How to Write a Marketing Strategy Report
Your report has to address company performance under the subject strategy and whether the strategy has been effective in achieving company objectives. Your analysis of the strategy itself, and of how the company implemented it, presents guidance for future strategic planning.
Your report on your company’s marketing strategy has to start by providing background for your audience. A review of the objectives of the strategy and the context in which your company implemented it sets the stage for your evaluation of its effectiveness. You have to detail the assumptions your company made about the business environment, including the situation of competitors and the target markets, and discuss to what extent the assumptions were valid. These background elements have a direct influence on strategic performance.
The strategy performance report bases its evaluation on the factors discussed in your presentation of the background. Your evaluation specifies to what extent the strategy achieved the objectives you reviewed, and how performance depended on the validity of the assumptions on which it was based. You may have found that the strategy failed to achieve some goals because the underlying assumptions were incorrect or that it succeeded because of correct assumptions. Depending on your evaluation, you have to report to what extent the strategy met its goals and the causes for the level of performance your report details.
The results of implementing the strategy presents options for further action, and your report has to address these issues. If the underlying assumptions were correct and the strategy performed as expected, your company wants to continue with a similar approach. If the strategy failed to meet objectives despite correct underlying assumptions, a different strategy or better implementation may be appropriate. If the strategy succeeded despite incorrect assumptions, the assumptions were not important and different assumptions might improve performance. Your report has to analyze how the strategy affected your company and identify the resulting issues.
For your report to be useful, it has to propose solutions as well as document performance and issues. Ideally, your report identifies several ways forward with advantages and disadvantages for each one. Your proposals may range from repeating the strategy with minor adjustments to implementation of a completely new approach designed to eliminate and avoid past mistakes. In each case you can describe the proposal, detail costs and required resources, and present attainable objectives. Based on your report, your company can then decide on its future direction, based on past experience and your projections for future performance of the various options.