Analytical Report

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timer Asked: Nov 20th, 2016

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according to documents to write.

Analytical Report
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1 ANALYTICAL REPORT ____________________________________________________________________________________ DATE: March 10th, 2015 PREPARED FOR: CEO and Board of ExxonMobil Inc. REPORT BY: Student Name, independent consultant SUBJECT: ExxonMobil Refinery Explosion in Torrance, CA ____________________________________________________________________________________ EXECUTIVE SUMMARY ____________________________________________________________________________________ The recent Torrance refinery mishap has posed many problems for the city and ExxonMobil itself. This report highlights the seriousness of the recent refinery explosion, and its effects on the community of Torrance, California; the report also analyzes the possible solutions ExxonMobil must take in order to reinsure the community’s faith in the company and its practices. Actions Must Be Taken Immediately With the customers of the city of Torrance feeling the negative impacts of the explosion, there is an immediate urgency to take action from a public relations standpoint in the city. Current and previous customers are looking for what ExxonMobil does to fix the impact that the explosion had on the city. There are many possible ways to earn back the community’s trust and customer relations and they need to quickly be found and implemented. Customers will be lost every moment we don’t bring solutions to Torrance. Research and Action Extensive research will begin the plan of action. Surveys should be conducted with Torrance community members as well as ExxonMobil Torrance refinery workers. Extensive secondary research will also be conducted from previous mishaps occurring similar to the one at hand. This will give an outline and idea as to what possible ways the problem can be addressed. The actions that will bring the most positive feedback in the community and back onto ExxonMobil will be the actions that should be used in order to introduce great public relations an retain customers from Torrance. Conclusion In conclusion, ExxonMobil must take quick action and analyze the research to come up with plans to make the community happy once again. Instead of acting like nothing has happened, the company must take action in the city of Torrance. Recommendations Based on the initial research presented here, there are several tactics that may be implemented in Torrance, California. These tactics include: 2 • • • • Give a formal public apology to the city of Torrance, with the CEO present. Give Torrance information on how the explosion occurred and what will be done to ensure it will not occur again. Institute a community cleanup day. Give Torrance community members discount cards for future gas purchases and ExxonMobil gas stations. __________________________________________________________________________________ INTRODUCTION __________________________________________________________________________________ PURPOSE OF THE REPORT: To quickly and effectively take actions in order to provide Torrance inhabitants compensation, security, and safety from another catastrophe like the explosion at the Torrance refinery in February. Also, it is important to show the community our embarrassment and apologies for such an event to happen. The study will assess the most effective ways of going about the situation at hand for our customers as well as employees influenced by the explosion. BACKGROUND: ExxonMobil is looking to clear up a recent catastrophe that affected an entire city full of customers. Refinery catastrophes have been known to be a common occurrence for ExxonMobil. On February 18th, a large explosion occurred at an ExxonMobil refinery, causing injuries, gas prices and home prices to rise, and a substantial amount of pollution to Torrance, California. The CEO and company are looking to take quick, positive action on the situation and re-instill in the citizens of Torrance the well-being of ExxonMobil and its refineries. SOURCES AND METHODS: The collection of data in this study will first be obtained through secondary research. Post-catastrophe actions taken by other companies will be researched as well as the outcome of their actions, whether it is positive or negative. Naturally, other company problems sustained with actions ending in a positive manner are the circumstances we will further look into and attempt to mimic. Along with secondary research, primary research will be conducted by surveying the company members first in order to see what they would find to be a positive action to take and then, if willing also survey the inhabitants of Torrance to see their point of view. ORGANIZATION OF REPORT: The report will be organized with each method separately being researched followed by that specific method’s usefulness and power in the situation at hand. First, the report will look into the CEO