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1、学术英语 管理,Corporate Strategies,3,Corporate StrategiesCorporate strategies are vital for the success of a business, and different businesses have different strategies. Wal-Mart amultinational retailer, Starbucks a coffee chain store, and Facebook a social networking service and website, for example,hav
2、e very different strategies to ensure their respective success.There is, however, something common to all successful corporatestrategies despite the seeming differences. You can find it out byyourself after reading the three stories in this unit.,Unit 3Corporate Strategies,Unit Contents,Lead-in,Text
3、 A,Text B,Text C,Listening,Writing,Speaking,Unit 3Corporate Strategies,Lead-in,Activity,Unit 3Corporate Strategies,Lead-in,Activity,Visit the official Wal-Mart website http:/ Scan the webpages and fill in the following table.,Text A, Critical reading and thinkingSupplementary informationOverviewDisc
4、ussion, Language building-upSpecialized vocabularySignpost languageFormal English,Wal-Marts Foreign Expansion,Unit 3Corporate Strategies,Unit 3Corporate Strategies,Text A,supplementary information,Ansoff Growth Matrix,Critical reading and thinking,Michael Porters three generic strategies,Market pene
5、tration,Market development,Product development,Diversification,Unit 3Corporate Strategies,Text A,supplementary information,Ansoff Growth Matrix,Critical reading and thinking,(安索夫矩阵 ),The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy.Ansoffs prod
6、uct/market growth matrix suggests that a business attempts to grow depend on whether it marketsnew or existingproducts innew or existing markets.,Unit 3Corporate Strategies,Text A,supplementary information,Critical reading and thinking,Ansoff growth matrix,Unit 3Corporate Strategies,Text A,supplemen
7、tary information,Market penetration,Critical reading and thinking,Market penetration (市场渗透 ) is the name given to a growth strategy where the business focuses on selling existing products into existing markets. e.g. Maintain or increase the market share of current products; Restructure a mature mark
8、et by driving out competitors;,Unit 3Corporate Strategies,Text A,supplementary information,Market development,Critical reading and thinking,Market development (市场开发 ) is the name given to a growth strategy where the business seeks to sell its existing products into new markets. e.g. Exporting the pr
9、oduct to a new country; New distribution channels; Different pricing policies to attract different customers,Unit 3Corporate Strategies,Text A,supplementary information,Product development,Critical reading and thinking,Product development (产品延伸 ) is the name given to a growth strategy where a busine
10、ss aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.,Unit 3Corporate Strategies,Text A,supplementary information,Diversification,Critical rea
11、ding and thinking,Diversification (多角化经营 ) is the name given to the growth strategy where a business markets new products in new markets.,Unit 3Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,Critical reading and thinking,According to Michael Porter, Ha
12、rvard academic, business guru, strategist and author, the purpose of strategy was to gain and defend some form of competitive advantage. There are three generic forms of corporate strategy.,Unit 3Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,Critical
13、reading and thinking,Strategy 1: Cost Leadership having lower costs than any other competitor enables either superior profits or a capacity to offer lower prices e.g. Ryan air, Asda and Wal-mart,Unit 3Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,Crit
14、ical reading and thinking,Strategy 2: Differentiation being able to offer customers something different to anyone else in the market, as long as it is something that customers value and will prefer,Unit 3Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,C
15、ritical reading and thinking,Strategy 3: Focus being acknowledged as a specialist and having expertise and knowledge of particular customers or activities and processes that are highly prized,Unit 3Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,Critica
16、l reading and thinking,Unit 3Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Sam Walton a small store in Bentonville, ArkansasIn 1992, Wal-Mart would be the worlds largest retailer. Single-minded focus on low prices: In everything we do, we are d
17、riven by a common mission: we save people money so they can live better.Location,Employees: 21 million peopleStores 4,200 stores in the US; 3,600 in the rest of the worldWal-Mart serves customers and members more than 200 million times per week at more than 10,130 retail units under 69 different ban
