COMM 2293 Consumer and Grocery Trends Memo

  

This is an small report writng assignment which must use the direct strategy. It needs 2 pages total including reference list and it is an informational report. Its format is memo format. There are at least three sources related to grocery trends must be included in this assignment. You need find three sources between 2009-2019. The assignment background is listed as follows:Mr. Patel recently attended the annual conference of the Canadian Federation of Independent Grocers (CFIG) in North York, Ontario. At the conference, the CFIG awarded their annual Innovators Award to several family-owned grocery stores across the country. Mr. Patel would like to apply for the award next year, but realizes Harvest Grocery needs to modernize to become innovative. He has asked you to research and write an analytical report about three or four of the latest consumer and grocery trends and recommend the best one to introduce to Harvest Grocery. In addition, Mr. Patel owns an grocery store so your sources must be related to grocery stores but not the supermarkets. The three sources must be found in magazines, trade journals and national news media. Your identity is an administrative assistant at Harvest GroceryYour reader is Arjun Patel, your employer at Harvest GroceryReferences must be used with APA style.You need to introduce the purpose of this report directly at the beginning of the report. You need to identify and discuss each of your trendsYou need to choose the best one recommending to your employerYou need to summarize your research, highlight the most relevant iformation for your readerYou need to justify the recommended action to your employer at the end of the report
report_ppt_1.pptx

report_ppt_2.pptx

report_ppt_3.pptx

workshop_ppt.pptx

direct_strategy_ppt.pptx

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COMM 2293:
Business Communications
Section F
Prof. Emily Ballantyne
28 February 2019 – Reports: Problem and Purpose
Agenda
 Librarian Visit
 Cindy Harrigan, Information Literacy
 Informational Reports
 Assignment 4
 Audience Analysis
 Problem & Purpose
 Homework Preparation: Find a Source
 Introducing a Report
Guest Speaker
CINDY HARRIGAN
SMU LIBRARIAN
Audience Analysis and Report Organization
Direct Approach
If readers
are informed
If readers
are supportive
If readers are
eager to have
results first
Direct
Organization
COPYRIGHT © 2016 BY NELSON EDUCATION
LTD.
Assignment 4 Background
Mr. Patel recently attended the annual conference of the Canadian
Federation of Independent Grocers (CFIG) in North York, Ontario. At the
conference, the CFIG awarded their annual Innovators Award to several
family-owned grocery stores across the country. Mr. Patel would like to
apply for the award next year, but realizes Harvest Grocery needs to
modernize to become innovative. He has asked you to research and write
an analytical report about three or four of the latest consumer and
grocery trends and recommend the best one to introduce to Harvest
Grocery.
What is the problem?
Audience Analysis
 What type of report does he need?
 What format should it take?
 Which approach should we use?
 What does he need to know?
 What kind of research does he expect you to do?
 What kind of research would he trust?
 Why is this research significant for him and his employer?
Assignment 4 Summary
Structure
 Length: Two-pages
 Strategy: Direct Strategy
 Report type: Informational
report
 Format: Memo
 Sources: 3 minimum
 Citation Format: APA Style
Content
 What are the latest grocery
trends?
 Which trend should Harvest
Grocery adopt?
 Why should they adopt this
trend?
Statement of Purpose for Research
 Identify the purpose. Describe what the report needs to do or
accomplishing using a focused action verb.
 Define the problem (s) to be solved. Include any variables,
objectives or specific details that need to be included.
 Determ ine a ny constra ints or lim ita tions. Identify the limitations
of your research methods (e.x. time, money, research parametres)
 S ta te the sig nifica nce. Explain why this report matters and will have
an impact on its intended audience.
Example Statement of Purpose
The purpose of this report is to recom m end a pla n that provides sales
reps with cars to be used in their calls. The report will com pa re costs
for three pla ns: outright ownership, leasing, and compensation for
employee-owned cars. It will a lso m ea sure employee reactions to each
plan. The report is significant because Pharmgen’s current leasing
agreement expires March 31 and an improved plan could reduce costs and
paperwork. The study is lim ited to costs for sales reps in the Edmonton
district.
(p. 320)
E m a il m e an expanded purpose
statement for Assignment 4.
Include:
-Purpose
-Scope
-Limitations
-Significance
Memo Format for Assignment 4
TO:
reader’s name, position
FROM:
your name, position
DATE:
due date
SUBJECT: specific to purpose of report
Introduction (direct reply opening)
Body (three or more sections with headings)
Conclusions (including direct reply closing)
 Review page 2 header on Figure 12.11 (p. 374)
Homework Preparation for Tuesday
 F ind three online source for your report. The sources should be
something that you think A rjun P a tel would find credible.
 P rint the source. Make sure you have noted all of the publishing
information about where it came from (e.x. URL, author, date)
 W rite a sentence using a sig na l phra se tha t incorpora tes ea ch
source. You can use a combination of paraphrase and direct quotation.
 B ring a copy on Tuesday. This will count toward other writing
grades, and will prepare you for the APA Homework assignment!
Credibility of Sources
How do I assess online
research?
Currency
Authority
Content
Accuracy
The internet is a web that can catch you.
Assessing Credibility
Currency
Content
 How current is the information?
 What is the purpose of the site?
 Check: Date of publication
 Check: the classification of page,
audience, tone, style
Authority
 How credible is the author or
source?
 Check: Credentials of the
author/corporation, use of
references, sponsors/promoters
Accuracy
 Do the facts seem reliable?
 Check: references, bias,
spelling/grammar
What is wrong with these sources?
Emily’s Homework Assignment
Source 1:
[deleted] (2018) suggests that women experiencing high stress buy yogurt
and men with bushy beards buy beer.
r/AskReddit, “Grocery store cashiers, do you notice any trends on what
people look and act like based on the food they buy?”

