Private and Confidential. For X-Culture Use Only.

Updated October 10, 2024

2024-2b

Company: Tenuta Cocci Grifoni

Country: Italy
Website: http://www.tenutacoccigrifoni.it/en

Webinars: Webinar schedule and recordings here

Questions: If you have further questions, please direct them to [email protected].

Your questions will be directed to the company representatives.

COMPANY DESCRIPTION

Cocci Grifoni is a family-operated business located in the Marche region of Italy, nestled between the Adriatic
Sea and the Sibillini Mountains. We produce high quality, indigenous wines that are exported globally.
As “Stewards of the Land,” we are proud to continue our responsible practice of biodiversity and sustainability.

We are both a company and a family that has

developed an exemplary vision that works to
integrate community, respect of the land, and
productivity within our mandate to create a viable
business for future generations.

1
 THE COMPANY

o For approximately 100 years, our family has been working to preserve this valuable land. We have been
producing authentic Wines of Terroir, achieved from the use of sustainable agriculture with low
oenological impact, for over four generations.
o Our MISSION is to provide customers with high quality, healthy product that represents that land where
it is grown. We guarantee this high and consistent level of quality through our supply chain control and
daily care of our vineyards.
o Our VISION is to continue to live sustainably, in harmony with the nature that surrounds us while
preserving our heritage. We will thrive and create a viable way of life and economy for future generations.
o Guido Cocci Grifoni was the founder of our modern company. He was a great pioneer and dreamer that
greatly contributed to all Italian viticulture and winemaking.
o 1969: Guido produced the first Rosso Piceno Superiore DOC in Italy
o 1980’s: Guido rediscovered an ancient autochthonous grape variety which was almost extinct: Pecorino.
With foresight, by replanting a Pecorino vineyard on the Cocci Grifoni estate, he saved an authentic
Italian heritage. Since 1989 we have been producing our historical Pecorino wine from the original
Pecorino Vigneto Madre, the Mother Vineyard.
o 1991: Guido produced the first Passerina Sparkling Wine.
o Presently, three women of the Tenuta Cocci Grifoni family lead the company. Guido’s daughter, Paola,
is the Winemaker and his daughter Marilena is the Commercial and Marketing Director. Guido’s wife
and the women’s mother, Diana, oversees the vineyards and the estate. The next generation is also
women, and Marilena’s daughters, Marta and Camilla, are beginning to work within the winery.
o Today, the Tenuta Cocci Grifoni Team employs 20 people. We consider our team part of our extended
family and everyone is treated with great consideration and respect. We are extremely proud that we have
been in partnership with some members of our “famiglia” for more than forty years. As we approach this
third millennium, we labor together to achieve our goals and actively compete in a complex global
economy.

LOCATION

o Our estate is located in the Marche Region of Central Italy, in the province
of Ascoli Piceno, 200 km (120 miles) northeast of Rome.
o Ascoli Piceno Province, also known as “The Piceno”, is a narrow strip
running east to west in the southernmost portion of Marche Region. It
extends from the Adriatic Sea in the east across to the Apennine
Mountains in the west.
o The terroir of this small strip of Italy is quite variegated: there are steep
mountains alternating with gentle hills that slope down toward the
Adriatic Sea with small slips of flatlands running aside the rivers.
o This creates a variety of soil types, in terms of both the composition and
exposure, which are similar to the Langhe of the Piedmont Region. These
soils offer the potential for a wide array of wines, and different musts,
even from the same vines.
o The Piceno area has a temperate climate with heavy rainfalls along the coast. This typical hot
Mediterranean climate is mitigated by the close proximity to the Balkans and the Adriatic Sea, creating a
colder climate than other areas between the Mediterranean Seas. As well, the summer rainfalls are more
plentiful than the typical Mediterranean climate and drought are very rare. It is a perfect wine-growing
environment with its ideal thermal temperatures and consistent water resources.
o Tenuta Cocci Grifoni’s vineyards are surrounded by canyons, ravines, and woods dominated by 100-
meter clay cliffs. The microclimate of these “badlands, “and woods, provide an ideal environment and
ecosystem for viticulture, which include intense day and night temperature variations that have a positive
influence on aroma precursors. The cliffs offer a natural shelter from the cold north winds and there is a

