Get to know the context, the situation in which the company operates (e.g. competitive environment);
2. Identify the problems that require decisions by the company (e.g., pricing);
3. Identify the research questions the company must answer to solve these problems (e.g.,
how price sensitive is our target? What are the costs and prices of our competitors?);
4. Explain the methodology. Justify the use of specific marketing tools to answer the
research questions;
5. Data collection and analysis. Let the numbers speak!
6. Explain the different potential scenarios
7. Give recommendations, based on the previous steps