Running head: ASSIGNMENTS 1

Assignments

Name

College
ASSIGNMENTS 2

From: Maria Lopez, CEO

To: All employees

Subject: Information about our wonderful product

Dear Colleagues at Rubicon Engineering

I am excited to share with you the future prospects of your company as it tries to expand into

the market of automobile engine retrofitters. As all of you know, we have developed a

transition package to help convert gas-powered engines so that they can run on biofuels, and

we are calling this package the Gas Replacer. We are partnering with a large automobile

manufacturer to ensure that it works with different engine types. You are also aware that the

package is a retrofitting tool that attaches to some of the existing engines so that the customer

can start using biofuel immediately, but not with all of them. But more of that later – let me

first state the advantages of the product and why we believe we shall be able to capture

significant market share within a short span.

The chief advantage for the customer is, of course, that she will be able to use lower

cost biofuels for driving her vehicle and will be able to save substantially. Ethanol (a form of

biodiesel), for example, costs $1.84 and biodiesel B20 cost $2.23 per gallon on average,

compared to gasoline at $2.06 and diesel at $2.13 per gallon on average. According to the

Alternative Fuels Data Center (AFDC), even at the current depressed gasoline price levels

biofuels are either cheaper or slightly costlier than conventional fuels (AFDC 2016). In

addition biofuels are now widely available, including at many gas stations, so that we do not

anticipate any fuel supply bottlenecks or availability problems for the average vehicle driver.

The second advantage of our product is related to an issue of great social

responsibility – we help our customers reduce fossil fuel consumption and instead increase
ASSIGNMENTS 3

consumption of fuels that are less harmful to the environment. Biofuels are manufactured in a

more sustainable manner and they emit less greenhouse gases than gasoline because they

have been designed to be cleaner burning (Bozbas, 2008, p. 545). We are, therefore,

promoting sustainability, green technology, and higher fuel efficiency – issues that are of

great concern at this moment.

Like all other new products, ours also have some disadvantages, even if of a transient

or minor nature. The chief disadvantage at the moment is that only 50% of the cars on the

road can be retrofitted with our product. We are, however, working with our partner to

increase the engine types which are compatible with our product, and we hope to make

progress in this area soon. Meanwhile, our partner has produced a product guide and I

encourage all of you to go through it and clarify any doubts.

The second disadvantage is that we do not have direct relationships with our

customers. As a result, and due to the high demand for our products, customers are

sometimes trying to install our product on their own, instead of asking for assistance by a

knowledgeable automotive professional. I urge all of you to always insist that only our

trained engineers should install the Gas Replacer. Please use whatever means available to

you, including our social media platforms, to spread the message that our product should be

checked for compatibility first and then installed professionally.

To conclude this email, let me once again remind you of the exciting times ahead if

we dedicate ourselves to the development and sales of our product. We have all worked hard,

we have tested our product, and we have partnered with a large producer who can guarantee

our initial success. We know that our product can be a game changer in the automobile

market, and demand is soaring already. Let us go and create history!

Yours Sincerely
ASSIGNMENTS 4

References

AFDC. (2016). Alternative Fuel Price Report. U.S. Department of Energy. Available at

http://www.afdc.energy.gov/fuels/prices.html

Bozbas, K. (2008). Biodiesel as an alternative motor fuel: production and policies in the

European Union. Renewable and Sustainable Energy Reviews, 12(2), 542-552.

ASSIGNMENTS 5

From: Maria Lopez, CEO

To: External stakeholders

Subject: Information about our wonderful product

Dear Suppliers, investors and other external stakeholders

Please allow me to introduce our exciting new product, the Gas Replacer, and discuss some

of its advantages and its future prospects. As many of you are aware, we have developed a

transition package to help convert gas-powered engines so that they can run on biofuels. I

cannot emphasize enough the changes that this will bring to the marketplace and the

advantages the common man will derive.

The advantages of the product are fairly self-evident, but I shall concentrate on the

two chief ones. We are living in an age of global warming where the emission of greenhouse

gases (GHGs) from vehicles has become one of the primary issues of concern. A lifecycle

cost assessment of vehicles running on diesel, natural gas, and electricity shows that diesel

vehicles of all sizes emit significantly higher quantities of GHGs when compared to vehicles

run on electricity or hybrid fuels. The same study also shows that the total cost of ownership

for hybrid and alternate fuel vehicles that use the latest fuel management technologies is

either comparable to or less than that of diesel vehicles (Lajunen & Lipman, 2016, p. 331).

One of the advantages of our product is, therefore, that it encourages users to become more

environmentally aware and contributes towards the drive for a sustainable and less damaging

fuel source. Customers who use our product will feel satisfied that they are contributing

towards a more secure future.

