive strategy is based on wide diversification and low-cost strategy.Marketing audit is intimately interwoven in Danone’s strategy at the global level. Market audits help Danone to adapt