Persuasive memo - Essay Example

CEO Jacqueline Marcus Dear Ms. Marcus, I appreciate the conference and the chance you have given associates to contribute to organizational change. I have a number of suggestions that I could believe make a significant impact on Persuade Café. I’d like to begin by letting you know that I have been a long-term employee at Persuade Café and have experienced many of the issues you spoke about at the recent conference. One point you spoke about at the conference resonated with me. Namely, you indicated that it is important Persuade Café does not abandon its identity.

You indicated that this identity is quality coffee and fast service. While I respect your professional background, I believe that this is less of an identity and more of a description of a particular aspect of our business model. In reality I believe that Persuade Café suffers precisely from this lack of corporate brand. The following suggestions work within this recognition to both improve business efficiency and establish a more thorough brand identity. While I understand you are opposed to the introduction of t-shirt sales, I believe that our business has simply gone about them wrong.

Rather than implement them as a kitsch item with a one-time slogan, they could be constructed with a brand identity like Nike’s that is less about advertising the company and more about embodying its core values. This way the shirts would establish this emotional connection with the consumer and constitute a new mode of in-store revenue. Another point I took contention with was your downplaying of in-store décor. You indicated that décor was unnecessary as quick service was the primary goal.

I believe even for fast transactions it is important to pay attention to the in-store décor as this send a message to the consumer about the stores’ values. The employee surveys indicated that training programs were clearly lacking. I believe it would be effective for the corporate offices to hire an instructional designer to establish an effective and efficient corporate training program that could ensure new employees are brought into the company in the proper way. Additionally, long-term career opportunities and advancement options could be established.

Ultimately, I believe all the problems at Persuade Café stem from a lack of a strong corporate identity. If the company then is going to come out of their Wall Street difficulties that must establish more a market niche. If the company’s intention is fast service, then we need to find a way to maximize the quality of the items in as fast a way as possible. All other company inputs must conform to this intention then. This involves the décor reflecting rapid pace service – perhaps race track art work could be used.

The bakery items must remain high quality – this was an issue on the customer surveys – while being the type of items that do not require extensive preparation. These are all issues that are essential to the organization’s long-term success and can be accomplished in a cost-effective way. Thank you for your time,