hiers_do_you_notice_any_trends/
Source 2:
According to Marketing Magazine (1996), “one in five grocery shoppers in
Canada buys take-out in the supermarket.”
Marketing Magazine, Toronto, vol 101, issue 23, June 10 1996, pg 4.
Don’t forget to bring in your 3 sources
for our class on Tuesday!
For Tuesday
Reports: Resea rch & Credibility
Read:
Chapter 11: 272-281
Chapter 12: 314-334
Coursepack: 11-12
Chapter 5: 117
Review: Online sources relevant to Assignment 4
Write: Bibliographic information for the source onto the printed copy of
the source.
COMM 2293:
Business Communications
Section F
Prof. Emily Ballantyne
March 5 2019 – Reports: APA & Paraphrase
Revise this terrible report. Focus on the memo
format, references, feasibility, and signal
phrases.
TO: [email protected]
FROM: [email protected]
DATE: 03/05/19
Subject: The Future of Harvest is Fake Meat
…
Trend 2: Sell Cellular Agriculture Products
Another growing trend is selling meat that is grown in a lab. University of Toronto
researchers are looking to grow cell-based meat, which is a first in Canada. Cellular
agriculture has been touted as the future of food thanks to its smaller environmental footprint
and consideration for animal welfare says Canadian Grocer 02/21/19. At this time, no meat
is ready to be sold. However, many organizations are working to engineer cellular
agriculture products. If Harvest invests in this research, then we might be the first grocery
store to stock this in Canada.
References
http://www.canadiangrocer.com/top-stories/headlines/is-canadian-lab-made-meat-headedto-your-plate-85775
Agenda
 APA
 Paraphrasing
 Parallel Structure
Citation
A citation is an a cknowledg m ent that you
used someone else’s ideas
It takes the form of a reference, both in the
body of the text and in a sepa ra te,
com plete list
What is the purpose of a citation?
To give credit to others work
To establish your credibility
To show your connection to a field of knowledge
or knowledge community
To avoid plagiarism
To help readers find more information
To find references again
What should we cite?
Credible Hulk by Eric M. Smith
Parts of a Citation
In-text Citation
Full Reference
 Goes immediately after the
 Goes on a separate page
reference
 Provides limited information
i.e. author, year, page number
 Contained in parenthetical
references e.g. (Hennig 2018)
with a subheading
 Provides the full publication
details
 Could include link or DOI
number
 Must provide all the
necessary details to be able
to find the source material
APA In-text
 Always include author and year in parenthesis unless you use the
author’s name in your phrase
 Separate the two with a comma
 Specific references (direct quotation and paraphrase) require page
numbers for print sources
 Use p. for one page, and pp. for multiple pages
✓ According to Hennig (2018), digital coupons shape customer habits
✓ CBC quotes Chris Emergui that “digital marketing plays a bigger role
than ever before” (Hennig, 2018)
Signal Phrase
 Use a signal phrase to introduce or lead into a reference
 Signals that the idea comes from another source
 e.g. Furthermore, Hennig (2018) a dds tha t coupons have changed
from a print to a digital marketing strategy.
 Some S ig na l P hra ses to use: adds, admits, agrees, argues, claims,
comments, compares, demonstrates, illustrates, implies, insists, notes,
reasons, says, states, suggests
Practice In-Text Citation B y H a nd
Please provide a correct in-text citation for the
sources you brought in today.
 If you did NOT bring in a source, please practice using this source:
Author: Clare Hennig
