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Read the first 10 pages the 2019 CSL Annual Report and then, focusing on the Chairman and CEOs Letter (pages 4 and 5), critically analyse the Letter from a communication perspective, principally considering how well you think it tells the CSL corporate story.
As a guide, you might like to bring into your commentary some of these points:
Did you get a good understanding of CSLs story and if not, comment on what should have been covered and information you would like to have known that would improve your understanding of the story
Did the Chairman and CEO commentary give you confidence about the companys direction and future and did they inspire you to become an investor?
Did you feel critical pieces of information were left out of the Letter?
Did the Letter give you an understanding of CSLs competitive position, risk and social issues affecting the business?
As background to the assignment you might recall from seminars the components of a company story are what a company does, its history and special characteristics, strategy, how it makes money, financial performance, operating context and outlook.
The purpose of this assignment is for you to assess how the two most important people at CSL tell the company story to shareholders. In the second assignment you have an opportunity to present your version of the story. This essay does not require acknowledgement of sources.
The following marking criteria will apply:
CRITERIA (WEIGHT %)
1. Critical comments on how well the company conveys its story in the Letter (50%)
2. Expression of the story in your own words (20%)
3. Overall quality of effort, insights, critical analysis (30%)
TOTAL 100%


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