FD-301_vsyo / Subj / 587-Presenting in English

Task 4. Read the text about the structure of a company “Aqua” and fill in the diagram below.

I am sure our company success depends on its organization. The latter is not very complicated, but very effective and clear. To tell the truth it is not original, but rather typical.

At the top of "Aqua" there is the Board of Directors, who administrates the company, define general directions of our further development. As to the directors, I could divide them into two groups — executive direc tors and non-executive directors. The members of the first group are full time employees. Most of them are our top managers. The second group consists of powerful people who can help us to obtain wishful results.

The Chairman of the Board is the head of the company. What does he do? He takes the chair at the meetings of the Board of Directors, and the shareholders. Besides, he represents our interests. Frankly speaking, he doesn't run the business of "Aqua" directly.

The person who runs the company in fact is the Director General. The Director General is elected by the Board. He coordinates the execution of the decisions, taken by the Board. The top managers help him. They are in charge of different directions of our work.

The Purchasing Manager makes sure we have the raw material for the soft drinks and the appropriate equipment for the manufacture. He controls the Department of Material Security and the Raw Material Department.

The Production Manager is responsible for the industrial process; he controls the quality of the product. He controls the Production Department, the Technical Department, the Manufacture Development Department and the Chemical Department.

The Marketing Manager is in charge of sales. He controls the Marketing Department and the Public Relations Department.

The Transportation Manager coordinates the work of the Land Transportation Department, the Sea Transportation Department and the Air Transportation Department.

The Personnel Manager is responsible for our employees and our security. She supervises the Personnel Department and the Security Department. Besides, all the departments are directed by their heads. And at last comes the Chief Accountant, who is in charge of the financial picture. This person is the head of our Accounts Department.

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Task 5. Comment on the structure with the help of the following scheme:

1.	This is the structure of	------------------- .
2.	At the top there is--------------	who is the head of ---------------		and takes the chair
	and their meetings.
3.	The Board elects----------------	, who runs the business of the company directly.
4.	The Director General coordinates --------------		.
5.	Top managers are responsible for various directions: --------------------------			.
6.	Managers control the following departments:--------------------------------			.
7.	All the departments are --------------------directed by their			.

Task 6. Draw the structure of your company or a company you know. Comment on it.

Unit 4. Analysis of a company

This part will help to you analyze and compare trends.

Task 1. Guess about the meanings of the following words, which can help you analyze some economic trends. The synonyms are given to help you. Give three forms of the irregular verbs.

1.to increase = to rise =to go up

2.to decrease =to fall = to go down

3.to stabilize=to level off

4.to fluctuate =to change constantly

5.to expand=to grow

6.to remain steady=to have no changes

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7.to plunge=to slump

8.to shrink= to decline

9.to shoot up=to rise quickly

10.to reach a peak=to be at the highest point

Task 2. Translate the sentences from English into Russian:

1.In 2007 the turnover of our company went up by 10%.

2.Last year the number of our contracts decreased by 5%.

3.They had to expand their production to be competitive on the international market.

4.There was an enormous fluctuation in the price of oil last year.

5.Our sales to Montreal reached a peak of 500000 units per month.

6.The launch was covered on TV and customer response rate increased significantly.

7.Profitability slumped rapidly in comparison with the last year.

8.The situation on the Middle East market stabilized finally.

9.A real estate prices are said to shoot up considerably in 2008.

Task 3. Translate the sentences from Russian into English:

1.В прошлом году оборот нашей компании вырос на 2 процента.

2.Они расширили производство благодаря отличному маркетингу.

3.В следующем году возрастут цены на сырье.

4.Производительность снизилась на пятнадцать процентов, по сравнению с предшествующим годом.

5.Наши продажи в Европу достигли наивысшей отметки в 2008 и мы не намерены снижать темпы производства.

6.Цены на продукты питания «взлетели» на 20% по сравнению с прошлым годом.

7.В их компании наблюдается резкий спад числа клиентов.

Task 4. Study the following diagram “The number of our customers” and comment on it.

Example: In 2006, the number of our customers increased by 5% in comparison with 2005.

2005 2006 2007 2008

Task 5. Comment on the diagram: “The number of the contracts”. Compare the number of contracts of “Aqua” and “Crown” companies .

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Example: In 2006 the number of “Aqua” contracts inc reased by 10% in comparison with 2005 and the number of “Crown” cont racts also increased by 10% in the same period.

%

Aqua Crown

2005 2006 2007 2008

Task 6. Read the presentation of sales report and note the movements it describes on the graph below.

There are two types of product range represented on this graph: product ranges C and D. They are represented by two different curves.