18、ners in 27 countries. With fiscal year 2012 sales of $443 billion, Wal-Mart employs 2.2 million associates worldwide.,Unit 3Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-Mart702 SW 8th StreetBentonville, Arkansas 72716-8611479-273-4000,http
19、:/,Unit 3Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Operations Strategy at Wal-Mart,Unit 3Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-Mart Mexico strategies,Local adaptation/custo
20、mizationIn Mexico: meeting the local conditions, hiring local managers; building smaller stores that people could walk to; more fresh produce,Unit 3Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-Mart China strategies,Local adaptation/customi
21、zationIn China: adapt its merchandising and operations strategy to mesh with Chinese culture, e.g. more fresh produce; unionization (union workers cost more to Wal-Mart!)Plus persistence,Unit 3Corporate Strategies,Discussion,Text A,Critical reading and thinking,According to Ansoff Growth Matrix, wha
22、t is Wal-Marts foreign expansion?,New markets: Mexico, China, Germany, South Korea, Great Britain (Market development)New products: fresh produce (Product development) e.g. meat, tortillas, live turtles,Unit 3Corporate Strategies,Discussion,Text A,Critical reading and thinking,Of Michael Porters thr
23、ee generic strategies, which one does Wal-Mart use?,cost leadership, or differentiation, or niche strategiescost leadership - a strategy of everyday low prices - single-minded focus on low prices,Unit 3Corporate Strategies,Discussion,Text A,Critical reading and thinking,What are the key success fact
24、ors of such a strategy?,Wal-Mart . has built its success on a strategy of everyday low prices, and highly efficient operations, logistics, and information systems (key success factors) that keeps inventory to a minimum and ensures against both overstocking and understocking.,Unit 3Corporate Strategi
25、es,Discussion,Text A,Critical reading and thinking,Why did the strategy fail in Britain, Germany, and Great Britain?,strong local competitorsconsumers prefer high-quality products, not as attracted by its discount strategy,Unit 3Corporate Strategies,Specialized vocabulary,Text A Language building-up
26、,Match the words and phrases in Column A with the definitions in Column B,g,c,b,e,f,h,d,a,i,Unit 3Corporate Strategies,Text A Language building-up,Signpost language Comparison and contrast,Unit 3Corporate Strategies,Text A Language building-up,Signpost language Comparison and contrast,Complete the f
27、ollowing sentences with the correct form of the words and expressions in the above box. There may be more than one correct answer.,1 Many consumers also lacked cars, and did not buy in large volumes _ consumers in the United States _.,2 After the hugs and kisses of the team-members, the award ceremo
28、ny was, _, cold and flat. 3 The festival has been a great success, _ last year when it rained non-stop.4 The cost of these planes is 3 million, _ the 2 million charged by their competitors.,as,did,in contrast,unlike,as opposed to,Unit 3Corporate Strategies,Formal English,Text A Language building-up,
29、The following sentences are selected from Text A. Replace the underlined formal words with less formal ones.,change; attractive,argued,goods,Unit 3Corporate Strategies,Formal English,Text A Language building-up,The following sentences are selected from Text A. Replace the underlined formal words wit
30、h less formal ones.,the truth is,accept,has announced officially,Unit 3Corporate Strategies,Suggested answers,Text A Critical reading and thinking,Text A tells the Wal-Mart story to illustrate how corporate strategies adapt to local culture. The story mainly draws on the cases of Mexico and China. N
31、ow read the text and fill in the blanks in the following table.,Unit 3Corporate Strategies,Suggested answers,Text A Critical reading and thinking,Decide whether the following statements are true (T) or false (F) according to Text A.,1 Wal-Mart avoids overstocking and understocking by selling low-qua
32、lity, cheap goods. 2 Employing too many people and opening too many stores were two reasons that slowed down Wal-Marts growth in the U.S. 3 Wal-Mart succeeded in changing Mexicos shopping culture.,4 People in some developed countries turn their noses up at Wal-Marts goods because they think such goo
33、ds are of inferior quality. 5 Wal-Marts expansion in China has been a success from the very beginning. 6 Chinese customers behave similarly to Europeans. 7 Wal-Mart sales soared in China because it changed its way to sell fresh produce. 8 Trust-Mart was pushed out of business by Wal-Mart.,F,F,T,T,F,
34、F,T,F,Unit 3Corporate Strategies,Suggested answers,Text A Language building-up,Complete the following sentences with the correct form of the above expressions.,1 plays an important role in determining whether acompany is selling new products in a new or existing market.2 are no doubt dependent upon
