Business Communication: Cover Letter

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COVER LETTER – this is worth 60 points

You are searching for a company to work for. Your cover letter is designed to express your

desire to work for a specific company. You express – in three paragraphs – why you’re

applying to this company (first paragraph), what your skills, education and experience can do for

the company (second paragraph) and (third paragraph) how you look forward to speaking to

the human resources officer regarding this position and when can you meet.

You are scanning Monster.com, as well as other websites, when this article pops up on

LinkedIn. You read through it and decide this is the job for you. Address your letter to Kathy

Griffin, Director of Marketing, Rolex, 145 Fifth Avenue, New York, NY 10022, and express to

Ms. Griffin why you know this audience and how you will make a great Marketing Manager for

the new Rolex Sunglasses line.

BUSINESS EXPANSION

Rolex, the manufacturer of high end, elite watches, has announced plans to introduce a brand extension in the form of premium sunglasses for men. The company will create advertisements that communicate the perfect fit of its sunglasses to its high quality wristwatches for this discerning consumers. The communications should stress the culture and values of Rolex and present an affirmative connection between brand extension and base brand.

The brand—Rolex—is the foundation of its brand extension which, ultimately, makes its sunglasses stand out from the rest of the competitive upscale, designer sunglasses. The commercials should increase awareness of Rolex’s sunglasses in order to attract existing customers as well as new customers. The ultimate objective of this project is to outsell the wristwatches by unit counts: the number of Rolex sunglasses sold in one year is projected to be twice as many as that of Rolex wristwatches for men for the simple reason being price.

Description of Target Audience

The target customers are twofold: Men who already own Rolex wristwatches and potential male customers who would like to purchase a piece of the Rolex brand but are unable to afford a wristwatch for the moment.

The target audiences for this project are men over 25 years old who possess some of the following qualities:

1. Appreciations of culture and sports (such as equestrianism, golf, motorsports, skiing, tennis, yachting)

2. Adventurous spirits 3. Career success or on the path to success 4. Beginning of the accumulation of wealth

Association with the brand Rolex, through either/both its watch and a pair of Rolex sunglasses will express the owner’s personality and attitude of who he is and what his values are.

Rolex is currently searching for a qualified and eager Marketing Manager to take on the demanding responsibilities of properly marketing this new brand extension to the targeted audience.

Your Assignment:

Make your cover letter exciting, credible and in consideration of what you can do for Rolex.