2
 generous availability of rainwater that
collects downstream through the natural
water and weather cycles. The habitat of
these fragile and complex microcosms helps
to repopulate the wildlife and provides an
abundance of land and sky for the animals to
traverse and for the insects, useful for the
biological cycle of the grapes, to proliferate.
o The altitude of our vineyards is never higher
than 300 m above sea level.
o The age-old Pleistocene and river-lake soils are mainly of medium texture, relatively clayey, with good
drainage qualities. The clay component helps to control water retention, which allows the organic
substances to aid the soil fertilization. This soil gives the wine its full color, healthy tannins, strong
structure, aging capacity, and complex aromas. The indigenous traits of this terroir give the wine the
identifying features of the best of cru wines: aromatic complexity, flavors that linger in the mouth, distinct
and well-perceived minerality. These wines, both red and white, evolve abundantly and have an aging
potential of ten to fifteen years.

PRODUCTION

o Our vineyards are almost entirely surrounded by woods and canyons. Of the 95 hectares that make up
the property:
o 60% Vineyards
o 30% Natural Habitat Conservation/Repopulation Flora and Fauna
o 3% Cereals
o 7% Olive Groves
o Our historical vineyards produce our Wines of Memory. These mother vines of our autochthonous
grapes are mainly cultivated with Pecorino, Montepulciano, and Sangiovese. The vines are 30 to 35
years old.
o From our estate vineyards, we grow Italian native varieties to produce our DOCG, DOC, and IGT
wines: Sangiovese, Montepulciano, Passerina, Verdicchio, and Pecorino. These vines are 23 to 35 years
old.

ENVIRONMENT PROTECTION

o Vineyards are cultivated on 50% of our land, helping provide protection for our native biodiversity,
animal and vegetable. Our winery is Certified Organic by the Italian agency “Suolo e Salute”.
o We protect the soil using natural re-vegetation techniques aimed to increase organic matter within the
soil. In addition, we mitigate soil erosion using girapoggio (contour plowing) technique in the
vineyards.
o Water Conservation: throughout the year, we collect
rainwater in our two lakes on the San Basso Estate.
This sustainable practice allows for irrigation for the
vines during the summer and winter when the vines
require more moisture than what is provided by
nature.
o The Photovoltaic generation system provides up to
50% of the company’s requirements for power.
o We control CO2 emissions using fossil fuel for
agricultural vehicles.
o For almost half a century, we have protected the
migration of swallows and other wild birds.

3
 o Currently, 4 hectares of land are specifically retained for use as an experimental vineyard, whose main
purpose is the recovery and renewal of germplasm of Pecorino, Passerina, and Montepulciano vines.
o The Sharecropping System, Mezzadria, dominated the country life in Central Italy for over 600 years.
This feudal system utilized the land for agricultural production and sustainability, which assured our
predecessors’ self-sufficiency and good quality of life. Thirty years ago, this system was rescinded, but
the vital bond between man and the earth’s natural cycles remain.

TOURISM

Beginning is 2018, we established a hospitality division, Relais Cocci Grifoni, to complement our winery and
land. We offer local and tourist experiences that explore our wines, the landscape, the flora and the fauna all while
being enriched by the beauty and wonder of nature.

4
 GEOGRAPHY OF BUSINESS

o The Cocci Grifoni family’s strong and clear values: tradition, sustainability, responsibility, continuity,
innovation, and community are captured in every bottle of Tenuta Cocci Grifoni wine.
o It is our hope to offer this exceptional wine to a larger audience with broader distribution and
availability. This is our commitment to you and will be achieved with the help of our valued employees,
wine ambassadors, and partners from all over the world.
o Our pioneer, Guido Cocci Grifoni, began a verbal agreement with the Le Marche Agricultural
University in the 1980s to study the indigenous yeasts in our vineyards and cellar. In 2015, the
agreement for this scientific project was officially instated.
o Second cooperation with LMAU, commencing in 2018, will incorporate land zoning within our estate
to help improve the quality.
o We are also in partnership with LIPU, the Italian Bird Protection League, which helps to conserve and
protect the birds on our land.

