14 Recommendation Reports

รายงานข้อเสนอแนะ (เอกสารที่เป็นส่วนช่วยสำคัญ ให้ผู้บริหารตัดสินใจเรื่องต่าง ๆ ได้ง่ายขึ้น เช่นแบบ ซื้อของใหม่ อนุมัติโครงการไรงี้)

Content Score จะมาจาก เราสามารถ Convincing (โน้มนาว ทำให้คนอ่านเห็นด้วยกับเรา) ได้แค่ไหน
ดังนั้นต้อง ข้อมูลแน่น + logic ดี (make sense) + โครงสร้างถูก

Introduction

What is a Recommendation Report?

ง่าย ๆ คือเป็นเอกสารเสนอทางออกให้กับปัญหา (หรือความต้องการในองค์กร)

A recommendation report is:

• Aimed at management/decision makers
• A problem-and-solution report - a written answer to a need that arises in the workplace
  • Examples: which computers to buy, where to locate a new building, etc.
• Comparative in nature - compares and contrasts each possible solution/option to find the best one

Audience

เขียนให้ใครอ่าน

Types of Recommendation Reports

Solicited vs. Unsolicited Reports

Solicited Report (asked for)

มีคนข้อมา, หัวหน้าสั่งมา, ผู้บริหารอยากรู้ → พวกนี้คือเปิดรับฟังอยู่แล้ว เพราะอยากรู้เองไง

• Has a receptive audience
• Recommendations can be mentioned early
• The person/group requesting has already identified the problem

Unsolicited Report (not asked for)

เราเสนอขึ้นไปเอง ไม่มีใครขอทั้งนั้นอะ → ผู้รับฟังก็อาจจะไม่เปิดรับเท่าไหร่ หรืออาจจะไม่เห็นว่าเป็นปัญหาก็ได้ (ต้องพยายามเยอะหน่อย)

• Has an unreceptive audience
• Requires more careful research and supporting information before recommendations
• The problem may need more explanation

Persuasive Nature

Recommendation reports are persuasive - written to convince

Convince using:

• Researched facts
• Opinions of authorities and experts
• Logical thinking
• Proper structure

Structure

Primary Structure

Primary Structure มีให้ แต่ Order สามารถเปลี่ยนได้ แล้วแต่ว่าเป็น Audience Type ไหน ( #FinalExam อาจจะเป็น Part Information)

A recommendation report consists of 4 main parts:

1. Introduction
2. Recommendation (summary of discussion)
3. Scope (what the report covers and why)
4. Discussion (analysis of criteria—the factors used in making the decision)

Important Note: The order can vary according to whether the report is solicited or not.

Structural Variations by Audience Type

รอบนี้เราจะทำขวา แต่ใน Exam จะทำซ้าย

Example Report: Courier Service Vehicle

Make sure to write in MEMO FORMAT!!!!

Header Information

• TO: Roberta Boyles
• FROM: Lorraine Nevelle and Rodrigo Reyes (LN, RR)
• DATE: July 15, 20—
• SUBJECT: Purchase Recommendation for Courier Service Vehicle

INTRODUCTION

The purpose of this report is to recommend which new vehicle the courier service for Interstate Development (doing business as Urban Girl Clothing) should purchase. The vehicle currently used to circulate documents and product among the six downtown retail stores, a 2006 Dynasty XL7, poses a safety hazard to the drivers and pedestrians because of brake and transmission problems. It also does not present a positive image for the company because four wrecks have left it dented and rusty. We have narrowed our choices to two hybrid cars: 2011 Dynasty Freedom Hybrid and 2011 BLAU Pronto Hybrid. To determine which vehicle to recommend, we developed the following criteria:

1. Safety
2. Function
3. Cost
4. Efficiency and Environmental Impact

RECOMMENDATION

We recommend that the Courier Service purchase the 2011 Dynasty Freedom Hybrid. First, both vehicles have been proven safe, but the Freedom Hybrid is likely to earn the same safety awards as its 2010 model. Second, this car offers a great deal of trunk space for transporting goods, considerably more than the competition. Third, the cost of the Dynasty Freedom Hybrid is within the allocated budget and is likely to be less (including rebates and discounts) than that of the Pronto Hybrid. Fourth, the Freedom, with an electric motor that can reach speeds of up to 47 miles per hour, seldom engages the gas engine in city driving, achieving 41 miles per gallon. Yet its 191 horsepower engine (electric and gas) provides all the power that drivers need.

SCOPE

Interstate Development's directors have suggested that we rank safety as the first criterion. The well-being of our employees and the public is our first priority.

Function is our second criterion. The car we purchase must be able to transport bulky, heavy loads of product and display items as well as personnel up to 11 miles between each of our six stores.

To make sure we stay within budget, we have ranked our third criterion as cost. The directors have allocated $26,500 for a new Courier Service vehicle.

Efficiency and environmental impact is our fourth criterion. The directors have set the goal of reducing our carbon footprint by 20 percent over the next five years. We would like the new vehicle to contribute to that effort.

The remainder of this report will compare both cars to the four criteria.

