Posted: December 4th, 2014

Explains the requirement for this project, you must follow the 13 steps carefully, also I will upload a video, in which the whole project is based on it.

executive brief

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Explains the requirement for this project, you must follow the 13 steps carefully, also I will upload a video, in which the whole project is based on it.

(https://drive.google.com/file/d/0B7o_KUZipPyWZnA5dEpKbGJ4bnc/view?usp=sharing)

The format of your final document

Steps to writing your executive brief

Step 1

Create a title page. Include the title of the report, client names, business name and author(s) names(s). The title page should look clean, PROFESSIONAL  and

aesthetically pleasing.
Step 2

Attach a table of contents. It will serve as a useful tool so clients can skip to areas of interest without having to read the entire report.
Step 3

Summarize the report in the executive summary (see GOOD example below) . The executive summary is a one- or two-page explanation of information in your market research

report. This allows your readers to receive the gist of the report without reading the entire thing, especially during presentations and meetings. This is what you

have gained from your many discussions, talks with speakers, your own research and the class research.
Step 4

Write an introduction, which addresses background information your learned about gen eds, functions of the gen eds, target audience and objectives of the research

study on gen ed in reference to Arts and Sciences. The introduction should be about one page about 400-500 words.
Step 5

Write the qualitative research section of the body. This section outlines the focus group research step and the questions answered. Describe the participants in the

research, their needs, conclusions and how they affect your business. This is a good place to make tables, graphs and other visuals. Since you are doing this on the a

site you can include audio and/or video of your focus group.
Step 6

Write the survey research section of the body. This section should include what questions were asked in surveys, who took the surveys (broken down by groups), and some

of the most relevant or interesting answers to the questions.
Step 7

Summarize the types of data used in drawing conclusions. Include why you chose the research methods you did, how they helped you and how they will affect the business.
Step 8

Share your findings based on your research. Reveal all concrete conclusions discovered during research. Explain these conclusions in-depth in a clear presentation

format.
Step 9

State your conclusions and call the reader to action. Your conclusions should be stated in broad form and directly address results found in your research. Never draw

conclusions your findings do not directly support. Share any other relevant research or information. Often this helps refine how the research is done. It also means

that covering old ground can be avoided, and this research builds on what is already known. Talk about competitor products and services. What they doing and are they

doing it better? Include examples and/or web links.

This is a GOOD example of an executive summary from a marketing report.

This report was commissioned to examine why the sales volume of Choice Chocolate has dropped over the past two years since its peak in 1998 and to recommend ways of

increasing the volume.

The research draws attention to the fact that in 1998, the market share of Choice Chocolate was 37%. The shares of their key competitors such as Venus and Bradbury

were 22% and 18% respectively. The size of the chocolate market then was $36 million. Over the next two years, although Choice Chocolate retained its market share the

volume of sales in the whole market decreased to $29 million. Further investigations reveal that this market shrinkage coincided with an increase in health awareness

amongst consumers who regard the milk and sugar ingredients in chocolate as negative;moreover, since the second half of 1999, an increasing number of rival ‘health

candies’ had appeared on the market. These claimed to offer the consumers a healthy alternative. These factors appear to be the major causes of the decreased sales

volume of Choice Chocolate.

Slim Choice is the latest chocolate range put forward by the R & D Department of Choice Chocolate. The report evaluates this range and concludes that it would be an

ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses significantly reduced milk and sugar ingredients

and is endorsed by renowned health experts. According to 97% of the 2000 subjects tested recently, it also retains the same flavour as the original range.

It is recommended:
that Choice Chocolate take immediate measures to launch and promote Slim Choice alongside its existing product range;
that Slim Choice adopt a fresh and healthy image;
that part of the launch campaign contains product endorsement statements by renowned health experts;
that Slim Choice be available in health food shops as well as in traditional chocolate retail outlets    Terms of reference
Statement of problem/ topic

Formal language appropriate to report writing

Key findings summarised

Problem solution summarized

Recommendations
summarized

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