学术英语(管理)_Unit_3（课堂PPT）

学术英语管理CorporateStrategies3CorporateStrategiesCorporatestrategiesarevitalforthesuccessofabusiness,anddifferentbusinesseshavedifferentstrategies.Wal-Mart—amultinationalretailer,Starbucks—acoffeechainstore,andFacebook—asocialnetworkingserviceandwebsite,forexample,haveverydifferentstrategiestoensuretheirrespectivesuccess.Thereis,however,somethingcommontoallsuccessfulcorporatestrategiesdespitetheseemingdifferences.Youcanfinditoutbyyourselfafterreadingthethreestoriesinthisunit.Unit3CorporateStrategiesUnitContentsLead-inTextATextBTextCListeningWritingSpeakingUnit3CorporateStrategiesLead-inActivityUnit3CorporateStrategiesLead-inActivityVisittheofficialWal-Martwebsitehttp://www.walmartstores.com/AboutUs.Scanthewebpagesandfillinthefollowingtable.NumberofretailunitsNumberofemployeesNumberofcountriesthathaveWal-MartstoresFiscalyear2012salesWal-MartpurposeTextA─CriticalreadingandthinkingSupplementaryinformationOverviewDiscussion─Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishWal-Mart’sForeignExpansionUnit3CorporateStrategiesUnit3CorporateStrategiesTextAsupplementaryinformationAnsoffGrowthMatrixCriticalreadingandthinkingMichaelPorter’sthreegenericstrategiesMarketpenetrationMarketdevelopmentProductdevelopmentDiversificationUnit3CorporateStrategiesTextAsupplementaryinformationAnsoffGrowthMatrixCriticalreadingandthinking(安索夫矩阵)TheAnsoffGrowthmatrixisatoolthathelpsbusinessesdecidetheirproductandmarketgrowthstrategy.Ansoff’sproduct/marketgrowthmatrixsuggeststhatabusiness’attemptstogrowdependonwhetheritmarkets neworexisting productsin neworexistingmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationCriticalreadingandthinkingAnsoffgrowthmatrixUnit3CorporateStrategiesTextAsupplementaryinformationMarketpenetrationCriticalreadingandthinkingMarketpenetration(市场渗透)isthenamegiventoagrowthstrategywherethebusinessfocusesonsellingexistingproductsintoexistingmarkets.e.g.Maintainorincreasethemarketshareofcurrentproducts;Restructureamaturemarketbydrivingoutcompetitors;Unit3CorporateStrategiesTextAsupplementaryinformationMarketdevelopmentCriticalreadingandthinkingMarketdevelopment(市场开发)isthenamegiventoagrowthstrategywherethebusinessseekstosellitsexistingproductsintonewmarkets.e.g.Exportingtheproducttoanewcountry;Newdistributionchannels;DifferentpricingpoliciestoattractdifferentcustomersUnit3CorporateStrategiesTextAsupplementaryinformationProductdevelopmentCriticalreadingandthinkingProductdevelopment(产品延伸)isthenamegiventoagrowthstrategywhereabusinessaimstointroducenewproductsintoexistingmarkets.Thisstrategymayrequirethedevelopmentofnewcompetenciesandrequiresthebusinesstodevelopmodifiedproductswhichcanappealtoexistingmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationDiversificationCriticalreadingandthinkingDiversification(多角化经营)isthenamegiventothegrowthstrategywhereabusinessmarketsnewproductsinnewmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingAccordingtoMichaelPorter,Harvardacademic,businessguru,strategistandauthor,thepurposeofstrategywastogainanddefendsomeformofcompetitiveadvantage.Therearethreegenericformsofcorporatestrategy.Unit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingStrategy1:CostLeadershiphavinglowercoststhananyothercompetitorenableseithersuperiorprofitsoracapacitytoofferlowerpricese.g.Ryanair,AsdaandWal-martUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingStrategy2:Differentiationbeingabletooffercustomerssomethingdifferenttoanyoneelseinthemarket,aslongasitissomethingthatcustomersvalueandwillpreferUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingStrategy3:FocusbeingacknowledgedasaspecialistandhavingexpertiseandknowledgeofparticularcustomersoractivitiesandprocessesthatarehighlyprizedUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingUnit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinkingSamWaltonasmallstoreinBentonville,ArkansasIn1992,Wal-Martwouldbetheworld’slargestretailer.Single-mindedfocusonlowprices:Ineverythingwedo,wearedrivenbyacommonmission:wesavepeoplemoneysotheycanlivebetter.LocationEmployees:21millionpeopleStores4,200storesintheUS;3,600intherestoftheworldWal-Martservescustomersandmembersmorethan200milliontimesperweekatmorethan10,130retailunitsunder69differentbannersin27countries.Withfiscalyear2012salesof$443billion,Wal-Martemploys2.2millionassociatesworldwide.Unit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinkingWal-Mart702SW8thStreetBentonville,Arkansas72716-8611479-273-4000http://walmartstores.comUnit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinkingOperationsStrategyatWal-MartUnit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinkingWal-MartMexicostrategiesLocaladaptation/customizationInMexico:meetingthelocalconditions,hiringlocalmanagers;buildingsmallerstoresthatpeoplecouldwalkto;morefreshproduceUnit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinkingWal-MartChinastrategiesLocaladaptation/customizationInChina:adaptitsmerchandisingandoperationsstrategytomeshwithChineseculture,e.g.morefreshproduce;unionization(unionworkerscostmoretoWal-Mart!)PluspersistenceUnit3CorporateStrategiesDiscussionTextACriticalreadingandthinkingAccordingtoAnsoffGrowthMatrix,whatisWal-Mart'sforeignexpansion?Newmarkets:Mexico,China,Germany,SouthKorea,GreatBritain(Marketdevelopment)Newproducts:freshproduce(Productdevelopment)e.g.meat,tortillas,liveturtlesUnit3CorporateStrategiesDiscussionTextACriticalreadingandthinkingOfMichaelPorter’sthreegenericstrategies,whichonedoesWal-Martuse?costleadership,ordifferentiation,ornichestrategiescostleadership--astrategyofeverydaylowprices--single-mindedfocusonlowpricesUnit3CorporateStrategiesDiscussionTextACriticalreadingandthinkingWhatarethekeysuccessfactorsofsuchastrategy?Wal-Mart...hasbuiltitssuccessonastrategyofeverydaylowprices,andhighlyefficientoperations,logistics,andinformationsystems(keysuccessfactors)thatkeepsinventorytoaminimumandensuresagainstbothoverstockingandunderstocking.Unit3CorporateStrategiesDiscussionTextACriticalreadingandthinkingWhydidthestrategyfailinBritain,Germany,andGreatBritain?stronglocalcompetitorsconsumerspreferhigh-qualityproducts,notasattractedbyitsdiscountstrategyUnit3CorporateStrategiesSpecializedvocabularyTextALanguagebuilding-upMatchthewordsandphrasesinColumnAwiththedefinitionsinColumnBgcbefhdaiUnit3CorporateStrategiesTextALanguagebuilding-upSignpostlanguage—ComparisonandcontrastUnit3CorporateStrategiesTextALanguagebuilding-upSignpostlanguage—ComparisonandcontrastCompletethefollowingsentenceswiththecorrectformofthewordsandexpressionsintheabovebox.Theremaybemorethanonecorrectanswer.1Manyconsumersalsolackedcars,anddidnotbuyinlargevolumes__________consumersintheUnitedStates__________.2Afterthehugsandkissesoftheteam-members,theawardceremonywas,__________,coldandflat.3Thefestivalhasbeenagreatsuccess,__________lastyearwhenitrainednon-stop.4Thecostoftheseplanesis£3million,_____________the£2millionchargedbytheircompetitors.asdidincontrastunlikeasopposedtoUnit3CorporateStrategiesFormalEnglishTextALanguagebuilding-upThefollowingsentencesareselectedfromTextA.Replacetheunderlinedformalwordswithlessformalones.change;attractivearguedgoodsUnit3CorporateStrategiesFormalEnglishTextALanguagebuilding-upThefollowingsentencesareselectedfromTextA.Replacetheunderlinedformalwordswithlessformalones.thetruthisaccepthasannouncedofficiallyUnit3CorporateStrategiesSuggestedanswersTextACriticalreadingandthinkingTextAtellstheWal-Martstorytoillustratehowcorporatestrategiesadapttolocalculture.ThestorymainlydrawsonthecasesofMexicoandChina.Nowreadthetextandfillintheblanksinthefollowingtable.Wal-MartgeneralstrategiesWal-MartMexicostrategiesWal-MartChinastrategieseverydaylowpriceshiringlocalmanagersdisplayingthemeatuncovered,freshproduceefficientoperations,logistics,andinformationsystemsbuildingsmallerstoresthatpeoplecouldwalktounionizationmorefreshproduceUnit3CorporateStrategiesSuggestedanswersTextACriticalreadingandthinkingDecidewhetherthefollowingstatementsaretrue(T)orfalse(F)accordingtoTextA.1Wal-Martavoidsoverstockingandunderstockingbysellinglow-quality,cheapgoods.2EmployingtoomanypeopleandopeningtoomanystoresweretworeasonsthatsloweddownWal-Mart’sgrowthintheU.S.3Wal-MartsucceededinchangingMexico’sshoppingculture.4PeopleinsomedevelopedcountriesturntheirnosesupatWal-Mart’sgoodsbecausetheythinksuchgoodsareofinferiorquality.5Wal-Mart’sexpansioninChinahasbeenasuccessfromtheverybeginning.6ChinesecustomersbehavesimilarlytoEuropeans.7Wal-MartsalessoaredinChinabecauseitchangeditswaytosellfreshproduce.8Trust-MartwaspushedoutofbusinessbyWal-Mart.FFTTFFTFUnit3CorporateStrategiesSuggestedanswersTextALanguagebuilding-upCompletethefollowingsentenceswiththecorrectformoftheaboveexpressions.1playsanimportantroleindeterminingwhetheracompanyissellingnewproductsinaneworexistingmarket.2arenodoubtdependentuponculture,education,andindividualtastesamongotherfactors.3Ina,twoormore“parent”companiesagreetosharecapital,technology,humanresources,profitsandlossesforthepurposeofexecutingaparticularbusinessundertaking.4Thebenefitsofareobviousinthatforeignsupplierscanhelpcutcosts,openinganewofficeoverseascanboostrevenue,andinkingacontractwithaforeignpartnercanbringexpertiseandcontactstothebusinessatminimalcostaswell.5arechangingintroubledtimesandnowpeopleneedtocontroltheirimpulsesforshopping.6playanimportantroleinretailsalesbyattractingattentionthroughthephysicaldisplayofproducts.GrowthstrategyConsumerpreferencesjointventureinternationalexpansionShoppingbehaviorsMerchandisingstrategiesUnit3CorporateStrategiesTextBStarbucks’ForeignDirectInvestmentCriticalthinkingandreadingResearchingUnit2MarketingTextBCriticalreadingandthinkingsupplementaryinformationGrowth/InternationalizationstrategiesDoitonone’sown(organicgrowth,greenfieldinvestment)Doitwithapartner(jointventure,franchising特许经营,licensing许可经营)Mergers&Acquisition(M&A)Unit2MarketingTextBCriticalreadingandthinkingsupplementaryinformationcomparinglicensingwithfranchisingfranchiseelicenseerelationshipwithparentcompanyclosenotsocloserightstoparentcompany'slogoandtrademarkyesnorepresentingparentcompany'sbrandandimageyesnotrainingandsupportfromparentcompanymorelessterritorialexclusivityyesnoinitialinvestmenthighlowongoingchargesbyparentcompanyroyaltyoverprofitfrequentpurchaseofproductsUnit3CorporateStrategiesTextBCriticalreadingandthinkingAccordingtoMichaelPorter’sthreegenericstrategies(costleadership,differentiation,niche),whichonedoesStarbuckadopt?OverviewOutofthethreegenericstrategies,Starbucksadoptsdifferentiation:premiumcoffee&relatedproducts;tastefullydesignedcoffeehousesettings;motivatedemployeeswhoprovidesuperiorcustomerservices(Para.1)Unit3CorporateStrategiesTextBCriticalreadingandthinkingOverviewStarbucks’corporatestrategiesProducts:Customerservice:Employee:InternationalexpansionUnit3CorporateStrategiesTextBCriticalreadingandthinkingOverviewStarbuck’sinternationalexpansionJapan:whenlicensingfailedtogiveStarbuck’ssufficientcontrol,theJVmodelwasadoptedBritain:acquisitionofSeattleCoffeeOtherAsiancountries:licensing,JV,wholy-ownedsubsidiaries(Singapore,Thailand,China,etc.)MainlandEurope:JV(Switzerland)Unit3CorporateStrategiesSuggestedanswersTextBCriticalreadingandthinkingReadTextBandthenfillinthetablethatsummarizesStarbucks’corporatestrategies.StarbucksStrategiesProductsSellingitsownpremiumcoffee&beverages,alongwithavarietyofpastries,coffeeaccessories,teas,andotherproductsinatastefullydesignedcoffeehousesettingCustomerserviceProvidingsuperiorcustomerserviceEmployeeEmphasizingemployeehiringandtrainingprogramsofferingemployeesstockoptiongrantsandmedicalbenefitsInternationalexpansionMakingsureoverseasoperationsreplicatethe‘Starbucksexperience’Franchising,jointventureswithlocalpartnersorwhollyownedsubsidiariesdependingonlocalconditionsUnit3CorporateStrategiesTextCWhyFacebookWonUnit3CorporateStrategiesSuggestedanswersTextCCompareRenren.comwithFacebookandtrytoseeifithassimilarfeaturestoFacebook.Emaildomainauthentication:Realrelationships:Privacysettings:Exclusiveness:AnswerKey(SuggestedAnswers)Renren.comsharesallthesefeatureswithFacebook.Unit3CorporateStrategiesSuggestedanswersTextCListentothelectureagainandcompletethefollowingnotes.ManagersarehiredbyanorganizationtocontroltherunningoftheoperationsofanorganizationTypesofmanagers:SomespecializeinparticulartechnicalfunctionsSomeprefertoworkingeneralmanagementSkillsofmanagers:SkillstoimplementthetechniquesSkillsofanalysisSkillsofdealingwithpeopleSkillsofcopingwiththeenvironmentSkillsofmanagingtheirownlimitedresourcesUnit3CorporateStrategiesSuggestedanswersTextCCompletethefollowingsentenceswiththecorrectformoftheaboveexpressions.Functionsofmanagers:TocoordinateandintegrateToaccumulatelargequantitiesofdataTosetprioritiesTocontrolTocommunicateTomakedecisionsTosolveproblemsTounderstandtheactivitiesandtechniqueswhicharecrucialtotheirownandtheirorganization’ssuccessUnit3CorporateStrategiesListeningNote-takingformsListeningtasksUnit3CorporateStrategiesListeningNote-takingformsUnit3CorporateStrategiesListeningtasksListeningListentoalectureonthenatureofamanager’sjobanddecidewhatkindoflectureitisandinwhatformyoucanrecordtheinformation.Whatisamanagerfor?Whatdoesamanagerdo?Whatskillsdoesamanagerhavetodevelop?Unit3CorporateStrategiesListeningtasksListeningWhatisamanagerfor?Managersarehiredbyanorganizationtocontroltherunningoftheoperationsofanorganization.Unit3CorporateStrategiesListeningtasksListeningWhatdoesamanagerdo?Allmanagersneedbeabletocoordinateandintegrateaccumulatelargequantitiesofdatasetpriorities,control,communicate,makedecisions,solveproblems,understandtheactivitiesandtechniquesUnit3CorporateStrategiesListeningtasksListeningWhatskillsdoesamanagerhavetodevelop?Theyhavetodeveloptheskillssuchas:theskillsnecessarytoimplementthosetechniquesskillsofanalysis,ofdealingwithpeople,ofcopingwiththeenvironment,ofmanagingtheirownlimitedresources.Unit3CorporateStrategiesWritingUnit3CorporateStrategiesWritingtaskWritingAskSstogooverthestrategiesonhowtowritealiteraturereview.Unit3CorporateStrategiesSpeakingUnit3CorporateStrategiesPresentationtaskSpeakingMarketingChooseacompanyanditsproductyouarefamiliarwith(YoumaychoosethecompaniesmentionedinUnit2);Identifytheadvertisingmediathecompanyhasused(e.g.newspapers,magazines,directmail,YellowPages,out-of-home,television,radio,andtheInternet);Whatfocusdoesthisadputontheproduct?Isthisadaimedateveryone?Istheadvertisementsuccessfulornot?(Usestatisticstosupportyourpoint.Oryoumaycompareitwithothersuccessfuladvertisements.)Whatarethereasons?Whatcanwelearnfromit?Unit3CorporateStrategiesPresentationtaskSpeakingCorporateStrategyChoosetwocompaniesinthesameindustry(e.g.Google&Baidu;Unilever&P&G)Comparetheirstrategies(e.g.genericstrategies,growth/internationalexpansionstrategies,HRstrategies,ITstrategies)Whichcorporatestrategyismoresuccessful?Why?Whatothercompaniescantheylearnfrom?Unit3CorporateStrategiesPresentationtaskSpeakingCorporateStrategyChoosetwocompaniesinthesameindustry(e.g.Google&Baidu;Unilever&P&G)Comparetheirstrategies(e.g.genericstrategies,growth/internationalexpansionstrategies,HRstrategies,ITstrategies)Whichcorporatestrategyismoresuccessful?Why?Whatothercompaniescantheylearnfrom?Unit3CorporateStrategiesSpeakingStudent1Student2structure(4points)logic(4points)language(4points)slidepreparation(3-points)TotalUnit3CorporateStrategiesGetreadyforUnit4AssignSsthefollowingtasks:FindoutthemainpointsofTextA;Markthespecializedvocabularyandexplainthem.Underlinethecollocationsyouthinkimportant.