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Essay 2
 Take a moment
to read over the prompt
 What is the goal of the assignment?
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Choosing a Company
Establishing a good foundation
for Essay 2,3, and 4
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Before We Start
 Essay 2 is a long paper and the first part of
your major papers
 You have to work on the same company for
Essay 2 and 3
 I strongly
encourage students to focus on the
same company for Essay 4
 It is not required, but it will make life easier
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Before We Start Cont’d
 Goal for Essay
2: Choose a company for Tech-shield to
invest
 Tech-Shield’s industry is not specified
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The No-Go List !!!
 Costco
 Disney
 Google
 Tesla
 Microsoft
 Nike
 Starbucks
 Subway*
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Choosing a Company
 Large vs. small
 Public vs. private
 Domestic vs. international
 Other options
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Large vs. Small
Pro: Large

Easier to find information

Greater public recognition
 More independent data

Many approaches
 Subsidiaries, etc.
Pro: Small

Unique approaches for
investment

Companies you may find
more of a connection to
 Easier to work with a
company you feel an
affinity for
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Large vs. Small
Con: Large



Easier to become overwhelmed
 Too much data
 Too many options
Con: Small

Potentially harder to find
relevant info
 Especially independent (not
company-based) data

Potentially harder to find
enough information
Harder to navigate
Potentially harder to find
reputable info
 A glut of sources ≠ a glut of
good sources
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Large vs. Small
 Bottom line:
 Choosing a large company
means staying focused
 Decide what is essential, what is not, and how to
quickly and effectively distinguish between the two
 Choosing a small company
means being persistent
 Know what information you need and be resourceful
in looking for it
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Public vs. Private
 Information on public companies is far more
accessible
 What you consider “necessary” information for
determining investment potential may vary, though
 A private company
may still prove manageable
 It is just going to take a little more resourcefulness
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Domestic vs. International
 Both US and internationally companies are open for
consideration
 If you select
an internationally-based company:
 Provide USD equivalents for financial data
 Provide an appendix with any materials that
required translation
 Be aware that available financial data may vary by
region
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Other Options
 Non-profit companies are open for discussion
 It may take some
additional steps or extra
consideration, but they are absolutely open
 Financial and insurance firms are also open
 these firms do have
your consideration
a wealth of data available for
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Pitfalls to Avoid
 Beware biased sources
 It is possible
to be critical without being biased, but…
 Make sure that your sources support claims made and
do not fall victim to logical fallacies
 Cite diligently and thoroughly
 Cite your supporting material in MLA format
 Direct quotes, paraphrasing, and summaries
 Material from your own papers (this class or others)
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Pitfalls to Avoid
 Procrastination leads to disaster
 Don’t be afraid to change topic midstream
 If your company
is proving to be a disaster in terms of
research potential, cut your losses
 Come talk to me in office hours—we can talk about
taking a new approach
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Sources
Company website
ucr.library.com
Essay 2- Evaluation of a Company
Begin by carefully reviewing and considering chapters eight and
nine in the Rentz.
 Consider any lectures and discussions that pertain to the topic of
reports.
 Reserve drawing a final evaluation until you have conducted your
research and fully contemplated the company under review.
 Let the research guide your evaluation. Do not be married to a
position and then attempt to justify the analysis of that position.
 Remember, this report does have a persuasive aspect connected to
it, so you should consider audience and think about strategies to
persuade your audience that your insight is logical, factual,
unbiased, and thoughtful.

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Requirement

1,750-2,000 Words

You must cite all sources (including yourself if you used material
generated previously) using MLA format (both in text and in a
“works cited” page at the end of the report)
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Format
Improper formatting will result in a
grade deduction
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Executive Summary

Not an introduction to your company

You should include:
– Categories you chose for evaluation
– Why you chose those categories
– Where you conducted your research
– Why you chose these sources
– What is your recommendation?

It summarizes the entire paper

This does not count toward your word count
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Table of Contents

Include headings and subheadings

Include Page Numbers for each item

This does not count toward your word count
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Introduction

Tell me about your company

Past, Present Context

What do they do?

