BUS8320 Global Business Environment Case Study #1: Trade and Technology Value – 5% You and a colleague have just been hired by Unique Greetings, the largest manufacturer and distributor of customized greeting cards in Ireland. Having just received your FITT Certified International Trade Professional designation, you are thrilled to have landed the position of International Marketing Manager for Unique Greetings. Your dual specialization in international business and information technology make this your dream job and you are grateful for this opportunity to launch Unique Greetings into the world of international business. The president of the company has tasked you with your first assignment. She explains that the company received a large order last month from a major Australian retail chain that found Unique Greetings via the Internet. The president was amazed that a country as far away as Australia could be a target market and has decided that pursuing international business should be one of the company’s major strategies going forward. Although the international marketing budget is quite limited, the president is convinced that the best strategy is to develop an “E-Business Plan”. She has set 50,000 Euros aside and wants you to use this money to hire a website developer to re-design the company’s website. You have 3 months to make this happen. The president has asked you to come back to her within two weeks with your preliminary recommendations for the company’s “E-Business Plan”. How exciting! Not only can you use your international trade expertise, you are also an avid user of technology and have developed some of your own websites in the past. You are concerned about the president’s suggestion to use the $50,000 Euros budget to hire a website developer. Many companies make the mistake of allocating too large a portion of the budget to graphics and bells and whistles, whereas you know from experience that high quality content is the priority in establishing a company’s online presence. This may become one of the key recommendations to the president when you submit your preliminary report in 14 days. Part One: Development of an E-Business Plan As you are new to the company, the first step is to get to know the business as well as you can. In order to assess the requirements for the company’s online presence, you will need to become intimately acquainted with the products and services, systems and processes, personnel and management team, marketing and distribution channels, as well as budgeting and accounting procedures. The following are the results of your research: Evaluation of current website: • Current website is primarily an “electronic brochure” • There is .

1. BUS8320
Global Business Environment
Case Study #1: Trade and Technology
Value – 5%
You and a colleague have just been hired by Unique Greetings,
the largest manufacturer and distributor of
customized greeting cards in Ireland. Having just received your
FITT Certified International Trade Professional
designation, you are thrilled to have landed the position of
International Marketing Manager for Unique
Greetings. Your dual specialization in international business
and information technology make this your dream
job and you are grateful for this opportunity to launch Unique
Greetings into the world of international
business.
The president of the company has tasked you with your first
assignment. She explains that the company received
a large order last month from a major Australian retail chain
that found Unique Greetings via the Internet. The
president was amazed that a country as far away as Australia
could be a target market and has decided that
pursuing international business should be one of the company’s
major strategies going forward. Although the
international marketing budget is quite limited, the president is
convinced that the best strategy is to develop
an “E-Business Plan”. She has set 50,000 Euros aside and wants
you to use this money to hire a website developer
to re-design the company’s website. You have 3 months to

2. make this happen. The president has asked you
to come back to her within two weeks with your preliminary
recommendations for the company’s “E-Business
Plan”.
How exciting! Not only can you use your international trade
expertise, you are also an avid user of technology
and have developed some of your own websites in the past. You
are concerned about the president’s suggestion
to use the $50,000 Euros budget to hire a website developer.
Many companies make the mistake of allocating
too large a portion of the budget to graphics and bells and
whistles, whereas you know from experience that high
quality content is the priority in establishing a company’s
online presence. This may become one of the key
recommendations to the president when you submit your
preliminary report in 14 days.
Part One: Development of an E-Business Plan
As you are new to the company, the first step is to get to know
the business as well as you can. In order to assess
the requirements for the company’s online presence, you will
need to become intimately acquainted with the
products and services, systems and processes, personnel and
management team, marketing and distribution
channels, as well as budgeting and accounting procedures. The
following are the results of your research:
Evaluation of current website:

3. • Current website is primarily an “electronic brochure”
• There is no functionality to allow online purchasing
transactions
• Good product photos can readily be used
• Website is in English only
Rationale for e-business
• Increase international customer base
• Facilitate online transactions
• Keep international marketing costs to a minimum
Management and personnel
• Limited knowledge of best uses of technology in business
systems and processes
• View technology as risky business—putting product photos on
the web increases chances of violation of
intellectual property rights
Exceeds Expectations Meets Expectations Needs Improvement
Question 1 • Provides clear and sound advisement
based on thoughtful analysis

4. 5
• Provides sound advisement based
on thoughtful analysis
4 3
• Recommendations may be unclear,
lack of supportive analysis
2 1 0
Question 2 • Identifies ten distinct issues, each
stated clearly and concisely
10 9
• Identifies ten distinct issues
• Some overlap and/or some issues
are not clearly identified
8 7 6
• Identifies some issues
• Issues have not been clearly or
concisely defined
5 4 3 2 1 0
Question 3 • Table of contents is clear, concise and
provides thoughtful recommendations
that demonstrate a high-level
understanding of course content

