Report Writing
Management Concepts
Academic Writing and
Issues & Aims
1.
Report writing:
i.
The brief
ii.
What is a report?
iii.
Structure of this report
iv.
Layout of a report
2.
AOB
The Brief
•
Question 1: Outline Sony’s organisational
structure and provide an explanation of why the
organisation is structured in this way.
•
Question 2: Outline how Aravind eye hospital
applies the principles of ‘Scientific Management’
and why .
The Brief
•
TASK
•
This is an assignment in which you apply business
and management theories to a particular
organisation
•
Review how the management concepts have
been applied in the particular organisation and
why
•
Minimum of 6 sources: 5 academic & 1 non
academic (such as websites, newspapers, etc.)
What is a Report?
Purpose
•
A report is not just a discussion of different ideas or
theories
•
A report is a formal written document written for a
specific audience/s which aims to:
•
inform clearly and accurately about something
that has happened
•
inform clearly and accurately about something
that needs to be solved
•
provide clear and accurate information which can
then be acted on in some way
Structuring your Report
“We do not store experience as data,
like a computer: we story it”
(Winter 1988)
Structuring your Report
•
Suggested Structure (1,500 words):
•
Title page
•
Executive summary
•
Table of contents
•
Introduction
•
Describe the specific management concept/theory (organizational
structure or scientific management)
•
Provide background (context) information on the organization (Sony or
Aravind )
•
Outline how/why Sony or Aravind applies the specific management
concept/theory at their organisation,
•
Conclusion
•
References
•
Appendices (for any extra tables, graphs, etc...)
Title Page
This should show:
–
The title
–
Your name
–
Your personal identifier (NB: this should also be at
the top of every sheet.)
–
An explanation of what the report is on and who it
is for, e.g. ‘An External Environment Analysis
Report for [tutor's name]
–
The date
Executive Summary
The Executive Summary should contain:
I.
The purpose of the report
II.
The major findings
III.
The main conclusions
Example
Executive Summary
•
This report provides an analysis and evaluation of the current and
prospective profitability, opportunities and risks of the UK ice cream
industry. The report also outlines different strategic decisions made by
the main companies (Unilever/Walls birds Eye, Nestle/Lyons Maid and
Mars) in the industry. It finds that the two most important decision
made were the decisions by Unilever to supply CTN’s with freezer
cabinets, and Mars’s decision to enter the market with their chocolate
bar ice cream. The report concludes with an update of the market
showing how consumers’ tastes have changed to become more health
conscious and how the positions of the companies have changed.
Example
Executive Summary
•
In groups, read the executive summary below. Is it good? How
might you improve it?
•
This report analyses the business environment of Easyjet at multiple
levels. Firstly, the report analyses the competitive environment in the
airline industry, with a focus on short haul service providers.
Secondly, the report analyses the strategies that Easyjet is using to
effectively compete in the industry, not only domestically but
internationally. Lastly, the report analyses the factors that have
contributed to the internationalisation of the company.
Table of contents
This should show
–
The full list of sections within the report
(including any appendices, reference or
bibliographic lists; etc.)
–
The page number on which each section
begins
An Example
Table of Contents
1. Introduction ……………………………………………………………….…..3
2. IKEA Background.................................................................3
3. The internal and External environment of IKEA................4
3.1 External environment…………………………...5
3.2 Internal environment…………………..………...7
3.3 PEST Analysis of Internal Environment…...9
4. Limitations of Report……………………………………………………..11
5. Conclusions / Recommendations…………………………………..12
6. Bibliography……………………………………………………………………13
7. Appendices………….……………………………………………………..….15
Introduction
This should give a succinct explanation of
the
aims/context of the report , and should include
brief details of any information necessary for the
reader to understand it, e.g. industry size ;
structure ; main activities ; scope of the report
limitations ; methods used
Introductions should include brief breakdown of
report structure
Example Introduction
Once considered a luxury for the rich due to its high costs, eye care in India was
revolutionised by the establishment of Aravind Eye Care hospital. This is representative
of an unconventional self sustainable business model redefining the dynamics of eye
care industry by providing high quality eye care at affordable prices ( Ravilla and
Ramasamy , 2014). Numerous studies provide evidence as to how Aravind eye care
network has successfully boosted its efficiency from two to seven times by
implementation of Mcdonaldisation to its social business enterprise.
