01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 20
Текст из файла (страница 20)
. . . . . .9 for moving into the building because the office wasn'tredecorated in time. The Board of Directors was unhappy because we didn't meet the. . . . . . . . . .10 for opening the office by December 1 5 . It finally opened in January. However,we forecast . . . . . . . . . . . . 11 of at least $1 ,000,000 in the first year......liJIISee the DVD-ROMfor the i-Giossary..........�>» CD2.29 Listen and check your answers to Exercise C.Choose one of these events and tell your partner how you will plan it.Try to use some of the vocabulary from Exercises A-C above.1 A team-building weekend for your department I sports club2An event to mark your company's! organisation's 100th anniversary3A party to celebrate the return of a close friend after two years abroad4The opening of a new store83Scanned for Agus SuwantoUNIT 9...PLAN NINGHow i m portantis planning?fJ..>» CD2.30 Jan Sanders is a business consultant and the author of Unplan yourbusiness.
I n the first part of the i nterview, he answers the question 'How farahead should businesses plan?'. Listen and complete these notes.•Depends on•Three-year contracts should have a plan for•lan SandersI]1•. . . . . . . . . . . .Three years is a long time forentering the market in the field of3. . . .
. . . . . . . .2•. . . . . . . . . . . .businesses and new businesses4•. . . . . . . . . . . .•ian likes the idea of a•Problem with business planning: it can sometimes be business5. . . . . . . .. . . .plan, because it's very6.. . . . . . . .
. . . .7.. . . . . . . . . . . ._.>» CD2.31 Listen to the second part and complete this audio script..1 and2 enough to takeinto account changing markets and changing situations. Any plan that is too?or too set in� becomes very unwieldy, because it can't accommodate economicchanges, market changes,.s changes.I think the best business plans are ones that are.... . . . . .
. .. . . . . . . . . . . .. . . . . . . . . . .. . . . . . . . . . . .. . . .IIWatch theinterview onthe DVO-ROM.mIJTo plan ornot to planI].......Which word in Exercise B refers to the ability to change easily, and whichtwo words or phrases refer to the opposite?..>» CD2.32 Listen to the final part and answer these questions.1 What is it important for entrepreneurs to do?2ian talks about an entrepreneur he met recently. What business had the entrepreneurset up?3Why did the entrepreneur eventually succeed?What are the advantages and disadvantages of writing a business plan?Which of these would you normally find in a business plan?1 business aims3management team5staff holidays24financial forecast6assessment of the competitionopening hoursRead the article on the opposite page and complete this chart.job/positionnamecompanytype of companylocationDan ScarfeDavid HieattRajeeb DeyPaul Maron-SmithIIRead the article again and answer these questions about the four peoplein Exercise B.1How many people did not write a business plan for their present companies?2Who thinks that setting fixed aims involves too much time and is not valuable?3Who says that some plans don't work because we don't know what will work?4Who thinks that planning often leads to doing nothing?5Who provided the finance for the companies themselves?6Which of the four is not against business plans?84Scanned for Agus SuwantoUNIT 9 ....
PLANNINGWhen there ' s no Plan Aby Jonathan Moules51015202530354045Dan Scarfe, C h i e f Executive ofWindsor-based software development company Dot Net Solutions,says that he has never written a business plan for the company he foundedin 2004.Now, it is one of Microsoft's fivekey partners in the UK and a leadingplayer in the hot new area of cloudcomputing - and to Scarfe, that isproof that setting fixed objectives is acomplete waste of time."Writing software, or startinga new business, is incredibly difficultto p l a n for," he s a y s . "You'reeffectively trying to second-guessexactly what you may want down theline, based on marketing conditionsand v a ry i n g customer demand."Whilst short-term business budgetingand strategy i s v i t a l , long-termbusiness plans are less so." Twitter,Facebook and cloud computing werenot even concepts a number of yearsago, Scarfe notes, so there wouldbe no way he could have plannedfor them.D a v i d 1-I ie a t t , co-founder ofHowies, the ethical-clothing manufacturer based in Cardigan, claimsthat a business plan is real l y justa guess."There are some brilliant businessplans written, but they fail becausethe customer wants to do businessdifferently," he says.
"The awful truthis we don't know what will work."l-Ie claims that the secret is to beflexible - although this often takes alot of courage. For example, i n 200 I .H i eatt phoned up a l l of Howies'retailers and said he was going toi ntroduce organic cotton. The initialeffect of this spur-of-the-moment actwas disastrous."We lost all our wholesale accountsovernight because they said nobodyliJso55(i(J65would pay £27 for a T-shirt ,'' herecalls.Hieatt and his colleagues managedto rescue the situation by launching acatalogue to sell products. It provedto be a turning point for Howies.''Losing all your shop accounts in oneday is not great for business, but it'sprobably the best thing we d i d ,''Hieatt concludes. Now, the companys e l l s 80 per cent of i t s productsthrough this medium.Others argue that business planningis often a reason for i na c t i o n .Rajeeb Dey launched Enternships, astudent internship matching service."I never wrote a business plan forEnternships, I just started it," he says- although he admits that it is easierfor I n ternet -based businesses todo this.7075soX5Perhaps unsurprisingly, Dey andScarfe have e n t i rely se l f-financedtheir businesses.
Venture capitalistsand private i nvestors do not usuallyapprove of t h i s c a s u a l a t t i tudeto planning.To Paul Maron-Smith, ManagingDirector of Gresham Private Equity,a business plan is rather like a car'sdashboard. guiding the entrepreneuralong the road to success.But even he admits that problemsc a n arise w h e n b u s i ness p l a n sbecome t o o f i x e d . "The a i m o fa b u s i ness p l a n i s t o g i ve thestakeholders a good idea of wherethe business is heading." he says.·'Sure, there arc going to be someforecasts in there that are not going tobe accurate, but they are a best guessat the time."Discuss these questions.1In which sectors is it difficult to plan?2How far ahead should you plan?3How often should you review plans?4What reasons are given for and against having business plans?5What is your opinion of business plans? How useful do you think they are?85Scanned for Agus SuwantoUNIT 9 ....
PLANNING•LANGUAGE REVIEWTalking aboutfuture plans••We can use verbs like plan, hope, expect, would like and want to talk aboutfuture plans.Coca-Co/a is hoping to more than double its number of bottling plants in Chinaover the coming decade and would like to triple the size of its sales to China'smiddle class.We often use going to to talk about more definite plans.We're going to open a new dealership this summer.We can also use the present continuous to talk about definite plans andarrangements.I'm meeting the accountants on Tuesday.C) Grammar reference page 149IJIThe CEO of a large supermarket chain is talking to her managers about thegroup's future plans in relation to the World Cup. Underline the plans thatshe mentions.'Well, as you all know, we are hoping that the World Cup spirit will get more customersthrough our doors.
We are planning a wide range of activities to capitalise on our footballlinks and are expecting to sell more televisions, food and drink. We are also going to sellofficial merchandise before and during the tournament. We would like to get some bigname endorsements and want to sell stickers and trading cards. Then we are goingto launch a digital site to promote our association with football legends. We are hopingto be the supermarket of choice for our country's football fans.'[IDliJMatch the verbs (1-3) to their meanings (a-c) .1hopea) believe something will happen2expectb) decide in detail what you are going to do3planc) wish something would happenA salesperson is talking about the end-of-year bonus.
Complete thisconversation with the verbs from Exercise B in the correct form.I'm . . . . . . . . . . . .1 to get a bonus at the end of the year, but I haven't met all my sales targets,so I'm a little worried. My colleague Jan has met all her targets and she is . . . . . . . .
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
