Trend Analysis Assignment
The main goals of this assignment are to develop your ability to write persuasively about the results of your research on a specific business trend. Your task is to compose a letter that clearly:
? Identifies and analyzes a business trend.
? Explains why this business trend is relevant to a company of your choice.
? Makes recommendations concerning how the company can react effectively and
favourably to the trend.
A trend is essentially a new way of thinking about, or a new way of doing, business. It can result from technological innovation, or it can be an evolution in the way businesses, or society in general, react to particular social, cultural, economic, or technological developments. Emerging new global markets (and formerly stable ones now in decline) also result in trends that force businesses to alter radically their product development and marketing strategies.
You are an up-and-coming management consultant at JKG Consultants, which has more than 40 years experience advising companies about customer relations, marketing, and management practices. A long-term JKG client has requested a business analysis report. The client’s CEO has told you, ‘My company is sound right now, but I’m so busy running things day to day that I don’t have time to think about the future. I need to know what the latest developments and trends are in my industry so that we can stay ahead of the competition. You job is to evaluate trends affecting your client and write the CEO a report.
? Choose a client company you would like to advise. Evaluate the client’s industry looking for specific trends or developments that will have an impact on your client’s business.
? Identify a current business trend you think has great potential for your client, or one that your client should be aware of. Read as many different sources as possible to get ideas about the trend and its impact.
? Define your business trend and explain why you think it is important for your client. When and how did the trend start? Who is currently involved in it? Is there any evidence it could become a real game changer for your client? Could it change the entire industry?
? Construct an argument that directly links the business trend to your client and allows you to explore the trend’s potential. For example, why should the company be interested in this business trend?
? How will the business trend affect the company in real terms? What might happen if the company fails to respond to the trend?
? Make specific recommendations about how your client should respond to the trend.
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390 Business Writing
Format and Additional Requirements
The letter should be 3-4 single-spaced pages in standard letter format.
You should use at least four different sources two must be cited as non-internet sources. All of your sources could be from the Internet, but you must cite at least two of them as if they are from print media. Cite your sources within the text. MLA or APA format are not required. Document your sources as references and include a reference list at the end of the letter. Your sources must meet the four criteria for ‘quality’ evidence (authority, accuracy, bias, currency).
The letter will be evaluated based on your ability to write the letter in a way that addresses all the points identified in Grading Rubric for the Business Writing Program.
Getting Started. To help in the development of your letter, write a few sentences that answer each question below and bring to class Monday for discussion.
? What’s the trend?
? How does the trend affect the client?
? What should the client do as a result of the trend?
? How easy or difficult will this be for the client?
? How should the client implement your recommendation?
Submission of Final Draft
Submit your final draft to the Vista dropbox on or before the due date.
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