Module 24 - Long Reports
Appendix 24-C: A Long Report Example
Table of Contents
Letter of Transmittal........................................................................................................................................ i
Executive Summary........................................................................................................................................ iii
Introduction ................................................................................................................................................... 1
Purpose ................................................................................................................................................... 1
Scope....................................................................................................................................................... 1
Methodology........................................................................................................................................... 2
Limitations.............................................................................................................................................. 3
Assumptions........................................................................................................................................... 4
Redwood and Ross's Campustown Store........................................................................................................ 4
Redwood and Ross's Product Line......................................................................................................... 4
Redwood and Ross's Prices.................................................................................................................... 4
Redwood and Ross's Advertising........................................................................................................... 5
Problems Facing Redwood and Ross..................................................................................................... 5
Reasons for Redwood and Ross's Low Sales................................................................................................. 5
Campustown Market Potential for Men's Clothes................................................................................. 6
Perceptions of Redwood and Ross's Products........................................................................................ 7
Competitive Advantages......................................................................................................................... 8
Importance of Service, Atmosphere, and Location......................................................................... 9
Redwood and Ross's Rating on Service, Atmosphere, and Location............................................. 10
Awareness of Redwood and Ross .......................................................................................................... 11
Name Recognition........................................................................................................................... 12
Awareness of Redwood and Ross's Characteristics........................................................................ 12
Potential Markets for Redwood and Ross....................................................................................................... 12
Fraternity Members................................................................................................................................ 12
Freshmen................................................................................................................................................. 13
Advertising Strategies for Redwood and Ross............................................................................................... 13
Recommendations........................................................................................................................................... 16
Note ................................................................................................................................................................ 17
Appendix A Clothing Store Questionnaire................................................................................................... 18
Appendix B Tally of Responses to Questionnaire........................................................................................ 20
Appendix C Responses to Open-Ended Question........................................................................................ 26
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