The Marketing Strategy Discussion Paper

The Marketing Strategy Discussion Paper

After your proposal is approved, your team should immediately start working on the research project report. This report will be scored based on your ability to dissect the situation the firm was facing, think systematically and critically about the strategic decisions the firm made, evaluate the outcome objectively and accurately, and articulate your line of reasoning clearly and concisely. The quality of the writing will also affect the points you receive.

In Section II, you should provide a concise summary of your project, highlighting the key findings of your research. Section III of the report should have a structure similar to that of the cases you studied in this course (e.g., L’Oréal, Renova); you need to describe the market, industry, competition, target firm, its products/brands, consumers, and all other aspects of the firm pertinent to formulating the marketing strategy. In Section IV, you need to lay out the objectives of the firm—what the firm aimed to achieve through the marketing strategy

In Section V, you should explain in detail the marketing strategy the firm decided to pursue (e.g., STP, 4P’s), how the firm made the decisions, and what were the rationales behind these decisions. You will then explain, in Section VI, how and why the strategy is effective or ineffective (what worked and what didn’t), and, if appropriate, how and why the firm should have done it differently. In Section VII, you should discuss what might be the future challenges and opportunities for the firm, as well as what you think the firm should do next.

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