Three alternative strategies (Based on ppt 29-32 page)
Recommended Marketing Strategy (0.5 – 1 page)
Implementation Plan (2 pages)
THREE ALTERNATIVE STRATEGIES
Discuss three possible solutions to the problem identified at the start of the report. Each solution
should build on evidence you have uncovered in previous sections. Begin by describing the
prospective strategy (list changes to 4P’s, the target market(s), positioning) and then do an
analysis (pros and cons) of the strategy. Show how the strategy should help achieve the
marketing objectives of the company. Remember, the strategies must fit with the resources of the
organization. Try to develop alternatives that will “wow” your client company!
You should show a budget of costs to support each strategy. Include printing quotes, advertising
rates, etc. To calculate the cost of advertising in newspapers, you will need to consider which
newspapers to use, the size of the ad, how often the ad is placed, where within the newspaper it is
placed, and the use of colour. Just saying “spend $15,000 on newspaper advertising” is not
enough. Balancing the costs, you should also show projected increases in revenue and gross
profit.
RECOMMENDED MARKETING STRATEGY – ONE-HALF TO ONE PAGE
The logic of your recommendation must be clearly explained. A decision matrix with evaluation
criteria and scoring of alternatives may be useful here.
IMPLEMENTATION PLAN – TWO PAGES
List specific action steps and include a timeline. Incorporate possible competitor reactions and
checkpoints. Ensure that the time in your implementation matches the time considerations in
your objectives. Outline the controls that will be used to monitor progress and allow
management to review implementation results.
APPENDICES
Tables, graphs, maps, etc. should be in the main report. This is a place to put supporting
documents (say a copy of your survey or a particularly relevant article) or long calculations or
lists of data.