课文听力文本Unit10BusinessStrategiesWord文档下载推荐.docx

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7.SalesofProductAfellslightlyinthefinalquarter.

8.Thevalueoftheshareshasshownasteadydecline.

ExerciseC.

1.TheEuropeanUnion

2.TheOrganizationofPetroleumExportingCountries

3.TheWorldHealthOrganization

4.TheInternationalMonetaryFund

5.TheNorthAmericanFreeTradeAgreement

6.TheAssociationofSouthEastAsianNations

7.TheUnitedNations

8.TheGeneralAgreementonTariffsandTrade

1.-TheyreceiveasubsidyfromtheEU.

-Doyoumeanthatit'

sfundedbytheEuropeanUnion?

-Yes,that'

swhatIwastold.

2.-They'

reamemberofOPEC.

-I'

msorry,butwhat'

sOPEC?

-TheOrganizationofPetroleumExportingCountries.

3.-TheWHOisinterestedinthescheme.

-DoyoumeantheWorldHealthOrganization?

-Yes.

4.-It'

sadecisionbytheIMF.

-TheIMF!

WhyistheInternationalMonetaryFundinvolvedinthis?

5.-NAFTAwasformedin1993.

-WhatdoesNAFTAstandfor?

-Haven'

tyouheardofit?

It'

stheNorthAmericanFreeTradeAgreement.

6.-IsJapanoneoftheASEANcountries?

msorrybutIdon'

trememberwhatASEANstandsfor.

-It'

stheAssociationofSouthEastAsianNations.

-Idon'

tthinkso.

7.-TheUNresolutionisbeingignored.

-Butthisisaninternalmatter.Itdoesn'

tconcerntheUnitedNations.

8.-It'

spartoftheWTOagreement.

-RemindmewhatWTOstandsfor.

-TheWorldTradeOrganization.

ExerciseD.

1.A2.A3.A4.B5.B

Gary:

Sam,couldyoureviewtheresultsofthesurveyonleisuresportingactivitiesagain?

WeneedtoplanoutourproposalforthisFriday'

sbusinessmeeting.

Sam:

Sure,Gary.I'

vesummarizedtheresultsinthehandout,brokendownbyconsumeragegroupsandsportingactivities.Thesurveywasadministeredto550menandwomenbetweentheagesof18and55yearsold,andtheresultshavebeencompiledinthefollowingagegroups:

18to26,27to35,36to45,and46to55.Accordingtotheresults,themostactivegroupinvolvedinsportingactivitiesarethosebetween18and26yearsold,followedbythose36to45yearsold.

Okay.

Asfarasparticularsportsareconcerned,peopleinthesetwogroupscitedjoggingastheirfavoriterecreationalsportfollowedbyskiing,tennis,swimming,andcycling.

Andwhataboutthesegroupsbrokendownbygender?

Oh,Gary,thanksforbringingthatup.Menappeartobeslightlymoreactivethanwomeninthe18to26year-oldagegroup,butwomenseemmoreactiveintheotherthreegroups.

Hmm.Basedonwhatyouhavesaid,Ithinkweshouldconsidertargetingthe18to26year-oldagegroupmoreinthefuture.Ialsofeelweshouldconsiderexpandingourlineofathleticshoes,particularlyjoggingandtennisfootware.Wealsohavetocomeupwithamoreappealingsloganaimedatthisagegroup.

Iseewhatyoumean.However,whentheseresultsarecomparedwiththesurveycarriedoutthreeyearsago,wecanseeagrowingtrendamongolderconsumers--those14,Imean46to55--whoarebecomingmoreconsciousandconcernedaboutstayingfit.Ibelievethistrendwillcontinue,soweshouldfocusonthisgroupinstead.

Iseeyourpoint.Well,let'

smeetagainonWednesdaytoironoutmoreofthedetailsofthisproposal.

PartII 

SWOTanalysis

Outline:

I.

1.Strengths2.after-saleteam

II.

3.Marketing

III.

4.Opportunities

IV.

5.impressivedealernetwork

WhatI’dliketodoistooutlineaSWOTanalysisofthecompany,whichwehaverecentlycarriedout.AsI’msureyouallknow,SWOTstandsforstrengths,weaknesses,opportunitiesandthreats.

Solet’sstartwiththestrengths.It’sapparentthatoutmaincompetitiveadvantageisourrangeofproducts.Ouraccountssoftwarepackagesareperceivedasthemostuser-friendlyonthemarket,relativelyeasytoinstall,requiringmuchlesstrainingthanourcompetitors’packagesandrepresentingbettervalueformoney.So,allinallwe’vegotanexcellentproduct.Ourothermainstrengthisourpeople-especiallyontheafter-salesside.Ourafter-salesteamisperceivedasfaster,morequalified,friendlierandgenerallymoreefficientthanourcompetitors’.Thisappliesbothtothehelpdeskandthefieldmaintenancepeople.