Structured into three different segments, this report will firstly describe a brief theory
of Mcdonaldisation and its four key components. Secondly, it will discuss how the
founder of Aravind developed his idea of starting up this social enterprise, the
establishment of this business and its current business operations. Thirdly, there will
be a critical evaluation of how Aravind eye hospital has been able to adapt this unique
process of fast food restaurant chains into its business model derived from George
Ritzer theory of Mcdonaldisation to achieve its goal “ to offer quality eye care at a
reasonable price ” Rangan , 2009). Finally, this report will establish an indication of
whether or not Aravind was able to successfully adapt to this unique process of fast
food restaurant chains into its business model to achieve his vision.
Example Introduction
Introduce the topic
Once considered a luxury for the rich due to its high costs, eye care in India was
revolutionised by the establishment of Aravind Eye Care hospital. This is representative
of an unconventional self sustainable business model redefining the dynamics of eye
care industry by providing high quality eye care at affordable prices ( Ravilla and
Ramasamy , 2014). Numerous studies provide evidence as to how Aravind eye care
network has successfully boosted its efficiency from two to seven times by
implementation of Mcdonaldisation to its social business enterprise.
Structured into three different segments, this report will firstly describe a brief theory
of Mcdonaldisation and its four key components. Secondly, it will discuss how the
founder of Aravind developed his idea of starting up this social enterprise, the
establishment of this business and its current business operations. Thirdly, there will
be a critical evaluation of how Aravind eye hospital has been able to adapt this unique
process of fast food restaurant chains into its business model derived from George
Ritzer theory of Mcdonaldisation to achieve its goal “ to offer quality eye care at a
reasonable price ” Rangan , 2009). Finally, this report will establish an indication of
whether or not Aravind was able to successfully adapt to this unique process of fast
food restaurant chains into its business model to achieve his vision.
Once considered a luxury for the rich due to its high costs, eye care in India was
revolutionised by the establishment of Aravind Eye Care hospital. This is representative
of an unconventional self sustainable business model redefining the dynamics of eye
care industry by providing high quality eye care at affordable prices ( Ravilla and
Ramasamy , 2014). Numerous studies provide evidence as to how Aravind eye care
network has successfully boosted its efficiency from two to seven times by
implementation of Mcdonaldisation to its social business enterprise.
Structured into three different segments, this report will firstly describe a brief theory
of Mcdonaldisation and its four key components. Secondly, it will discuss how the
founder of Aravind developed his idea of starting up this social enterprise, the
establishment of this business and its current business operations. Thirdly, there will
be a critical evaluation of how Aravind eye hospital has been able to adapt this unique
process of fast food restaurant chains into its business model derived from George
Ritzer theory of Mcdonaldisation to achieve its goal “ to offer quality eye care at a
reasonable price ” Rangan , 2009). Finally, this report will establish an indication of
whether or not Aravind was able to successfully adapt to this unique process of fast
food restaurant chains into its business model to achieve his vision.
Example Introduction
focussing on purpose and structure
Once considered a luxury for the rich due to its high costs, eye care in India was
revolutionised by the establishment of Aravind Eye Care hospital. This is representative
of an unconventional self sustainable business model redefining the dynamics of eye
care industry by providing high quality eye care at affordable prices ( Ravilla and
Ramasamy , 2014). Numerous studies provide evidence as to how Aravind eye care
network has successfully boosted its efficiency from two to seven times by
implementation of Mcdonaldisation to its social business enterprise.
Structured into three different segments, this report will
firstly describe a brief theory
of Mcdonaldisation and its four key components. Secondly , it will discuss how the
founder of Aravind developed his idea of starting up this social enterprise, the
establishment of this business and its current business operations. Thirdly , there will
be a critical evaluation of how Aravind eye hospital has been able to adapt this unique
process of fast food restaurant chains into its business model derived from George
Ritzer theory of Mcdonaldisation to achieve its goal “ to offer quality eye care at a
reasonable price ” Rangan , 2009). Finally , this report will establish an indication of
whether or not Aravind was able to successfully adapt to this unique process of fast
food restaurant chains into its business model to achieve his vision.
Example Introduction
focussing on purpose and structure
Activity
Put the sentences below in the correct order to create a coherent
introduction to the topic of a report on the smartphone market:
•
The market can be described as an oligopoly as there are around six
mobile phone companies in the UK which control the whole industry
and regulate prices.
•
Competition within the UK mobile phone market has increased in the
last few years; one reason is the introduction of the smartphone
(Clark, 2011).
•
Furthermore, the offered products the handsets and services of the
mobile phone industry show similar characteristics.
Introduce the general topic
Solution:
Competition within the UK mobile phone market has increased in the
last few years; one reason is the introduction of the smartphone
(Clark, 2011). The market can be described as an oligopoly as there
are around six mobile phone companies in the UK which control the
whole industry and regulate prices. Furthermore, the offered
products the handsets and services of the mobile phone industry
show similar characteristics.
