Managerial Writing

Section 1: Becoming wise users of other writers’ products – seeing

beyond their audience to your own

Unlike journalists who “tell a story” for a general audience, you are

continuing a dialog with a specific reader (and whoever they pass the

report onto).

An example from a student report

“Audi has felt secure enough about the possibility of success in China that since 1989 they have had a domestic presence in the country. This was the year that a joint venture was made between the Chinese FAW group and Audi, where Audi’s first production began with the Audi 100. A short while later, Audi merged with what was then a merger between Volkswagen and FAW (First Automotive Works) to produce the Audi 200. Today, Audi has had a successful base in the country, allowing them to introduce the Audi A6 into the market. The A6 has been a great success, having been designed from the ground up to be modified and sold on the Chinese market…”

When writing for “direct reports” the audience is critical

• You and your boss are jointly embedded– With each other in the context of the firm– In the competitive struggle with its

competitors– With its customers in their search for value– All within the framework of a current

technology with its attendant process and product

When writing for “direct reports” the audience is critical

• How your superior is measured is important. What is the difference when one’s boss is measured by – gains in market share rather than...– accounting profit?

or• economic value-added (EVA), or • Return-on-Investment (ROI)?

When writing for “direct reports” the audience is critical

• Make sure that you focus everything, every paragraph, either directly or indirectly, on improving revenues or reducing costs

– What are some examples of • Direct revenue enhancements • Direct cost improvements• Indirect revenues that can be pointed to• Indirect costs that you can improve on

Avoid a textbook style

• Remember that the reader is embedded in the business with you.

• Use a footnote, endnote, or appendix to explain highly technical or background understandings that you think others might need.

(practice)

MARKET OVERVIEWWith a population of 100 million people, Mexico is Canada's largest trading partner in Latin America. In 2002, Canadian exports to Mexico exceeded $10 billion. The Canadian-Mexican trade relationship is defined largely by their joint membership in the North American Free Trade Agreement (NAFTA). Canadian access to the Mexican market continues to improve under the terms of this trade agreement. As of 2003, all remaining tariffs on soft drinks and fruit juice have been eliminated.

Source: Market Research Centre and the Canadian Trade Commissioner Service, “The Fruit Juice and Soft Drink Market in Mexico,” July 2003, online at http://atn-riae.agr.ca/latin/e3474.htm.