Below is also a brochure with additional company information

5
 TENUTA COCCI GRIFONI

Cocci Grifoni is a family-operated business located in the Marche region of Italy, nestled between the
Adriatic Sea and the Sibillini Mountains. We produce high quality, indigenous wines that are expor-
ted globally.As “Stewards of the Land,” we are proud to continue our responsible practice of biodiversi-
ty and sustainability.
We are both a company and a family that has developed an exemplary vision that works to integrate
community, respect of the land, and productivity within our mandate to create a viable business for
future generations.

THE COMPANY

• For approximately 100 years, our family has been working to preserve this valuable land. We have been producing
authentic Wines of Terroir, achieved from the use of sustainable agriculture with low oenological impact, for over
four generations.
• Our MISSION is to provide customers with high quality, healthy product that represents that land where it is grown.
We guarantee this high and consistent level of quality through our supply chain control and daily care of our vi-
neyards.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
• Our VISION is to continue to live sustainably, in harmony with the nature that surrounds us while preserving our
heritage. We will thrive and create a viable way of life and economy for future generations.
• Guido Cocci Grifoni was the founder of our modern company. He was a great pioneer and dreamer that greatly con-
tributed to all Italian viticulture and winemaking.
• 1969: Guido produced the first Rosso Piceno Superiore DOC in Italy
• 1980’s: Guido rediscovered an ancient autochthonous grape variety which was almost extinct: Pecorino. With fo-
resight, by replanting a Pecorino vineyard on the Cocci Grifoni estate, he saved an authentic Italian heritage. Since
1989 we have been producing our historical Pecorino wine from the original Pecorino Vigneto Madre, the Mother
Vineyard.
• 1991: Guido produced the first Passerina Sparkling Wine.
• Presently, three generation of women lead the company. Diana, Guido’s wife, Marilena, Guido and Diana’ first
daughter and Marta & Camilla, Marilena’s daughters. Camilla is the responsible of the Laboratory and all the winery
process as Molecolar Biologist, and marta is the responsible of the wine tourism and wine Resort Relais Cocci Grifo-
ni, opened three years ago, The Wine tourism projects are both under one word: to be sustanaible for all the aspects.
• Today, the Tenuta Cocci Grifoni Team employs 30 people. We consider our team part of our extended family and
everyone is treated with great consideration and respect. We are extremely proud that we have been in partnership
with some members of our “famiglia” for more than forty years. As we approach this third millennium, we labor
together to achieve our goals and actively compete in a complex global economy.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
 LOCATION

• Our estate is located in the Marche Region of Cen-

tral Italy, in the province of Ascoli Piceno, 200 km
(120 miles) northeast of Rome.
• Ascoli Piceno Province, also known as “The
Piceno”, is a narrow strip running east to west in
the southernmost portion of Marche Region. It
extends from the Adriatic Sea in the east across to
the Apennine Mountains in the west.
• The terroir of this small strip of Italy is quite varie-
gated: there are steep mountains alternating with
gentle hills that slope down toward the Adriatic
Sea with small slips of flatlands running aside the
rivers.
• This creates a variety of soil types, in terms of both
the composition and exposure, which are similar
to the Langhe of the Piedmont Region. These soils
offer the potential for a wide array of wines, and
different musts, even from the same vines.
• The Piceno area has a temperate climate with
heavy rainfalls along the coast. This typical hot
Mediterranean climate is mitigated by the close
proximity to the Balkans and the Adriatic Sea,
creating a colder climate than other areas betwe-
en the Mediterranean Seas. As well, the summer
rainfalls are more plentiful than the typical Mediterranean climate and drought are very rare. It is a perfect wi-
ne-growing environment with its ideal thermal temperatures and consistent water resources.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
• Tenuta Cocci Grifoni’s vineyards are surrounded by canyons, ravines, and woods dominated by 100-meter clay cliffs.
The microclimate of these “badlands, “and woods, provide an ideal environment and ecosystem for viticulture,
which include intense day and night temperature variations that have a positive influence on aroma precursors. The
cliffs offer a natural shelter from the cold north winds and there is a generous availability of rainwater that collects
downstream through the natural water and weather cycles. The habitat of these fragile and complex microcosms
helps to repopulate the wildlife and provides an abundance of land and sky for the animals to traverse and for the
insects, useful for the biological cycle of the grapes, to proliferate.
• The altitude of our vineyards is never higher than 300 m above sea level.
• The age-old Pleistocene and river-lake soils are mainly of medium texture, relatively clayey, with good drainage
qualities. The clay component helps to control water retention, which allows the organic substances to aid the soil
fertilization. This soil gives the wine its full color, healthy tannins, strong structure, aging capacity, and complex
aromas. The indigenous traits of this terroir give the wine the identifying features of the best of cru wines: aromatic
complexity, flavors that linger in the mouth, distinct and well-perceived minerality. These wines, both red and white,
evolve abundantly and have an aging potential of ten to fifteen years.