apology to the public, followed by the information of what had occurred and what is being done to stop that problem from happening again, followed then by an instituted community clean-up, and finishing with looking into the possibility of discount on gas for Torrance customers. CEO PUBLIC APOLOGY Before giving a public apology to the community of Torrance as a first step, let us first take a look at what past big name companies and people has had success and what names received negative reactions: 3 Following the financial crisis, Goldman Sach’s was targeted as having a large role in the destruction of the economy. CEO Lloyd Blankfein took action by issuing a public apology where he admitted to take responsibility for the problem and also included adding a lump sum of Goldman Sach’s money to be put towards small businesses (500 million over 5 years). Unfortunately, public feedback was negative. The reason this apology was unsuccessful was because the CEO did not convince the audience that was sincerely sorry, but instead was issuing the apology simply as a PR stunt with a very unspecific apology that missed much of what the company had been exposed of by the public (Oxana, 2009). According to Chapman and Thomas (2006), a successful apology must hit five different types of apologies in the speech. These include the express of regret, acceptance of responsibility, restitution making, genuine repent, and a request of forgiveness. Showing regret and accepting responsibility are the first two languages that must be hit for the audience to realize that the company is sincerely sorry and know they have done wrong. Next, they must have a way of making things right (other actions that must be taken). The CEO must then make sure he is able to show Torrance that an occurrence like the explosion will never happen again. Lastly, the CEO must ask for the forgiveness of the Torrance community. What has this research taught us about how to give the correct public apology? When Exxon Mobil CEO Rex Tillerson speaks to the public, he must do so in person, with a large crowd. He must really show the community of Torrance that he wants the people to know his apology is sincere and heard. When coming up with the speech, Mr. Tillerson must make sure he is able to express regret, accept responsibility for the company, make restitution, genuinely repent, and request for forgiveness. In doing so, ExxonMobil’s CEO will have a better chance of receiving a positive reaction from the members of the city of Torrance. INFORM THE COMMUNITY Although the exact cause of the explosion is still yet to be found, there are plenty of things we are able to tell the community about the explosion. First, investigators are looking into the incident and spokeswoman Gesuina Paras has said, “We are working closely with state and federal agencies to determine the cause of the explosion”. ExxonMobil is deeply looking into the cause of the explosion, and although they do not have a definite answer, they can let the public know they are doing everything in their power to find the cause. A possible lead that can be told to the public includes an overuse of pressure in a pollution-monitoring device (Hsu, 2015). A picture below is included (Hsu, 2015): 4 This visual aid will give the community a better understanding on the severity and size of the explosion. Since there are no conclusions to why the explosion occurred, ExxonMobil will not be able to inform the public of what they are going to do in the future to prevent it from happening again, but it is important to let the public know that once they do in fact find the cause, that they will stop that from causing another harmful incident. COMMUNITY CLEAN-UP The explosion has caused much trouble for community members including large amounts of debris falling over the city as well as a small earthquake-like feel when the explosion occurred. Because of the explosion, less people are interested in buying houses in the city of Torrance, causing housing pricing and sales to decline rapidly after February 18th (date of the explosion). Below is a graph of the median sales price of all houses in Torrance over the past few years (Torrance Market Trends, 2015): 5 As seen above, since the beginning of the 2014 year, the median price of houses was rapidly increasing. On the other hand, when it his February 2015, pricing completely stop increasing and show even a small plateau and decrease. The explosion is said to be a huge cause of these results. Next, here is a graph of the amount of sales for homes in Torrance over the past few months (Torrance Market Trends, 2015): In this graph, the hit taken by Torrance homes in February is much more evident. As seen here, the graph is fairly steady, until it hits February of 2015. Here we see a substantial decline in the sales of Torrance homes. The explosion giving Torrance homes an unsafe feel and debris filled communities has shown to cause home-buyers to look elsewhere. Below is the graph of Torrance average listing prices over the course of about a month (Torrance Market