Marketing Management – MKTG 3301
[Name of company]
To:
[Recipient names]
From:
[Your name]
CC:
Robert McCullough
Date:
[Date]
Re:
Analysis and Recommendations for [Company name]
INTRODUCTION
This provides recommendations and analysis for addressing whether [company or person] should X
or Y. This memo will look at: (1) ; (2) ; and (3) .
RECOMMENDATIONS
1.
2.
3.
ANALYSIS
The basis for the above recommendations were optimal support of the key decision criteria,
including: (1) ; (2)
; and (3)
(See Exhibit IV for details).
1.
[Recommendation #1 printed in full]
The company has three options for ____________, including: (1) _______________; (2)
__________________; and (3) _________________. In looking at how each option supported the key
decision criteria (see Exhibit V), the third alternative provides the most support.
The first option of ______________- has the [Discussion of pros and cons].
The second option of ______________- has the [Discussion of pros and cons].
The last alternative provides the best solution as it ______________- has the [Discussion of pros and
cons].
1
Marketing Management – MKTG 3301
1.
[Recommendation #2 printed in full]
The company has three options for ____________, including: (1) _______________; (2)
__________________; and (3) _________________. In looking at how each option supported the key
decision criteria (see Exhibit V), the third alternative provides the most support.
The first option of ______________- has the [Discussion of pros and cons].
The second option of ______________- has the [Discussion of pros and cons].
The last alternative provides the best solution as it ______________- has the [Discussion of pros and
cons].
1.
[Recommendation #3 printed in full]
The company has three options for ____________, including: (1) _______________; (2)
__________________; and (3) _________________. In looking at how each option supported the key
decision criteria (see Exhibit V), the third alternative provides the most support.
The first option of ______________- has the [Discussion of pros and cons].
The second option of ______________- has the [Discussion of pros and cons].
The last alternative provides the best solution as it ______________- has the [Discussion of pros and
cons].
CONCLUSION
To meet the goals for ______________, __________________, and ______________________, the
company should ___________________, _____________________, and _______________________. These
actions best match the key decision criteria of the company (as defined in Exhibit IV, and project
to provide an incremental _____________ for the coming year (see Exhibit VI).
2
Marketing Management – MKTG 3301
EXHIBITS
I.
Responses to guide questions
Answering the guide questions in this exhibit will provide insights into the case and
allow you to make better recommendations. It is a worthwhile exercise.
II.
Pros and cons of alternatives
Issue
[Goal or criteria #1]
1. Option 1
2. Option 2
3. Option 3
[ Goal or criteria #2]
1. Option 1
2. Option 2
3. Option 3
[Goal or criteria #3]
1. Option 1
2. Option 2
3. Option 3
III.
Pros
Cons
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
3
Marketing Management – MKTG 3301
IV.
Identification of decision criteria
Criteria
[Goal or criteria #1]
[Goal or criteria #2]
[Goal or criteria #3]
I.
Weight (1 to 5)
5
5
4
Source
Case, page 3, paragraph 4
Case, page 3, paragraph 8
Case, page 4, paragraph 2
Comparative analysis of alternatives
The three tables below examine the various alternative for each recommendation against the key
decision criteria.
Options for [Recommendation #1]
Criteria
[Goal or criteria
#1]
[Goal or criteria
#2]
[Goal or criteria
#3]
TOTALS
Option #1:
[ ]
Rating
Total
5
4
5
4
Weight
20
Option
#2
[ ]
Rating
3
Total
Option #3
[ ]
Rating
Total
15
5
25
3
15
3
15
5
25
2
8
4
16
1
4
43
46
54
Options for [Recommendation #2]
Criteria
[Goal or criteria
#1]
[Goal or criteria
#2]
[Goal or criteria
#3]
TOTALS
Option #1:
[ ]
Rating
4
5
4
Weight
5
Total
20
Option #2
[ ]
Rating
3
Total
15
Option #3
[ ]
Rating
5
Total
25
3
15
3
15
5
25
2
8
4
16
1
4
43
46
54
Options for [Recommendation #3]
Criteria
[Goal or criteria
#1]
[Goal or criteria
#2]
Option #1:
[ ]
Rating
Total
5
4
5
3
Weight
20
Option
#2
[ ]
Rating
3
15
3
Total
Option #3
[ ]
Rating
Total
15
5
25
15
5
25
4
Marketing Management – MKTG 3301
[Goal or criteria
#3]
TOTALS
4
2
8
43
4
16
1
46
4
54
5
Marketing Management – MKTG 3301
II.
Discussion or Pro-forma revenue consequences of alternatives
Current sales volume in units = 10MM
Projected sales increase in new territory = 25%
Projected costs saving per unit = $4.50
R&D investment = $15MM
Impact:
((10MM * .25) * $4.50 )-$7.5MM =$3.75MM
6