PRODUCTION

• Our vineyards are almost entirely surrounded by

woods and canyons. Of the 95 hectares that make
up the property:
• 60% Vineyards
• 30% Natural Habitat Conservation/Repopula-
tion Flora and Fauna
• 3% Cereals
• 7% Olive Groves
• Our historical vineyards produce our Wines of
Memory. These mother vines of our autochthonous
grapes are mainly cultivated with Pecorino, Mon-
tepulciano, and Sangiovese. The vines are 30 to 35
years old.
• From our estate vineyards, we grow Italian native
varieties to produce our DOCG, DOC, and IGT
wines: Sangiovese, Montepulciano, Passerina,
Verdicchio, and Pecorino. These vines are 23 to 35
years old.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
 ENVIRONMENT PROTECTION

• Vineyards are cultivated on 50% of our land, helping provide protection for our native biodiversity, animal and vege-
table. Our winery is Certified Organic by the Italian agency “Suolo e Salute”.
• We protect the soil using natural re-vegetation techniques aimed to increase organic matter within the soil. In addi-
tion, we mitigate soil erosion using girapoggio (contour plowing) technique in the vineyards.
• Water Conservation: throughout the year, we collect rainwater in our two lakes on the San Basso Estate. This sustai-
nable practice allows for irrigation for the vines during the summer and winter when the vines require more moistu-
re than what is provided by nature.
• The Photovoltaic generation system provides up to 50% of the company’s requirements for power.
• We control CO2 emissions using fossil fuel for agricultural vehicles.
• For almost half a century, we have protected the migration of swallows and other wild birds.
• Currently, 4 hectares of land are specifically retained for use as an experimental vineyard, whose main purpose is
the recovery and renewal of germplasm of Pecorino, Passerina, and Montepulciano vines.
• The Sharecropping System, Mezzadria, dominated the country life in Central Italy for over 600 years. This feudal
system utilized the land for agricultural production and sustainability, which assured our predecessors’ self-suffi-
ciency and good quality of life. Thirty years ago, this system was rescinded, but the vital bond between man and the
earth’s natural cycles remain.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
 TOURISM

Beginning is 2018, we established a hospitality division, Relais Cocci Grifoni, to complement our winery and land. We
offer local and tourist experiences that explore our wines, the landscape, the flora and the fauna all while being enriched
by the beauty and wonder of nature. This asset has become very strategic and important in term of business, in term of
spreading out our values and in term of being “ very close to the Nature as Mother and it is also inspiration of new future
projects.

63065 Contrada Messieri, 12 | San Savino di Ripatransone (AP) | Marche - Italia

+39 0735.90143 | [email protected] | www.tenutacoccigrifoni.it
 THE CHALLENGE

The Cocci Grifoni ask the students to develop a long term (3-5 year) marketing strategy that communicates the
unique features of their wine while emphasizing their commitment to nature and operating in a sustainable
manner.

The strategy should be targeted to young adults (21 – 35 years old) living in Asia, North America, and South
America and should be based mainly on social media.

The company operates in an industry where ‘Geographical Indications,’ Protected Geographical Indications,
and ‘Protected Designations of Origin’ (PDO) play a big role in wine and grapes production.

The challenge is to communicate to their customer Cocci Grifoni’s unique value proposition resulting from
‘Geographical Indications’ factors and the combination of the unique history of their land, territory, and a
family-owned business.

