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Method of structuring

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There is a limited number of ways you can structure a report. For Part 2 of the Marketing report, there are at least two ways you can think about structuring it:

Method 1

Company A
Target Market



Market Positioning



Marketing Mix (application of marketing mix to the target market)
down arrow
Company B
Target Market



Market Positioning



Marketing Mix (application of marketing mix to the target market)
down arrow
Comparison



Conclusion

Method 2

Target Market - Company A, Company B

Market Positioning - Company A, Company B

Marketing Mix - Company A, Company B

  • Product - Company A, Company B
  • Price - Company A, Company B
  • Promotion - Company A, Company B
  • Place - Company A, Company B
  • People - Company A, Company B
  • Process - Company A, Company B
  • Physical Evidence - Company A, Company B

Conclusion

What might be the advantages and disadvantages of each?

Check your answer

With Method 1, you give yourself a very clear-cut approach: you can see how much you're writing on each and you can, to a certain extent, imply comparison throughout the Company B section. You do need to be careful to write a fairly thorough and explicit Comparison section before your conclusion, though.

With Method 2, you run the risk of getting yourself a little confused trying to coordinate your information for the two companies throughout. If it's well done, this can still be a good approach. You won't necessarily need a Comparison section, because you have been comparing all the way through.

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