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Module 24 - Long Reports
Part 3:
Appendix 24-A: A Long Report Example
How the Campustown Redwood and Ross Store
Can Increase Sales to
University of Illinois
Undergraduate Men
Prepared for
Mark Hoover
Manager
Campustown Redwood and Ross
Champaign, Illinois
Prepared by
Deanna Chapman
Champaign, Illinois
December 10, 2001
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-1
Module 24 - Long Reports
Appendix 24-B: A Long Report Example
405 East University Avenue
Champaign, IL 61820
December 10, 2001
Mr. Mark Hoover
Manager
Campustown Redwood and Ross
519 East Green Street
Champaign, IL 61820
Dear Mark:
Here is the report you asked for September 25 about ways Redwood and Ross could increase its sales to
University of Illinois undergraduate men.
To increase sales, you should
• Train all salesclerks to be more helpful, friendly, and courteous to the customers.
• Target sales to fraternity members and freshmen.
Sincerely,
Deanna Chapman
555-1234
i
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-2
Module 24 - Long Reports
Appendix 24-C: A Long Report Example
Table of Contents
Letter of Transmittal........................................................................................................................................ i
Executive Summary........................................................................................................................................ iii
Introduction ................................................................................................................................................... 1
Purpose ................................................................................................................................................... 1
Scope....................................................................................................................................................... 1
Methodology........................................................................................................................................... 2
Limitations.............................................................................................................................................. 3
Assumptions........................................................................................................................................... 4
Redwood and Ross's Campustown Store........................................................................................................ 4
Redwood and Ross's Product Line......................................................................................................... 4
Redwood and Ross's Prices.................................................................................................................... 4
Redwood and Ross's Advertising........................................................................................................... 5
Problems Facing Redwood and Ross..................................................................................................... 5
Reasons for Redwood and Ross's Low Sales................................................................................................. 5
Campustown Market Potential for Men's Clothes................................................................................. 6
Perceptions of Redwood and Ross's Products........................................................................................ 7
Competitive Advantages......................................................................................................................... 8
Importance of Service, Atmosphere, and Location......................................................................... 9
Redwood and Ross's Rating on Service, Atmosphere, and Location............................................. 10
Awareness of Redwood and Ross .......................................................................................................... 11
Name Recognition........................................................................................................................... 12
Awareness of Redwood and Ross's Characteristics........................................................................ 12
Potential Markets for Redwood and Ross....................................................................................................... 12
Fraternity Members................................................................................................................................ 12
Freshmen................................................................................................................................................. 13
Advertising Strategies for Redwood and Ross............................................................................................... 13
Recommendations........................................................................................................................................... 16
Note ................................................................................................................................................................ 17
Appendix A Clothing Store Questionnaire................................................................................................... 18
Appendix B Tally of Responses to Questionnaire........................................................................................ 20
Appendix C Responses to Open-Ended Question........................................................................................ 26
ii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-3
Module 24 - Long Reports
Appendix 24-D: A Long Report Example
List of Illustrations
Table 1 Clothes Cost Twice as Much at Redwood and Ross....................................................................... 5
Figure 1 Quality Matters Most to Undergraduate Men................................................................................. 7
Table 2 Most Students Depend on Parents for Income................................................................................ 9
Figure 2 Students Prefer Buying Clothes at Home or in the Mall................................................................. 11
Table 3 Students Rely on Newspapers for Ads............................................................................................ 14
Figure 3 Most Students Read The Daily Illini at Least Once a Week........................................................... 15
ii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-4
Module 24 - Long Reports
Appendix 24-E: A Long Report Example
How the Campustown Redwood and Ross Store
Can Increase Sales to University
of Illinois Undergraduate Men
Executive Summary
The Campustown Redwood and Ross store can increase sales to University of Illinois undergraduate
men by training all salesclerks to be more helpful, friendly, and courteous; by targeting sales to fraternity
members and freshmen; by running ads in The Daily Illini on Fridays stressing the style and quality of
Redwood and Ross's products and stating the store hours and location; and by advertising special sales so that
price-conscious students go into the store and become familiar with it.
The sales potential for Campustown men's stores is high. Only four stores share the area, approximately
70% of the men I surveyed shopped for clothes in the C-U area in the past year. Seventy percent of the
undergraduate men on campus represents a potential market of 14,000 students.
The students I surveyed like the style and quality of Redwood and Ross's clothing, though they believe
that prices are too high. Men rate Redwood and Ross as only "average" on service, a quality that is important
in determining where they shop.
iii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-5
Module 24 - Long Reports
Appendix 24-F: A Long Report Example
INTRODUCTION
Purpose
The purpose of this study is to recommend to Redwood and Ross on campus what product lines, store
image, and advertising strategies can increase sales to University of Illinois male undergraduate students.
Scope
The four main foci of this report are
1. Clothing preferences of U of I men,
2. Qualities of a store men look for when they choose a clothing store,
3. U of I males' buying behavior, and
4. Appropriate advertising media for Redwood and Ross.
The first focus of this study, men's clothing preferences, will reveal what style of clothing men prefer to
wear. Redwood and Ross carries classically styled clothing, so I must determine if there is a demand for this.
Specific brand names will not be mentioned.
I also want to know what is important to male students when they select a clothing store. What makes a
man go to one store rather than another? Many factors influence this decision; the ones I will discuss are
atmosphere, product quality, product style, location of store, price, service (personnel), and advertising.
Once I determine what influences a man's decision to buy from one store rather than another, I will see
how Redwood and Ross rates on these characteristics. This will show if Redwood and Ross offers what the
college man wants. Redwood and Ross's competitors will not be rated on these factors.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-6
Module 24 - Long Reports
Appendix 24-G: A Long Report Example
Page 2
Methodology
My main source of information is a survey of 113 U of I male students. Approximately 50 were
contacted by random telephone survey while the others were contacted through nine randomly selected
fraternities.
I conducted a systematic random telephone survey of fifty male undergraduate U of I students on
November 4. To get the desired number in the sample, I estimated that 150 phone numbers would have to be
dialed. The current Student-Staff Telephone Directory was chosen as the sampling frame. Using a random
digit table, I selected the first phone number from the book. The people who appeared every other page in the
same row and column as the first phone number composed my sample.
I dialed the numbers in the order selected; if a male answered the phone, I said, "Hello. My name is
Deanna Chapman. I'm conducting a survey for a Business and Technical Writing Class I have. Could you
please answer a few questions for me?" From there I proceeded to ask the questions in the order shown on the
survey in Appendix A. Each of the respondents' answers were recorded on a separate copy of the ques-
tionnaire. At the end of the survey, I thanked the respondent for his time and proceeded to the next telephone
number. If a female answered the phone, I said, "Hello. My name is Deanna Chapman. I'm conducting a
survey for a Business and Technical Writing class I have. Is there a male University of Illinois student living
in your household that I may speak to?" Generally, there was not, so I would thank her for her time and hang
up. If there was, I would go through the speech for males.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Module 24 - Long Reports
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
24-8
