SAMPLE MARKETING REPORT SKETCH PLAN
Title Page – 1 page: name, student number, date, instructor name, section number
Executive Summary – 1 page: Summary of your entire report (may be single spaced)
Report – 8 pages: double spaced, 12-point font, Time New Roman, 1-inch margins
Intro – Identify marketing challenge. Introduce purpose and contents of report.
Analysis – strengths & weaknesses, threats & opportunities, implications for marketing challenge
Corporate Capabilities – Finance, Marketing, Operations, HR
Industry Analysis – PEST: implications for marketing challenge
Competitive Analysis: implications for marketing challenge
Consumer Analysis: implications for marketing challenge
Recommendations (4 Ps can be combined – first place you will begin making recommendations)
Target Market Selection: Who? Why? Objectively defend recommendation; link to challenge
Product: Changes? Why? Why Not? Objectively defend recommendations; link to challenge
Placement: Distribution channels. Which one(s)? Why? Why not? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge
Price: How much will each of the players pay? Implications? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge
Promotion: How much money will be spent? On what? Why? Why not? Objectively defend your recommendation qualitatively and quantitatively; link to marketing challenge
Conclusion – Reconnect to the marketing challenge
Exhibits – 3 pages, Optional (may have more than one exhibit per page). Must be professional
Summary tables that present financial data and results Distribution trade chains Statement of Earnings and other financial statements Pictures, logos, floor plans, diagrams Sample advertisements Bar graphs, pie charts, etc. Script / dialog for TV spots, commercials, jingles or radio ads Competitive positioning map
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