Word limit – 3000 words. The selected organization would be Four Seasons Hotel Sydney. And here is an example of what the report should be like. Attached I've attached the instructions and example. Full Table of Contents, featuring all section headers and sub-section headers (as featured in the set Brief) is desirable. The Executive Summary should be ‘stand-alone’ i.e. it should give the reader a good idea about the approach in your paper, the key facts about the current situation, and they key recommendations for the future. Not everybody could access a Vision Statement and a Mission statement. Some got one but not the other. Some had to make assumptions. That is fine.

Be VERY clear about the target market up front. Some Reports talked about domestic target market consumers, but also international target market consumers. They may require different strategies, so trying to deal with both in the Report tended to give you a challenging task. With SWOT Analysis, it has more impact if it is pit in a box/table, with the S, T, O, and T’s bullet pointed. SWOT Analysis’s that featured just one or two Opportunities or Threats generally needed to be thought about more deeply. Remember to always reference all statistics used in the Reports (it is academically the correct thing to do, but it also gives what you have to say, greater authority).

No need to describe the purposes of business tools like Ansoff, or Porter’s Five Environmental Forces. It burns up the word count. Assume that the reader knows what they are. Similarly no need to feature graphics on them (unless actually applied to your chosen organisation or destination) With marketing terminology (like the 4 or 7 P’s assume that the reader is familiar with them, so there is no need to provide definitions. Graphics and Tables do help to bring Reports ‘alive’, and they can sometimes be quicker ways to develop reader understanding than just using words e.g. in the Macro Environmental section (where we use PESTEL), and in the Micro Environmental section (where we use Porters Five Environmental Forces)

Do not quote large chunks of theory in the Report. This assignment was all about application of theory, not the theory itself. A number of Reports used the 4 P’s instead of the 7 P’s. Remember with service organisations we should always use the 7 P’s when describing their marketing mix. Similarly some Reports used the 4 P’s when describing the organisation’s current marketing, but then described the 7 P’s when making future strategic marketing recommendations. Inconsistent! With recommendations for future marketing strategy avoid merely making a list of ‘things to do’. This is NOT a strategy

Related in part to the above, do not just write general text in describing the future marketing strategy – a bit of general text describing the strategy is ok, but then locate each part of what you are recommending firmly (and separately ) in each of the P marketing mix elements. Need to insure that the P’s in the recommended strategy all fit together, so that they are consistent and work together. Ask yourself ‘Is a clear future strategy evident?” In the Bibliography web addresses alone are insufficient. Try to include author (where this exists), title, and date where this exists) and certainly date you accessed the site.