Also, you face the challenge of helping them succeed in an industry with several large competition by ‘New
World’, international large wine producers. Some consider ‘Geographical Indications’ as nothing more than a
protectionist device that should be limited and monitored by the WTO and free trade agreements.

Your presentation should address the following issues:

1. Overall marketing strategy.

2. Most promising new markets and market segments: country, population segment.
3. Analysis of the characteristics of the consumers in this segment: their tastes, values, and preferences.
4. Best channels to reach this segment to promote the product and tips on using these channels: how to
place an ad there, how often, how much it will cost, etc.
5. Sample ad, booklet, flyer, video that can be used for promotion via the suggested distribution channel.
6. Estimated cost of the marketing strategy: total, annual, by distribution channel.
7. The pricing strategy: How much should the product cost in the proposed market? Is the fixed pricing the
best and only way to go? Or will other models work better (subscription, club membership, etc.)?
8. The distribution strategy: the best way to distribute the product to consumers in the proposed market
(online, via brick-and-mortar stores, restaurants, etc.)

Please present your recommendations in a form of a report that covers the following:

Section I: Market

1. Industry and Competition Analysis

To provide a foundation for your analysis, start with a survey of the industry. Who are your Client’s main
competitors? What are your Client’s strengths and weaknesses compared to the competition, and what are the
threats and opportunities for your Client?

When assessing your Client’s competitive position, you may find this short guide and this 5-min video on SWOT
analysis helpful.

2. New Market Selection and Analysis

Based on your analysis of the Client and competition, identify the most promising new market for your Client.
Where would the product be in most demand? Where do the people live who want and can afford the product?

6
Please remember that Cocci Grifonni is primarily interested in younger consumers in Asia, North America, and
South America. So please choose your recommended market accordingly.

Please first consider the market characteristics that are essential to the success of the product in the market, such
as the geography, shipping cost, cultural, economic, and political factors, trade regulations, certification
requirements, etc. Based on a comparison of the countries that fit your criteria, select one most promising market
that you believe has the greatest potential. Please note, the market is usually a country, but it can be a region or a
country, or a multi-country region.

Conduct an analysis of the market in terms of:

• Key competitors in the proposed market, their strengths, and weaknesses, their pricing and promotion
strategies, etc.
• Provide an in-depth analysis of the market in terms of factors relevant to the success of your Client in the
market; provide all the information about the proposed market that your Client needs to know to successfully
operate there, including:
o Cultural, legal, political, and economic factors that your Client must understand to ensure the success in
that market;
o Consumer tastes and preferences with respect to your Client’s product.

Evaluation Rubrics
7 - Clear and concise list of the Client’s strengths and weaknesses, threats and opportunities for its product,
review of the market selection criteria, the recommended new market clearly matches the criteria, brief but
insightful market analysis, strong supporting arguments, sources properly cited.
4 – A good analysis and recommendation, but some elements are not strongly supported, some parts are
irrelevant or redundant.
1 - Impossible to figure out what the recommendation is, supporting arguments are absent or completely off the
point, not supported by credible sources.

Section II. Marketing

To understand the challenge with an emphasis on a realistic, global advertising campaign, please start by asking
these questions. First, answer them for yourself. Then, ask some of your friends to see how they perceive wine:

1. What does wine mean to you? A beverage? A food? An experience? Perception is an important aspect
for the wine industry.
2. Does your family drink wine regularly, or is it only available for special occasions? If purchased, what is
the average price for a bottle of wine? Is it consumed the day it is bought or cellared?

As you are developing your strategy, also focus on these questions:

1. It is important to understand the supply chain and costs involved from the vineyards to the exportation
of wine. Is wine considered a common product, or is it a specialty item? How do we analyze the market,
and what suggestions do you have for promoting, selling, and producing wines for profit and
sustainability.
2. Which social networks are relevant? Are our current campaigns effective? How do you gauge and
analyze these markets? What are the tools we need to find our target markets?

Then report your finds with respect to the following:

7
3. Promotion Channels
What is the best way to promote the product in the proposed new market? Should the product be marketed directly
to end consumers, or to retailers or distributors? What are the cheap or free promotion channels that allow reaching
the customers or retailers/disturbers, such as online advertisement, mailing lists, social media groups, professional
associations, and meetings, via bloggers or opinion leaders, industry periodicals, or similar channels that are not
as expensive as TV or radio, but allow to get directly (and ethically) to the decision-makers? Please note, the
Client is particularly interested in the online/home shopping and social media promotion options.

