market_leader_3e_-_intermediate_-_course_book (851943), страница 26
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The company had:••••launched too many product lines in a wide range ofsportsinvested in too many expensive endorsements with topsports peoplesuffered from fierce competition from stronger rivalslost its reputation for being innovative.StrategyStrategies for turning round thecompanyThe leadership candidates will present three alternativestrategies for the Board to consider. Consider which, in youropinion, appears to be the best one for the company. Do notdiscuss your choice at this stage.1Una Sports must give up its independence and merge with,or be taken over by, a larger, financially stronger company.Strategy2Una Sports should acquire a number of smaller companiesand focus more all making sports accessories.Strategy3Una Sports should grow organically by revising itsorganisation, product ranges and marketing strategy.1Divide i nto two groups:Group A: The three directors, each presenting a different strategy to the boardGroup23B:Members of the board.Look at your role card and prepare for the meeting.Director 1: Turn to page 139.Director 3: Turn to page 139.Director 2: Turn to page 143.Group B: Turn to page 1 45 .Each director presents his/her ideas for the company's future strategy and answers any questionsthe other board members wish to ask.4 The other board members discuss the three presentations and decide which director has given themost convincing presentation.5All board directors discuss the future strategy of Una Sports and add any comments they wish.WritingAs Chairman of Una Sports, write an e-mail to the Head of IPS Consultantssummarising the three business strategies and indicating which one hasbeen chosen, giving reasons for your choice.
Ask the Head of JPS to commenton your decision.c:.lWriting file pageWatch the Case studycommentary on theOVO-ROM.�V127111IIBefore doing the quiz below, say whether you are:IIIAnswer the questions in the quiz. Then turn to page 140 to find out yourscore. Compare your score with a partner.a) very competitiveb) fa irly competitivec)not at all competitive.How competitive are you?Which of the following statementsdo you agree with?aJ Winning is everything.bl It's not the winning that counts,it's the taking part.cJ We are in this world to helpeach other.2 Which of the following wouldsatisfy you?al Earning more than anyoneelse you know.bJ Earning more than most ofyour friends.cl Earning enough to have acomfortable life.3112You have just won €50,OOO andneed to buy a new car.
Do you:aJ spend €12.000 on a reliable carthat will get you from A to S?bJ spend €26.000 on a middlerange car?cJ spend the entire €50,OOO on aflashy, top-of-the-range car thatwill impress all your friends?4If a colteague did somethingvery successful, wouLd you feel:aJ pleased for them?bJ pleased for them, but a bitjealous?cJ very jealous and unhappy?5If you Lose at something. do you:aJ forget about it immediately?bJ think about it for a while?cJ never forget?67How do you feel when you win?Do you,aJ boast about it and tett everyone?bJ feel good.
but keep it to yourself?cJ feel sorry for the person whotost?What do you want for your children?Do you want them:aJ to be happy?bJ to achieve more than you did?cJ to be the best at everything?8 You are at the traffic lights next toanother car. The lights change togo'. Do you,aJ let the other car go first?bJ move away slowLy, without beingaware of the other car?cJ try to be the first away?9You are waiting to check in at acrowded airline counter. There doesnot seem to be a system of queuing.Woutd you,aJ push your way to the front?bJ insist loudly that a fair system isadopted?cJ keep quiet and wait?1 0 How d o you feel about doing thisquiz? Do you want to:aJ show you are the mostcompetitive person in the group?bJ show you are the Leastcompetitive person in the group?cJ find out something aboutyourseLf?UNIT 12rJropesgame1a level playing fie2in the driving34IieltIballseatldhorsegoalposts.
.. ..6move the7keep your eye on theto be neck and8ahead of the . . .flogging a dead .9a one-horse10o n the . . . . .. . . . . . . . . . .5 a major . .BCOMPETITIONThere are many idioms from sport used in business, particularly whentalking about competition_ Complete the idioms below with the nouns inthe box. Which sports do you think they come from?I player[J••. .. .
. .... .... .. .raceneckI.. . . . .. . ...Which of the idioms in Exercise A refer to:a) a situation of fair competition?f) staying focused?b) being in fronl of the competition?g) a change in the rules?c) being at the same level as thecompetition?h) being in control?d) being the only competitor?i)being in a very bad situation?e) wasting your time on a hopelesssituation?j}an important company or person witha lot of power or influence?Complete the extracts with the most suitable idioms from Exercise A.Remember to change the verb form where necessary.1It's not a level P!�yi(\9..fie.l.d. any more.
As a small. family-owned company. it's verydifficult for us to compete with the big multinationals in terms of price.2 They are so far ahead of their competitors in terms of new products that it has becomeIt will be years before their rivals catch up with them.. . . . . . . . . . .3. .
