Lahore School of Economics

Industrial Marketing (Winter 2022)

This project aims to provide insights into the nature of Industrial Marketing and to facilitate
students with limited marketing experience in comprehending the concepts pertinent to business
market. Overall, the emphasis is on the dynamic realities of the marketplace while reinforcing
the most important principles and practices that students need to know.

Your objective is to select an organization that offers product(s) or service(s) to another

businesses and report the marketing activities performed by the organization that would involve
targeting new customers and maintaining good relationship with existing ones.

The following outline provides the report & presentation requirements:

Executive Summary: This should be a one-page single-spaced document summarizing the

details of your report. It should be written last, but positioned first in the report.

Corporate/Industry Background In this section, briefly mention the firm and its history
followed by a detailed industry analysis.

Macro-environmental Analysis: The analysis should include a relevant discussion of the

overall external factors including cultural, political/legal, demographic and
economic/infrastructure issues that impact your industry. You should also consider a broad
range of factors that may influence products & business operations in the industry.
Customer Relationship:
Once you know well about the company and its business operations now you need to emphasize
on company’s existing customer(s) by incorporating following elements:

Product: Product, Service, and Value of the Offering offered by you including the type(s) of
products.

Price: Formulating pricing policies: Price Determinants; competition, costs. Pricing decision
analysis; what pricing strategy is most appropriate in the market? What are the pricing
constraints? How are prices agreed upon? Credit/ financing terms, factors influencing
negotiations.

Supply chain, placement: Forecasting demand and supply. Marketing channel participants.
Marketing logistics; physical distribution and customer service. Warehousing, inventory storage/
handling. Foreseen and unforeseen conditions; buffer stock etc.

Promotion: Communication with existing & new (potential) customers. Sales force, sales
promotion, trade shows, trade journals, expos etc.

Buyer-seller Relationship: Creating and maintaining strong long-term relationships with your
suppliers.

Recommendations This section should convincingly flow from the preceding sections. Your
team should focus on the problems and opportunities that surfaced in the previous steps and on
how to overcome and/or exploit these problems/opportunities to produce maximum revenue and
profit and streamline business operations. This section will cover all your recommendations for a
strong buyer-seller relationship.

IMPORTANT POINTS:
 These are just the guidelines to set the direction for your project. Feel free to
include information that you think is necessary & must be presented in class.
 It is very important to give proper credit to your secondary research sources. The project
must be research based, not grounded purely in guesses, personal knowledge or
experience, hunches, personal assumptions, or private hypotheses. Therefore, support
your inferences well using primary as well as secondary sources.
 Citations: It is critical to give credit for the secondary research collected and used for the
project. Therefore, the secondary data used in your report must be properly cited. You
must include a references list (listed in alphabetical order). DO NOT include copies of
the actual research used in your report – only citations are needed.
 Project Approval: Only one team may choose a particular company for their project
idea. All projects are subject to the instructor’s approval.
 Length/ Format: The length of the written report may not exceed fifteen 1.5 line spaced
pages. The paper should use 1 inch margins on all sides and a 12-point font (however,
you may reduce the font size of the footnotes. This limited page length forces you to
write very concisely, to focus on information relevant to your analysis, and to use various
tools for summarizing information.
 Report & presentation due date: Teams are required to upload soft copy of the term
project on turnitin one week before the deadline.
 Probability of a better grade is there if you include frameworks from the chapters studied.