Marketing report

To begin with, the presentation is about that currently has a very successful loyalty programme. In total, there are around 551k members. These members are
spread across various tiers, ranging from green to black The current age of customers varies from skews towards age 31-40. The intention of this
assessment is to look at growing this programme and extending it to the younger clients. This is hence a customer retargeting assessment. The intention
here is to see how this LP can attract more baby boomers, Millennials and gen Z customers.
The report needs to contain:
– an executive summary (almost an overview: what is the paper about, brief introduction and what we’re intended to do)
– company background (talk about Harrods the brand)
– situation analysis: might review the Porter’s 5 Forces, maybe also talk about COVID and how it affected Harrods, main emphasis the loyalty programme
(what’s in it ? Present information on it, etc) and then the problem statement (what’s the problem with the loyalty programme) and hence the objectives are…
– Objectives: emphasis on them (go with 1 objective at the time, then target (persona) and finally the strategies/tactics)
– Budget:
– Schedule: Gantt chart (gives info about when what’s going to happen and for how long –> time frame)
– Recommendations and conclusion
– References (Harvard referencing)