11: Writing and Completing Reports and Proposals
11–18
design could increase this percentage and make telecommuting a more viable choice. (LO
11.1, 11.4; AACSB Tag: Written and oral communication)
11-23. Message Strategies: Analytical Reports
students should take care to keep facts and opinions separate (although both may be required to
communication)
11-24. Message Strategies: Analytical Reports
Students might find it helpful to plot the history of Apple’s product launches over the past
In addition, students can contrast Apple’s strategy with the strategies taken by other companies
11-25. Message Strategies: Proposals
The proposal for a presentation workshop involves two key challenges: communicating the value
of an intangible product, and tailoring the pitch to make it relevant to the specific target buyer.
For instance, if the focus is on making sales presentations, a company that sells a large number
of relatively simple and low-cost products or services has different presentation needs than a
company that sells a small number of complex, expensive products or services every year. The
Since the case didn’t indicate that a company had requested the proposal, students should proceed
11: Writing and Completing Reports and Proposals
11–19
Students can gain insight into the necessary content and structure for this proposal by following
the chain of questions that a typical target customer is likely to ask upon receiving a proposal
such as this:
1. Do we really need help with our presentation skills? (If the prospect doesn’t already sense the
likely to continue reading.)
2. Assuming we have a need, is a workshop the right solution? (The prospect might believe that
address this hurdle before continuing.)
3. If a workshop is the right solution, how do we know that this particular trainer is the right
person to teach us? (Assuming the prospect senses the need and agrees that a workshop is the
trainer for the job.)
By following this chain, students can quickly see that it’s futile to sell the trainer’s qualifications
AACSB Tag: Written and oral communication)
11-26. Message Strategies: Proposals
Unlike the scenario in Case 11-25, in which the target customer may not be aware of (or agree
number of different constituencies.
One good way to organize the proposal is by constituency. Here’s a sample outline, starting with
I. Description of the proposed program
II. Benefits to students (such as healthier snacks, job training, removal of many forms of
brand advertising from school campuses)
for local farmers)
11: Writing and Completing Reports and Proposals
11–20
11-27. Message Strategies: Proposals
This scenario is an effective reminder that finding good ideas usually isn’t the problem in today’s
This is a solicited proposal (although not being written in response to a formal RFP), so it
doesn’t need the same justifications that an unsolicited proposal requires.
Although the proposal is solicited, it should clarify exactly what is being proposed, since
any two people could have dramatically different ideas of what constitutes a mentoring
line tend not to get funded.
Measuring the benefits of a mentoring program can be difficult, since many of the
benefits are not directly quantifiable (e.g., it’s difficult to point to improved executive
etiquette and say how much it has increased sales). By studying the identified problems
(e.g., employees who make social gaffes in front of customers), the program leaders will
organizations. One possibility is to treat entry into the mentoring program as a reward for
top performance.
The program needs to carefully consider rewards for mentors and to make mentoring an
official part of their job responsibilities, rather than an extracurricular activity they‘re
each person more free time.
Some sort of “matchmaking service” is needed to pair employees with the right
mentors—and to judge when a match isn’t working. (LO 11.1; AACSB Tag: Written and
oral communication)
11: Writing and Completing Reports and Proposals
11–21
IMPROVE YOUR GRAMMAR, MECHANICS, AND USAGE
Level 1: Self-Assessment—Quotation Marks, Parentheses, Ellipses, Underscores,
and Italics
11-28. Be sure to read “How to Sell by Listening” in this month’s issue of Fortune. (AACSB
11-31. We will operate with a skeleton staff during the holiday break (December 21 through
January 2). (AACSB Tag: Written and oral communication)
11-32. “The SBP’s next conference,” the bulletin noted, “will be held in Minneapolis.” (AACSB
Tag: Written and oral communication)
11-35. The term up in the air means “undecided.” (AACSB Tag: Written and oral
communication)
11-37. “Ask not what your country can do for you . . .” is the beginning of a famous quotation
11-38. Whom do you think Time magazine will select as its Person of the Year? (AACSB Tag:
Written and oral communication)
11-39. Do you remember who said “And away we go”? (AACSB Tag: Written and oral
communication)
11-40. Refinements in robotics may prove profitable. (More detail about this technology appears
11-41. The resignation letter begins, “Since I’ll never regain your respect . . .” and goes on to
11-42. You must help her distinguish between i.e. (which means “that is”) and e.g. (which
11: Writing and Completing Reports and Proposals
11–22
Level 2: Workplace Applications
11-43. For the first time, thanks largely to deals with the big chains like Stop & Shop, Sheila’s
11-44. The premise for broadband, sometimes called the “next generation of Internet,” is that
(AACSB Tag: Written and oral communication)
11-45. After moving into their own factory, the Andersons found themselves in the market for
11-47. Designs in the Rough sends out some 7 million catalogs a year, yet until recently didn’t
communication)
11-48. Blockbuster estimates that 70 percent of the U.S. population lives within a 10-minute
11-49. Nestle Waters North America is the exclusive importer of globally recognized brands
Written and oral communication)
11-50. The U.S. Hispanic community, the largest minority group in the country, commands an
oral communication)
11-51. To ensure the effectiveness of the program, we conducted a six-month pilot in Chicago.
(AACSB Tag: Written and oral communication)
11-52. A series of 7-Eleven television spots helped make the term “brain freeze” part of
11-53. The ad agency’s accounts include such consumer brands as Walmart, Southwest Airlines,
11-54. PETsMART, the number-one specialty retailer of pet supplies, allows pets and their
(AACSB Tag: Written and oral communication)
11-55. Signature Fruit Co. has confirmed it is closing its Gridley, California, peach plant this
fall. (AACSB Tag: Written and oral communication)
11-56. WingsToGo has set up a corporate intranet to unite the company’s 91 franchisees around
11-57. It would be a good idea for you to contract with an Internet service provider—an ISP—to
11: Writing and Completing Reports and Proposals
11–23
Level 3: Document Critique—Well-Written Solution
MEMORANDUM
DATE: April 19, 2015
TO: Ken Estes, Northern Illinois Concrete
FROM: Kris Beiersdorf kb
RE: Contract No. 79371 DuPage County
Based on the scope of the work outlined below, we project that the total cost of this job will run
$99,283.00. Because material quantities can vary once a project gets underway, we are attaching a
to Memco):
• All forms, earthwork, and clearing
• All prep work
• Water at project site
• Traffic control setup, devices, and maintenance
Should you have any questions about this proposal, please contact me at the company (847-672-
0344, direct extension #30) or by e-mail at kbeiersdorf@memcocon.com.
Sincerely,
Kris Beiersdorf
(AACSB Tag: Written and oral communication)