marketing Executive Summary

Executive Summary Assignment Directions

From the five business reports you read, choose at least two to derive insights from. Use these insights to make a recommendation to leaders at one of the brands from the list. Consider using library resources for understanding and finding current details of your specific industry and brand. Format your executive summary based on the following.

Read the five business reports:

○ (1) LinkedIn – “2025 Workplace Learning Report”

https://learning.linkedin.com/resources/workplace-... (Coming Feb. 12)

○ (2) AMVISE – “Future of audience solutions: For privacy-first marketing in the post-cookie

era,” 2024 report, The Future of Audience Solutions - 2024 Report | Amsive https://www.amsive.com/insights/audience-science/the-future-of-audience-solutions-2024-report/

○ (3) Edelman – “2025 Edelman Trust Barometer: Trust and the Crisis of Grievance”

https://www.edelman.com/trust/2025/trust-barometer

○ (4) Deloitte – “Women @ Work 2024 - A global outlook”

○ (5) McKinsey& Company –

“Superagency in the workplace: Empowering people to unlock

AI’s full potential” https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/superagency-in-the-workplace-empowering-people-to-unlock-ais-full-potential-at-work

Brands to choose from(choose one brand to present your insights and recommendations to):

○ QSR

■ McDonald's: While making strides with initiatives like "McDelivery," the brand

still needs to modernize its image and appeal to a younger audience.

■ Subway: Overcoming the "healthy fast food" stereotype and redefining its brand

identity.

■ Gap: Struggling to compete with fast fashion and more inclusive brands.

■ Forever 21: Recovering from bankruptcy and reestablishing its brand image after

facing criticism.

■ Sephora: Needs to address concerns about inclusivity and diversity to better

connect with Gen Z.

○ Technology

■ Microsoft: While making strides, still needs to solidify its cool factor among

younger consumers.

■ HP: Overcoming a perception of being outdated and targeting a younger, tech-

savvy audience.

○ Financial Services

○ Retail

○ Media

■ Bank of America: Modernizing its image and offering products and services that

appeal to Gen Z's financial needs.

■ Wells Fargo: Rebuilding trust and creating a more engaging brand experience

for younger consumers.

■ CNN: Adapting to the changing media landscape and attracting a younger

audience with relevant content.

Formatting

- Create a document (Word or Google doc, convert to PDF for submitting), sized 8.5 x 11”, in vertical orientation, with 1” margins.

- Keep document to one page.

- Title the document.

- Include brand’s logo at the top, no more than ½” tall.

- Use standard font throughout – go with Arial.

- Headline/title: Bold font, use size 20.

- Section headers: Bold font, use size 16.

- Body copy:

- Do not bold font.

- Use size 12 font.

- Use single spacing.

- Break paragraphs with one space between. Do NOT indent.

Sections and Content

- Include these four sections:

Issue Statement

- Begin by stating the purpose of the document.

- Why are you writing this? What is the big opportunity? What does the brand need to be aware of and take action on?

- Next, summarize your key insights and show why this issue matters.

Note: These should not be stand-alone facts or a data dump, but rather synthesized insights, proving you’ve truly digested the research and drawn connections from the reports you’ve read. Cite with footnotes.

Recommended Solution

- Outline your recommended solution.

- What should the leaders of this brand consider doing in light of the issue or opportunity you’ve raised?

- What is the objective?

- What is your proposed plan of action? Keep it focused and manageable.

Value to the Company

- Define the value to the company.

- If the leaders adopt your recommended approach, what can they expect to happen?

- What does success look like?

Next Steps

- Reiterate the issue.

- Remind the leaders why this issue is important – both to their customers and to their company.

- Outline your next steps.

- Provide a clear call to action. What will happen next? What do you need from the executive team, and by when?

- If there is more than one next step – and if anyone else needs to weigh in – include a brief, bulleted timeline.

Writing

- Use business-style persuasive writing: active voice, avoid clichés and exaggerations, regular words. Use crisp, if not short, sentences. Make transitions between paragraphs, tell a story.

- Include footnote citations.

Submission Process

- Post your executive summary of your insights and recommendations to Sakai as a PDF.

Executive Summary Grading Rubric

Possible

Includes an appropriate and catchy title.

5

Includes brand logo at top, no more than ½”.

5

Format – margins, font, single-space, space between paragraphs, no indentation.

5

Insights from two or more business reports identified, creatively applied, appropriate to brand.

20

Issue Statement section contains relevant content and explained well.

10

Recommended Solution section contains relevant content and explained well.

10

Value to the Company section contains relevant content and explained well.

10

Next Steps section contains relevant content and explained well.

10

Includes citations as footnotes.

5

Executive Summary fits on one page.

5

Writing is in active voice, clear, and concise, transitions, with good grammar and spelling.

10

Document can be opened and submitted on time.

5

Total Possible Score

100