A marketing audit of the Ta' Qali agricultural marketing centre

Abstract

This study consists of a Marketing Audit of the only Agricultural Centre in Malta, The Ta' Qali Pitkali Marketing Centre. The most important finding which transpired from the Audit is that the philosophy of management and employees in the organization is focused around the "Operations" concept rather than on the "Marketing" concept. My efforts were directed primarily, on indicating the opportunities which exist, and setting objectives to cater for these opportunities. The study emphasizes that contrary to the current practise at the Pitkali Markets, the buyer indicates what is to be produced rather than the seller offering what he produces. I have examined the present system of operations and found that an uprooting of the present system is necessary, giving way to a new organization structured along marketing activities at all levels. The Marketing concept should not only extend to the tangible product offered for sale at the Pitkali Markets, but also in the service that is delivered to the users.