Writing business report-rest of executive summary

1. Writing business report-rest of executive summary Step 4-Example-Whenyou continue to write the rest of your executive summary (and the sections that follow it), use a logic flow:* As you continue to write Executive Summary, use the sections of your logic flow to write about each topic, such as: • current situation (see slide 2) • why a new Asian product line makes sense (see slides 3 and 4) • how to implement a market test (see slides 5 and 6) *But you do not need a separate “Agenda” as you would have in a PowerPoint presentation. You also do not need to title each topic as a new paragraph as you would in a memo.

2. Writing business report-rest of executive summary Step 5-executive summary-”current situation” In response to our division’s 2009 sales drop, in Q1 2010, we added a new flavor, “Mexican BBQ,” to our product line. But, in each of the next three quarters, sales continued to decline. With our current “share of stomach” at an all-time low of 22%, our brand is at risk—both of losing current customers and not attracting new ones.

3. Writing business report-rest of executive summary Step 5-executive summary-”why a new Asian product line makes sense” Through quantitative and qualitative analyses, we learned that of our current customers: - 70% want an Asian cracker versus 10% wanting a new flavor - 50% have already tried or plan to try a competitor’s Asian crackers - Of those who have tried competitor products, 60% said that their taste was too spicy.

4. Writing business report-rest of executive summary Step 5-executive summary-”why a new Asian product line makes sense”-continued Moreover, in Q1 2009, a midsize competitor, Quebec Foods of Canada (QFC), launched a new line of Asian snack crackers. During the past eight quarters, QFC’s sales of this line have grown steadily, and this line now accounts for nearly 40% of QFC’s total sales. In Q3 2009, a regional competitor, California Crackers (CC), launched a line of Japanese crackers, which has performed well and resulted in CC’s sales growing by 25%.

5. Writing business report-rest of executive summary Step 5-executive summary-”how to implement a market test” Given the feedback from our customers as well as the success two other companies have had with Asian products, this study will recommend that our division develop a new Asian cracker line. To minimize the risk related to the launch of a new line, we suggest first conducting a market test that would involve: • Developing a prototype cracker line, “Asian Fusion,” which would be mildly spicy and use natural ingredients • Distributing this product in two markets, San Francisco and Boston, in select Safeway stores for a six-month period beginning Q3 2011 • Appointing a leader and four-person team within Marketing.

6. Writing business report-rest of executive summary Step 5-executive summary-”how to implement a market test”-continued This team’s responsibilities would include: • coordinating with Manufacturing and Logistics • working with stores on promotions and advertising • collecting and analyzing data on product performance • conducting in-store surveys of customers • reporting results to Division management. The projected costs of this test would be: • Manufacturing: $XX • Logistics: $XX • Store slotting allowances: $XX • Promotions and advertising: $XXX • Leader and four-person team: $XXX