Individual marketing report outline Template To analyse a small/one off business, FROM ANY PART OF THE WORLD, that uses mainly traditional marketing (old marketing DNA) and recommend if it is advisable for them to include more digital, technological, data focused marketing (new marketing DNA) and HOW. Choice of small business (not part of a chain): Background/ Rationale: Main aims objectives & KPI’s of this report. What does your chosen business need help with? The existing or potential role of technology for your chosen business Their existing and recommendedsegmentation, targeting and positioning strategy (STP) Their existing and recommended extended marketing mix framework Primary data collection methods Key conclusion Key recommenda-tions References Like any consultant it makes sense for you to carry out secondary (academic theories for STP, marketing strategy and the marketing mix) and primary research, particularly to provide your chosen business with new information and not with what they already know. Primary research can take the form of ethnographic/netnographic research (participant observation), interviews, questionnaires, etc. The key areas to investigate include a SWOT analysis (from their weaknesses you can figure out in what area they need more help), what use of technology are they making at the moment? What else could be done? What is their segmentation, targeting and positioning (STP) strategy? What customers buy from them and why? Is there any gap in the market? What is their unique selling preposition (USP)? What is their branding strategy, what else could be done?, How is your chosen company using the marketing mix? How can they improve on their traditional and contemporary marketing(old and new marketing DNA)? Areas to focus on: Introduction to the issue: The clarity of the background information or the context of the report and your statement of the problem. A SWOT analysis can be included here, maybe inside a table and more details can be given in an appendix. Concepts: How well you have used theories, academic knowledge and statements of current good practice which are relevant to technology, digital marketing, segmentation, targeting and positioning (STP), marketing strategy and the extended marketing mix and how well you have referenced these. Application: The quality and completeness of your analysis with regard to the organisational situation, data and facts gathered with respect to the investigation (both secondary and primary research). Primary research can include ethnographic/ netnographic research (participant observation), as well as interviews or/and questionnaire surveys, etc. Evaluation/analysis: The degree of critical evaluation of the evidence about the issue in the light of the concepts developed. Conclusions: The plausibility of your opinions in the light of the organisational context and the implications for management in your conclusions. Recommendations: The feasibility of the recommendations in terms of cost, practicability and acceptability to the organisation and the likely implementation time span. Overall presentation of your report: The quality of the structure, organisation of material, flow of language, information and argument and the visual impact of the data gathered. Get the right balance between marketing theories from books and journals and practical application. Avoid the temptation to be very strong on application and weak on including and referencing theory and vice-versa. At this high level it becomes increasingly important that you use an evaluative writing style and that you are critical of current practice as well as academic theory if relevant. This needs to be backed up with evidence and factual justification.
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