5. 5
• Table of contents is clear, concise
and provides thoughtful
recommendations that
demonstrate a solid
understanding of course content
4 3
• Table of contents may be missing
key topics
• Lack of thoughtful analysis
• Superficial connections, if any,
among course materials
2 1 0
Style • • Report is written in clear, concise
and professional manner
• Minor, if any issues with spelling
and grammar
5 4
• Report is unclear
• Writing is unprofessional
• Issues with spelling and grammar
detract from overall readability
3 2 1 0

6. Total /25
• Have limited time to learn about new ways of doing business
Marketing Strategy
• Good marketing and distribution throughout wholesale and
retail chains in Ireland
• No knowledge of international distribution channels or
competitors
• No knowledge of international pricing, fluctuating currencies,
etc.
Technical
• Hardware and software is adequate
• Investment in an e-business platform will be required
Accounting systems
• Have just converted to an automated accounting system—
unsure whether an interface can be built into the e-
commerce platform
• Accounting staff not familiar with options for international
payment
• Who will look after export documentation?
Logistics and order fulfillment
• International shipments will require special packaging and

7. labeling
• Need to consider supply chain outsourcing options, e.g.
fulfillment through shipping companies
Part Two: Report
Based on your findings, above, create a report (no longer than
1000 words) addressing the following:
1. How should you address the president’s suggestion that the
entire budget be spent on a website
developer?
2. Make a list of 10 issues the organization will need to address
3. Set up a draft Table of Contents for the organization’s E-
Business Plan
Your completed work must be submitted to the Dropbox on or
before beginning of class 8 February.
Evaluation
A Note on Avoiding Plagiarism
“Written or other work which a student submits in a course shall
be the product of his/her own efforts.
Plagiarism, cheating, or other forms of academic dishonesty are
prohibited. Cheating means the
misrepresentation by the student of his/her performance in a
college setting” (Conestoga College, 2013). For
more information on this policy, please visit:
http://www.conestogac.on.ca/registrar/rightsresponse/responsibi

8. lity.jsp and/or come speak with me.
To avoid plagiarism, be sure to cite your sources using the APA
style. Should you require further information
and/or assistance using the APA style guide, please visit the
Learning Commons, the Purdue Online Writing
Lab (OWL) at: https://owl.english.purdue.edu/owl/owlprint/560/
or come see me.
Late Penalty
Unless otherwise stated, or in the event of extenuating
circumstances*, late work will not be accepted.
*Must be communicated prior to the deadline.
http://www.conestogac.on.ca/registrar/rightsresponse/responsibi
lity.jsp
Chapter 5-Organization1.pptx
COMX 111
Chapter 5: organization
Professor Erin Rasmussen
1

9. Chapter 5: Organization
Organizational Strategy
Tell the audience what you are going to tell them
Tell the audience what you are telling them
Tell the audience what you told them
Outline Organization
Outlines
Logic – Does it fit with or support your topic?
Flow – Can the points be connected in a smooth way? Do the
introduction and conclusion get you in and out of the speech?
Balance – Is each point supported equally?
Time – Is each section given appropriate time? Is each point
given equal time?
Notes – Are you using your outline as a delivery aid?
An outline is a guideline, not a script.
Delivery Methods
Manuscript – speaker has an entire speech written out word-for-
word in front of him/her as she/he speaks
Memorization – speaker commits an entire speech to memory
and delivers it with no notes in front of him/her
Impromptu – presentation with little to no preparation
Extemporaneous - speech delivered with notes, but without the
entire speech in front of the speaker
Types of Outlines
Brainstorm – Initial ideas
Rough Draft – Basic order of main points and sub-points in
body
Speaker – Finished product; what you will use as a speaker
Audience – on a slide or handout

10. Outlining Format
Body of the Speech
Main Points – Roman numerals (I., II., III.)
Subpoints – A. and B.
Sub-subpoints – 1., 2., 3.,…
Example:
I.
A.
B.
1.
2.
Transition:
II.
A.
B.
Transition:
III.
A.
B.
Main points support the thesis statement.
Subpoints support the main points.
Evidence supports the subpoints.
Body First
3 Main Points
Transitions - Connective statements
Cite Evidence
Visual Aid(s)

11. Decide on main points
Organizational Patterns
Topical
Example: Topic - Birds
Main Points - Cardinals, Orioles, Blue Jays
Time (Chronological)
Example: Topic - Montana Wildfires
Main Points - July, August, September
Order
Example: Topic - How to…
Step by step
Problem-
Solution
Example: Topic - Environmental Law
Main Points - Problem needs to be addressed,