• CASE STUDY TRUCKING COMPANY

Submit Part 3 of your report, as well as the executive summary, to include the following:

Part 3: Incorporating Market Share Capturing

• Summarize how market share approach can lead to consumer confidence.
• Synthesize your market share analysis for the new strategy and its impact on the organization.
• To conclude your evaluation for the CEO, defend how your market share strategies will support your overall marketing strategy for both products and capture market share for the company.

Executive Summary

Provide the CEO with an executive summary of your evaluation of the opportunities for the brand. This will serve as the first page of your report. Be sure to address the following in your executive summary:

• Clearly state the purpose of the report.
• Concisely summarize the results of your evaluation of how the company could expand its brand to include a lower-cost version of a product/service that would retain existing customers while capturing additional market share.