Chapter 11 - 2Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 Planning Reports and Proposals

Chapter 11 - 2Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 11Chapter 11

Planning Reports and Proposals

Chapter 11 - 3

Learning ObjectivesLearning Objectives

1. Adapt the three-step writing process to reports and proposals

2. Describe an effective process for conducting business research, explain how to evaluate the credibility of an information source, and identify the five ways to use research results

3. Explain the role of secondary research and describe the two major categories of online research tools

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 11 - 4

Learning ObjectivesLearning Objectives

4. Explain the role of primary research and identify the two most common forms of primary research for business communication purposes

5. Explain how to plan informational reports and website content

6. Identify the three most common ways to organize analytical reports

7. Explain how to plan proposals Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 11 - 5

Applying the Three-Step Applying the Three-Step Process to Reports and Process to Reports and

ProposalsProposals


Chapter 11 - 6

Common Types of Business Common Types of Business Reports and ProposalsReports and Proposals


Chapter 11 - 7

Work Plan Components for Work Plan Components for a Reporta Report

• Problem Statement

• Purpose and Scope of Work

• Sources & Methods of Data Collection

• Preliminary Outline

• Task and Assignment Schedule


Chapter 11 - 8

Sample (Excerpt) Work Plan Sample (Excerpt) Work Plan for a Reportfor a Report

The preliminary outline for this study is as follows:

I. What experiences have other companies had with social networks in the workplace?

A . Do social networks have a demonstrable business benefit?

B. How do employees benefit from using these tools?

C. Has network security and information confidentiality been an issue?

II. Is social networking an appropriate solution for our community-building needs?

A . Is social networking better than other tools and methods for community building?

B. Are employees already using social networking tools on the job?

C. Will a company-endorsed system distract employees from essential duties?

D . Will a company system add to managerial workloads in any way?


Chapter 11 - 9

Purpose StatementsPurpose Statements

Informational Report•To identify potential markets for our new smartphone apps

Analytical Report•To analyze the T&E [travel and entertainment] budget, evaluate the impact of recent changes in airfares and hotel costs, and suggest ways to tighten management’s control over T&E expenses.Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 11 - 10

Problem Versus Purpose Problem Versus Purpose StatementsStatements

Problem Statement• Our company’s market share

is steadily declining.

• We need $2 million to launch our new product.

Statement of Purpose• To explore new ways of

promoting and selling our products and to recommend the approaches most likely to stabilize our market share

• To convince investors that our new business would be a sound investment so that we can obtain desired financing


Chapter 11 - 11

Selecting the Right MediumSelecting the Right Medium


Chapter 11 - 12

Organizing Your Organizing Your InformationInformation


Direct ApproachDirect ApproachDirect ApproachDirect Approach Indirect ApproachIndirect ApproachIndirect ApproachIndirect Approach

Conclusions andConclusions andRecommendationsRecommendationsConclusions andConclusions and

RecommendationsRecommendations

Overall FindingsOverall FindingsOverall FindingsOverall Findings

Objective SupportObjective SupportObjective SupportObjective Support

Overall FindingsOverall FindingsOverall FindingsOverall Findings

Discussion and SupportDiscussion and SupportDiscussion and SupportDiscussion and Support

Conclusions andConclusions andRecommendationsRecommendationsConclusions andConclusions and

RecommendationsRecommendations

Chapter 11 - 13

Report Introduction Sample Report Introduction Sample Direct ApproachDirect Approach


Since the company’s founding 25 years ago, we have provided regular repair service for all our electric appliances. This service has been an important selling point as well as a source of pride for our employees. However, rising labor costs have made it impossible to maintai profitability while offering competitive service rates. Last year, we lost $500,000 on our repair business.

Because of your concern over these losses, you asked me to study whether we should discontinue our repair service. After analyzing the situation in depth, I have concluded that the repair service is an expensive, impractical tradition, and I recommend that the service be discontinued.

By withdrawing from the electric appliance repair business, we can substantially improve our financial performance without damaging our reputation with customers. This conclusion is based on three basic points that are covered in the following pages:

• It is highly unlikely that we will ever be able to make a profit in the repair business.• We can refer customers to a variety of qualified repair firms without significantly reducing customer satisfaction.• Closing down the service operation will create few internal

Chapter 11 - 14

Research ProcessResearch Process


Chapter 11 - 15

Research ProcessResearch Process


Chapter 11 - 16

Conclusions & Conclusions & RecommendationsRecommendations

Conclusion

On the basis of its track record and current price, I believe that this company is an attractive buy.

Recommendation

I recommend that we offer to buy the company at a 10 percent premium over the current market value of its stock.


Chapter 11 - 17

Primary Research MethodsPrimary Research Methods


Chapter 11 - 18

Conducting SurveysConducting Surveys


Avoid Sampling Bias

ReliableSample

ValidSample

Representative Sampling

Chapter 11 - 19

Primary Research: Online Primary Research: Online Survey ToolsSurvey Tools


Chapter 11 - 20

Secondary ResearchSecondary Research


Inside Company Outside Company

Reports and MemosReports and Memos

Other DocumentsOther Documents

Print ResourcesPrint Resources

Online ResourcesOnline Resources

Chapter 11 - 21

Business Research Business Research ResourcesResources

Company, Industry, and Product Resources (URLs are provided for online resources)•AnnualReports.com (www.annualreports.com). Free access to annual reports from thousands of public companies.•Manufacturing & Distribution USA. Data on thousands of companies in the manufacturing, wholesaling, and retailing sectors.•Reference USA. Concise information on millions of U.S. companies; subscription database.

