CC Selling Overseas and Marketing in Another Country Report

Research Report – Selling Overseas and Marketing in Another Country

Imagine that you are with the international sales department of the company that manufactures and sells the item (or service) that you are proposing to make or introduce in the country you have selected.

The first step is to learn as much as possible about the country where you plan to market the product.  Check almanacs, encyclopedias, the Internet, and library databases for the most recent information, paying particular attention to descriptions of the social life of the inhabitants, their economic conditions, and cultural traditions that encourage or discourage use of the product or service.

Business Communication Today
Fourteenth Edition
Chapter 14
Planning Reports and Proposals
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Learning Objectives
14.1 Adapt the three-step writing process to reports and
proposals.
14.2 List the options for organizing informational reports, and
identify the key parts of a business plan.
14.3 Discuss three major ways to organize analytical reports.
14.4 Explain how to choose an organizational strategy when
writing a proposal.
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Applying the Three-Step Writing Process to
Reports and Proposals
• LO 14.1 Adapt the three-step writing process to reports
and proposals.
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Types of Reports
Informational
Reports
Analytical Reports
Proposals
Data
Information
Special Category
Facts
Analysis
Information
Feedback
Recommendations
Persuasive
Communication
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Defining Your Purpose
• Informational Reports
– Address a Predetermined Need
– Meet Specific Audience Expectations
• Analytical Reports
– Written in Response to Perceived Problem or
Opportunity
– Clear Statement of Purpose
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Preparing Your Work Plan
• Essential Elements
– Statement of Problem or Opportunity
– Statement of Purpose and Scope of Investigation
• Additional Elements
– Discussion of Tasks to Accomplish
– Descriptions of Results
– Review of Project Assignments
– Plans for Following Up
– Working Outline
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Gathering Information
• Planning Your Research
– Prioritize Information
– Focus on the Most Important Question
– Adapt Existing Information
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Selecting the Best Media and Channels
• Observe Media Requirements
• Consider How Audience Wants to Provide Feedback
• Does the Document Need to be Searchable or Editable?
• Observe the Message the Media Selection is Sending
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Organizing Your Information
Direct Approach
Indirect Approach
Business Reports
Shorter Messages
Lead with Key Findings
Can Work in Combination with
Direct Approach
More Forceful Report
Intersperse Conclusions
Throughout
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Planning Informational Reports
• LO 14.2 List the options for organizing informational
reports, and identify the key parts of a business plan.
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Categories for Informational Reports
• Monitor and Control Operations
• Implement Policies and Procedures
• Demonstrate Compliance
• Document Progress
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Organizational Strategies for Informational
Reports
• Comparison
• Importance
• Sequence
• Spatial Orientation
• Chronology
• Geography
• Category
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Creating Successful Business Plans
• Mission, Structure, Objectives and Operations
– Before the Company is Launched
– When Company is Seeking Funding
– After Company is Up and Running
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A Typical Business Plan (1 of 2)
• Summary
• Mission and Objectives
• Company and Industry
• Products or Services
• Market and Competition
• Management
• Marketing Strategy
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A Typical Business Plan (2 of 2)
• Summary
• Mission and Objectives
• Company and Industry
• Products or Services
• Market and Competition
• Management
• Marketing Strategy
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Planning Analytical Reports
• LO 14.3 Discuss three major ways to organize analytical
reports.
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Types of Analytical Reports
• Three Basic Categories
– Reports to Assess Opportunities
– Reports to Solve Problems
– Reports to Support Decisions
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Challenges of Writing Analytical Reports
• Analyzing a Problem or Opportunity
• Presenting in a Credible Manner
• Convince Others to Make Decisions
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Defining the Scope of Your Analytical
Report
• What Needs to Be Determined?
• Why Is This Issue Important?
• Who Is Involved in the Situation?
• Where is the Trouble Located?
• How Did the Situation Originate?
• When Did it Start?
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Tackling Complex Problems
• Problem Factoring
– Divide into Series of Questions
– Are You Advocating One Thought?
– Are You Objectively Exploring All Available Options?
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Organizational Strategies for Analytical
Reports
• Three Common Approaches
– Focusing on Conclusions
– Focusing on Recommendations
– Focusing on Logical Arguments
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Focusing on Conclusions
Advantages
Disadvantages
Direct Approach
Ignores Questions
Presents Main Idea
Potential for Oversimplification
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Focusing on Recommendations
• Five Steps
– Establish or verify the need for action in the
introduction by briefly describing the problem or
opportunity
– Introduce the benefit that can be achieved, without
providing any details
– List the steps (recommendations) required to achieve
the benefit, using action verbs for emphasis
– Explain each step more fully, giving details on
procedures, costs, and benefits
– Summarize your recommendations
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Focusing on Logical Arguments
• Three Indirect Approach
– The 2 + 2 = 4 Approach
– The Yardstick Approach
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Planning Proposals
• LO 14.4 Explain how to choose an organizational strategy
when writing a proposal.
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Types of Proposals (1 of 2)
Internal
External
Request Decisions from Within the Request Decisions from Outside
Organization
