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Business Communication Writing Assignment

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Scenario

American Airlines Group Inc. (AAL) is reviewing how it does business in
the current volatile market.  You are a company junior analyst who is tasked with contributing a
portion of the competitive analysis. You have been asked to draft a comparative
financial analysis comparing the company with a top competitor as a way of
determining the company’s position in the industry. This task is an opportunity
for you to showcase your competency in research, analysis, writing, and public
speaking. 

You need to determine American Airlines Group Inc.’s position in the
market by conducting a basic comparative analysis of American Airlines Group
Inc. versus a competing company within the industry.  You must submit a
memo to the company CEO and make an oral presentation at a company strategy
meeting, explaining the company’s financial strength and its strength compared
to a top competitor.  You need to
compare five key indices of financial strength:

·  Stock price – 1 year, 6 month, Intra-day  (Use on or about  12/1/2014 as
the present date)

·  Revenue (over the last three full-years)

·  P/E Ratio

·  Net Income (over the last three
full-years)

·  Earnings per Share (EPS)

To begin, you will need to research American Airlines Group Inc.
financial statements. You can find this information on the company website,
company 10K Report, or on a number of Cook library databases, e.g. Standard
& Poors NetAdvantage, LexisNexis Academic (Business > Company Dossier)
or Hoovers.

Next, you will need to research one of American Airlines Group Inc. competitors
across the same five indices and compare its performance with American Airlines
Group Inc.

Part I – Written Evaluation

You will need to draft a report memorandum
that succinctly compares the financial strength of both companies.

Your report should answer several key questions:

· 
What was your
rationale for selecting the competitor to serve as a measure for the analysis?

· 
What can you derive
from the comparison of these companies?

· 
What is the
significance of each index to your comparison?

This will require you to use some of the basic
principles of business writing:

·  Proper memorandum format

·  Proper addressee (research the name of the CEO of American Airlines
Group Inc.)

·  Proper use of sources using APA format

·  Include an introductory statement that foreshadows or “sells” the main
idea

·  Use deductive structure

·  Condense information using tables, charts, graphs and bulleted points

·  Use well developed descriptive headings

·  Use chunked paragraphs

Criteria

When
you present your information, I will be evaluating your ability to write
clearly and succinctly. In other words, get to the point. What is the most
important information? I should be able to scan your document and pick out key
information quickly and efficiently. If I cannot skim the document in under two
minutes, then you did not do your job. Additionally, this document must contain
clean and well-proofread content (error-free prose). Careless and errant errors
in your LOCs (grammar, spelling, punctuation, and word choice) will result in a
deduction in your grade.

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