DISCUSSION

ยืด Criteria เป็นหลัก

Safety

A new vehicle must include:

• Driver, front side, and passenger side airbags
• Antilock brake system
• Vehicle stability control system

2011 Dynasty Freedom Hybrid

• According to the Dynasty website and sales brochures from a local dealership, the Freedom Hybrid has all three airbags as standard equipment
• The Freedom also includes antilock brakes and stability control as well as a rearview camera and UNC to allow hands-free operation of phones and music systems
• An innovative feature available on the Freedom is the No Blind Spot System with Crossing Alert, which warns of the approach of hidden traffic
• This safety feature could be valuable in preventing accidents that have occurred with Courier Service cars in the past
• Another important note is that the 2010 Freedom was the Insurance Institute's Top Safety Pick Award winner, and the government gave it a 5-star rating, the highest possible, for safety
• Therefore, we expect the 2011 model to be rated highly as well

2011 BLAU Pronto Hybrid

• The BLAU Pronto's standard equipment includes the three airbags, antilock brakes, and stability control

Conclusion: While both vehicles meet the subcriteria for safety, the Freedom Hybrid is likely to have a higher safety rating from the government and the Insurance Institute because of the 2010 design features.

Function

The new vehicle will be driven almost entirely inside the city to deliver documents, boxes or single items of clothing, display materials, and occasionally personnel. Thus, the car needs to be large enough to accommodate packages as well as people comfortably and safely.

2011 Dynasty Freedom Hybrid

• The Freedom seats five and has front legroom of 42.3 inches and rear legroom of 36.7 inches
• It has a trunk volume of 16.5 square feet

2011 BLAU Pronto Hybrid

• The Pronto seats five and has front legroom of 41.7 inches and rear legroom of 38.3 inches
• It has a trunk volume of 10.6 square feet

Conclusion: Both vehicles are designed to seat five people and have similar space for occupants. However, the Dynasty Freedom has a considerably larger trunk volume for transporting boxes and display elements such as mannequins.

Cost

Because the directors allocated $26,500, the cost of the vehicle must not exceed that amount.

2011 Dynasty Freedom Hybrid

• Carlton Muroulis, sales representative for Shifferly Sales, said that the total cost of the Play Time Gym Set is $682.99
• The cost breakdown follows:
  • Play Time Gym Set: $649.99
  • Tax: 15.00
  • Delivery and Setup: 18.00
  • Total: $682.99

2011 BLAU Pronto Hybrid

• The total cost of the Kiddie Swing Set is $626.39
• Cierra Dickenson, sales manager for Fun and Exercise, gave us the following cost breakdown:
  • Kiddie Swing Set: $589.99
  • Tax: 11.40
  • Delivery and Setup: 25.00
  • Total: $626.39

Note: The price ranges listed are MSRP (manufacturer suggested retail price) and do not include rebates or tax incentives for purchasing hybrid/fuel-efficient cars.

Conclusion: Both vehicles could meet the third criterion. The price ranges listed are MSRP (manufacturer suggested retail price) and do not include rebates or tax incentives for purchasing hybrid/fuel-efficient cars.

Efficiency and Environmental Impact

The new vehicle must be efficient and environmentally friendly. Interstate Development's directors suggest the following features:

• Hybrid or all electric engine
• Fuel economy
• Low environmental impact

Table 1 depicts a comparison of subcriteria for both vehicles:

2011 Dynasty Freedom Hybrid

• The Freedom Hybrid boasts 41 miles per gallon in the city, where its electric motor can be used up to speeds of 47 miles per hour
• Because the car can reach speeds of up to 47 miles per hour on its electric motor, it rarely needs to use the gas engine in city driving
• A bonus is that its eco-friendly cloth seats are made of recycled fabric

2011 BLAU Pronto Hybrid

• Although the Pronto Hybrid meets the subcriteria, its statistics are similar to but do not match those of the Freedom

Conclusion: The Dynasty Freedom Hybrid meets and exceeds our subcriteria for efficiency and low environmental impact.

Steps to Writing a Recommendation Report

After you have analyzed your audience and before you can begin writing, you must:

1. Define the Issue

What is the problem/need?

• For solicited reports: The person or group who requested the recommendation has already identified the problem. The problem is usually evident, but write it in the report anyway.
• For unsolicited reports: The problem may need more explanation. Be sure that readers will understand the problem and see its importance clearly. #FinalExam (Information Part)

2. Brainstorm Solutions

What are some possible solutions/options to deal with the need?

• Seek as much information as you need to brainstorm options
• Ask others to help you generate possible solutions to the problem
• The search for options may require research
• Take notes on your ideas
• Narrow your choices down to two or three

3. Devise Criteria

What are the most important factors to consider when making our decision?

