Marketing audit is the systematic collection, analysis and evaluation of information relating to the internal and external environments of the business. It is the examination of the marketing group's objectives, strategies, and performance.
There is an example. Pakistan State Oil (PSO) is the oil market leader in Pakistan. In 1974, the government took control of the two Pakistani oil companies, Pakistan National and Dawood Petroleum. Following the takeover, Dawood was renamed Premier Oil Company In 1974, the government founded a new agency, the Petroleum Storage Development Corporation (PSDC). That entity was subsequently renamed Pakistan State Oil (PSO) in 1976. Following the adoption of the new name, PSO then took over both Pakistan National and Premier, in what was then the largest ever merger to take place in Pakistan. PSO controls approximately 70 percent of Pakistan's total finished fuel products market and as much as 80 percent of the total furnace oil market, the main fuel oil market in the country. PSO also controls 60 percent of the country's diesel fuel market.
Shell remains PSO's largest competitor in the country, with a market share of more than 25 percent. Other major competitors include Total, Attock and Caltex refineries. Now, PSO is the country's leading oil marketing and distribution company.
Reference:
http://www.answers.com/topic/pakistan-state-oil-company-ltd.
There is an example. Pakistan State Oil (PSO) is the oil market leader in Pakistan. In 1974, the government took control of the two Pakistani oil companies, Pakistan National and Dawood Petroleum. Following the takeover, Dawood was renamed Premier Oil Company In 1974, the government founded a new agency, the Petroleum Storage Development Corporation (PSDC). That entity was subsequently renamed Pakistan State Oil (PSO) in 1976. Following the adoption of the new name, PSO then took over both Pakistan National and Premier, in what was then the largest ever merger to take place in Pakistan. PSO controls approximately 70 percent of Pakistan's total finished fuel products market and as much as 80 percent of the total furnace oil market, the main fuel oil market in the country. PSO also controls 60 percent of the country's diesel fuel market.
Shell remains PSO's largest competitor in the country, with a market share of more than 25 percent. Other major competitors include Total, Attock and Caltex refineries. Now, PSO is the country's leading oil marketing and distribution company.
Reference:
http://www.answers.com/topic/pakistan-state-oil-company-ltd.
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