learn the Principles of Business Writing PHẦN 3 potx

have the sequence that feels right to you or makes the most sense to your audience.

What does such an outline look like? In the case of the article for the in-house maga￾zine about the recently finalised restructuring of the Widgets business unit, the outline

could be as follows:

- In response to the 2003 annual results, analysts downgraded stock from buy

to hold. Analysts said Widget cost structure unacceptable compared to com￾petitors. Product pipeline insufficiently filled, problematic after failed launch

of new widget year earlier.

- The Board largely agreed with analysts’ assessments and worked with Widget

leaders to develop a restructuring plan. Company involved unions in all our

countries to ensure smooth implementation later on.

- Plan focused on three areas: labour cost, corporate culture and R&D. These

areas could yield quick results without undermining strategy.

- Labour cost: opted for laying off 1,200 staff, mainly administrative. Closed

down smaller offices and worked with unions to enable early retirement. Main

concern was maintaining R&D capacity and providing sufficient sales support

in growth areas, in order to parry inroads by competitors.

- Corporate culture: after years of lacklustre growth, culture of complacency.

Feeling of responsibility and teamwork weakened, more emphasis on quick

individual gains. Focused on re-engineering the culture while also promoting

entrepreneurship (link to R&D). Introduced new performance-based pay and

competence management.

- R&D: acquired a small research company with Widget-related technology pa￾tents and hired 120 new engineers and scientists. Integrated labs for econo￾mies of scale and closed down two disappointing research projects. R&D staff

bonuses tied to number of products in pipeline and speed at which they move

through (HR link).

- Implementation began early 2004, communicated results of benchmark

study and announced goals and reasons for restructuring. Dedicated imple￾mentation project team with Board support.

c apture . deliver . excel . focus 21