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however evidence of primary research (although by no means required) will be rewarded.
 
 A few clues on the types of reports and publications you may wish to look at are:
 Annual reports and accounts
Key Note or Mintel Reports
Euromonitor
Business Ratios (for financial information)
Marketing
The Economist
Newspaper articles (eg FT supplements)
The McKinsey Quarterly
 There are also numerous academic journals which will have relevant articles. It is essential that you incorporate academic sources, and that they are referenced correctly according to the Harvard system of referencing (Using EBSCO, Pro-Quest, etc.).  
 
3.1  Company Sources
An obvious place to look for company information is on the Internet. Even if you don’t know a company’s address it should be quite easy to find using search facilities.  You might also find some useful web addresses in your course text book or on the associated web site.
 You may contact a company or organisation to request a copy of a student pack or company/product brochure.  Some companies will be helpful; others will be overburdened with student requests and may feel unable to assist you.If you do contact a company you should ask to speak to either “Public Relations”, “Marketing” or “Publicity” department.  Legitimate things to ask for are a product brochure, the annual report or company publicity material. Check whether you can get the relevant information in the library or from the Internet first. Do not hassle the company – if you do not get anywhere after two  calls at the most then you should rely on library/public information sources. If the company do send you some information then it would be a good idea to send a thank you letter.
 
 
4.    WRITING THE REPORT
 

One of the challenges of the project is to present a well-written, concise business report.  Some of you will have had experience of writing reports, for others it will be a new challenge.  The project provides an opportunity for you to improve your report writing skills.  These skills are going to be very important throughout your degree course. It is important, therefore, that you pay close attention to the following guidelines.

 4.1  Structure
 A good starting point when planning a project is to consider the structure of your final report.  This will help you to decide what information you need to collect and identify any gaps in available information.  A suggested outline structurefor the project is as follows.
 EXECUTIVE SUMMARY
INTRODUCTION
THE COMPANY(HISTORY OR BACKGROUND)
THE MARKET ENVIRONMENT (PEST AND PORTER’s 5 FORCES MODEL)
THE COMPETITION
MARKETING STRATEGY(SEGMENTATION / TARGETING / POSITIONING)
THE MARKETING MIX(THE IMPLEMENTATION OF 4PS OR 7PS)
EVALUATION OF THE COMPANY’S STRATEGIES AND TACTICS
RECOMMENDATIONS FOR FUTURE DEVELOPMENT
CONCLUSIONS
APPENDICES 
REFERENCES
 
You need to apply marketing frameworks/models that you have learned in your lectures. You need to present your ANALYSIS, but not just the information.
 
4.2  Executive Summary
 
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