Global. Technology. Teamwork. McBride Industries, an American company, has recently opened a branch office in the Czech Republic. Vladimíra Pokorny, a Marketing Assistant for the Czech office, has received a template of the corporate logo for business cards. The following email chain takes place between him and an associate in the U.S. office, Milton Johnson (U.S. Marketing Director). Chloe Smith (Vice President, Operations) receives a copy of Milton’s letter and replies to Vladimíra. Vladimíra believes the template will print the colors incorrectly for the logo.

He copied his first e-mail to three associates in the Czech office. Form work teams of three or four students.As a team,discuss the following questions and develop a written response, using a computer if available. Submit your team report as an e-mail attachment to your instructor. (Objectives 1, 2, and 4)

a. Proofread the first message from Vladimíra to Milton. Identify four variations of English that you believe are due to learning English as a second language.

b. Using the Internet and the world clock, explain how much time elapsed between the time the first message was sent and the time Vladimíra received the first reply.

c. Give examples of friendly, relationship-building words from the four e-mails.

d. Analyze each of the e-mails, and classify it as direct or indirect style. Explain your choices.

Message 4 From:Vladimíra Pokorny Sent:Wednesday,May 11, 2005 10:54 AM To: Chloe Smith,Milton Johnson Subject: RE: vizitky Milton, Chloe, Thank you for explanation Vladi Vladimíra Pokorny,Marketing Assistant, Czech Republic Message 3 From: Chloe Smith Sent:Wednesday,May 11, 2005 4:50 PM To:Milton Johnson Cc: Pokorny, Vladimíra Subject: RE: vizitky Milton:
I believe Vladimira may be seeing the reversed version of the logo for the first time, and this has brought up some questions.We will be producing a logo standards manual soon that will explain the system.
Here’s a brief explanation for what Vladimira is seeing on the business cards. When reversing the corporate logo out of a solid color, the top part of the stylized “M” and the word “software” take on 60% of the background color. The bottom part of the stylized “B” and the word “McBride” take on 15% of the background color. This effect puts visual emphasis on the lighter color similar to how the positive logo places emphasis by using the darker color.
So in other words the emphasis is still on the same elements of the logo even though it is handled in opposite manners for positive and negative applications.
Hopefully this explanation helps.
Chloe Message 2 From:Milton Johnson Sent:Wednesday,May 11, 2005 3:10 PM To:Vladimíra Pokorny Cc: Chloe Smith Subject:FW: vizitky Hi Vladimira, I don’t know what to tell you. This template is the corporate design approved by the Board, so changing the colors/design is not an option. In addition,we have already printed cards using this new design without any problems.The only changes in the design (that I can see) is that we replaced the old logo with the new logo on the front of the card and removed the logo on the back of the card. Everything else looks the same to me.
Milton Message 1 From:Vladimíra Pokorny Sent:Wednesday,May 11, 2005 5:26 AM To:Milton Johnson Cc: Anezka Moravek; Vaclav Prazsky;Manuel Plachky Subject:FW: vizitky Importance: High Milton, I have received the template for business cards. Thank you.
The template has not changed so far as I can see, the only thing is replacement of the logo.
Is that correct? Colors of the logo does not seem to be corporate colors, even the darker and lighter are oposite, (in the logo is darker teal for the lower element, and lighter teal is upper element; and software, where on the business card template it is oposite). Colors also does not correspond to PMS numbers, which I have received from Chloe earlier.
When we print the preview, darker part of the logo is barely visible because of the background which is very similar to darker teal.We would see the solution in replacing darker teal (upper element and software) to complete white. The next possibility is to change the design. Please advice what to do.
Thanks Vladimíra Pokorny,Marketing Assistant, Czech Republic