Each team must submit a written report due on last day of class. The report must contain a detailed
marketing plan for the brand of your choice. Discussion should include the brand’s current plans, critical
analysis as well as your recommendations and should include all areas of the brand’s marketing strategy.
Your report must be based both on
(a) Primary research: information that you gather first-hand from respondents through the medium of
surveys or interviews.
(b) Secondary research: information that you gather from publications (newspapers, magazine
articles, websites).
Some guidelines:
§ Length of the paper is to not exceed 20 pages double spaced, although this is a loose requirement.
You can go above or below it but not by too much.
§ There should be a logical flow to the sections and include your critical analysis of the marketing
strategy of the chosen brand and your group’s recommendations.
§ Include primary research findings in a summarized fashion (bar graphs, pie charts etc.) Include
the survey/interview questions asked, but submission of each respondent’s answers is not
required.
§ Citations are required but format is up to your group
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