A second advantage of our product is that its usage leads to cost saving by the

customer. It allows cars to be driven on biodiesel or on a blend of diesel and biodiesel, and
ASSIGNMENTS 6

biodiesel is less costly than either gasoline or diesel. This is a fact even at the current

depressed prices of diesel, and in the future if diesel prices start climbing again then our

customers will certainly find themselves in a much more advantageous position. They will be

able to save money while driving a more environmentally friendly car, and that is an

extraordinary proposition indeed!

Even though our product is an excellent proposition, it has its drawbacks that we

should also be aware of. The first one is that it is not yet compatible with all models and

makes of engines that are running on the roads. We have partnered with a large automobile

manufacturer to ensure that it works with different engine types, but our engineers have

found that the Gas Replacer package can be fitted to only about 50% of the engines available

at present. On the other hand our product has high demand because of its advantages and

because the market for conversion kits establishing itself rapidly. As a result some customers

may try to install the kit themselves and fail to install it properly. In order to mitigate this

advantage, I urge all of you to spread the message that our kits should not be installed without

supervision of our expert engineers who have been adequately trained for this purpose. You

are advised to make sure that customers contact our partner’s sales team and ask for our

engineers when they purchase our product.

The second disadvantage that we may have is related to the fact that we have an

external partner, Filters Inc., who manufactures a filter critical to the proper operation of the

kit. Since they are one of our external stakeholders, we may suffer product shortages if we do

not focus on supply chain issues with them. In order to mitigate this disadvantage we should

use demand forecasting models and place economic order quantities with Filters Inc. so that

our stock of filters is replenished in time and we do not experience product outage.

I would like to conclude this letter to you by once again emphasizing the unique

opportunity that we have and by seeking close cooperation between all of our stakeholders.
ASSIGNMENTS 7

Yours Sincerely

References

Lajunen, A., & Lipman, T. (2016). Lifecycle cost assessment and carbon dioxide emissions

of diesel, natural gas, hybrid electric, fuel cell hybrid and electric transit buses.

Energy, 106, 329-342.

ASSIGNMENTS 8

Blog Entry

Dear Visitor, welcome to the blog maintained by staff at Rubicon, the company that

developed your favorite engine replacement kit – the one that you have come to know as the

Gas Replacer. In this blog you will find more information about the product, why you should

use it and your advantages, and some precautionary advice.

Let us take a closer look at the product first. As you perhaps already know, the Gas

Replacer is a cutting-edge replacement kit for your vehicle’s engine that allows you to use

either biodiesel or a blended fuel (diesel and a blend) as a fuel source for your engine. It uses

a number of technological advancements to make sure that your engine is not damaged under

varying loads and fuel conditions. It has been designed by our engineers to maximize fuel

conversion efficiency and give you extra mileage, especially compared to some other kits of

inferior quality available in the market. You will be satisfied to know that all of us at The

Rubicon have tested the transition package to rigorous national and international standards,

and our engineers guarantee that you will be satisfied with the performance of the Gas

Replacer when it is installed by our specially trained technicians.

You will also be pleased to know that we have partnered with a large and well-known

automobile company in our endeavor to bring the product within easy availability of as wide

a customer as possible. One word of caution, though – our engineers, along with our partner,

are trying to customize the Gas Replacer so that it is compatible with as many engines as

possible. Even so, given the very large variety of engines of different make and manufacture,

you will appreciate the fact that we have so far been able to make our product compatible

with approximately 50% of all the engines out there on the roads. However, do not worry –

we are working overtime with our partners to extend the compatibility of our product so that

you can install it in your vehicle as soon as possible. Meanwhile, our advice would be not to
ASSIGNMENTS 9

try and install the product yourself – it does require specialized knowledge that our engineers

possess.

Let us also take this opportunity to discuss with you some of the advantages of our

product. The first advantage, of course is cost cutting. As you are aware, biodiesel is cheaper

than gasoline even at current depressed prices of the latter. And while everyone is saying that

oil prices are touching historical lows, who knows when they will start going up again? So

think of the savings you will make driving your vehicle with either biodiesel or a blend. And

biodiesel has become widely available these days, including at most gas stations, so you do

not need to worry about availability of the fuel either.

The second advantage is that the Gas Replacer allows you to become more

ecofriendly. We all know that biodiesels are produced in a sustainable manner so that they do

not harm the environment to the extent that gasoline or diesel production does. Biodiesel is

also a fuel that can be replenished, and is, therefore, an important part of the global quest for

sustainability and environmental friendliness. When you use our product you contribute

towards a reduction of greenhouse gases and you do it while paying less – how cool is that?

The third advantage is that you receive the highest quality of service and product

guarantee, at a level that you expect from our internationally renowned partner. We have

developed the product in close collaboration with each other, following rigorous steps and

quality standards that our partner is known for. So you can rest assured that you are installing

a high quality product that will soon emerge as a game changer in the market place!