Let’s look at product C first. In 1998, Sandoz Nutrition sold 50,000 units in this range, and sales remained at this level in 1999. Then in 2000 turnover increased to 70,000 and by 2001 the level was 90,000. Again, in 2002 there was a steady increase to 100,000. The next year sales of the range C fell slightly to 90, 000 and then fell dramatically in 2004 to reach a low point at 40,000. Since then, there has been a steady increase: to 50,000 in 2005; then a rise to 60,000 in 2006; the same increase again to 70,000 in 2007; and again, range C sales have reached a peak of 90,000 in 2008.

Now, product range D. Range D was the major product range in 1998 at a level of 100,000 units per year. Sales in this range enjoyed steady period for three years, until 2000, but then in 2001 there was a sharp drop to 70,000. The sales force managed to achieve a slight increase in 2002 to 80,000, but then the downturn continued: in 200360,000; 50,000 in 2004; in 200540,000; in 2006 the sales were at a low point of 30,000.Since then sales have remained steady, and we think that the turnover in product has reached a trough which may continue for two or three years to come.

110,000

90,000

70,000

50,000

30,000

98 99 00 01 02 03 04 05 06 07 08

Task 7. Work in pairs. Choose one of the variants: “Our turnover”, “Our annual growth”, “Our salaries”,”The number of our c ontracts”, “The number

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of our customers”, “The number of our suppliers”, d raw a digram and describe the prepared dynamics to your partner, so that he could draw the same diagram. Then change your roles.

Task 8. Using the information of all the units, do the project:“Company”, “Our company”. If you don’t work, you can give some information about a company you know well. The Internet could be an effective source of information, but don’t take all the information without giving the matter any advanced thought, make your presentation thoughtfully and strictly according to the plan.

1.What is the name of your company?

2.What is its main activity? Describe the range of your products.

3.Where is it situated? Where is the head office situated ?

4.How many branches does it have?

5.Where are its warehouses situated?

6.What is the number of the employees? Describe your hiring policy.

7.What is the degree of its independence?

8.What is the company’s motto?

9.What is the annual profit of your company?

10.What are the company strengths?

11.Is advertising important to your business?

12.What training does your staff receive?

13.Do you have close relationship with your suppliers? What about your customers?

14.Do your customers like your products/service? Do you provide high-quality service?

15.Do you invest in research and development? Do you use the most advanced technology?

16.Do you have representatives all over the world?

17.Do you follow the tendences of the market?

18.Are you market leader?

19.What is the structure of your company? Draw the scheme and describe your company’s structure.

20.Can you analyse your company’s work during the last year? Analyse and comment on some trend in your company.

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Unit 5. Presenting a product

Task 1. Look at the scheme of a presentation and say how many parts it consists of:

I. Introducing

yourself

Good morning, ladies and

gentlemen.

-up.

First of all, I’d like to introduce myself. I’m …from…

II. Preparing the

audience

I’m going to be talking about …

.

I′ll start with… Then move on to… Finally, I’m going

to...

I think if you don’t mind we’ll leave questions to the end.

III. Delivering the

message

Firstly,…

Secondly,…

This brings me to my next point.

I must emphasize…

At this point we must consider…

Finally,…

IV. Conclusion

Before closing I’d like to summarize the main points again

That’s all I have to say for the moment.

Thank you for your attention.

Now if there are any questions I’ll be happy to answer them.

Task 2. Read the presentation of a product, paying a special attention to the structure of the presentation.

Good morning, ladies and gentlemen. I'm Julia Wilhelmsen from the Research and Development Department of Saeco Magic Corporation. I'm going to be talking this morning about a new product which we are planning to launch in two months' time; it’s called Cherry Juice and it’s a cherry-flavored drink.

Well, I'll start with the background to the product launch; and then move on to a description of the product itself; finally, I'm going to list some of the main selling points that we should emphasize in the advertising and sales campaign. I think if you don't mind, we'll leave questions to the end.

Firstly, as you all know, we have had a gap in our soft-drink product range for the last three years and I think we all agreed that there is a room on the market for a completely new cherry-flavored drink. Secondly, the market research indicated that more and more consumers are using soft drinks as mixers with alcohol so, in other words, the market itself has expanded.

This brings me to my next point, which is that we have a rather new customer-profile in mind; I must emphasize that this product is aimed at the young-professional, high-income market. At this point we must consider the importance of packaging and design, so we have completely revamped the

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container itself as well as the label and slogan. The more sophisticated packaging means a high unit cost, and this may be a problem in the selling area, but we'll have a chance to discuss that aspect later, so to go back to my earlier point, this is a totally new concept as far as Saeco Magic Corporation are concerned; as you see we are using both the new-size glass bottle and the miniature metal cans. Finally, let's look at the major advantages of the product. In spite of the higher price it will compete well with existing brands; the design is more modern than any of the current rival products, and incidentally the flavor is more natural and it's low calorie, too.

