The paper is usually written in response to a case study or a problem given by the tutor. General topics such as the laws and types of selling, promotion techniques for web based sales, etc. can also be discussed. To make the paper more effective, analysis with tools such as SWOT, PEST, Porters Five Forces, etc. need to be used. The paper may not only involve specifying the selling strategy but also may involve suggestions for upgrading the Supply Chain, distribution channels, reducing the through put time and so on.
Your marketing essay should begin with an abstract or an introduction that presents the problem and gives some brief background about the industry segment, the market size, and major competitors along with some information about the company on which the document is based. The document should have a number of sections and headings that identify the paper appropriately. Headings such as market size and competitors, market fragmentation, analysis of the industry segment and the company, threats, weakness and opportunities, trend analysis and so on should be framed. Then come the sections on strategy planning and implementation, the time frame for implementation, projected costs, channel distribution network, advertising and promotion campaigns, etc. It should provide a conclusion that briefly sums up the problem and the solutions proposed.
The tutor may give a problem such as ‘an automobile manufacturer wants to introduce a hybrid car model in the US market. Prepare a marketing report that advises on the project’. The points to be covered in such an assignment would include finding out who the current manufacturers of hybrid cars are, how many they produce, market size, target customers, what are the advantages, how much more or less such a car costs and so on. Sound research is the key to writing such papers. You can refer to books, journals, company websites, magazines, newspapers and other media. Always remember to give proper References as per different citation styles to avoid being called for Plagiarism.
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