TERM REPORT GUIDELINES

BUSINESS TO BUSINESS MARKETING, FALL 2020

MBA Program
Faculty: Shah M Saad Husain
TA Rimsha Afzal

Each student will select a company and write a term report on it, presenting, analyzing and
evaluating the company’s B to B Marketing objectives, strategy, plans and practices. The
concepts and processes taught in the course should be applied specifically to the selected
company.
The general outline of the report, which may vary from company to company, should cover:
1 Overview of the industry and the company, brief history of the company, its
ownership, 21st Century positioning, SWOT, corporate strategy, standing in the
industry, market segments. (Pages: 5-9)
2 Marketing department, its organizational structure, current marketing strategy and
goals. (Pages: 5 -8)
3 Products/offers, customers and buying organizations, DMUs, demand and sales
trends, segmentation, market share, etc. (Pages: 5-8)
4 Distribution Channels, Value Chain, Business Relationships
5 Pricing (Pages: 5-8)
6 Communication and Promotional Methods (Pages: 4-8)
7 Use of CRM and Sales force (Pages: 3-6)
8 Marketing Challenges, Review of the Marketing Mix and recommendation for the
Marketing Strategy (Pages: 5 to 10)
9 Literature search (articles and reference material to be placed in the appendix)
10 References

Cover page to mention on the top right hand corner: B to B Term Report, Student name, ID, cell
no, email, Company Name. The report has to be typed in Arial font 12, A4 size paper. Ensure
English Grammar and Spell check.
The class assignments, which will be given as the course progresses, will also help students in
writing the report.
The TA or Course Instructor can be contacted for advice when required.
Submission Deadline is on the day of the final exam via email and on LMS. Details of the
exact date and time for emailing to smsaadh@gmail.com and rimsha.afzal@khi.iba.edu.pk will
be advised later. The email subject and attachment should be named: B to B - Term Report-
Student name, ID