Trends, 2015): 6 Quite possibly the most obvious look at what the explosion has done to Torrance homes, it can be seen from the exact date of the explosion what happens to average listing price. From February 11th to February 18th, there was a steady increase in listing price, but once it hits February 18th, a large decrease in price occurs in a matter of one week, followed by a steady listing price much lower than began. What is the relevance of these statistics to a community clean-up? ExxonMobil should be looking at ways to fix what they have caused, and since causing declines in house prices and sales, a community clean-up is a viable way to bring more attraction to these homes as the community around them are cleaned up and look nice (Trulia 2015). DISCOUNT GAS CARDS In order for discount gas cards to be applicable in this situation is if the company has the money to do so. Looking at the table below: Period Ending Dec 31, 2014 Dec 31, 2013 Dec 31, 2012 Total Revenue 394,105,000 420,836,000 451,509,000 Cost of Revenue 266,831,000 284,681,000 302,056,000 Gross Profit 127,274,000 136,155,000 149,453,000 The table above shows that ExxonMobil has had a decreasing gross profit over the past two years. ____________________________________________________________________________________ CONCLUSION _____________________________________________________________________________________ What has this research taught us about how to give the correct public apology? When Exxon Mobil CEO Rex Tillerson speaks to the public, he must do so in person, with a large crowd. He must really show the community of Torrance that he wants the people to know his apology is sincere and heard. When coming up with the speech, Mr. Tillerson must make sure he is able to express regret, accept responsibility for the company, make restitution, genuinely repent, and request for forgiveness. In doing 7 so, ExxonMobil’s CEO will have a better chance of receiving a positive reaction from the members of the city of Torrance. The visual aid provided by Hsu (2015) will give the community a better understanding on the severity and size of the explosion. Since there are no conclusions to why the explosion occurred, ExxonMobil will not be able to inform the public of what they are going to do in the future to prevent it from happening again, but it is important to let the public know that once they do in fact find the cause, that they will stop that from causing another harmful incident. The housing statistics show quite blatantly the effect of the explosion on housing sales. The declining sales and housing prices show an immediate effect that needs to be looked at. Meanwhile, although Exxon has decreased its costs, its total revenue is also lowering. If a $10 discount card were to be established to the population of Torrance (145,438), an additional $1,454,380 would be added in costs, lowering gross profit even more. _________________________________________________________________________________ RECOMMENDATIONS ____________________________________________________________________________________ From the considered plans of actions to take with the city of Torrance, three of the four look to be prevalent and worthy of using. First, begin immediately with a live apology from the CEO of ExxonMobil. When giving the apology, remember to include the five distinguishable “languages of apology”. Another step to take in the process is informing the community as much as possible of the catastrophe. Although it may not be known exactly what the problem is or how to fix it, visual aids and explanations of what is being done to find out and fix the problems is essential information to the city of Torrance so they know that they will be safe in their own homes. Torrance homes took a huge hit in the real estate business, including average listing price and number of sales plummeting after the explosion occurrence. To help fix this problem that was created due to the explosion, a community clean-up administered by ExxonMobil would try and help these communities and home-owners earn back value to their homes and bring a better appearance to the areas they live in so home-buyers are once again interested in what homes Torrance has to offer. The one action that did not seem to be a successful option is the discount gas cards for the city of Torrance. With ExxonMobil gross profit declining over the past two years, adding another $1,000,000+ to the total expenses would hurt the company more than the possibility of losing some customers in Torrance. Comparing the cost of giving out these cards to the customer loss from the refinery explosion, I would advise staying away from using the gas cards as I see gross profit lowering more if done. Below is the order in which I feel action should be taken and by what dates: • • • • • Public Apology to Torrance from CEO of ExxonMobil – 3/16/15 Give community all information on explosion thus far – 3/20/15 Research problem causing explosion/ways to change that from happening – 3/16/15 to 3/30/15 Update community on