How to Create a Marketing Report


A marketing report is a very detailed strategy of how you intend to market a company's products or services. Included in the report is a great deal of valuable and important information. Because of the importance of this document, it is absolutely essential that you know how to create a marketing report. Read on to learn how to create a marketing reports.

Things You'll Need

  • Knowledge of marketing principles
  • Pen and paper
  • Word processor

Understand that the marketing plan consists of the following six parts: Purpose and Mission, Situational Analysis, Marketing Strategy and Objectives, Tactical Programs, Budgets, Performance Analysis and Implementation and Additional Consideration. With this knowledge in hand, you now know what format you must use, what information you must include, and how to go about writing the report.

Know that the first portion of the report, the Purpose and Mission must detail the information needed to understand the marketing plan. You must give company background information here if it is needed to help the reader understand the marketing plan at all. Here is where you will detail the product or service, and what it intends to do for the company.

Your situational analysis will be the most time consuming portion of your report. You must begin with a summary of where the company is now, and will cover the following six areas: product, target market, distribution, competitors, financial and other issues. Detail the product, the market you are aiming the product or service against, how you intend to distribute the product or service to the intended audience, the people who you are competing against in this marketing, and any other issues you can think of.

Part three of your report will detail the marketing strategy and objectives. Here is where you provide your readers with a picture of the direction you intend the product or service to take. This will consist of three major parts: Marketing Strategy, Financial Objectives, and Marketing Objectives. You will identify and detail the strategy that will be used in marketing, the financial goals (sales, profits and margins), and the non-financial tactics you will use to measure the success of the product or service.

Part four will detail any tactical programs. This section details the steps that must be taken in order to achieve the marketing objectives that were detailed in the previous section. Generally speaking, this is the longest section of your marketing plan, and will consist of six sections: Target Markets, Product, Promotion, Pricing, Distribution and Other Areas. Be prepared for this section to account for up to half of the total report (in regards to page count).

Part five will take a look at the financial aspect of getting this marketing plan off the ground. This section is where you will "sell" your plan to those who need to have interest and part in it for it to be implemented. It will include a marketing budget that shows the financial aspect of the plan, a performance analysis that indicates the expected results of the plan, and an implementation schedule that will show the time line of the information presented in the plan.

The final portion of your report will include anything else you think may be beneficial to the readers to know, that is not included elsewhere in the report. This includes information and situations that may affect the marketing plan, such as internal factors, external factors, and any research limitations that may be present. Try not to let this section exceed three pages in length.

After you have gathered the necessary information, write each section of the report in detail. Always spell check your work, check for grammatical error, and get the plan ready for review by your superiors.

Tips & Warnings

  • Be very thorough. Take your time.
  • Make sure that your financial data is correct, and if it is estimated, clearly indicate that.

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