The marketing plan audit is a comprehensive review method which can be used to evaluate the marketing strategy of a brand. This method will also help the firm to gauge the return on investment and ensure that the brand is meeting the organization's objectives. The audit will identify strengths and weakness of the brand in the market amongst their competitors which will enable the organization to recommend changes in the processes of marketing the product and improve the resources to increase the effectiveness and efficiency of the brand in the market. This systematic approach should be conducted periodically and analyzed deep to know the details of the brand in the market. Often, a marketing plan audit is conducted by the external agencies to ensure objective viewpoints. If the brand is conducting the audit in-house in that case the team doing the audit will have to be realistic about the strengths and weaknesses of the brand and their product in the market and they should also evaluate the segment in which the product is being launched. When evaluating the marketing goals the audit team should ensure they are specific, measurable, attainable and realistic.

The audit should also keep the competitor in mind when the team is conducting the audit.  Ask yourself how your company compares to similar companies. Make sure they tick all the boxes in the plan chart for effective results and implement all the necessary changes found during the audit to ring in new ideas which can help the brand flourish in the market.