35、culture, education,and individual tastes among other factors.3 In a , two or more “parent” companies agree to share capital, technology, human resources, profits and losses for the purpose of executing a particular business undertaking.4 The benefits of are obvious in that foreign suppliers can help
36、 cut costs, opening a new office overseas can boost revenue, and inking a contract with a foreign partner can bring expertise and contacts to the business at minimal cost as well.5 are changing in troubled times and now peopleneed to control their impulses for shopping.6 play an important role in re
37、tail sales by attracting attention through the physical display of products.,Growth strategy,Consumer preferences,joint venture,international expansion,Shopping behaviors,Merchandising strategies,Unit 3Corporate Strategies,Text B Starbucks Foreign Direct Investment,Critical thinking and readingResea
38、rching,Unit 2 Marketing,Text B Critical reading and thinking,supplementary information,Growth/Internationalization strategies,Do it on ones own (organic growth, greenfield investment)Do it with a partner (joint venture, franchising 特许经营, licensing 许可经营) Mergers & Acquisition (M&A),Unit 2 Marketing,T
39、ext B Critical reading and thinking,supplementary information,comparing licensing with franchising,Unit 3Corporate Strategies,Text B Critical reading and thinking,According to Michael Porters three generic strategies (cost leadership, differentiation, niche ), which one does Starbuck adopt?,Over vie
40、w,Out of the three generic strategies, Starbucks adopts differentiation: premium coffee motivated employees who provide superior customer services (Para. 1),Unit 3Corporate Strategies,Text B Critical reading and thinking,Over view,Starbucks corporate strategies,Products:Customer service:Employee:Int
41、ernational expansion,Unit 3Corporate Strategies,Text B Critical reading and thinking,Over view,Starbucks international expansion,Japan: when licensing failed to give Starbucks sufficient control, the JV model was adoptedBritain: acquisition of Seattle CoffeeOther Asian countries: licensing, JV, whol
42、y-owned subsidiaries (Singapore, Thailand, China, etc.)Mainland Europe: JV (Switzerland),Unit 3Corporate Strategies,Suggested answers,Text B Critical reading and thinking,Read Text B and then fill in the table that summarizes Starbucks corporate strategies.,Unit 3Corporate Strategies,Text C Why Face
43、book Won,Unit 3Corporate Strategies,Suggested answers,Text C,Compare R with Facebook and try to see if it has similar features to Facebook.,Email domain authentication:Real relationships:Privacy settings:Exclusiveness:,Answer Key (Suggested Answers)R shares all these features with Facebook.,Unit 3Co
44、rporate Strategies,Suggested answers,Text C,Listen to the lecture again and complete the following notes.,Unit 3Corporate Strategies,Suggested answers,Text C,Complete the following sentences with the correct form of the above expressions.,Functions of managers:To coordinate and integrateTo accumulat
45、e large quantities of dataTo set priorities To controlTo communicateTo make decisionsTo solve problemsTo understand the activities and techniques which are crucial to their own and their organizations success,Unit 3Corporate Strategies,Listening Note-taking forms Listening tasks,Unit 3Corporate Stra
46、tegies,Listening,Note-taking forms,Unit 3Corporate Strategies,Listening tasks,Listening,Listen to a lecture on the nature of a managers job and decide what kind of lecture it is and in what form you can record the information.,What is a manager for?What does a manager do?What skills does a manager h
47、ave to develop?,Unit 3Corporate Strategies,Listening tasks,Listening,What is a manager for?,Managers are hired by an organization to control the running of the operations of an organization.,Unit 3Corporate Strategies,Listening tasks,Listening,What does a manager do?,All managers need be able to coo
48、rdinate and integrateaccumulate large quantities of dataset priorities, control, communicate, make decisions, solve problems,understand the activities and techniques,Unit 3Corporate Strategies,Listening tasks,Listening,What skills does a manager have to develop?,They have to develop the skills such
49、as: the skills necessary to implement those techniques skills of analysis, of dealing with people, of coping with the environment, of managing their own limited resources.,Unit 3Corporate Strategies,Writing,Unit 3Corporate Strategies,Writing task,Writing,Ask Ss to go over the strategies on how to wr
50、ite aliterature review.,Unit 3Corporate Strategies,Speaking,Unit 3Corporate Strategies,Presentation task,Speaking,Marketing,Choose a company and its product you are familiar with (You may choose the companies mentioned in Unit 2);Identify the advertising media the company has used (e.g. newspapers,
