To create a memo and executive summary for this case study.

CASE 2.1 FERGUSON TRAINING ACROSS CULTURES In March of 2016, Andrew Ferguson, development associate Ferguson Training Across Cultures in Kingston Ontario, had ju returned to his office following the weekly coordinators' meeting The meeting had focussed on the coming launch of Ferguson largest marketing effort in the company's 12 year history. It wa Ferguson's responsibility to ensure that the campaign would be success. Ferguson, had little experience in this area, yet he wa responsible for selecting the most appropriate method to launch th campaign, and more importantly, to monitor its success. Ferguson written promotional plan was due on the president's desk in fou hours. FERGUSON TRAINING ACROSS CULTURES Company Background Founded in 2004, by Dr. Angus Ferguson, a retired universit English professor, began as a home-based business that provide English-as-a-Second-Language (ESL) training, with Angu Ferguson as the president and sole employee. However, as Ferguso drew the attention of larger clients, the breadth of the services gre to meet the clients' demands. By 2014, Ferguson employed 10 fu time employees and had established a data-base of approximately 6 consultants. These consultants were hired as needed, depending o the specificity of the clients' requests. By 2014, Ferguson was a leading provider of language, culture an diversity training in south eastern Ontario. The business offered tw major services, language training and cultural diversity training. Th language training component involved specific programs geare towards developing the employees' English or French oral an written communication skills. The cultural diversity training services focussed on solving human resources problems through th education of the client's employees in teambuilding, mentoring managing diversity, and understanding inherent cultural differences Although language training still represented 60 per cent of th revenues, much of the firms focus had turned to the more lucrative and growing cultural diversity training, in fact, this part of th business had grown 70 per cent in fiscal year 2015. The averag cost to the clients was $1,750 per day for either the language cultural diversity training. Ferguson earned revenues of $ 1. million and realized a net income of $200,000 in fiscal year 2015. GROWTH The growth of the business had been due mainly to the hard wor and exceptional networking skills of Angus Ferguson. Th business's dramatic growth had severely strained the resources th Angus could dedicate to all activities of the business; consequently Andrew Ferguson, Angus's grandson was hired in the summer 2014 to lead the new "business development" department. This ne area of the business was designed to alleviate many of the marketin and selling activities that were performed solely by Angus Ferguso that uld