Assignment Paper

The report should contain an executive summary, an overview of the client brief (content covered in the
group presentation) and the project objectives and scope of the work. Details of the research undertaken must
be given, including primary consumer research. This is in addition to analysis of the market landscape
including, macro trends, distribution channels and key competitors. The report must demonstrate your
knowledge and understanding of the topic and deliver practical recommendations for the client in answer to
the brief. Creativity and originality should be used to deliver new insights and ideas. Your work should also
include a conclusion, reference section and appendices (where appropriate).
Secondary research should be conducted using both academic (i.e. papers from journals) and non-academic
(i.e. market reports such as Mintel, practitioner periodicals such as Marketing Week, company information
from credible websites, and annual reports, where appropriate and available).
The word count should be within 2000 – 2500 words. The number of words used for the main body of the
report should be clearly written on the first page of your submission. The expectation is that you produce a
well-written report that you are proud of! Harvard style referencing should be consistently applied. Tables,
figures and charts used to illustrate data findings should appear at the appropriate points in the report, rather
than placing these all as appendices at the end of your submission.