Just before closing, I'd like to summarize my main points again. We have Cherry Juice, a new design concept, aimed at a relatively new age and income group. It can be used on its own and as a mixer in alcohol-based drinks and cocktails. It comes in both bottle and can that means a slightly higher selling price, but the improved flavor and the package design give us a real advantage in today’s market. That’s all I have to say for the moment. Thank you for your attention.

Now if there are any questions I’ll be happy to answer them.

Task 3. Read the presentation and say if these points are true or false.

1.Mrs. Wilhelmsen is from the Marketing Department of Saeco Magic Corporation.

2.Our company is planning to launch the product next week.

3.The new product is a cherry-flavored drink.

4.Saeco Magic Corporation has not produced any drinks for two years.

5.Everyone thinks there is a gap in the market.

6.Market studies prove that the market is shrinking.

7.We are aiming at a new type of a consumer.

8.The container design is unchanged.

9.The design of the packaging will mean that the product is cheaper.

10.The drink comes in both bottles and cans.

11.The calorie-content of the drink is relatively low.

Task 4. Put the following phrases in order and construct a presentation.

1.	Before I finish, I′d like to run through the main points again.
2.	I'll begin with … , and then go on to … and I'll en d with …

3.In conclusion, I’d like to say…

4.I want to emphasize…

5.Good afternoon.

6.That brings me to the end of my presentation.

7.I’d like to talk about…

8.This brings me to the earlier point…

9.Let me introduce myself. I'm … from …

10.Fell free to interrupt if you have any questions.

11.Thank you for your attention.

12.First of all…Next…

13.I’d like now to turn to…

14.If you have any questions, I'll be glad to answerthem.

15.At this point we have to bear in mind…

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PART 2. READING ABOUT COMPANIES Task 1. Read the text and answer the questions below.

Spanish “fast-fashion” business: Mango and Zara.

It was the early 1980s and a wholesale fashion business was booming round the Balmes street market in Barcelona. Unlike the traditional rug trade, these firms were striving to serve the local shops and boutiques rather than the big chains. One wholesaler was Isak Andic, who arrived from Turkey as a 13-year-old and started selling T-shirts to fellow students at Barcelona’s American High School. Mr. Andic thought he could make more money on the retail side and in 1984 he opened the first Mango store in Pacceo de Gracia. It was another step in the remarkable transformation of Spanish business. Mango is one of two highly successful Spanish clothing firms, which have strutted onto the international stage. The other one, much bigger, is – Zara, owned by the Inditex group. In terms of stores it recently overtook America’s GAP to become the world’s largest fashion retailer. Both firms have become case studies of the post-modern businesses. They were the first who applied a sale-or-return policy. World class information technology and logistics systems are applied instead of using lead times of six months or so to mass-produce clothes that the manufacturers hope will be fashionable. Mango and Zara pioneered “fast fashion”, in which they rush a smaller number of garments into the shops within days when they spot new styles and appetites. Mango’s business model consists of franchises, completely outsourced production in Asia, and sophisticated IT and logistics systems to ensure goods arrive on the shelves in ten days period according to the sale-or-return policy. Mango’s main role is to design garments and to arrange their distribution. Its first overseas expansion was to nearby Portugal in 1992. A quarter of its 6000 strong labor force is employed in its Barcelona headquarters.

Inditex, based in La Coruna in Galicia, a region in the northwestern Spain, has its own factories in Spain, Portugal and North Africa. It has 3207 shops in 64 countries; about a third are Zara stores, and the rest are Inditex’s other brands, such as Pulland Bear and Massimo Dutti. Inditex has tripled sales in six years to over 8 billion dollars, some 80% of it abroad. But the chief executive Pablo Isla is charged with rolling out new stores at a rate of over 400 a year. The first Zara store has just been opened in Beijing. Having only 24 outlets in America, the company still has a scope for a huge expansion there. “The 1970s were all about opening in Galicia,” says Mr. Isla. “The 1980s and 1990s were about Spain and Europe. But since 2000 we have been pursuing true internationalization.”

(Abridged from “The Economist”)

Notes:

rug trade – « массовая торговля» (продажа товаров, рассчитанная на массового потребителя)

sale-or-return policy – политика «продажи или возврата», при которой в случае непродажи товара в течение определенного срока, он возвращается производителю

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franchise – разрешение на продажу товара на определенной территории, предоставляемое производителем

sophisticated IT – модернизированная система информационных технологий lead times– время на освоение новой продукции, на выполнение нового заказа

1.Who founded the first Mango store?

