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Objectives <ul><li>Gain the ability to use analytical marketing tools. </li></ul><ul><li>Master the art of report writing ...
<ul><li>&quot;The marketing environment... consists of the actors and forces outside marketing that affect marketing manag...
Important marketing tools <ul><li>Macro-environmental factors: PESTED </li></ul><ul><li>The marketing mix (4 Ps) </li></ul...
Macro-environment: PESTED <ul><li>P  olitical and legal factors </li></ul><ul><li>E  conomic factors </li></ul><ul><li>S  ...
The marketing mix (4 Ps) <ul><li>Products </li></ul><ul><li>Place / distribution </li></ul><ul><li>Promotion </li></ul><ul...
SWOT Analysis Threats Opportunities Weaknesses Strengths
Current Competition Power of buyers Power of suppliers Potential Competitors Threat of Substitutes Porter’s five  competit...
Format   <ul><li>The indirect approach contains: </li></ul><ul><li>Executive Summary </li></ul><ul><li>Introduction </li><...
<ul><li>Relate to body </li></ul><ul><li>Most important first </li></ul>Conclusion How would you sum up the situation? <ul...
Milestones <ul><li>Always begin your reports by brainstorming your ideas, moving from broad concepts to narrowed down topi...
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Sample Report Writing For Marketers

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Sample of a two-day program on report writing for marketing professionals.

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  • 06/26/10
  • Transcript of "Sample Report Writing For Marketers"

    1. 1. Objectives <ul><li>Gain the ability to use analytical marketing tools. </li></ul><ul><li>Master the art of report writing by integrating the marketing analysis tools in formal reports. </li></ul>
    2. 2. <ul><li>&quot;The marketing environment... consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers.&quot; Kotler </li></ul>
    3. 3. Important marketing tools <ul><li>Macro-environmental factors: PESTED </li></ul><ul><li>The marketing mix (4 Ps) </li></ul><ul><li>SWOT analysis </li></ul><ul><li>Porter’s five competitive forces </li></ul>
    4. 4. Macro-environment: PESTED <ul><li>P olitical and legal factors </li></ul><ul><li>E conomic factors </li></ul><ul><li>S ocial / cultural factors </li></ul><ul><li>T echnological factors </li></ul><ul><li>E nvironmental factors </li></ul><ul><li>D emographic factors </li></ul>
    5. 5. The marketing mix (4 Ps) <ul><li>Products </li></ul><ul><li>Place / distribution </li></ul><ul><li>Promotion </li></ul><ul><li>Price </li></ul>
    6. 6. SWOT Analysis Threats Opportunities Weaknesses Strengths
    7. 7. Current Competition Power of buyers Power of suppliers Potential Competitors Threat of Substitutes Porter’s five competitive forces
    8. 8. Format <ul><li>The indirect approach contains: </li></ul><ul><li>Executive Summary </li></ul><ul><li>Introduction </li></ul><ul><li>Body/Discussion </li></ul><ul><li>Recommendations </li></ul><ul><li>Conclusion </li></ul><ul><li>References </li></ul>
    9. 9. <ul><li>Relate to body </li></ul><ul><li>Most important first </li></ul>Conclusion How would you sum up the situation? <ul><li>Your observations and ideas for moving ahead </li></ul>Observations & Recommendations What should be done based on the evidence? <ul><li>Results/findings </li></ul><ul><li>Analysis of results </li></ul><ul><li>Alternative solutions </li></ul>Results / Findings What information are you relaying? How can this information be analyzed? <ul><li>Purpose of the report </li></ul><ul><li>Background </li></ul><ul><li>Methods used </li></ul><ul><li>If you faced difficulties in gathering data: what were they and how would they impact your findings? </li></ul>Introduction & Background Why and how did you write this report? <ul><li>Snapshot of the situation. </li></ul>Executive Summary What does this report investigate?
    10. 10. Milestones <ul><li>Always begin your reports by brainstorming your ideas, moving from broad concepts to narrowed down topics </li></ul><ul><li>Reports not only relay information, they also relay ideas, interpretations and recommendations. </li></ul><ul><li>Recommendations must be based on the facts and analyses. </li></ul>
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