Research Paper Outline

Marketing Research

Research Problem:

Research Objectives:

I. Introduction

Title:

Ex.

“McDonald’s Promotion Strategy in Pagadian City”

“Siomayan Mas Gipasamot ug Kalame”

“Marquez Ice Cream with high quality handmaid goodness”

Business Premise: (Description of Business)

Ex. “Ford motor company is the leader in manufacturing through its innovative strategies and plans”

“: McDonald’s has established over 350 restaurants across the city of Pagadian which is fetching it revenue
of approximately P5550 million. The primary focus for them is now to expand to other place within in
Zamboanga Peninsula and spread its reach where it already exists. The vital aspect in its growth has been
its effective promotion strategy.”

II. Overview of the Company

Organizational overview

a. Name of organization

b. Mission statement – organization’s basic values and philosophy

c. Geographic location

d. Product mix

1) Single product

2) Product line(s)

III. Industry Analysis

New product description (If applicable)

SWOTT analysis

a. Strengths (internal) of the company

b. Weaknesses (internal) of the company

c. Opportunities (external) of the company

d. Threats (external) of the company

 e. Trends (external) of the company

IV. Marketing and operating plans

A. Marketing Mix

1) Product/ Service

A) Type – good, service, idea, etc.

B) Features – how will it be different from the competition?

C) Identification – brand name, label, and packaging (pictures)

D) Production method/delivery of service

2) Price

2-1) Pricing strategy

a) Profit-oriented

b) Sales-oriented

c) Status quo

2-2) Cost

a) Production

b) Distribution

c) Overhead

d) Sales

e) Marketing

2-3) Markup

2-4) Suggested selling price

2-5) Profit margin

2-6) Price and quality relationship – perceived value

3) Place

4) Promotion

1) Personal selling

2) Advertising

a) Direct mail

b) Internet
 c) Telemarketing

d) Television

e) Radio

f) Others

3) Sales promotion – sale prices, discounts, coupons, contests, sweepstakes, tradeshows, etc.

4) Public relations

5) Web site

B. Target Market

Focus on creating value

Focus on Innovation

V. Management plans

A. Progress of strategies
B. Inventory management
C. Forecast of growth
D. Future expansion plans

VI. Financial plans

A. Projected earnings
B. Projected dividends/ returns
C. Projected growth in value

VII. Conclusion

A. Summarize and conclude about the fundamentals of the company

B. Recommend whether to invest in the company or not