We look forward to meeting you personally at one of our partners’ showrooms and

discussing how best we can serve you!

ASSIGNMENTS 10

From: Maria Lopez, CEO

To: Glen Dean, Filters Inc.

Subject: Issues with manufacturing lead time

Dear Glen

You wrote to me earlier today about difficulties with the shorter manufacturing lead time that

my operaitons manager proposed to you. I thought I would reply as soon as I could take a

look at the broader picture and ascertain all the facts. Before taking up the issue of lead time

directly, however, it would be prudent to bring you up to date with the latest facts and figures.

I have been reviewing our latest sales figures and demand projections, and they look

wonderful! I cannot emphasize enough how exciting I am at the prospect of rapidly

increasing demand for the Gas Replacer. The feedback that I am receiving from my sales and

marketing team is also highly encouraging, and many of them are referring to the product as a

game changer for the automobile fuel industry!

We both know that the filters you manufacture are critical to the proper operation of

the transition package. I understand that we are trying to shorten the manufacturing lead time

for the filters, and indeed this is the second request from our team. However, I urge you to

consider the fact that demand for the product is beyond all reasonable expectations and we

should all do our best to meet this demand as much as we can. We both know that supply

chain management is a critical aspect of the operations of any modern company and I am sure

you understand the essential role that parts procurement and assembly plays in the kit we

manufacture. If we are able to shorten the manufacturing lead time by two days, as our

operations manager has indicated, then we shall be able to assemble close to a thousand
ASSIGNMENTS 11

additional units in a week and that will go a long way towards meeting the additional

demand.

You are also aware that we apply principles of lean management, including just-in-

time and Kanban, to manage our supply chain and assembly line. This allows us to streamline

our inventory, lower costs, reduce waste, and match supply and demand as closely as

possible. Lean management techniques also allow us to deliver exactly what our customer

wants, which is especially important in light of the fact that the Gas Replacer is a highly

customizable and adaptable product that can be retrofitted to almost 50% of the engines

running on the road. Therefore, shortening the manufacturing lead time will enable us to

ramp up our supplies and capture a greater share of the market while at the same time

remaining in control of our inventory levels. I am sure that it will be beneficial to your

company also, because you will be able to increase your revenues when we buy more

quantities from you. In conclusion, therefore, let me state that we have a rare opportunity at

hand and all of us should try our best to profit from the demand for our product. Let us

convert this into a win-win situation for both our companies!

Yours Sincerely
ASSIGNMENTS 12

From: Maria Lopez, CEO

To: Aidan Rolf.

Subject: Issues with manufacturing lead time

Dear Aidan

I read the complaint that you registered on our social media page, and considering the

disappointment that you have gone through, I decided to directly email you our response. Let

me begin by offering you an unconditional apology for your less than satisfactory experience

with the Gas Replacer. You have written that you bought and installed the product, and that it

did not work. Please be aware that customers are the top priority at Rubicon, and we strive to

see each of our customer happy – that indeed is the reason for this email and the resolution

that we intend to offer.

Before coming to the resolution, however, I want to discuss the steps necessary for us

to take together that will resolve the situation for you. You are aware that we mention in all

our advertisements and product manuals that it is not compatible with all gasoline and diesel

engines. There is a wide variety of engines, in terms of manufacturer, make and model, and

you will appreciate the fact that we have not yet been able to customize our product so that it

can be retrofitted to all of them. That is the reason why we insist in all our interactions with

the public that they should only be installed by qualified personnel, and not by the customers

themselves. You see, our engineers have been specially trained to assess whether the Gas

Replacer is compatible with a particular engine and whether installing the product will result

in improvements in performance instead of ruining the engine. I must point out that

customers who try install the product by themselves without expert assistance are in danger

of actually damaging the engine, which unfortunately has occurred in your case. In order to
ASSIGNMENTS 13

resolve any conflict, therefore, it is imperative that you have our product installed by our

trained engineers in any car that you buy in the future. That way you will be guaranteed of

the best performance from your car.

Let me also offer you a 10% discount off the service charge that we usually apply for

engine inspection and installation of our product. I would request you to keep our installation

kit, and when you bring a functional car to our service outlet (you mentioned that your

present car is not working now), we shall be happy to provide this discount to you. Kindly

bring a printed copy of this email, along with a valid identification document, as proof. I hope

this will resolve the issue and we shall be able to welcome you to the fast growing family of

the Gas Replacer users. When you use our product as per our recommendations, you not only

save fuel costs, but also act as a responsible global citizen contributing to greenhouse gas

emission reduction!

