Page 4 - SCS May 2018 - Day 2 Tasks

CIMA MAY 2018 – STRATEGIC CASE STUDY

5 WRITING STYLE

Introduction

Writing style is something that develops over time. It is influenced by your education and
experiences. To some it comes easily, they enjoy words – but remember, you are not looking to
win any prizes in literature. It’s about putting facts, ideas and opinions in a clear, concise, logical
fashion. Some students get very worried about their writing styles. As a general rule you should
try to write as you would talk.
Logical flow
A typical point starts with a statement of fact, either given in the case or derived from analysis –
‘what?’
This can then be followed by an interpretation – ‘so what?’ followed by ‘now what?’, or ‘what
next?’
For example:
(1) What? – The project looks as if it will be profitable.

(2) So what? – Suggesting we should go ahead with the project.
(3) Now what? – Arrange board meeting to discuss strategic implications.
A similar structure can be obtained using the Socratic approach – what, why, how?
• So what?
• Why should we use it?
• How does it work?

Who is reading the response?
Failure to pitch the level correctly will inevitably result in failure to communicate your ideas
effectively, since the reader will either be swamped with complexity, or bored with blandness.
The recipients of the report should also dictate the level of tact required.

Tactless Tactful

The directors have clearly made There were other options open to the board that, with
errors hindsight, would have been beneficial

The marketing director is responsible The board should consider where this went wrong? It would
for this disastrous change in strategy appear that the marketing department may have made some
mistakes

18 KAPLAN PUBLISHING