the Organization
Purchase Decisions or New
Research Projects
Grant Proposals or Sales
Proposals
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Types of Proposals (2 of 2)
Solicited
Unsolicited
Expected
Unexpected
Specific Instructions
More Flexibility
Audience Aware of the Problem
Being Addressed
Audience Unaware of the Problem
Being Addressed
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Organizational Strategies for Proposals
• Solicited Proposal
– Direct Approach
– Receptive Audience
– Focus on Recommendations
• Unsolicited Proposal
– Indirect Approach
– Skeptical Audience
– Establish Credibility
– Convince Audience that Problem Exists
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Copyright
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Business Communication Today
Fourteenth Edition
Chapter 15
Writing and Completing Reports
and Proposals
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Learning Objectives (1 of 2)
15.1 Explain how to adapt to your audiences when writing
reports and proposals.
15.2 Name five characteristics of effective report content,
and list the topics commonly covered in the
introduction, body, and close of formal reports.
15.3 List six strategies to strengthen a proposal argument,
and identify the topics commonly covered in the
introduction, body, and close of proposals.
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Learning Objectives (2 of 2)
15.4 Summarize the four tasks involved in completing
business reports and proposals.
15.5 Identify the elements to include in a request for
proposals (RFP).
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Writing Reports and Proposals: Adapting to
Your Audience
• LO 15.1 Explain how to adapt to your audiences when
writing reports and proposals.
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Being Sensitive to Your Audience’s Needs
• The “You” Attitude
• Maintaining Etiquette
• Emphasizing the Positive
• Using Bias-Free Language
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Guiding Your Readers
• Headings
• Transitions
• Preview Sections
• Review Sections
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Building Strong Relationships With Your
Audience
• Style
• Language
• Content
• Language
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Controlling Your Style and Tone
Informal Tone
Formal Tone
Known Audience
Complex and Longer Reports
Message Meets With Audience’s
Approval
Message Sent to Outsiders
Use First and Third Persons Style
Use Objective Journalism Style
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Drafting Report Content
• LO 15.2 Name five characteristics of effective report
content, and list the topics commonly covered in the
introduction, body, and close of formal reports.
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Report Structure
• Three Main Sections
– The Introduction
– The Body
– The Close
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The Introduction
• Helps Reader Understand the Context of the Report
• Introduces the Subject Matter and Why It Is Important
• Previews the Main Idea
• Establishes the Tone and Writer’s Relationship to the
Audience
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The Body
• Presents
• Analyzes
• Interprets
• Supports
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The Close
• Summarizes Key Points
• Emphasizes Benefits
• Brings All Action Items Together
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Effective Report Content
• Accurate
• Complete
• Balanced
• Clear and Logical
• Documented Properly
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Drafting Proposal Content
• LO 15.3 List six strategies to strengthen a proposal
argument, and identify the topics commonly covered in the
introduction, body, and close of proposals.
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Writing Successful Proposals
• Demonstrate Your Knowledge
• Provide Concrete Information and Examples
• Research the Competition
• Prove That Proposal is Workable
• Adopt the “You” Attitude
• Package Proposal Attractively
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Three Main Sections of a Proposal
• Introduction
• Body
• Close
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Introduction to a Proposal
• Follow Instructions for a Solicited Proposal
• Present and Summarize the Problem You Want to Solve
• Propose Solution
• Refer to RFP or What Led You to Submit Proposal
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The Body of a Proposal (1 of 2)
• Gives Details on the Proposed Solution
• Specifies Anticipated Results
• Promotes Offering in a Persuasive Manner
• Maintains Objective Tone
• Avoids Overselling
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The Body of a Proposal (2 of 2)
• Summarizes Key Points
• Emphasizes Benefits
• Summarizes Merits of Your Approach
• Restates Why You Should Perform Job
• Asks for a Decision from Readers
• Last Chance to Persuade Reader to Accept Proposal
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Completing Reports and Proposals
• LO 15.4 Summarize the four tasks involved in completing
business reports and proposals.
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Revising Reports and Proposals
• Evaluate Organization, Style, and Tone
• Ensure Content is Clear, Logical, and Reader-Oriented
• Improve Readability
• Review Online Content Carefully
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Producing Formal Reports and Proposals
Table 15.2 Production Elements to Consider for Formal Reports
and Proposals
Prefatory Elements
Supplementary Elements
Cover
Appendixes
Title Page
Bibliography
Letter of Transmittal
Indexes
Table of Contents
Résumés or CVs of Key Players
Synopsis or Executive Summary
Blank
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Figure 15.2 Executive Summary
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Distributing Reports and Proposals
Physical
Digital
Online
Professional Courier
PDF Format for
General Use
Web-based CMS
In-Person
Delivery
Specialized Format By
Shared Workspace
Request
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Writing Requests for Proposals
• LO 15.5 Identify the elements to include in a request for
proposals (RFP).
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Writing RFPs
• Company Background
• Project Description
• Requirements
• Decision Criteria
• Proposal Requirements
• Submission and Contact Information
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Managing RFPs
• Identify Decision Criteria
• Allow Sufficient Response Time
• Establish an Online Tracking System
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Copyright
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