If applicable, provide a clear step-by-step guide for how to place an ad or distribute a message through the
channels you are proposing, how much it will cost, how frequently it should be done, etc. For example, do not
simply say “Advertise via Facebook.” Provide the exact steps, cost, contacts, and other tips for maximum
effectiveness.

4. Message
• What is the best way to convince consumers to buy the product?
• What should be the main message of the marketing campaign, and how should it be presented?
• What are the best message, slogan, and other marketing campaign elements?
• If applicable, discuss if the brand name or its presentation should be modified to make the product more
appealing to the tastes and traditions of the consumers in the new market.

5. Promotional Materials
To interest potential customers, your Client will need to present information about its products. Illustrate your
knowledge of the target consumers in your chosen new market by developing a mock-up locally-tailored
marketing brochure, email or webpage template, or social media post that your Client can use to promote the
product. It does not need to have the perfect graphic design. It should only serve as a concept sketch for what the
promo material should look like to be effective with the target market segment.

Evaluation Rubrics
7 – The recommended promotion channel(s) is inexpensive and allows to precisely target the potential customers,
there is a clear step-by-step guide for how to place an ad there and how much it will cost, an appealing and
convincing marketing brochure or ad is offered, with strong supporting arguments for each element.
4 – Good suggestions, but not enough detail and weak supporting arguments; some parts are irrelevant or
redundant; the formatting is inconsistent.
1 - Impossible to figure out what the recommendation is, supporting arguments are absent or completely off the
point, not supported by credible sources.

Section III. Pricing and Distribution

6. Entry Mode
Are direct sales the optimal market entry mode, or a joint venture, franchising, wholly-owned subsidiary, or a
partnership with the local distributors or retailers would be more effective? Or perhaps the product should be sold
via large online retailing platforms, such as Amazon, Alibaba, or the like? Recommend the optimal market entry
mode and explain your suggestion.

If a partnership with a local distributor, retailer, or partner is advised, what companies would be the best candidates
for such partnership (list at least three, with contacts, descriptions, and tips for how to approach them)?

7. Logistics: Shipping, Trade Regulations, Certification

What is the best way to ship the product to the new market? Should it be shipped directly to the end-user, or first
to a warehouse or distributor? What shipping options allow for the best combination of price, time, and reliability?
Are there import tariffs, customs duties, or other fees that the buyer or seller needs to pay, and if so, how much
and how such payments can be made?

8
Are there import tariffs, customs duties, or other trade restrictions on the product in the suggested new market?
Is the product required to undergo an inspection and certification before it can be sold in the proposed market? If
so, how exactly are they applied, and what does the company need to do to comply with the rules.

8. Pricing
Develop the pricing strategy that will result in the highest profits in the proposed market, including the optimal
price point, as well as the way the price should be charged (fixed price, subscription, bulk pricing, retention bonus,
repeat customer discounts, financing, etc.), and corresponds well with the marketing strategy suggested earlier.

This blog and this article offer a good overview of some of the available pricing strategy options.

Evaluation Rubrics
7 – The proposed entry mode and recommendations with respect to the shipping, customs duties, and certification
are clearly articulated, are viable, and are supported by convincing arguments; if a local partner/distributor
recommended, at least three are suggested with company contacts, and description, the proposed shipping
and pricing strategy is explained in sufficient detail and supported by convincing arguments and credible
sources.
4 – Good suggestions, but not enough detail and weak supporting arguments, some parts are irrelevant or
redundant, the formatting is inconsistent
1 - Impossible to figure out what the recommendation is, supporting arguments are absent or completely off the
point, not supported by credible sources.

9
 REPORT STRUCTURE AND FORMATTING
Report Structure:
● The title page must contain
o team number
o client company name
o names, emails, and countries of residence of all the team members and a short summary (5-15 words) of
the role and work completed by each team member.
o If any of the team members dropped out or did not contribute to the Report, please still list them, but add
a note “Did not participate” by their names.