Statistics and Other Business Data•Bureau of Economic Analysis (www.bea.gov). Large collection of economic and government data.•Europa—The European Union Online (http://europa.eu/index_en.htm). A portal that provides up-to-date coverage of current affairs, legislation,•policies, and EU statistics.


Chapter 11 - 22

Finding Information at a Finding Information at a LibraryLibrary


Chapter 11 - 23

Finding Information Online: Finding Information Online: Search ToolsSearch Tools


Chapter 11 - 24

Online Search ToolsOnline Search Tools

Metasearch Engines, Clustering Engines, Answer Engines, and Hybrid Sites•WebCrawlers www.webcrawler.com•ZapMeta www.zapmeta.com•Mamma www.mamma.com

Web Directories, Online Libraries, and Online Card Catalogs•Library Spot www.libraryspot.com•USA.gov (U.S. government portal) www.usa.gov•Internet Public Library www.ipl.org•Open Directory Project www.dmoz.com

Blog, Video, and Podcast Search Engines and Directories•Bloglines www.bloglines.com•GetAPodcast www.getapodcast.com/•Google Blog search www.google.com/blogsearch


http://www.webcrawler.com/

http://www.zapmeta.com/

http://www.mamma.com/

http://www.usa.gov/

http://www.ipl.org/

http://www.dmoz.com/

http://www.bloglines.com/

http://www.getapodcast.com/

http://www.getapodcast.com/

Chapter 11 - 25

Online Monitoring ToolsOnline Monitoring Tools


Newsfeeds: Blogs, Websites Microblogs: Twitter Alerts: Search Engines, Online

Databases Specialized Monitors:

Tweetbeep, TweetDeck

Chapter 11 - 26

OrganizingOrganizingInformational ReportsInformational Reports


Chapter 11 - 27

Organizing Website Organizing Website ContentContent


Chapter 11 - 28

Organizing Analytical Organizing Analytical ReportsReports


Focus on ConclusionsFocus on Conclusions

Focus on RecommendationsFocus on Recommendations

Focus on Logical ArgumentsFocus on Logical Arguments

Indirect Direct

Audience Attitude ReceptiveSkeptical

Preferred Strategy

Chapter 11 - 29

Analytical Report Outline Analytical Report Outline Focus on ConclusionsFocus on Conclusions

MEASURING QUALITY IMPROVEMENTS

I. Introduction

II. Conclusion: Outsourcing employee training has reduced costs and improved quality

III. Cost reductions

A. Exceeded 15 percent cost-reduction goal with 22 percent savings in first year

B. Achieved actual reduction of 22 percent

C. Reassigned three staffers who used to work on training full-time

D. Reduced management time needed to oversee training

E. Sold the computers that used to be reserved for trainingCopyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Chapter 11 - 30

Analytical Report OutlineAnalytical Report OutlineFocus on ConclusionsFocus on Conclusions

IV. Quality improvements

A. Employees say they are more confident in 7 out of 10 key skill areas

B. Measurable mistakes have dropped by 12 percent

V. Areas needing improvement

A. Three skill areas still need improvement

B. Two trainers received approval ratings below 80 percent

C. Outside trainers aren’t always aware of internal company issues

D. We have lost some flexibility for scheduling courses

VI. Summary


Chapter 11 - 31

Analytical Report Focus on Analytical Report Focus on RecommendationsRecommendations

1. Establish the need for action in the introduction by briefly describing the problem or opportunity.

2. Introduce the benefit(s) that can be achieved if the recommendation is adopted, along with any potential risks.

3. List the steps (recommendations) required to achieve the benefit, using action verbs for emphasis.

4. Explain each step more fully, giving details on procedures, costs, and benefits; if necessary, also explain how risks can be minimized.

5. Summarize your recommendations.


Chapter 11 - 32

Types of ProposalsTypes of Proposals


Internal ProposalsInternal ProposalsInternal ProposalsInternal Proposals

Research ProjectsResearch ProjectsResearch ProjectsResearch Projects

Management SupportManagement SupportManagement SupportManagement Support

New EquipmentNew EquipmentNew EquipmentNew Equipment

External ProposalsExternal ProposalsExternal ProposalsExternal Proposals

Sales ProposalsSales ProposalsSales ProposalsSales Proposals

Investment ProposalsInvestment ProposalsInvestment ProposalsInvestment Proposals

Grant ProposalsGrant ProposalsGrant ProposalsGrant Proposals

Chapter 11 - 33

Sample (Excerpt) Internal Sample (Excerpt) Internal ProposalProposal

TO: Jamie Engle

FROM: Shandel Cohen

DATE: July 8, 2014

SUBJECT: Saving $145k/year with an automated email response system

THE PROBLEM: Expensive and Slow Response to Customer Information Requests

Our new product line has been very well received, and orders have surpassed ourprojections. This very success, however, has created a shortage of printed brochures, as well as considerable overtime for people in the customer response center. As we introduce upgrades and new options, our printed materials quickly become outdated. If we continue to rely on printed materials for customer information, we have two choices: Distribute existing materials (even though they areincomplete or inaccurate) or discard existing materials and print new ones.


Chapter 11 - 34

Sample Internal ProposalSample Internal Proposal

THE SOLUTION:

Automated Email Response System

With minor additions and modifications to our current email system, we can set up an automated system to respond to customer requests for information. This system can save us time and money and can keep our distributed information current.Automated email response systems have been tested and proven effective. Manycompanies already use this method to respond to customer information requests, so we won’t have to worry about relying on untested technology. Using the system is easy, too: Customers simply send a blank email message to a specific address, and the system responds by sending an electronic copy of the requested brochure.


Chapter 11 - 35

Summary of ObjectivesSummary of Objectives


Chapter 11 - 36Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall