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Structure of the reportWriting Business Reports
 

Good and poor examples of conclusion sections

A good example of a conclusion from an accounting & finance assignment
Footnote

Conclusion

Outdoor Equipment Ltd is not in a very secure financial position. Improvements in every area of the company are needed if the company is, in the first instance, to survive and then grow. The key areas of reform are the liquidity of the company and the quantity and quality of working capital, profitability, and financial stability. Management must address these areas simultaneously if the company is to overcome its present poor record.

Limitations

It must be remembered that this analysis is limited: a greater depth of understanding and evaluation can only occur with utilisation of other resources such as comparisons with budget forecasts and the statement of changes in financial position. Only after this process can a full appreciation of the company’s current situation and possible future occur.

Prospects

At this point the company does not have strong future prospects in the areas of profitability, liquidity or stability if it continues on its current path. Investors should be concerned with current rates of return and management and creditors should be concerned with the liquidity of the company as indicated in the ratio analysis.



Conclusion


General recommendations








Limitations impacting upon the report’s ability to conclude or provide an answer to the original research problem.
(The inclusion of limitations in the conclusion will depend on the report’s terms of reference).




Summary of findings

Conclusion / Implication

Note: this assignment has included recommendations as a subsection within the conclusion section.

Excerpt from Woodward-Kron, R. (1997) Writing in Commerce: a guide to assist Commerce students with assignment writing, (Revised edition), Centre for the Advancement of Teaching and Learning, The University of Newcastle.

An POOR example of a conclusion section from a marketing assignment. The assignment asked the student to review some key products and services of a corporation and analyse how business and consumer buying patterns affected the marketing strategy of these products and services.

Conclusion

"Competing for the consumer is a never-ending challenge that McDonalds corporation continually faces. This is due principally to the uniqueness and competitiveness of each individual market, for they are all different and all require different approaches" (Cesca, 1999:1) because of different consumer behaviours and factors which affect this behaviour. McDonalds is one of the best marketeers in the world yet even they cannot always predict consumer behaviour; for example, a British promotion to celebrate McDonald’s 25th anniversary attracted many more subscribers than they had expected and the company did not met its dues. This as created many unsatisfied consumers and McDonalds was forced to spend thousands of pounds on apologies and to close some stores temporarily. This case highlights the importance of understanding consumer behaviour and how it is influenced by many factors. There are many factors that affect consumer and business buyer behaviour so it is important use common buyer patterns in your marketing campaign. McDonalds has done this in its marketing for key products and services.
Reliance on and highlighting of a quote instead of on the writer’s own implications and conclusions from the information presented in the report. Using a quote would be acceptable if the next sentence/s backed up what the quote was saying and tailored it as an answer to the specific problem discussed in the report. This does not happen here.

Reference to an event not previously discussed in the body of the report. This should not occur in a conclusion, al discussion should arise from material previously presented in the report.

Provides a vague concluding statement rather than a summary of the important conclusions that can be drawn about what factors affect buying behaviour and how these factors affected the marketing strategy of McDonalds in key products and services.

 

 



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