What will you be arguing in the report?
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Criteria for Evaluation

Pick 2-3 to evaluate your company on

Business strategies, quality concerns with the product, labor
practices, business ethics, market share, advertising strategies,
Internet and cyber presence, product presence in the general
marketplace, financial standings, research and development,
growth, or any other aspects of the company you feel are relevant

Remember to use headings and subheadings
Example:
Heading: Financial Standings
Subheading: Profitability
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Counterargument

An aspect of your company that might refute your thesis

E.g. you are arguing that we should invest in your company so the
CA would address a reason we might not want to invest

Same holds true for the opposite scenario

Make sure to consider counterarguments – otherwise, your paper
may seem biased.
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Conclusion

Reiterate your recommendation

Why did you arrive at this conclusion?
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Other Requirements

Must include visual aids

Remember to cite your sources (MLA format)
https://owl.english.purdue.edu/owl/resource/747/02/

Need in-text citations AND a works cited page
Assignment Two
One Hundred Points
ASSIGNMENT II. Report: Evaluation of a company.
Word Count: 1,750 to 2,000 words (required)
Scenario: The email you drafted was successful and generated a great deal of interest;
in fact, after some skillful negotiation and an extended dialogue, you were able to
secure a job at the company you initially emailed. As a result, you now enjoy a number
of friendships with some very interesting co-workers, one of whom being — of course -Milton. This company you work for has outperformed the market considerably. As a
result, the company has decided to invest significant capital into another business, but
there is some debate within your company as to which business should be funded. You
now have been asked (because of your impressive composition skills) to create a report
that evaluates, significantly, another company. This report will be used by an executive
body to decide whether or not to invest in the company you have reviewed. Select any
company you wish (with the exceptions of Costco, Disney, Google, Tesla, Microsoft,
Nike, and Starbucks — you may use Peetʼs Coffee or some other coffee shop), but
select a company you are interested in because this company will be your focus for
assignments two AND three (and quite possibly assignment four). While considering
which company you would like to research, you should think carefully about researching
a small to mid size company because you may find that the larger Fortune 500
companies can be unwieldy. Smaller companies will pose their own problems.
Sometimes research is harder to secure. Companies that are privately owned, like InNOut, will often pose serious challenges because they are not required to disclose
financials in the same way that publically traded companies are. Research in privately
owned companies can be very challenging, so you should consider this factor as well.
Once you choose a company, evaluate that company as you see fit. This short report
will require a title page (that does NOT count towards the word total) and an executive
summary. Consider chapter nine in Business Communication as you create your report,
and rely heavily on the suggestions in chapter nine for formatting. This report will NOT
be MLA formatted; instead, you will place page numbers in the lower right hand corner
(with no affiliated name). The pages leading up to and including the Table of Contents
(Title Page, Executive Summary, and Table of Contents — in that order) must have lower
case Roman numerals (i, ii, iii) in the lower right hand corner. The first page is your title
page, and you include a title, “date,” “prepared for” (professorʼs name), “written for”
(TAʼs name), “prepared by” (studentʼs name), problem statement, and purpose
statement. You will then need an Executive Summary that outlines your categories,
sources for research, justification of categories/sources, and general recommendations.
The page after the Executive Summary will be your Table of Contents, which should
include all categories, sub-categories, and visuals (with page numbers). After the Table
of Contents, you will begin the body of your essay with your primary text, and you begin
the body of the essay with arabic numerals (1, 2, 3 . . . ), again in the lower right hand
corner (wtih no affiliated name). You must cite all sources (including yourself if you
used material generated previously) using MLA format (both in text and in a “works
cited” page at the end of the report). Generate discrete categories for evaluation
(categories and sub-categories), and provide a supplemental table of contents (does
NOT count towards the word total) for the report. Consider all aspects you feel are
relevant. The evaluation could investigate any of the following aspects, or, for those
who are particularly creative, you can develop your own categories: business
strategies, quality concerns with the product, labor practices, business ethics, market
share, advertising strategies, Internet and cyber presence, product presence in the
general marketplace, financial standings, research and development, growth, or any
other aspects of the company you feel are relevant. Two or three categories should be
considered extensively, and research is expected. All essays should provide an
ultimate and general evaluation of the company in question, but strong essays will
provide nuanced considerations of different categories and explain how those varied
individual evaluations interrelate to each category.
Begin by carefully reviewing and considering chapters eight and nine in the Rentz.
Also, consider any lectures and discussions that pertain to the topic of reports.
Continue by pursuing all avenues of research from formal articles and analyses at The
Rivera Library (you may wish to consider FACTIVA, for example) to the primary analysis
of web sites or individual products. Reserve drawing a final evaluation until you have
conducted your research and fully contemplated the company under review. In other
words, let the research guide your evaluation. Do not be married to a position and then
attempt to justify the analysis of that position. You may be surprised about what you
learn as you begin to dig into the company you are evaluating. Remember, this report
does have a persuasive aspect connected to it, so you should consider audience and
think about strategies to persuade your audience that your insight is logical, factual,
unbiased, and thoughtful.

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