Title: Grocery stores cashing in on digital trends to attract shoppers
Website Name: CBC News
Date of Publication: 04/24/2018
URL: https://www.cbc.ca/news/canada/british-columbia/grocery-storesturn-digital-to-attract-shoppers-1.4633031
APA References Page
 Centre the word References at the top of the page
 Alphabetize works by last name
 Use a hanging indent for each citation
 Last name, first initial for all authors
 Capitalize first word, first word after a colon, proper nouns and
acronyms
APA References Structure
Print Book
 Last name, first initial. (Date).
Title of Book. City of Publication:
Publisher.
Online Article
 Last name, first initial. (Date). Title of Article.
Title of Journal, Volume
Number(Issue), Pages numbers. Retrieved from: .
APA Sample References
Practice Reference List B y H a nd
Please provide a correct reference list for the
sources you brought in today.
 If you did NOT bring in a source, please practice using this source:
Author: Clare Hennig
Title: Grocery stores cashing in on digital trends to attract shoppers
Website Name: CBC News
Date of Publication: 04/24/2018
URL: https://www.cbc.ca/news/canada/british-columbia/grocery-storesturn-digital-to-attract-shoppers-1.4633031
Reminder: Quick Guides Are Available
V isit the S M U L ibra ry
Website!
https://sm u.ca /a ca dem ics/ci
ta tions-refworks.htm l
Humboldt library
One More Resource
https://owl.english.purdue.edu/owl/section/2/10
Paraphrase Process
✓ Read the original passage as many times as you need
to in order to understand it thoroughly.
✓ Set it aside and write your paraphrase.
✓ Check your paraphrase against the original to make
sure you have accurately expressed the original’s
meaning.
✓ Use quotation marks for any term or phrase you have
borrowed.
✓ Record the source (author, title, page) for future use.
✓ Keep notes about to how you expect to use this
paraphrase.
Paraphrase
What is wrong with this paraphrase?
Original
Incorrect Paraphrase
Personal shopping services including curbside pickup are being used by
Amazon and Whole Foods. Customers tapped into their ordering app to
place their order and choose a pickup option. Customers would get free
pickup if they wanted their order ready in an hour and met a minimum
spending amount.
Reference
PYMNTS (2018, Dec 28). 2018 Recap: The Year in Grocery Innovations.
PYMNTS. Retrieved from: https://www.pymnts.com/news/retail/2018/grocery-innovations-cashierless-checkout-curbside-pickup
Pair and share. Review your partner’s
paraphrase. Compare it against the
original. Discuss the similarities and
difference in what you included.
How should you organize your assignment?
Write out a numbered list of the parts.
 These are the instructions:
After your introduction, logically organize the body
of the report to identify and discuss each of your
trends or innovations. Recommend the best one to
introduce to Harvest Grocery. Conclude your report
by summarizing your research, and highlighting the
most relevant information for your reader.
Headings
 Highlight major ideas
 Allow the reader to see the big picture quickly
 Break up long sections of text
Subheadings
Talking
 Provide more information
about the content
 Spark reader interest
 May not show how the report
is organized
Descriptive
 Show outline without providing
insight into the content
 Reduce opposition by remaining
general
 May not show specifics
What is the difference between these titles?
Brainstorm some talking headings for these
sections.
 Trend 1: Instacart
 Trend 2: Self Checkout
 Trend 3: No Waste
 Recommendations
 Summary
Heading Parallelism
x Benefits of Instacart