• Criteria are the factors on which you base a decision
• The criteria you choose depend on what you, your audience, and your colleagues think is important
• Get input from all stakeholders
• If you have more than four or five criteria, reevaluate their importance to limit your list to no more than five
• The more criteria and choices you have, the longer the report will be

ใน #FinalExam ให้เอาแค่ 2 criteria ก็พอเด้อ

Detailed Organization (Secondary Structure)

Criteria Flow Through the Report

1. INTRODUCTION (Secondary Structure)

ไม่ต้อง Capitalize Introduction งี้นะ แต่ถ้ามันดันมี Sub heading ต้องให้อาจารย์แยกให้ออก

The introduction section:

• Gives the purpose of the report
• Briefly explains the problem
• Narrows the choice to two or three items
• Gives a criteria list

Example from swing set report:

The purpose of this report is to recommend which new swing set Tender Care Center should purchase. The old swing set is rusted and poses a safety hazard to the children. We have narrowed our choices to two sets: Play Time Gym Set and Kiddie Swing Set. To determine which set to recommend, we developed the following criteria:

1. Safety
2. Special features
3. Cost

เวลาใส่เอา most important one ไว้บนสุด แต่ล่างสุดก็ไม่ได้แปลว่าไม่สำคัญ ไม่งั้นคงไม่อยู่ใน Report นี้

2. RECOMMENDATION (Secondary Structure)

The recommendation section:

• Makes the recommendation
• Uses criteria to summarize reasons for the recommendation

Example:

We recommend that Tender Care Center purchase the Play Time Gym Set. First, the plastic slide and rounded edges make the set safe for the children. Second, this swing set offers more of the special features we want. Third, the cost of the Play Time Gym Set is within the allocated budget.

3. SCOPE (Secondary Structure)

The scope section:

• Lists criteria, in descending order from most important to least important, that were given in the introduction
• Explains why the criteria were chosen and why they are ranked as they are

Example:

The Center's directors have suggested that we rank safety as the first criterion. Concern for the children and compliance with federal guidelines require us to be safety conscious.

Special features are our second criterion. The teachers have said that the children play less on the old swing set because there is no special equipment to interest them. We would like the new swing set to have special features that provide variety for the children.

To make sure we stay within budget, we have ranked our third criterion as cost. The director has allocated $700 for a new swing set.

The remainder of this report will compare both swing sets to the three criteria.

4. DISCUSSION (Secondary Structure)

Each criteria is used as a:

1. Subheading, followed by a detailed discussion that:
2. Analyzes each of the criteria thoroughly
3. Draws conclusions about which item is better for each criteria

So the discussion is divided FIRST by criteria and WITHIN each of those criteria by item.

Discussion Structure Pattern:

Example Discussion Section - Safety

Safety

A new swing set must include the following:

1. Smooth edges with no rough places that can cause cuts and scrapes
2. Few cap covers to wear thin and reveal rough edges that may cut
3. A slide under 10 feet long so that children can climb safely
4. A slide that will not absorb heat and thus burn children's skin

Play Time Gym Set

• We visited Shifferly Sales to see the Play Time Gym Set
• The Play Time Gym Set has plastic seats with rounded edges
• Fewer caps are needed because of the rounded edges
• The slide is 6 feet long
• In addition, the slide is plastic and will not absorb heat from the sun

Kiddie Swing Set

• According to the Fun and Exercise catalog, the Kiddie Swing Set has galvanized steel frames with rounded edges and requires more caps to cover the sharp edges
• The slide is under 10 feet long, but heat from the sun will make the metal slide hot

Conclusion: The Play Time Gym Set meets the subcriteria, while the Kiddie Swing Set has rough edges, more caps, and a metal slide that will absorb heat.

Assignment

Write a recommendation report in memo format

Requirements:

• You can choose your own topic and audience (examples provided below)
• Compare two choices and use three criteria
• About two pages should be enough
• Include the main four sections and headings (in the proper order, depending on audience)

Example Topics

1. Your family have decided that you all need to take a family vacation. Recommend where your family should go. (Unsolicited)
2. Your friend has asked your advice on which new car (or computer, phone, shoes, etc.) to buy. (Unsolicited)
3. The SIIT Executive Committee has decided to open a new restaurant on campus and has asked you to recommend which restaurant or type of restaurant to open. (Unsolicited)

Checklist

Before Submitting Your Recommendation Report

• Have I devised a reasonable set of criteria by which to judge the items under analysis?
• Have I further defined the criteria by setting standards and including appropriate subcriteria?
• Does my introduction give the purpose of the report, define the problem, narrow choices, and introduce criteria in order of importance?
• Have I considered whether my audience is receptive or unreceptive? If the audience is unreceptive, did I make the necessary adjustments to accommodate an unreceptive audience?
• Does the scope explain why the criteria were chosen and why they were ranked as they were?
• Is the organization of the discussion clear? Does it follow a point-by-point organizational pattern?
• Have I considered the appropriate format for my audience and the appendixes that would help the audience make an informed decision?

Key Takeaways

• Recommendation reports are problem-and-solution documents aimed at decision makers
• They must be persuasive using facts, expert opinions, logic, and proper structure
• Structure varies based on audience receptiveness (solicited vs. unsolicited)
• The four main sections are: Introduction, Recommendation, Scope, and Discussion
• Criteria are the foundation of the analysis and should be limited to 3-5 factors
• The discussion section is organized by criteria first, then by items within each criterion
• Each criterion section should include analysis of both items and a conclusion about which is better