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Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
How To Make A Marketing Plan?
Posted by Anonymous on
9/20/2004 at 10:50 AM ET
I've been doing the Nestle Italy case. How to make the excutive summary? What the possible solutions to this case? What are the plans and tactics the company need to increase its market share?
9/20/2004 at 10:58 AM
There are some great examples at
Also try the following:
Use the site search funtion here at MP to look for articles. There are a TON of tutorials and informative articles here.
I hope this helps!
9/20/2004 at 11:30 AM
Tess, welcome to KHE.
What do YOU mean by "possible solutions to this case"? Do you have a specific scenario?
Have you come up with any initial plans and strategies for increasing market share?
9/21/2004 at 12:46 AM
Soooo, a smattering of tools, it is.
A smatteromg of tools ya calls it. old shahyogi....well, I havn't seem more since the Super Bowl Craftsman Sale at Sears. a smatterin' of tools indeed. All she needs is to fill in the blanks and an expert Marketing Consultant you will be.
If the coffee is ready and ya got some smoke n donuts, well be ready soon., let's get busy on all this.
10/1/2004 at 2:03 AM
The Executive Summary
An executive summary is a brief overview of a report designed to give the reader a quick preview of its contents. Its purpose is to consolidate the principal points of a document in one place. After reading the summary, your audience should understand the main points you are making and your evidence for those points without needing to read your report in full. That's why it's called an executive summary -- the audience is usually someone who makes funding, personnel, or policy decisions and needs information quickly and efficiently. Remember that your purpose is to provide an overview or preview to an audience who may or may not have time to read the whole report carefully.
Some guidelines for writing executive summaries:
* An executive summary should explain why you wrote the report, emphasize your conclusions or recommendations, and include only the essential or most significant information to support those conclusions
* Executive summaries are usually organized according to the sequence of information presented in the full report, so follow the order of your report as you discuss the reasons for your conclusions.
* Executive summaries are usually proportional in length to the larger work they summarize, typically 10-15%. Most executive summaries are 1-2 paragraphs.
* Write the executive summary after you have completed the report and have decided on your recommendations. Look at first and last sentences of paragraphs to begin to outline your summary. Go through and find key words and use those words to organize a draft of your summary; look for words that enumerate (first, next, finally); words that express causation (therefore, consequently);words that signal essentials (basically, central, leading, principal, major) and contrast (however, similarly, more than, less likely).
* Make the summary concise, but be sure to show why you've arrived at your conclusions.
* Don't introduce any new information that is not in your report.
* Executive summaries should communicate independently of the report. Ask someone not familiar with the report's examples to read your executive summary to see if it makes sense.
(Student in Residents)
10/1/2004 at 11:51 AM
I would like to add that the easiest way for me to execute a marketing plan for my company..I always ask these questions.
Where are we now?
Where would we like to be?
How do we get there?
How do we know that we are there?
It never fails.
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