Sincerely Yours.
ASSIGNMENTS 14

Effectiveness of positive and negative communication strategies used in communication

portfolio for both internal and external stakeholders

Written and verbal communications play an important part in the development of an

organization and in its long term success. They help convey information and decisions both

within and outside the boundaries of the organization, create a positive or negative work

atmosphere, and build the organizational culture. Both internal and external stakeholders of

the firm, including management, employees, vendors and suppliers, business partners and

customers are served well if there is a pattern of well-though, clear and unambiguous

communication between various entities that conduct and manage day to day operations.

Organizations usually strive to use positive communication cues while minimizing negative

elements because the former is usually associated with a better working environment, higher

morale and better productivity (Mishra, Boynton, & Mishra, 2014, p. 191). Positive

communication strategies that are sought to be reinforced include an emphasis on clarity,

active engagement with the other party, a sincere effort to find out the viewpoint of everyone

involved in any communication process, being empathetic, and promoting a culture of open

communication negative communication cues that are usually sought to be avoided include

being disinterested in the communication, trying to promote one’s own point of view at the

cost of others’, being insincere and roundabout, and being ambiguous in what one tries to

convey (Clutterbuck & Hirst, 2002, p. 51).

The communication portfolio for internal and external stakeholders has sought to

incorporate some of the positive communication modalities discussed above, while trying to

avoid some of the negative modalities. For example the email sent to staff by top

management emphasizes open communication that is at once motivating and direct in its

approach. It discusses the positive points about the product but also acknowledges the

disadvantages, thereby building an organizational culture that is truthful and accepting of the
ASSIGNMENTS 15

reality. The email also provides instructions to employees as to how they should try to

mitigate the disadvantages, and in so doing emphasizes clear and unambiguous instructions.

A similar open and unambiguous approach is taken while communicating with external

stakeholders also. In addition the email to the external stakeholders emphasizes the value of

collaboration and of spreading a positive message. A persuasive approach is utilized in the

email to the business partner. It follows the principle that organizational communication

should be able to understand the viewpoints of others but it should also firmly and

convincingly highlight management’s viewpoints. This email also shows the effectiveness of

pointing out the benefits for both partners if short term difficulties can be overcome, which is

another aspect of positive communication. The empathetic approach to communication is

highlighted in the response to the dissatisfied customer. The response is sympathetic to the

plight of the customer, tries to understand her viewpoint, and patiently explains the reason

that the company product did not meet her expectation. It also offers her a solution that would

improve her long term relationship with the organization. Throughout the portfolio negative

aspects of communication, such as being rude, imprecise or dismissive of the other part, have

been avoided. It is believed that the communication strategies used in the portfolio would be

helpful for both internal and external stakeholders.

ASSIGNMENTS 16

References

Clutterbuck, D. & Hirst, S. (2002). Talking Business: Making Communication Work.

Burlington, MA: Butterworth-Heinemann.

Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement The Expanded

Role of Internal Communications. International Journal of Business Communication,

51(2), 183-202.
ASSIGNMENTS 17

Effectiveness of the different communication modalities

The communication modalities used in the portfolio are all examples of written

communication, which perhaps constitute the most important part of day to day operations of

any organization. Written communication is a permanent record that can be accessed by all

employees and external stakeholders, depending on the level of access, and ideas about

organization policies, goals, modes of action, etc. are formed on this basis.

Earlier organizations used to reply on letters and inter-office memos for written

communication, but the rise of electronic communication means such as computers and

mobile devices has brought forward many more options such as blogs, email, social media

platforms and short pieces of text. Email has in fact become the primary mode of written

communication, largely supplanting the formal letter or inter-office memo. The rules of

formal communication, however, still apply to the email because it is also a permanent

written record of communication between various stakeholders of the organization. Emails

written within a business context must be clear and precise, and should adequately convey the

business context, in order to be effective. It should employ the principles of positive

communication such as openness and an overall understanding of the business process. The

emails written as part of the communication portfolios are precise and formal in nature, and

convey the viewpoints of management clearly.

Blogs and other social media tools are somewhat more informal because they usually

communicate with the customer and other casual visitors. The blog written in this portfolio,

therefore, adopts a slightly informal tone in order to be more effective. It serves the purpose

of arousing interest among visitors so that they decide to find out more information about the

company’s product. The formal letter written to the dissatisfied customer, on the other hand,

clearly defines the problems faced by the customer and the reasons why she has faced them.
ASSIGNMENTS 18

It spells out the company’s viewpoints on the issues raised by the customer and discusses

possible resolution steps. At the same time it is also empathetic and looks at the problem

from the point of view of the customer. Therefore, the formal letter uses most of the positive

communication strategies that should be adopted whenever a case of dispute arises. The letter

also offers a resolution and outlines the steps that the customer should follow. The email,

blog and formal letter, therefore, try to be effective for the various stakeholders using

appropriate principles of positive corporate communication.