SWOT and PEST analysis as a marketing audit tool for a company

The scientific article is devoted to the use of SWOT and PEST+M analysis as tools for conducting a marketing audit, which allows to form the most complete and clear picture of the current situation. Every company should reassess its overall approach to the market from time to time. The relevance of the problem of organizing an audit of an enterprise's marketing activities is due to the direct relationship between the effectiveness of enterprise management and the periodic critical assessment of its activities, so internal analysis of all the main components of the business, including marketing, as the most important component of such an assessment. The authors note that the marketing audit allows to identify "bottlenecks" and focus on eliminating them. An audit of marketing activities is an effective tool that allows to analyze the current situation of an enterprise from a marketing point of view, identify opportunities and threats, strengths and weaknesses, and most importantly, develop practical recommendations for improving marketing activities. It is determined that in modern conditions, marketing audit should become an integral part of the marketing activities of any enterprise. Its holding should not be reduced to a one-time action. The audit should be systematic - it consists in an orderly sequence of diagnostic measures aimed at the external and internal marketing environment for a given organization and individual marketing functions, periodic and independent. It is proved that the use of SWOT and PEST analysis in the audit allows to talk about the effectiveness of the marketing department and develop a system of practical recommendations for improving marketing activities.