information – 3/30/15 Community Cleanup – 4/5/15 8 With these three conclusive actions to take in Torrance, it is best to be looking to give ExxonMobil a good name once again. Apology, trust, and actions being taken are huge things that the city of Torrance, California will be looking for after the catastrophe, and these are the best options in order to do so. References Chapman, G. & Thomas, J. (2006). The Five Languages of Apology: How to Experience Healing in all Your Relationships. Chicago: Northfield Pub. Hsu, T. (2015, March 9). U.S. Investigates Torrance Refinery Explosion As Contract Talks Resume. Retrieved March 10, 2015, from http://www.latimes.com/business/la-fi-torrance-refineryinvestigation-20150309-story.html Oxana. (2009, December 28). Apology Update: Public apology is a five-note chord. - Logos. Retrieved March 10, 2015, from http://www.logosconsulting.net/apology-update-public-apology-is-a-fivenote-chord/ Torrance Market Trends. (2015, March 4). Retrieved March 10, 2015, from http://www.trulia.com/real_estate/Torrance-California/market-trends/ XOM Income Statement | Exxon Mobil Corporation Common Stock - Yahoo! Finance. (n.d.). Retrieved March 10, 2015, from https://finance.yahoo.com/q/is?s=XOM Income Statement&annual
ANALYTICAL REPORT WORK PLAN Submitted by Student Name STATEMENT OF OPPORTUNITY LinkedIn Inc. would like to encourage its employees to take more time off from work because the company is concerned with its employees’ wellbeing and productivity. The board of directors are divided. Some want to implement an unlimited vacation policy and let employees decide when they want to take the time off, while others believe that the policy will create more stress and confusion among the company’s employees. As a consultant for LinkedIn Inc., I will prepare a detailed report that describes the advantages and disadvantages of adopting the unlimited vacation policy. The report will be followed by a conclusion and my recommendation for LinkedIn Inc. in regards to the policy. PURPOSE AND SCOPE The purpose of the upcoming report will be to determine and analyze the pros and cons of adopting the unlimited vacation policy at LinkedIn. As a consultant, I will thoroughly research the topic and make well-supported recommendations in regards to the policy. I will either advise to adopt or reject the policy based on the findings. The report will first examine why many companies such as Evernote, Groupon, Netflix, and Tumblr have implemented the unlimited vacation policy. The scope of research will cover and explain the major pitfalls and benefits. SOURCES AND METHODS OF DATA COLLECTION My data will come from articles accessed through the San Jose State University King Library databases, information from press conferences, and primary accounts from employee interviews. BACKGROUND The CEO of LinkedIn Inc. has stated that according to benefits expert Bruce Elliott from the Society for Human Resource Management, employees are more productive when they have a flexible working environment. A few members on the board of directors and the CEO believe that an unlimited vacation policy may boost employee morale, help with recruiting, and increase productivity. Thus, LinkedIn Inc. is considering implementing the policy. To make an informed decision, the CEO and the board of directors will be reviewing an analysis report on the issue. AUDIENCE ANALYSIS My report will be prepared for the CEO and the board of directors of LinkedIn Inc. The board of directors are divided and want to review an unbiased and well-supported recommendation of a consultant, a third party, in regards to this policy. PRELIMINARY OUTLINE I. Executive Summary  Brief summary of report  Preface of conclusion and recommendation(s) II. Introduction a) Purpose b) Background c) Sources and methods of research d) Scope e) Limitations f) Report organization (preface) III. Body (Questions to be covered)  What are the advantages of implementing the unlimited vacation policy?  Do studies show that employees are more productive when they have flexible hours?  Have companies that have implemented the policy observed any increase in productivity and loyalty of employees?  Will implementing this policy help LinkedIn Inc. to attract the best employees?  Will implementing the policy help the company decrease turnover?  What are the disadvantages?  Is an “unlimited” vacation policy confusing for employees and therefore problematic?  Will the policy put more peer stress on employees when it comes to taking time off? IV. Conclusion V. Recommendation(s) VI. References Commented [ec1]: Tasks and dates are tentative, and show your reviewer how you plan to break up the tasks for the larger report. Proposed Schedule of Tasks: Data collection (research) Work plan due Rough draft outlined Interview with LinkedIn employee Individual conference with instructor Writing Center appointment Final draft due *Also see the sample work plan on p. 251 in the textbook 6/18-6/27/14 6/30/14 7/2/14 7/7/14 7/9/14 7/9/14 7/14/14

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