● Executive Summary (2-3 pages)

This is the most important part of your report. The busy executives may not have the time to read every page of
every report. So, they must be able to receive all the key details from your executive summary. If they find the
information in the executive summary interesting enough, they will likely read the rest of the report.
Accordingly, the executive summary should not be saying what your report will be about (list of topics), but
rather summarize your key recommendations (the recommended new market, key findings of the industry
analysis, key features of the recommended marketing and pricing strategies, etc.), and the logic behind your
recommendations.

We strongly recommend that your executive summary be separated into sections and use bullet points to make
navigating the document easier. See this sample as a guideline.

● Report sections corresponding to each question listed above.

Start each report section with a short bullet-list summary of the key recommendations presented in the section
(2-4 bullets, each 4-10 words long), followed by 2-5 pages of more detailed explanations and supporting
arguments.

● References: if you cite any sources in the text of the report, provide full references in this section. Please
use the APA-6 citation style (google how to cite sources using APA-6 if you are not sure).

● Appendixes: If needed, add additional information in appendices within the page limit.

Formatting:
● The report must be 15-25 single-spaced pages (7,000-15,000 words), including the title page, executive
summary, references, and appendices. Each section should be 1-4 pages long. Generally, shorter is better, so be
as concise and focused as possible. Design your report for easy navigation and scanning for key ideas.
● Number all pages in your team report.
● Portrait page orientation.
● Font type: 12-point Times New Roman throughout the report.
● Single-space all body text.
● Indent the first line of a new paragraph.
● The text should be left-aligned.
● All sources must be cited in the text, and the complete list of references to cited sources must be
provided at the end of the report. Please use the APA reference style.
● A picture is worth a thousand words, so the use of figures, graphs, pictures, as well as tables is
encouraged. It is recommended these are included in the main body of the report.

You can find examples of old winning reports here (open semester, and scroll down to “download finalist
reports here). Note: the report formatting guidelines are changing every year, in particular with respect to the
Executive Summary. Be sure to use the guidelines provided above.

10
 TASKS AND DEADLINES
Each week, you will be asked to fill out a short survey to report your team’s progress, evaluate the
performance of your team members and provide other information we need to understand better why some
teams perform better than others. Please see the informed consent form at the end of this document for more
details.

Important: Participants who receive peer evaluations below 2.0 (out of 5.0) will first receive a warning. If
their peer evaluations stay below 2.0 two weeks in a row, they will be automatically excluded from the team.

Important: Occasionally emails with invitations to take a survey are filtered into the Junk/Spam email folder.
Please check your Junk/Spam email folder (search for messages with “X-Culture” in the subject line) if you
don’t receive a survey invitation message around the date specified in the table above.

All deadlines are set for 11:59 pm (23:59), EST time zone (New York).

1. Pre-project Readiness Test

Due: Any time before the official project start

Before the project starts, all participants must review project materials and take a Readiness Test. The test
will include questions about the project and online collaboration tools and your prior international experience
and background. You must pass the Readiness Test (80% or more correct answers) to participate in X-
Culture. If your semester starts after the project’s official start or you do not complete the Readiness Test on
time for another reason, do so as soon as you can – we will continue adding new participants for about ten
days after the project starts.

Official Project Start, Teams Formed

Monday, October 7

As long as you complete the Readiness Test, you will receive your team members’ names and contact
information on this day. Please reach out to your teammates immediately to establish contact. Introduce
yourself, and start working on the project. Students whose semester starts later will be added to the existing
teams once their semester starts, so an additional student may likely be added to your team in the first two
weeks.

2. Establish Contact with Your Teammates

Due: Thursday, October 10

By this date, you are expected to have exchanged at least a few messages with your teammates. If some
teammates are not responding, you are expected to send them at least three email reminders by this date.
Team members who fail to establish contact with their teams will be excluded from the project. Your
communication starts via email, but once the initial contact is established, your team can use any means of
communication.

Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will ask you to report whether or not you have communicated with all of your team
members. Team members who fail to establish contact with their teams may be removed from the project.

Note:
This and all other weekly surveys will also ask you to evaluate your team member’s performance and provide
additional information we need to understand better why some teams perform better than others. Please see
the informed consent form at the end of this document for more details.