. . . . . . . . .. . . . . . . . . . .. . . . . . . . . . . .There's no pOint continuing with the project. It'll never work. We're . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . We need to look elsewhere if we're to fight off the competition..4 With our market dominance in Asia, we're in an extremely powerful position. We are. .really . . . . . . .
. . . . .. . . . . . . .m. .... ... ..5We have exactly the same market share as our nearest rival. According to independent. . . . . . . . . . . . . . . . . . . . . . . . in terms of sales so far this year as well.research, we're also6Although the market has expanded, there are still really only twoThey will fight it out for market dominance.Discuss the questions.1Have you ever felt you were {logging a dead horsea) at work?b) in your private life?2 Which companies are ahead of the game in your industry or the industryyou would like to work in?3Can you give an example of a situation whena) someone moved the goalposts?See the DVD-ROMfor the i-Glossary.4Vb) you were in the driving seat?How did you feel?4Name some major players in the following industries:automotive, telecoms, computing, electronics, an industry you know well113UNIT 12 •• COMPETITIONHead-to-headcompetitionaIn groups, discuss what you know about Starbucks and McDonald's.IlRead the first two paragraphs of the article.
Which company is focusingmore on the international market?BRead the whole article, then look at these company plans. Write 'M'(McDonald's) or '5' (Starbucks) for each one.1start competing in the coffee-bar market2replace their Chief Executive3slow expansion in the US4 introduce coffee bars with 'baristas'5 close under-performing stores6focus on international plans7 allow customers to see drinks being made8use simple sizes for coffees9probably offer coffee at a lower price than their major competitorsMcDonald's stirs upbattle with Starbucks510ISStarbucks' Chief ExecutiveJim Donald - who haspresided over a 50 per cenldecline in the retailer'sshare price in the last 12months - is to be rcplacedby founder and ChairmanHoward Schultz.His appointment comesafter a dark J 2 monthsfor Starbucks, which hasseen it lose QuI (0 rivalssuch as Dunkin' DonutsandMcDonald's,whohave begun to replicate itssuccess.
Schultz is nowset to slow the expansionof202530the retailer's growthin the US, closing under-performing stores in directresponse to the slowingNorth American economy.Instead, he will focus onthe company's imernationalmoneyusmgplans.originally earmarked forUS store openings for itsglobal expansion plans.Fast-foodgiantMcDonald's issettotake on Starbucks in thecompetitive coffee market,40with plans to open coffeebars across the UnitedStates. McDonald's, untilnow beller known forBig Mac burgers thanits beverages, yesterdaydetailed plans to roll outcoffeebarscomplete-15with their own 'baristas'in its near-14,OOO NorthAmerican stores.Although there i s 110fixed timescale for the roll35out, trials are already underway, and it is believed the5055push could add $1 bn a yearto McDonald's S21.6bn ofannual sales.
The aim isto compete head-to-headwith Starbucks in the everincreasing brewed coffeemarket.involvesThetrialrecruiting 'baristas' - a term60made famous by Starbucks- to stores, where espressomachines are displayed atthe counter, so allowingcustomers to actually seethe drinks being made.This is in direct contrastto McDonald's traditional65by James Quinnapproach, where productstend to be made out of sightfrom the consumer.McDonald'sisalsotrying to demystify the at70 times confusing Starbucksapproachtocoffee,replacing sizes such as'venti' and 'grande' with asimplistic small, medium75 and large.In a direct side-swipe atits coffee-focused rival, it iseven going so far as to usethe difficulties customers80 often have in pronouncing'laue'wordslikeinconsumer advertising in859095Kansas City, where one ofthe trials is taking place.A McDonald's spokesm..'Ultold the Daily Telegraphthat the push is part ofthecompany'sglobalfocus on offering 'greatproducts at great value',suggesting the price pointwill be somewhat lowerthan that of Starbucks.The move follows on froma previous roll-out of itscoffee products, and ispart of a wider re-imagingof many of its stores.from the Daily TelegraphIIIReread the article's headline and first three paragraphs and find theprepositions that go with these verbs.1114stir2 replace3 lose4 focus5 takeUNIT 12D••COMPETITIONMatch the verbs and prepositions in Exercise D (1-5) with the meanings (a-e).a) to not get something because someone else gets it insteadb) to compete or fight against someonec) to give all your attention to a particular thingd) to take something else's placee) to deliberately cause problemsDMatch the phrasal verbs with take (1-5) with the meanings (a-e).1 be taken abacka) grow rapidly2take offb) give employment to3take onc) be surprised4 take out5iiid) gain control of a companytake overe) arrange (of money)Complete the sentences with an appropriate form of take and a preposition.1 We were going to .
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