market_leader_3e_-_intermediate_-_course_book (852196), страница 26
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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 .
. . . . . . . . . . . . . . . . . . . . . . five new staff next month, but then the economycrashed.2 They pretended it was a merger, but it feels like we were . . . . . . . . . . . . . . . . . . . . . . . . .3 We were . . . . . . . . . . . . . . . . . . . .
. . . when the president announced his resignation.4It is very difficult to. . . . . . . . . . . . a loan these days.5 After the new product launch, sales are expected to . . . . . . . . . . . . . . . . . . . . . . . . .mAnswer the questions.1 Do you think that McDonald's strategy will be successful?2LISTENINGThe CompetitionCommissionmHow do you think Starbucks will respond?�)>>C02.36 Rory Taylor is Media Relations Manager for the UK's CompetitionCommission. Listen to the first part of the interview and answer the questions.1 What does the Competition Commission do?2I!IWhy are they investigating the ownership of U K airports?�)>> C02.37 Listen to the second part and decide whether the statements aretrue (T) or false (F).1 For the Competition Commission, the most important thing is the n u m ber of providersin a market.Rory Taylor2I n static markets, there is not much competition.3The UK grocery market is dominated by a few companies.4The grocery market is not competitive.�)>> C02.38 Listen to the third part and complete the extract.Watch theinterview ontheDVD-ROM.We found a far more .
. . . . . . . . . . ' market. Er, we found that customers were not . ... ) with each other, erm, andbetween the companies, the companies were notconsequently we were finding higher . . . . . . . . . . . less. . . 5 and less . . . . . . . . . . . .",.115UNIT 12••COMPETITION•Passives•••••We make passive verb forms with the verb to be + the past participle.Starbucks was started by Howard Schultz.We often choose a passive structure when we are not interested in who performs anaction or it is not necessary to know.Howard Schultz was awarded an athletic scholarship to Northern Michigan University.If we want to mention who performs the action, we can use by.Howard Schultz was named ChiefExecutive by the company's Board.We often use a passive structure to be impersonal or formal (for example, in notices,announcements or reports).It has been agreed that the prototype will be tested next month.Some verbs can only be used in the active, e.g.
occur, rise, happen, arise, fall, exist,consist (of), depend (on), result (from).Some verbs which often appear in the passive are: (be) born, situate, design, estimate,bose, test, accuse, jail, shoot, bother.c:J Grammar reference page 151EILook at the sentences. Correct the incorrect ones.1The result of the leadership contest was based On the boardroom vote.2 The leadership contest was depended o n the boardroom vote.3Where were you when the president was be shot?4 The CEO has been accused of stealing funds from the pension fund.5They are depend on the CEO to show strong leadership.6He was jailed for six months.7I can't be bothered to finish this report.8All the candidates need to be tested.9Problems may be occurred after the leadership vote.10 The CEO's strategy is based on her second book.1 1 The President of the company was born in 1962.12 The audience is consist largely of senior executives.IlLook at the minutes of a company meeting.
Complete the gaps with theappropriate passive form of the verbs in brackets.Minutes of the planning meeting'The monthty meeting . . . . . . . . . . . . (hold) at 14.00 hrs onWednesday 15th February. The meeting .. . . . . . . . . 2(attend) by the Chief Executive Officer, LP Williams,J Morrison (Sales), SP Thompson (Marketing), LK Tin(Property Management) and SH Ho (Human Resources).Item 1: AgendaThe CEO stated that although the agenda for themeeting .
. . . . . . . . . . . ' (circulate) earlier and that it'. . . . . . . . (intend) to deal with routine matters, a slumpin sales and a lowering of profits as a result of strongcompetition meant that the company . . . . . . . . . . . . 5 (force)to deal with the crisis now.116Item 2: ReportsThe CEO asked for reports from those present. TheSales Manager reported that prices . . . .
. . . . . . . 6 (cut).The Marketing Manager confirmed that the advertisingbudget . . . . . . . . . . . . 7 (increase) substantially and that newcustomer surveys . . . . . . . . . . . . • (commission) to see howstrong competition had affected the company's products.The meeting. . . . . ' (inform) by the Property Manager"that agreement . . . . . . . . . . . . (reach) about the sale of 40of the company's high-street shops and that 20 betterlocated sites .
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