2.What does Mango’s business model consist of?

3.What does the term “fast fashion” pioneered by Mang o mean?

4.Where are Inditex’s factories situated?

5.Do we have Mango stores in Russia? Have you ever tried their goods? Do you like this brand?

Task 2. Read the text and answer the questions below:

The Italian luxury goods industry.

The Roman jeweler Bulgary was founded by Sotirio Boulgaris, a Greek immigrant to Italy, in 1884. The patriarch’s grandsons, Paolo and Nicola, are respectively chairman and vice-chairman. Mr. Trapani who took over as chief executive in 1984 at the age of 27 is their nephew. Yet Bulgary, the third biggest luxury jeweler after Cartier and Tiffany, is different from most of the other family-owned luxury goods firms in Italy. Now other Italian luxury goods firms are considered to follow Bulgary’s example on entering the stock market. The industry is booming. Emerging markets in Asia are becoming increasingly important and demand more investment in products, stores, and marketing. Famous brands are branching into the new lines of business, including hotels and interior decorations. The Italian companies also have an eye on their main competitors – French firms like H ermes or Louis Vouitton that dominate the luxury goods industry with 36% of the global market. Luxury goods companies depend mainly on tourists, particularly Asians visiting Europe. Last year international travel picked up and luxury goods sales grew on average by 10-20%. Asian demand was particularly strong: sales in China were up by 50%. Industry surveys estimate that the global annual sales of luxury goods are from100 billion to 150 billion dollars. The Japanese in their home market are responsible for one-third of the demand, and Europeans and Americans are accountable for about one-quarter each. Around two-fifths of sales are in Europe, but again the tourists are the main consumers.

Investment in Asia is the test of whether a brand can compete in the world market. Big investments in advertising and promotion are necessary to start business in China. “The Italian industry’s artisans used to be extremely successful”, – says Mr.

Trapani, Bulgary’s chief executive, – “but in today ’s global economy size matters. Bigger companies can invest more in advertising and marketing and this is very important in the industry built on image and aspiration. They can pay for an extensive retail network and employ the most talented designers and managers. Marketing costs can be very high, as pricey as expenses for setting up shops and training staff". In 1991 Ermenegildo Zegna was the first Italian luxury goods company to enter the Chinese market. Today the firm has about 52 shops across the country.

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Some luxury goods firms invest their money in new businesses. Giorgio Armani is the pioneer of luxury-brand extension. He developed sub-brands, such as Emporio Armani and Armani Junior. Nowadays, after setting up joint venture with Emaar (a Dubai property developer), he is building a chain of hotels.

Should Italians follow a French business model and merge into multi-brand groups? Their defenders say that multi-brand groups mitigate the risk of big investments and save money. Managers of individual brands are able to share knowhow and the best practices. For instance, they can compare their experiences in entering the Chinese market and dealing with local taxation and legislation. Finally, multi-brand groups can always survive, and they are not affected as much by inconsistency of the industry.

(Abridged from “The Economist”)

Notes:

artisans – ремесленники property developer – застройщик to mitigate – уменьшать

inconsistency – переменчивость, нестабильность

1.When was Bulgary founded?

2.Many luxury goods companies follow Bulgary’s example, don’t they?

3.What is necessary to enter the Asian market?

4.Who are the main competitors of the Italian companies?

5.Do you think Italian companies should follow a French business model and merge into multi-brand groups?

Task 3. Read the text and answer the questions below:

The success of the Chopard Company on the world market.

Chopard is the family firm that was founded in 1860 by Louis Ulysse Chopard in Sonvillier, Switzerland. In 1920 the manufacture moved to Geneva where it started to produce expensive and exclusive watches. They soon became popular due to excellent quality of the work and classical designs. It helped Chopard to become the official supplier of watches for the Geneva railways – the c ompany famous for its punctuality. A new stage in the history of Chopard began in the 60’s of the last century. Poll Andre, a grandson of Louis Ulysse, decided that the efforts of the company should be concentrated on the manufacture of the jewelry watches, so he got acquainted with Karl Sheufele, the owner of the German company “Esz eha watches”. Afterwards Chopard was sold to Karl Sheufele; he expanded the business by transforming the company into one of the leading jeweler houses in the world.

The president of Chopard Karl Sheufele, his wife Karin and their children are dedicated to the family business. One of the reasons why the company has succeeded is its outstanding management policy. It is very important in any business to know how to organize work of a company, and how to develop a strategy which will allow strengthening of its international positions. One needs much talent to recognize which project is necessary to start and which one is needed to be declined. Luckily, Carolina

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