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 3. Meet Your Teammates
Due: Monday, October 14

Meet your team members: Please learn as much as possible about your teammates (background, interests,
hobbies, experiences, etc.). Research shows that investing time in getting to know team members improves
team effectiveness. It is also strongly recommended that you try a live video call (e.g., Zoom, Skype).

Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will test how well you got to know your team members. It will contain a few questions about
your team members, such as their backgrounds, interests, etc. The acquaintanceship test will not be graded, so
do not feel obliged to reveal any personal information to your team members or insist that your team
members reveal their personal information to you. However, try to get to know your teammates as much as
you can.

4. Select the Client Company

Due: Monday, October 21

By this date, your team is expected to review all available challenges and select your client organization.
Before you choose your client organization, please carefully review the challenges presented by each
organization and try to attend (or watch the recordings of) the webinars with each of the client companies,
which will be held in the first week of the project.

Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will ask you to report the name of your client organization.

6. Section 1
Due: Monday, October 28

This week, your team is expected to submit a draft of your Section I. See above for the details on what should
be included in Section I of your report. It does not have to be a fully finished report section. However, try to
complete as much as possible. The more you complete now, the less work your team will have to do later.
The drafts will not be graded by X-Culture and will not affect your chances of winning the completion (we
only evaluate the final reports). However, the instructors will have access to these documents if they want to
review your work and provide feedback.

Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will ask you to submit a draft of your report Section I (the survey will contain a document
upload link). Although your team is expected to develop the section draft collectively, only one team member
will be asked to upload the document on behalf of the team. However, every team member will be asked to
complete the rest of the progress survey (questions about how your team is doing and peer evaluations).

7. Section 2
Due: Monday, November 4

This week, your team is expected to submit a draft of your Section II. See above for the details on what
should be included in Section I of your report. It does not have to be a fully finished report section. However,
try to complete as much as possible. The more you complete now, the less work your team will have to do
later. The drafts will not be graded by X-Culture and will not affect your chances of winning the completion
(we only evaluate the final reports). However, the instructors will have access to these documents in case they
would like to review your work and provide feedback.

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Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will ask you to submit a draft of your Section II (the survey will contain a document upload
link). Although your team is expected to develop the section draft collectively, only one team member will be
asked to upload the document on behalf of the team. However, every team member will be asked to complete
the rest of the progress survey (questions about how your team is doing and peer evaluations).

8. Section 3
Due: Monday, November 11

This week, your team is expected to submit a draft of your Section III. See above for the details on what
should be included in Section I of your report. It does not have to be a fully finished report section. However,
try to complete as much as possible. The more you complete now, the less work your team will have to do
later. The drafts will not be graded by X-Culture and will not affect your chances of winning the completion
(we only evaluate the final reports). However, the instructors will have access to these documents if they want
to review your work and provide feedback.

Deliverables: A few days before the deadline, you will receive an email with your personal weekly survey
link. The survey will ask you to submit a draft of your Section III (the survey will contain a document upload
link). Although your team is expected to develop the section draft collectively, only one team member will be
asked to upload the document on behalf of the team. However, every team member will be asked to complete
the rest of the progress survey (questions about how your team is doing and peer evaluations).

9. Complete Draft
Due: Monday, November 18

By this date, your team is expected to have a complete draft of your report. It does not have to be a finished
report but should be as complete as possible, including Title Page, Executive and Chapter Summaries, and
correct formatting throughout the document.

Deliverables: One team member should submit the preliminary draft of your team report using this link:
• Submit your team report DRAFT using this link (by Monday, November 19)

Also, every team member will be asked to submit your usual weekly progress survey. A few days before the
deadline, you will receive an email with the usual questions about your team.

10. Final Report

Due: Friday, November 22

By this date, your team must submit your final team report.
• Submit your FINAL team report using this link (deadline Friday, November 22)

Only one team member must submit the final document on behalf of the team.

11. Post-Project Survey

Due once the report is submitted, but no later than Sunday, Due: Monday, November 25

A few days before the deadline, you will receive an email invitation with a link to your post-project survey.
This is the most important survey.
The survey will ask about your experiences in X-Culture and evaluate the performance of your teammates.
Your answers are extremely important and will help us improve the project in the future.
Every team member must complete the survey.

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