CASE STUDY WRITING TASK – MODEL ANSWER

UNIT 8
To: CEO
From: Marketing Director
At a meeting on 15 May, we discussed the changes we want to make when
relaunching the Wincote XWS. They are as follows:
First, about Product: We need to change the material to make it cooler to wear
when the lining is removed. We should use brighter colours, and we should
improve the zip and the hood.
Second, about Price: With the improvements above, the current price of $110 will
be even more competitive, for example in comparison with Tundra, so I suggest
that we do not change the price.
Third, about Promotion: The slogan 'A jacket for all seasons' is good, but the
advertising should be clearer. We should show not only the outside of the jacket,
of course, but we should also show technical diagrams of the material used in the
jacket, and of the lining.
Fourth, about Place: There have been complaints about late delivery, so for
orders on the Internet and by mail order, we must only work with reliable
suppliers. We should keep using our current shop retailers, but we should also
use supermarkets to sell the Wincote XWS.
I am sure that the XWS will be a successful product with these changes.
Steve Burton