Transcript Planning Reports and Proposals

Chapter 11
Planning Reports and
Proposals
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 11 - 2
Learning 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
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Chapter 11 - 3
Learning 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
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Chapter 11 - 4
Applying the Three-Step Process
to Reports and Proposals
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Chapter 11 - 5
Common Types of Business
Reports and Proposals
Informational
Reports
Analytical
Reports
Proposals
Monitor and
Control
Operations
Assess
Opportunities
Internal
Proposals
Implement
Policies and
Procedures
Solve
Problems
External
Proposals
Demonstrate
Compliance
Support
Decisions
Document
Progress
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Chapter 11 - 6
Work Plan Components for a
Report
•
•
•
•
•
Problem Statement
Purpose and Scope of Work
Sources & Methods of Data Collection
Preliminary Outline
Task and Assignment Schedule
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Chapter 11 - 7
Sample (Excerpt) Work Plan for 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?
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Chapter 11 - 8
Purpose 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.
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Chapter 11 - 9
Problem Versus Purpose
Statements
Problem Statement
Statement of Purpose
• Our company’s market share is
steadily declining.
• To explore new ways of
promoting and selling our
products and to recommend
the approaches most likely to
stabilize our market share
• We need $2 million to launch
our new product.
• To convince investors that our
new business would be a
sound investment so that we
can obtain desired financing
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Chapter 11 - 10
Selecting the Right Medium
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Chapter 11 - 11
Organizing Your Information
Direct Approach
Indirect Approach
Conclusions and
Recommendations
Overall Findings
Overall Findings
Discussion and Support
Objective Support
Conclusions and
Recommendations
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Chapter 11 - 12
Report Introduction Sample
Direct 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
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Chapter 11 - 13
Research Process
• Ethics
• Problem,
Purpose
Statement
2.Find Data
• Evaluate and
Select
Sources
1.Plan
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• Paraphrase,
Summarize
• Analyze
Numerical
Data
3.Process
Data
Chapter 11 - 14
Research Process
• Summarize
Findings
• Draw Conclusions
Recommendations
5.Manage
Information
• Distribute and
publish research
results as
applicable
4.Apply
Findings
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Chapter 11 - 15
Conclusions &
Recommendations
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.
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Chapter 11 - 16
Primary Research Methods
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Chapter 11 - 17
Conducting Surveys
Avoid Sampling Bias
Reliable
Sample
Valid
Sample
Representative Sampling
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Chapter 11 - 18
Primary Research: Online
Survey Tools
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Chapter 11 - 19
Secondary Research
Inside Company
Outside Company
Reports and Memos
Print Resources
Other Documents
Online Resources
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Chapter 11 - 20
Business Research Resources
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.
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Chapter 11 - 21
Finding Information at a
Library
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Chapter 11 - 22
Finding Information Online:
Search Tools
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Chapter 11 - 23
Online 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
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Chapter 11 - 24
Online Monitoring Tools
 Newsfeeds: Blogs, Websites
 Microblogs: Twitter
 Alerts: Search Engines, Online
Databases
 Specialized Monitors:
Tweetbeep, TweetDeck
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Chapter 11 - 25
Organizing
Informational Reports
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Chapter 11 - 26
Organizing Website Content
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Chapter 11 - 27
Organizing Analytical Reports
Skeptical
Audience Attitude
Receptive
Focus on Conclusions
Focus on Recommendations
Focus on Logical Arguments
Indirect
Preferred Strategy
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Direct
Chapter 11 - 28
Analytical Report Outline
Focus 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 fulltime
D. Reduced management time needed to oversee training
E. Sold the computers that used to be reserved for training
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Chapter 11 - 29
Analytical Report Outline
Focus 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
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Chapter 11 - 30
Analytical Report Focus on
Recommendations
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.
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Chapter 11 - 31
Types of Proposals
Internal Proposals
External Proposals
Management Support
Investment Proposals
New Equipment
Grant Proposals
Research Projects
Sales Proposals
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Chapter 11 - 32
Sample (Excerpt) Internal
Proposal
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 our
projections. 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.
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Chapter 11 - 33
Sample 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. Many
companies 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.
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Chapter 11 - 34
Summary of Objectives
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Chapter 11 - 35
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Chapter 11 - 36