Project / Case Study Format (Research Report)

(Word Limit: 4,000+ words)

 Opening Paragraph (focusing on the marketing strategy problem or opportunity with

reference to a managerial meeting or worries)

1. Introduction (Company, division, brands [with display in pics or inserting in a table],

customers and markets)
2. History (Optional)
3. Vision and Mission (as it as in JPEG form)
4. Organizational Structure (as it as in JPEG form)
5. External Environment (Socio-economic, legal-political, technological, natural, etc.)
6. Competitors and Industry Outlook
- Industry Statistics (Illustration of demand and supply, growth, etc., if available)
- Market Share (Illustration, if available)
- Geographic Coverage (of the company and its rivals – illustration of any maps)
- Comparison of financial performance with the main rival and industry (optional;
please refer the same for Yahoo! on the next page)
- Future Plans (of the company and its rivals about new products and divisions
launching, new technology, cost cutting, divestment, expansion, diversification,
acquisitions, etc.)
7. Marketing Strategies (generic strategies; marketing mix strategies, STP, product and
branding strategies, pricing, distribution, promotion, salesforce, social media, and digital
marketing strategies, etc.)
- Financial Statements (optional; 3-5 years comparative data, as it as in JPEG
form or at least financial highlights [compulsory])
- SBU or Division and product line wise revenues (if any of 3 years comparative
data, as it as in JPEG form)
8. Way Forward (to solve the current marketing strategy problem/opportunity i.e.
concluding the case with managerial implications and leaving questions behind for
readers)

References (company annual reports, websites, etc. on APA-6 Style)

Appendix(es) (if any – charts, tables, illustrations, etc.)

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Note: Internal environment is covered in functional level strategies, such as marketing
strategies or other internal concerns.

An example of comparison of financial performance with the main rival and industry

Term Paper: (Word Limit: 2,000+ words)

 Define each and every topic and sub-topics in detail with minimum 7-8 lines explanation.
Note: It is not required in this semester.

Notes for Effective Write up:

1. The minimum size of the project or case study should not be less than 4000 words inclusive of
intro page to references (appendixes are additional).

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2. Simply rephrasing paragraphs is also a form of copying. Try to add on ideas in your own words
by understanding the basic concepts and link them up with different contexts, situations, and
examples of the real world.
3. Use bullet points in the least number. Try to elaborate every topic and subtopic in a way that it
should contain at least 150 words.
4. Use digital/numerical citations inside text and APA-6 reference style in the end.
5. Provide illustrations like vision, mission, etc. (those taken as it is) in Jpeg format to avoid
plagiarism and mention their source.
6. Write in a summarized, succinct, and technical way. Apply spelling and grammar checks. Be very
careful about using appropriate tenses, pronouns, punctuations, etc.
7. Get the plagiarism report checked by emailing it to me. Mention your registration number and
number of attempt. Put your team mates, if any in cc. The similarity index should be maximum
19% with no more than 5% similarity index from a single source. Only two attempts are allowed
for getting it checked.