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Case study task 2

Task2: Strategies for turning round the company. The leadership candidates will present three alternative strategies for the Board to consider. Examine the following strategies and write an e-mail to the Board summarizing them and indicating which one you would support, giving reasons for your choices.

 

Strategy   1

Lina Sports must give up its independence   and merge with, or be taken over by, a larger, financially stronger company.

Strategy   2

Lina Sports should acquire a number of   smaller companies and focus more on making sports accessories.

Strategy   3

Lina Sports should grow organically by   revising its organization, product ranges and marketing strategy.

 

1.     Director 1

In your opinion, the company should do the following:

•       Agree to be taken over by the French retailer Universelle, so that the company will become stronger financially.

•       Focus on other sports, such as golf, rugby and ice hockey, where the competition is less fierce.

•       Reduce the company’s dependence on the football and athletics market.

•       Concentrate more on lifestyle and fashion products, e.g. trainers and footwear for informal occasions.

•       Introduce a more open style of management, giving responsibility for some decision-making to lower levels of management. This will improve staff morale.

 

2.     Director 2

In your opinion, the company should do the following:

•       Buy smaller specialist companies and build them up, e.g. firms making golf bags and balls. There will be less competition in selling these products.

•       Reduce the company’s endorsements of top sportspeople. Instead, it should pay well-known sportsmen and women to advise the company on new products. This will lead to more product innovation.

•       Focus more on developing products with revolutionary designs and higher prices. This will help to improve profit margins.

•       Keep the present style of management and introduce a cost-cutting programme, with the aim of reducing costs by 20% in the next year to help profitability.

 

3.     Director 3

In your opinion, the company should do the following:

•       Bring out collections of footwear and clothing by famous international designers, aimed at the top part of the market. The profit margins on such products will be high.

•       Go upmarket and aim to build a strong image for making luxury sports goods. Source all materials from Europe rather than from the Asia-Pacific region. This will help to keep both prices and quality high.

•       Make more customized shoes, bags and sports accessories aimed at the top end of the market. This will help to attract consumer attention to the brand.

•       Restructure the company into a series of business units, each with its own management reporting to the CEO. This will increase competition within the company, leading to greater efficiency.


下一节:Competition: introduction

返回《Comprehensive Business English》慕课在线视频列表

Comprehensive Business English课程列表：

Unit 1 Brands

-1 Introduction

--Brands: introduction

-2 Language Study

--Brands: language study

--Reading 1

--Reading 2

-3 Brand brief: brand management

--Brands: business topic

-4 Meeting skills

--Brands:meeting skills

--Discussion Task 1

--Discussion Task 2

-5. Case study

--case study task 1

--case study task 2

-Unit 1 quiz

Unit 2 Travel

-1 Introduction

--Travel: Introduction

-2. Language study

--Travel: langauge study

--Reading 1

--Reading 2

-3.Travel Topic: business travellers' needs

--Travel: business topic

-4 Telephoning skills

--Travel: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--case study task 2

-Unit 2 quiz

Unit 3 Change

-1.Introduction

--Change： introduction

-2.Language study

--Change：language study

--Reading 1

--Reading 2

-3.Business Topic: Adaptation during uncertain times

--Change:business topic

-4.Meeting managing language and skills

--Change: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--case study task 2

-Unit 3 quiz

Unit 4 Organization

-1. Introduction

--Organization: introduction

-2.Language study

--Organization: language study

--Reading 1

--Reading 2

-3. Business Topic: Different Organizations

--Organization: business topic

-4. Socializing skills

--Organization: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study 1

--Case study 2

-Unit 4 quiz

Unit 5 Advertising

-1. Introduction

--Advertising: introduction

-2.Language study

--Advertising: language study

--Reading 1

--Reading 2

-3. Business Topic: Creating an Ad

--Advertising： business topic

-4. Presentation skills

--Advertising: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study 1

--Case study 2

-Unit 5 quiz

Unit 6 Money

-1.Introduction

--Investment: introduction

-2.Language study

--Investment: language study

--Reading 1

--Reading 2

-3. Business Topic: investment

--Investment: business topic

-4. Skills:

--Investment: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit 6 quiz

Unit 7 Cultures

-1. Introduction

--Cultures: introduction

-2. Language study

--Cultures: language study

--Reading 1

--Reading 2

-3. Business Topic: Culture Shock

--Cultures：business topic

-4. Skills:social interaction

--Cultures: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit 7 quiz

Unit 8 Human Resources

-1. Introduction

--HR： introduction

-2. Language study

--HR: language study

--Reading 1

--Reading 2

-3. Business Topic:HR functions

--HR: business topic

-4. Skills:getting information on the telephone

--HR: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit 8 quiz

Unit 9 International Market

-1. Introduction

--International Market: introduction

-2. Language study

--International Markets: language study

--Reading 1

--Reading 2

-3. Business Topic:Trade Internationally

--International Markets: business topic

-4. Skills:

--International Markets: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit 9 quiz

Unit 10 Ethics

-Ethics: introduction

-2. Language study

--Ethics: language study

--Reading 1

--Reading 2

-3. Business Topic:

--Ethics：business topic

-4. Skills

--Ethics: skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit 10 quiz

Unit 11 Leadership

-1. Introduction

--Leadership: introduction

-2. Language study

--Leadership: language study

--Reading 1

--Reading 2

-3. Business Topic：

--leadership: business topic

-4. Skills

--skills: presenting skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit11 quiz

Unit 12 Competition

-1. Introduction

--Competition: introduction

-2. Languge study

--Competition: language study

--Reading 1

--Reading 2

-3. Business Topic

--Competition: business topic

-4. Skills

--Competition:skills

--Discussion task 1

--Discussion task 2

-5. Case study

--Case study task 1

--Case study task 2

-unit12 quiz

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