x Why Self Checkouts are Bad for Customers
✓ Advantages of Personal Shopping Apps
✓ Disadvantages of Self-Checkout Services
Fix the parallelism in the headings by putting
them into the same structure.
Use a present tense verb (e.g. Upgrade, Adopt)
Use an –ing word (e.g. Upgrading, Adopting)
Use a question format (e.g. Why should you…)
Please submit your APA Homework.
For Thursday
Reports: S tructuring your Report
Read:
Chapter 5: 118-119
Coursepack: 8-9
Appendix B: 5-8
Review: APA Formatting Guidelines
Write: Revise APA and write report draft
COMM 2293:
Business Communications
Section F
Prof. Emily Ballantyne
March 7 2019 – Reports: Structure
Revise this report. Focus on subject,
talking/parallel headings, and APA formatting.
TO:
Arjun Patel, Owner and Operator
FROM: Emily Ballantyne, Administrative Assistant
DATE: March 7, 2019
Subject: Grocery Trends
…
Get Digital Coupon Apps
Another trend is providing incentives in the form of online coupons. Hennig (2018) suggests
that coupons have changed from a print to a digital marketing strategy…
Personal Shopping Services like Instacart
Many of the bigger retail chains are offering online ordering. Personal shoppers do the
shopping and then the customer gets a “curbside pickup service” (PYMTS, 2018)…
References
PYMNTS (2018, Dec 28). 2018 Recap: The Year in Grocery Innovations. PYMNTS. Retrieved
from: https://www.pymnts.com/news/retail/2018/grocery-innovations-cashierless-checkoutcurbside-pickup
Hennig, C. (2018/04/24). CBC News. Grocery stores cashing in on digital trends to attract
shoppers. Retrieved from: https://www.cbc.ca/news/canada/british-columbia/grocery-storesturn-digital-to-attract-shoppers-1.4633031
Agenda
 Report Bonus Points
 Memo Format
 Introduction
 Statement of Purpose
 Research sources used
 Preview of content (road map)
 Topic Sentences
 Conclusion
 Pronouns
Next class is
Workshop.
Workshop draft will be marked for
 FORMAT: memo; page headers; headings in report
 DIRECT REPLY opening/closing
 RESEARCH: with complete signal phrases
 APA: in-text citations & References list
 REPORT CONTENT: introduction; BODY (three full paragraphs);
conclusion
→Due in class, no late submissions.
Bring TWO COPIES.
Memo Format for Assignment 4
TO:
reader’s name, position
FROM:
your name, position
DATE:
due date
SUBJECT: specific to purpose of report
Introduction: use direct reply opening, statement of purpose,
research sources, preview of content
Body: three or more sections on three or more trends, talking
headings for each, recommendations
Conclusions: direct reply closing
Introduction
1) Direct opening and statement of purpose
2) Research sources used
3) Preview of Content & Organization
Direct Opening & Purpose
Answers the reader’s questions:
 What is this report about?
 What will it help me do?
Includes the key words in the subject
Incorporates the direct reply (i.e. “you requested”)
Direct Opening Example
As requested, here is my report on three
potential locations in Queens County, to help
you choose where to film our company’s
upcoming production
Research Sources
Answers the reader’s questions:
 How much does the writer know about the subject?
 What sources were consulted in putting together the
report?
Includes print sources (including news media
and/or magazine titles), website names (not URLs),
surveys and interviews conducted, etc.
Research Sources Examples
Magazine
Title and Newspaper Title and on the Association
Name website.
◼ The report is based on research found in
◼ In conducting research for this report, I used the
websites of the Association Name and Association
Name and Magazine Title.
