Message Strategies: Requesting Action [LO-2] You head up the corporate marketing department for a nationwide chain of clothing stores. Th e company has decided to launch a new storewithin-a-store concept, in which a small section of each store will showcase “business casual” clothing. To ensure a successful launch of this new strategy, you want to get input from the best retailing minds in the company. You also know it’s important to get regional insights from around the country, because a merchandising strategy that works in one area might not succeed in another.
Your task: Write an email message to all 87 store managers, asking them to each nominate one person to serve on an advisory team (managers can nominate themselves if they are local market experts). Explain that you want to fi nd people with at least five years of retailing experience, a good understanding of the local business climate, and thorough knowledge of the local retail competition. In addition, the best candidates will be good team players who are comfortable collaborating long distance, using virtual meeting technologies. Also, explain that while you are asking each of the 87 stores to nominate someone, the team will be limited to no more than eight people. You’ve met many of the store managers, but not all of them, so be sure to introduce yourself at the beginning of the message.
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