Question

Ex 5.5

CREATING EFFECTIVE BUSINESS MESSAGES CHAPTER FIVE 151 Evaluation Exercises 5.4 Evaluating Latisha's Proposal for an Implementation Plan choose a message for customers or stockholders, or use a message of a Wellness Program (LO 5.2, LO 5.3, LO 5.4, LO 5.5) specified by your instructor. Select a message that contains at least Based on the completed message from Latisha in Figure 5.7, answer the following questions: A. How effectively is this message framed? Would you suggest three or four paragraphs. Evaluate the message in the following ways: A. How effectively are facts and conclusions written? B. How effectively is the message targeted to its audience? Do any changes? B. How effective is the business logic? Would you suggest any you have any suggestions for how it could have been better adapted for the audience? changes? C. How effective is the tone? Would you suggest any changes? 5.5 Evaluating a Business Message (LO 5.2, LO5.3, L05.4, C. Does it have any logical inconsistencies? Explain. D. Does the message portray a tone of positivity? Other-orientation? Describe your viewpoint with examples. LO 5.5) Choose a business message to evaluate. You could find a recent letter you have received from a business, go to a website and 5.6 Self-Assessment of Approach to Writing (LO 5.2, LO5.3, LO 5.4, LO 5.5) Evaluate yourself with regard to each of the practices listed in the table below. Circle the appropriate number for each. 2

Answer 1

5.5: The business message that I have selected is a message by Tim Cook (CEO of Apple) for its stockholders. The message is in the form of a letter to the stockholders and is dated January 2, 2019.

(A): The facts and conclusions are written in an effective as well as precise and to the point manner. The letter talks about the downward revision of Apple’s revenue guidance for the first quarter of fiscal year 2019. Tim Cook, in the letter, states the facts with regards to the revision and says that new revenue guidance will be lower at $84 billion for the quarter. This is done effectively and in a transparent manner.

(B): The message is effectively targeted to the stockholders of Apple. The stockholders of Apple are interested in revenue and profitability guidance and through this message CEO of Apple has clearly stated the current business scenarios of the company are not favorable and this could impact the interests of the stockholders in a negative manner. My suggestion here is that the message could have contained in terms of what Apple will do to control some of the repercussions from the recent macro-economic developments so that the impact on the company’s operations is minimized and protected in the long run.   

(C): No, the message does not have any logical inconsistencies as all the facts and circumstances are well in line with the end result. Facts and circumstances like foreign exchange headwinds, constrained sales of some products like AirPods and MacBook Air due to new product launches and economic weakness in emerging markets all logically point out to the revision of revenue guidelines being done by Apple.

(D): Yes, the message does portray a tone of positivity. It talks about the positives of the company’s December results like all-time record high of installed base of active devices, revenue outside i-Phone growing by a strong 19% etc. This tone of positivity sets the tone for future and Cook says that the company is confident that its business will emerge from these challenges unscathed as its fundamentals are strong. The message also portrays other-orientation as it appeals to the genuine interest of the stockholders by saying what initiatives the company is taking to take the challenges heads on and improve its results in future.

Link to the letter - https://www.apple.com/newsroom/2019/01/letter-from-tim-cook-to-apple-investors/