MSB MARKETING

Part 3: Strategic Summary Chart

Summarize your findings from the research you’ve conducted thus far. This research includes both secondary research (from Assignment 1) and primary research from this assignment. These are the major conclusions that you have drawn from the research work that you’ve done. Use a “data-strategy” table to organize your key takeaways and what it will mean for your group’s plan.  A data-strategy table itemizes each key research finding and its corresponding strategic action.  (See Exhibit A on the last page as an example - this came directly from the competition’s website). Think big when it comes to your data findings. Don’t just report that 50% of the people that took your survey were men – that’s not helpful for a marketing plan. Say something like: 

Finding   (Data)

Action

Consumer   reports online in addition to results from primary data collection   (qualitative and quantitative) suggest that 18-35 year olds are more willing   now than ever to buy wearable technology.

Promote   Q Smartwatches as a new way of life – something that everyone is doing – and   that makes a life’s experience more fun!

18-35   year olds prioritize value in their technological expenditures. If they feel   as though they are not getting a great deal, they are not interested since   they have limited resources. Many use loyalty clubs and coupons to help save   discretionary income (Insert a citation link here)

Illustrate   that the Fossil Q Smartwatches are not only a great technological solution,   but also great value. Consider sales promotions and free shipping…

(These are purely just example – I have not collected any data on this)

This strategic summary chart will be prominently featured in your final plans, so now is the time to create it – we’ll work on it several times. The chart itself should be a simple, two-columned chart with the research conclusion on the left and the corresponding action on the right. Be sure to format it in a way that is reader-friendly and visually satisfying. This will help sell your plan and create credibility for your team. Focus in on the high level findings, not specific quotes or overly-detailed secondary research discoveries. Be concise, clear, and super-professional with your words in this chart. Essentially, this chart provides justification for the plan that you’ll be recommending. Have at least ten findings and corresponding actions. Because it basically summarizes all of the research that you’ll do for this project, this is the most important deliverable of Assignment 2!

Deliverables:

· Everyone watches the Marketing Research Videos and at least one member from each group takes the online course on Social Media and Data Analytics.

· Depth Interview Draft (Requires Approval Prior to Collecting Data)

o You should send this to me by Tuesday, 2/20

· Executive Summary of how the assignment went (1-2 paragraphs)

· 2 page summary of results of research findings – include sample size from each method

· Strategic Summary Chart – Draft 1