Introduce the general topic
Main Body of the Report
•
This is where you present your main account of the
problem or issue you are writing about.
•
It should be based on analysis, not intuition, e.g. avoid
writing “We feel that...”
•
You must back up what you write with evidence and/or
argument . This means using a range of relevant sources in
your writing e.g. appropriate theory, extracts from the
company annual report, news reports from credible and
authoritative newspapers, extracts from industry reports
etc.
•
All evidence must be referenced appropriately
Today
Aravind has grown to eleven hospitals and is performing over 408,220 surgeries,
a great indication of how effectively the process of Mcdonaldisation has been
implemented. The majority of treatments were serviced to the poor either free or at a
heavily subsidized rate ( Aravind Eye Care System, 2016). Aravind was also able to stay
self sustainable by being highly productive: using the latest technologies in spite of the
fact that it had only 30% of its patients paying. Aravind’s major sources of income were
his paying patients undergoing cataract surgery, sales of ophthalmic products and
Aravind’s training activities through which 90% of its money is self generated,
depending only on 10% from charities ( Rangan , 2009). However, despite the fact that
Aravind is expanding rapidly, it is still facing some fundamental management difficulties
wherein even after using modern and improved infrastructure in one of its hospital
situated in Tirunelveli, it is experiencing problems to stay self sufficient ( Rangan , 2009).
Main Body of the Report
Analytical Paragraph Structure
Topic sentence
Evidence, examples & explanation
(from your research)
Critically evaluate what you’ve just said
(so what?)
Main Body of the Report
Analytical Paragraph Structure
Conclusions
–
This is where you sum up the general conclusion/s you have
reached, such as "The very low staff morale is a result of an
autocratic management style".
–
Don't confuse conclusions (where you draw together the
threads of the preceding discussion to make some overall
point/s) with recommendations (where you say what should be
done about the conclusions you have reached).
Conclusion
All things considered,
Aravind has established an eye care system, which is pushing boundaries
in health care by providing high quality eye care treatments at affordable prices to the unaided
masses of India. Aravind has shown us that by strategic implementation of Mcdonaldisation to
its business model, which encompasses use of assembly line process that enables it to improve
its efficiency, to making self made eye care products reducing its functioning costs, and to
practicing unique Human resource management such as recruitment of local rural women, a
social enterprise can stay self sustainable and at the same time achieve growth. However, every
organization has some inevitable problems, Aravind is facing some difficulties but continual and
consistent effort is being put to improve its business model. Conclusively by using this clever
organizational technique Aravind eye care has been able to boost its efficiency from two to
seven times making it a leading business model in health care business.
Example conclusion
List of References
This is the list of sources referred to directly in your
report. You must give full details here of all the
sources you have used in your report.
Reference List
Aravind
Eye Hospitals (2016) Aravind Eye Care System. Available at:
http://www.aravind.org/default/clinicscontent/hospitals [Accessed on 02 12 2016].
Byronetics
(2006) Aravind Eye Care. Retrieved from
https://www.youtube.com/watch?v=3cjnNPua7Ag [Accessed on 03 01 2017]
Do, A.T.,
Ilango , K., Ramasamy , D., Kalidasan , S., Balakrishnan , V. and Chang, R.T. (2014)
'Effectiveness of low vision services in improving patient quality of life at Aravind Eye Hospital',
Indian journal of ophthalmology, 62(12), pp. 1125 1131.
Gray, R. (2008) 'Inspire and innovate: Developing world: Respite for sore eyes:
Aravind has
grown from an obscure clinic in southern India to the largest eye care facility in the world. And it
still treats patients for free. How?', The Guardian (London, England), 7.
Appendices (if any)
•
This is where you place any information whose inclusion is not central
to the main body of the report but which explains, amplifies or puts
in context the arguments and evidence you have presented there.
•
Its main purpose is to allow you to include important information
that, if it were included in the main body of the report, would
interrupt the flow of the argument you are developing there.
•
Any material in an appendix does not count towards the word length
for the report, nor will it attract any marks.
•
Examples of material suitable for an appendix include:
•
set of complex figures or statistics
•
supporting documents, e.g. extracts from company reports
Layout of your Report
•
the report should look like a single coherent document
•
consistency of visual style [e.g. font, line spacing,
underlining of headings]
•
justify margins
•
the report should read like a single coherent document
•
Sections should be linked (“bridging”)
•
information needs to be unified
•
attitude / approach to information needs to be unified
•
writing style needs to be consistent
•
Remember your cover page
•
Remember simple aesthetics
