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Sample Report Writing For Marketers
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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.

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

Published in: Business, Technology

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  • 06/26/10
  • Transcript

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

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