Briefs - ugba 106 Marketing ugba-106 Marketing Haas School...

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ugba-106 Marketing Haas School of Business, Fall 2004 David Robinson Writing Individual Briefs Write in a professional tone, without memo heading, as if you are a consultant to the firm, giving your best (and highly paid!) advice. Use strong, active verbs and avoiding hedging. The styles of Business Week and The Wall Street Journal are good models in most instances. You will end up with some well-crafted sentences that your English teacher would call “run on,” but they may be efficient in business prose: “Smithco should immediately reduce costs by canceling TV advertising, laying off surplus warehouse staff, reducing R&D spending to 1995 levels and avoiding construction of the proposed San Diego factory.” In most business situations, there are two or three possible courses of action. Don’t be afraid to choose one firmly (e.g., low price—heavy advertising) although that will rule out other options (in this case, a “luxury-good” positioning). However, this is not to say that there are no wrong answers. For example, recommending heavy promotional expenditures by a firm about to become bankrupt doesn’t make sense. Think of the four elements of the marketing mix and make them sing together in harmony. Format Your briefs are to be up one page of text, accompanied by a maximum of three pages of relevant exhibits. (These limits are doubled for the group brief.) The format must be strictly followed: 1 inch margins on all sides; use a serif font (such as Garamond or Book Antiqua ) 12-point or greater size (do not use a condensed font—edit your work); single-spaced within paragraphs, double-spaced between paragraphs—that is, just like this handout. Identify your brief with you
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Briefs - ugba 106 Marketing ugba-106 Marketing Haas School...

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