Take Korean Air as an example.

Executive Summary

This is not an introduction but a 1-2 page overview of the main items/findings/recommendations within the report.

The Executive Summary should be able to be read on its own to gain a complete understanding of the report that follows.

Marketing Report Objectives

Articulating the Problem/s for the Airline

Clearly identify the marketing report objective/s, based on the assigned airline and the marketing issue/s identified that relate to the tourism industry.

Industry Map

One Page Summary SWOT Analysis identify the main issues the group identifies for the airline based on the market research and analysis. Also use BOS tools to develop the initiatives and ideas.

The Future - Blue Ocean Strategies

Recommendation 1

Clearly state the main findings of the report that support this recommendation for a future BOS to be implemented by the Airline

Use appropriate Blue Ocean Strategy theory and models to evaluate the future trends and to provide findings and recommendations for a marketing solution to the industry issue raised. (See Appendix 3 for Model and Chapter Table)

These tools include :

Strategy Canvas AS IS

4 actions framework- ERRC Grid

Value Innovation: The Simultaneous Pursuit of Differentiation and Low Cost

Strategy Canvas TO BE

Strategic sequence

Buyer Utility

3 Tiers of Non-Customers

Competitor Conditions Evaluation Tool-Price Corridor of Mass

Creating New Market Spaces: The Path/s

Make the idea as tangible as possible through your explanation, diagrams, and models.

MARKETING BUDGET, IMPLEMENTATION AND CONTROL PROGRAM:

Prepare on marketing investment analysis with budget, implementation, and control program using a Gantt Chart. Clearly identify future objectives with key success factors and how these will be measured and thus identified as being achieved in the future time-line.