Student Sample #1 - Executive Summary

Executive Summary

We all understand the importance of a strong, stable U.S. economy and the most effective way to ensure your economic future is to keep moving forward with a confident stride. The strongest step forward that Canyon Ranch could choose to make is the addition of a television spot to your advertisement strategy. The positive effects of a solid television campaign have been proven time and time again. Canyon Ranch has the opportunity to guide our countries consumer reactions in a positive direction.
The tragic unfolding of events on the second Tuesday of September 2001 left all of us reeling from shock and grief. We grapple now with both the psychological and economic reverberations of such unprecedented losses during a time of stability.

We lay the dead to rest and question the future toll of U.S. retaliation in what Deputy Defense Secretary Paul Wolfowitz claims will be a "sustained campaign, not a single action." Even without the threat of a "new age war," everyone expects an enormous impact on commerce. Economic experts like Mark Zandi, of economy.com, say that September 11th's "horrific events could undermine already very fragile consumer and business confidence." In the short term, he cautions that "a bunker mentality could quickly develop, inducing businesses to further postpone investment and scaring consumers away from shopping malls and into canceling vacations."

After a week of interruption on Wall Street, the effects of this horrible tragedy on our markets are very apparent. Among those taking the hardest hit have been the travel and leisure industries. Many of our nations leading airlines have announced serious concerns of bankruptcy and stocks continue to fall across the board. Whether these events will tip the scales toward a recession or help bring the country back in a unified rally, we can't know. A lot depends on consumer reactions and preparedness. Now is not the time to panic, but to review your resources and work toward financial protection of business.

On the basis of my experience in the film and television industries, I am confident that Canyon Ranch has made the right move to incorporate a television spot into their advertisement campaign, ensure it's continual success and stable financial future.

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