Right.Let’sturntotheweaknesses.Althoughwehavesuchastrongproduct,wehaven’tachievedthesortofmarketpenetrationweshouldhave.Basicallythisisbecauseourmarketingisnotsoeffectiveasourcompetitors’.Oneespecially,STERLING,hasamuchstrongerpresenceinthemarketbothintermsofsalesandprofile.We’vereliedtooheavilyonproductquality,notenoughonpromotion.We’vegottoputconsiderablymoreeffortintoouradvertisinganddirectmailcampaigns.

So,thatbringsmetotheopportunities.We’reclearlynottakingtheopportunitywehavetodominatethesmallbusinessusermarket.Wecouldbeachievingsignificantlyhighersales-Iestimatefiftytosixtypercentmore.Wecouldalsobebuildingamuchmoreextensivecustomerbase-thiswouldensureamoresecurefutureaswell.

Ourmainthreat,ofcourse,isSTERLING.They’vegotamuchmoreimpressivedealernetworkandtheirpromotionisalotmoresophisticatedthanours.Ontheotherhand,we’vegotthebetterrangeofproducts.Weshouldbecapitalizingonthis.

PartIII 

Dealingwithgrowth:

Markettrends

1.2802.440

3.thefullmilk4.theskimmedmilk

5.longlifemilk6.milkdrink

Notes

Totalmarket:

280m–440m

Sectorshare

Fullmilk:

74%-42%

Skimmedmilk:

12%--35%

Longlife:

5%-13%

Milkdrink:

1%

Overnext10years:

Full:

40%;

2%

Skimmed:

leveloff40%

Longlife:

20%

Drink:

I'

mnotgoingtotalkforlong—justlongenoughtogiveyouanoverviewofdevelopmentssothatwecandiscusstheimplications.So,let'

sstartbylookingattrendsoverthelasttenyears.Onthisfirsttransparencyyou'

llseetwopiecharts—thefirstrepresentsthemilkproductmarkettenyearsago,thesecond,howitlooksnow.Therearetwooutstandingfeatures:

firstly,thatthetotalmarkethasgrownsubstantiallyfrom280millionlitresto440millionlitres;

secondly,theactualsectorshareofthefourmainmilkproductshaschangedradically;

thefullmilksectorhasfallendramaticallyfrom74%tojust42%hereonthepiechart;

theskimmedmilksectorhasrocketedfromonly12%to35%,reflectingtheweightofpublicitydirectedtowardslowfatdiets.Theothertwosectorsarelonglifemilkandmilkdrinks.It'

sinterestingtoseethelonglifesectorhasrisenfrom5%to13%—asignificantriseconsideringinitialconsumerresistancetothistypeofmilk.Andfinally,themilkdrinkshaveremainedprettystable,justincreasingby1%.Sothetwobigwinnersofthedecadeareskimmedandlonglifemilk,andthebigloser,thefullmilksector.

Now,what'

sreallyimportantisthelikelytrendsoverthenexttenyearsinthesefoursectors.Weforecastthatthefullmilksectorwilldeclinemoregraduallyoverthenextfiveyearstoaround40%andthenfallafurther2%bytheendofthe10-yearperiod;

theskimmedmilksectorshouldcontinuetorisesteadilyto40%overthenextfiveyearsandthenleveloffaroundthisfigureforthenextfiveyears.Weexpectlonglifemilktocontinuerisingmoderatelysothatattheendofthisperiodthissectorwillrepresentasignificant20%.Finallyweprojectafairlymarkeddeclineinthemilkdrinksectorasconsumerawarenessofthesugarcontentofthesedrinksincreases.Weforecastaneventualfalltojust2%bytheendoftheperiod.

1.grownsubstantially2.changeradically3.fallendramatically

4.rocketed5.risen6.remained;

stable;

increasing

7.decline;

gradually;

fall;

further8.risesteadily;

leveloff

9.expect;

continuerisingmoderately;

represent;

significant

10.project;

fairlymarked;

forecast;

eventually

A:

Weallknowthattherehavebeensomemajorchangesinourmarketoverthelasttenyears,andwecanexpectfurtherchangesoverthenexttenyears.I'

dliketopresentthetrendsoverthelasttenyearsandalsoanticipatethetrendswepredictoverthenexttenyears.I'

mnotgoingtotalkforlong—justlongenoughtogiveyouanoverviewofdevelopmentssothatwecandiscusstheimplications.Dointerruptmeifyou'

vegotanyquestionsorcomments.So,let'

thefullmilksectorhasfallendramaticallyfrom74%tojust42%—hereonthepiechart;

sinterestingtoseethatthelonglifesectorhasrisenfrom5%