Chapter 5: Planning Your Persuasive Strategies
Extra Case Online 5.1
This case asks you to write a recommendation report for a "Gulf Marine Project."
The Case: Waste Seawater Treatment System Report
You are an engineer working for Gulf Marine Systems, an ocean research laboratory near Panama City, Florida, that was established by the Houghton Foundation. Your laboratory's mission is to investigate efficient, inexpensive ways to extract chemical compounds from the salt water. The laboratory has developed an excellent reputation for discovering innovative extraction techniques and, despite a limited budget, has grown steadily over the years without sacrificing the quality of its research. However, this growth, with its increased operations, has severely taxed the waste-seawater treatment system, which is near capacity. You have been assigned to study the problem and recommend a solution to the president of Gulf Marine Systems.
So far you know that the treatment system will probably exceed its capacity next year if nothing is done. In addition, because state standards for this type of effluent have become more stringent, the system may no longer fully comply with their regulations. The current system consists of a collection system that feeds the waste water through a series of filters and into a large exposed-pipe complex that dumps the water onto a drain field. Sometimes, when the tide is extremely high, water backs up in the filters shutting down the system. When this happens, all operations stop until the water level drops back to normal. Also, some polluted water escapes into the bay. Because of this problem, engineers have looked into expanding the drain field away from the bay; however, the only land available is a National Historical Site, which cannot be disturbed.
In your investigation, you have found three possible alternatives:
- A bay outfall system. In this system, filtered effluent goes back into the bay rather than onto the drain field. This alternative requires additional filters and a rather expensive sterilization system but meets all state and federal regulations (in the present system the ground acts as both filter and sterilizer). Although this system is a bit unsightly, its appearance is less intrusive than the present system. The system will take about nine months to install and certify, and it will cost about $900,000. At the laboratory's current growth rate, the system should accommodate the waste-water requirements for at least 15 years.
- An in-ground disposal system. In this system, the effluent passes into an underground drain field system, which can handle about twice the volume of the present surface drain field system. This system costs only about $200,000 and can be installed in about three months. It also should be able to accommodate about 15 years of growth. However, you have heard of a possible problem with this system from a county inspector. Two years ago, Gulf Marine Systems had contracted with a company in another county to conduct a series of perk tests to insure the area could support an in-ground system. However, because the contractor was not familiar with the local area, the test was run during the driest part of the year. As a result, the area may not be able to handle the effluent capacity during very wet years, although it has been certified by the state. Another potential problem is that the in-ground system will require a large number of trees to be cut at the edge of the laboratory's property. This area happens to be adjacent to new development of family homes.
- The present system. This alternative is essentially a do-nothing approach. The laboratory will have to limit growth and maintain the current rate of operation.
Here are some other things that you know or have discovered in your investigation:
- The Board of Directors of Houghton Foundation is primarily interested in maintaining the high quality of research that the laboratory has a reputation for. Also they want to do this without endangering the area's ecosystem or upsetting the nearby residents. For them, making a profit is a low priority.
- George James, president of Gulf Marine Systems, has been with the laboratory since its inception. He plans to retire in two years and is proud of the laboratory's growth under his leadership. He especially looks forward to the first real profit (about $100,000) that he expects the laboratory to make next year. He sees this as his final, and perhaps his most important, achievement before his retirement.
- Local residents have complained about the current surface drain field system because it is unsightly. They would prefer the least intrusive in-ground system as a replacement.
- The next state inspection of the present system is not scheduled for another five years.
- You consider yourself very fortunate to have this challenging, well-paid position with excellent promotion potential. Also you are especially happy that you found one of the very rare engineering jobs in this area, the area where you and your spouse grew up and where both of your families live. Your are also very loyal to your company and want to do whatever you can to insure its long-term health. Finally you are very concerned about protecting the environment and often do volunteer work with a local conservation group.
The Task
Prepare a recommendation report for George James.
As you prepare your report, you will have many factors to consider and many pros and cons to weigh for each alternative. Also you must face some rather difficult ethical questions. Here are some for your class to discuss:
- Who are the stakeholders in this report? How will they be affected by each alternative?
- What steps can you take to make sure that you fully understand their views?
- What persuasive techniques may be successful if you think George James will want to reject your recommendation?
- If George James rejects your arguments, what additional action, if any, would be appropriate for you to consider?