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.

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  • 06/26/10


  • 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.