From Michelles lecture today :
Layout and key headings we can use for strategy doc-

• make sure we label who does what section on the page, with names to make it clear
• must be written in 3rd person
• Intro to the report (not about ann inc brand themselves)
• UK fashion landscape - how big is it (look back on lectures/the mintel report I found)
• competitors (both brands) perceptual map
• consumers (both brands)
• market entry level for the one brand we choose (ann taylor?)
• short rationale for which brand is most appropriate
• communcation strategy - think of catchy slogan, promotional materials

short to the point sentences making it clear and consise to keep to the word count

[Hannah.L]