Write a research sources sentence for these
sources.
PYMNTS (2018, Dec 28). 2018 Recap: The Year in Grocery Innovations.
PYMNTS. Retrieved from:
https://www.pymnts.com/news/retail/2018/grocery-innovations-cashierlesscheckout-curbside-pickup
Hennig, C. (2018, April 24). Grocery stores cashing in on digital trends to
attract shoppers. CBC News. Retrieved from:
https://www.cbc.ca/news/canada/british-columbia/grocery-stores-turndigital-to-attract-shoppers-1.4633031
Preview
Answers the reader’s questions:
 What are the major sections of the report?
 How is the report organized?
 Where can I find the information I need?
Includes a road map (organizational structure) for
the rest of the report
Preview Examples
I will first describe the geographic features of
Queens county and then discuss the merits of three
specific locations within the county: the town of
Caledonia, Kejimkujik National Park, and the old
meeting house in Port Medway.
Full Introduction Example
[statement of purpose] As requested, here is my report on
three potential locations in Queens County, to help you
choose where to film our company’s upcoming production.
[research sources used] In conducting research for this
report, I used the websites of the Association Name and
Association Name and Magazine Title. [preview of content]
First, I will describe the geographic features of Queens county
and then discuss the merits of three specific locations within
the county: the town of Caledonia, Kejimkujik National Park,
and the old meeting house in Port Medway. I recommend
Kejimkujik because of its price and beauty.
Topic Sentences
 Reveals the primary idea in a paragraph
 An introduction or general sentence
 It states the main idea of the paragraph
 Its job: Tells us what this paragraph is going to be about
 Imagine it like a road sign that tells you what is up ahead (and what is
most important!)
Pick the Topic Sentence
 Topic: Go Local
 Tap into Nova Scotia pride by sourcing the produce of Nova Scotia’s independent
farmers.
 Reynolds (2016) suggests that local food is “fresher, more flavourful food” (p. 5)
 For example, there are two dairies near the Annapolis Valley including Fox Hill and
That Dutchman’s Cheese.
 Topic: Online Ordering
 PYMNTS (2018) describes the requirements of curbside pickup as spending a
minimum amount and selecting a pickup window within a half hour.
 Online ordering is convenient for busy professionals but requires high upfront costs.
 Online grocery ordering apps include Instacart, Delivery.com and Postmates.
References
PYMNTS (2018, Dec 28). 2018 Recap: The Year in Grocery Innovations. PYMNTS. Retrieved from:

Reynolds, J. (2016). Buying Local Food Products. Canadian Society of Nutrition Management News. Winter 2016, pp. 5-10.
Conclusion as Summary
 Compresses the report into the main points
 Identifies the purpose of the report
 Presents the main points of the report
Full Conclusion Example
[summarize research] To determine potential film
locations, I consulted Association Name and Association
Name and Magazine Title. [highlight relevant information]
Though there are benefits to shooting in the town of
Caledonia, Kejimkujik National Park, and the old meeting
house in Port Medway, I recommend that you select
Kejimkujik. [justify recommended action] Kejimkujik’s
inexpensive rental price and incredible natural
surroundings make it an excellent choice.
Pronouns
Pronouns
 A pronoun is a word that takes the place of a noun.
Subject
Object
Adjective
Possessive
I
me
my
mine
you
you
your
yours
she
her
her
hers
he
him
his
his
we
…
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