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1、学术英语 管理,Corporate Strategies,3,Corporate Strategies Corporate strategies are vital for the success of a business, and different businesses have different strategies. Wal-Mart a multinational retailer, Starbucks a coffee chain store, and Facebook a social networking service and website, for example,
2、have very different strategies to ensure their respective success. There is, however, something common to all successful corporate strategies despite the seeming differences. You can find it out by yourself after reading the three stories in this unit.,Unit 3 Corporate Strategies,Unit Contents,Lead-
3、in,Text A,Text B,Text C,Listening,Writing,Speaking,Unit 3 Corporate Strategies,Lead-in,Activity,Unit 3 Corporate 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 thinking Supplementary information O
4、verview Discussion, Language building-up Specialized vocabulary Signpost language Formal English,Wal-Marts Foreign Expansion,Unit 3 Corporate Strategies,Unit 3 Corporate Strategies,Text A,supplementary information,Ansoff Growth Matrix,Critical reading and thinking,Michael Porters three generic strat
5、egies,Market penetration,Market development,Product development,Diversification,Unit 3 Corporate 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 str
6、ategy. Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets.,Unit 3 Corporate Strategies,Text A,supplementary information,Critical reading and thinking,Ansoff growth matrix,Unit 3 Corporate Str
7、ategies,Text A,supplementary 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; R
8、estructure a mature market by driving out competitors;,Unit 3 Corporate 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 marke
9、ts. e.g. Exporting the product to a new country; New distribution channels; Different pricing policies to attract different customers,Unit 3 Corporate Strategies,Text A,supplementary information,Product development,Critical reading and thinking,Product development (产品延伸 ) is the name given to a grow
10、th strategy where a business 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 3 Corporate Strategies,Text A,supplementary information,D
11、iversification,Critical reading 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 3 Corporate Strategies,Text A,supplementary information,Michael Porters three generic strategies,Critical reading and thinking,Acc
12、ording to Michael Porter, Harvard 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 3 Corporate Strategies,Text A,supplementary information,Michael Porters three
13、 generic strategies,Critical 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 3 Corporate Strategies,Text A,supplementary information,Michael Porters
14、 three generic strategies,Critical 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 3 Corporate Strategies,Text A,supplementary information,Michael Por
15、ters three generic strategies,Critical 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 3 Corporate Strategies,Text A,supplementary information,Michael Porters
16、three generic strategies,Critical reading and thinking,Unit 3 Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Sam Walton a small store in Bentonville, Arkansas In 1992, Wal-Mart would be the worlds largest retailer. Single-minded focus on low pri
17、ces: In everything we do, we are driven by a common mission: we save people money so they can live better. Location,Employees: 21 million people Stores 4,200 stores in the US; 3,600 in the rest of the world Wal-Mart serves customers and members more than 200 million times per week at more than 10,13
18、0 retail units under 69 different banners in 27 countries. With fiscal year 2012 sales of $443 billion, Wal-Mart employs 2.2 million associates worldwide.,Unit 3 Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-Mart 702 SW 8th Street Bentonvil
19、le, Arkansas 72716-8611 479-273-4000,http:/,Unit 3 Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Operations Strategy at Wal-Mart,Unit 3 Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-Ma
20、rt Mexico strategies,Local adaptation/customization In Mexico: meeting the local conditions, hiring local managers; building smaller stores that people could walk to; more fresh produce,Unit 3 Corporate Strategies,Text A,Overview General information about Wal-Mart,Critical reading and thinking,Wal-M
21、art China strategies,Local adaptation/customization In 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 3 Corporate Strategies,Discussion,Text A,Critical reading and
22、 thinking,According to Ansoff Growth Matrix, what 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 3 Corporate Strategies,Discussion,Text A,Cr
23、itical reading and thinking,Of Michael Porters three generic strategies, which one does Wal-Mart use?,cost leadership, or differentiation, or niche strategies cost leadership - a strategy of everyday low prices - single-minded focus on low prices,Unit 3 Corporate Strategies,Discussion,Text A,Critica
24、l reading and thinking,What are the key success factors 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 over
25、stocking and understocking.,Unit 3 Corporate Strategies,Discussion,Text A,Critical reading and thinking,Why did the strategy fail in Britain, Germany, and Great Britain?,strong local competitors consumers prefer high-quality products, not as attracted by its discount strategy,Unit 3 Corporate Strate
26、gies,Specialized vocabulary,Text A Language building-up,Match the words and phrases in Column A with the definitions in Column B,g,c,b,e,f,h,d,a,i,Unit 3 Corporate Strategies,Text A Language building-up,Signpost language Comparison and contrast,Unit 3 Corporate Strategies,Text A Language building-up
27、,Signpost language Comparison and contrast,Complete the following 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
28、the hugs and kisses of the team-members, the award ceremony 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 3 Corpo
29、rate Strategies,Formal English,Text A Language building-up,The following sentences are selected from Text A. Replace the underlined formal words with less formal ones.,change; attractive,argued,goods,Unit 3 Corporate Strategies,Formal English,Text A Language building-up,The following sentences are s
30、elected from Text A. Replace the underlined formal words with less formal ones.,the truth is,accept,has announced officially,Unit 3 Corporate Strategies,Suggested answers,Text A Critical reading and thinking,Text A tells the Wal-Mart story to illustrate how corporate strategies adapt to local cultur
31、e. The story mainly draws on the cases of Mexico and China. Now read the text and fill in the blanks in the following table.,Unit 3 Corporate 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
32、-Mart avoids overstocking and understocking by selling low-quality, 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
33、 their noses up at Wal-Marts goods because they think such goods 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
34、 Trust-Mart was pushed out of business by Wal-Mart.,F,F,T,T,F,F,T,F,Unit 3 Corporate 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 a company is selling new pro
35、ducts in a new or existing market. 2 are no doubt dependent upon 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 undertaki
36、ng. 4 The benefits of are obvious in that foreign suppliers can help 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 people need
37、 to control their impulses for shopping. 6 play an important role in retail sales by attracting attention through the physical display of products.,Growth strategy,Consumer preferences,joint venture,international expansion,Shopping behaviors,Merchandising strategies,Unit 3 Corporate Strategies,Text
38、B Starbucks Foreign Direct Investment,Critical thinking and reading Researching,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, franch
39、ising 特许经营, licensing 许可经营) Mergers & Acquisition (M&A),Unit 2 Marketing,Text B Critical reading and thinking,supplementary information,comparing licensing with franchising,Unit 3 Corporate Strategies,Text B Critical reading and thinking,According to Michael Porters three generic strategies (cost le
40、adership, differentiation, niche ), which one does Starbuck adopt?,Over view,Out of the three generic strategies, Starbucks adopts differentiation: premium coffee motivated employees who provide superior customer services (Para. 1),Unit 3 Corporate Strategies,Text B Critical reading and thinking,Ove
41、r view,Starbucks corporate strategies,Products: Customer service: Employee: International expansion,Unit 3 Corporate 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 adopted
42、 Britain: acquisition of Seattle Coffee Other Asian countries: licensing, JV, wholy-owned subsidiaries (Singapore, Thailand, China, etc.) Mainland Europe: JV (Switzerland),Unit 3 Corporate Strategies,Suggested answers,Text B Critical reading and thinking,Read Text B and then fill in the table that s
43、ummarizes Starbucks corporate strategies.,Unit 3 Corporate Strategies,Text C Why Facebook Won,Unit 3 Corporate 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: Exclusi
44、veness:,Answer Key (Suggested Answers) R shares all these features with Facebook.,Unit 3 Corporate Strategies,Suggested answers,Text C,Listen to the lecture again and complete the following notes.,Unit 3 Corporate Strategies,Suggested answers,Text C,Complete the following sentences with the correct
45、form of the above expressions.,Functions of managers: To coordinate and integrate To accumulate large quantities of data To set priorities To control To communicate To make decisions To solve problems To understand the activities and techniques which are crucial to their own and their organizations
46、success,Unit 3 Corporate Strategies,Listening Note-taking forms Listening tasks,Unit 3 Corporate Strategies,Listening,Note-taking forms,Unit 3 Corporate 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
47、 can record the information.,What is a manager for? What does a manager do? What skills does a manager have to develop?,Unit 3 Corporate 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
48、 3 Corporate Strategies,Listening tasks,Listening,What does a manager do?,All managers need be able to coordinate and integrate accumulate large quantities of data set priorities, control, communicate, make decisions, solve problems, understand the activities and techniques,Unit 3 Corporate Strategies,Listening tasks,Listening,What skills does a manager have to develop?,They have to deve