- •Н.В. Лобастова
- •Management
- •Английский язык Management Учебное пособие
- •Предисловие
- •Starting up
- •Reading
- •2. Complete the following sentences using suitable words or phrases given below.
- •3. Divide the following styles of behavior into pairs of opposites.
- •4. Translate the following text into English. Что такое менеджмент?
- •Introducing yourself and organization you work for.
- •Instructions
- •Unit 2 Company structure
- •1. Read the three descriptions of company structures. Answer the questions.
- •1. Read the text about different ways of organizing companies, and then give
- •2. Read the text about centralization and decentralization and then discuss the
- •1. Decide whether the following statements are true or false. Support yourself
- •1. Match the words or phrases on the left with the words from the text on the
- •2. Complete the following sentences with suitable forms of the words.
- •4. Use the spaces below to write a short description of your department. Use the
- •Information given above.
- •5. Translate the following sentences into English.
- •6. Make up the description of any organization chart, or a company you
- •Case study Faredeal Travel Agency: Reorganize the structure, layout and working practices of a travel company.
- •Director 1 Director 2
- •Confidential
- •The office space is not used efficiently and needs a complete reorganization. (For example, Accounts and General Office staff have to walk too far to the photocopying room, etc).
- •Working conditions: staff survey
- •1. In your opinion, which factors below are important for getting a job?
- •Listening You will hear David Smyth, the Personnel Manager of a major European insurance company, answering questions about the way he interviews and selects candidates.
- •Language focus
- •2. Match the questions with the responses.
- •Responses
- •3. What are the terms for the following? Use the terms from the exercise above.
- •4. It’s a common thing that the employers look for three qualities in recruits:
- •5. Translate the sentences into English using the following word partnerships:
- •6. The letter of application
- •Below you will find the details from the letter of application. Look at the outline of the letter on the left and indicate where the information below should go.
- •1. Name: Isabella Rosetti
- •2. Name: Michael Bolen
- •Unit 4 Planning and Strategy
- •1. You will read the text about different stages of planning and their importance
- •Listening Developing a strategy
- •Language focus
- •1. Match up the words from the left with the words from the right to make
- •2. A. Match the phrase, describing a position of a company, with their definitions
- •3. Complete the following sentences using suitable words given below.
- •4. Phrasal verbs.
- •5. Complete the following passage with the correct form of the words below.
- •Questions
- •8. Translate the following text into English.
- •Troubled times for Benson Group
- •Describe the company’s profile according to the main points of swot analysis: strengths, weaknesses, opportunities and threats.
- •Innovative strategy Words to remember:
- •Starting up How important is creativity in business? Are creativity and innovation the same things? What are the conditions for creativity in business? Here what the psychologists think:
- •Adapted extracts from Jack Welch Speaks, by Janet Lowe Language focus
- •1. Find words or phrases in the quotations which suggest the idea of change.
- •2. Find words or phrases in the quotations which mean:
- •3. Translate the following text into English using the following words in the
- •1.Make the matching of the words and phrases from the text with their
- •2. Replace the words in italics with the words from exercise 1.
- •3. Verbs and prepositions
- •4. Complete the following sentences with appropriate verbs:
- •5. Complete the following passage with the correct forms of the following words:
- •6. Translate the following text into English
- •8. Complete the following sentences with the correct form of either ‘do’ or
- •Identifying needs Stating future actions
- •Case study Texan Chicken: Work out a strategy to save a failing fast food company
- •Present situation
- •Unit 6 Goal-setting
- •1. Match the words and phrases from the text with their definitions on the right.
- •2. Complete the following passage, using suitable forms of the words given
- •3. Match up the words given below with the italicized words in the text.
- •4. Translate the following text into English.
- •1. Pamela Pickford train business people to make presentations. Which of the
- •2. Comment on the following statements. In your opinion are they:
- •1. Introducing yourself 2. Structuring the presentation
- •3. Inventing questions 4. Giving background information
- •5. Referring the audience’s knowledge. 6. Changing the topic.
- •9. Ending
- •Guidelines for presenters
- •Words to remember:
- •1. Match up the words on the left with their definitions on the right.
- •2. Opposites
- •3. Read the following guidelines for managers. Agree with them and say why.
- •4. Which of the words below can describe possible indicators of:
- •5. Translate the following sentences into English
- •1. Find the best synonym. Match the words and expressions on the left with
- •2. Complete the following sentences with the correct form of the words in
- •Italics. Translate them.
- •3. Addition and contrast
- •4. Analyzing personality types and identifying strengths and weaknesses.
- •1. Listen to a description of a graph below and complete the text. Draw the graph.
- •2. Listen to descriptions of other Finnish exports to Japan, draw the graphs,
- •Instructions
- •1. Match the words from the text on the left with their definitions on the right.
- •2. Which adjectives below describe positive aspects of someone’s character?
- •3. Use the relative pronouns below to complete these quotations. Which gap does not need a relative pronoun? Translate the quotations into Russian.
- •4. Look through the differences between managers and leaders. Speak on them.
- •5. Paragraphs 1-9 contain advice for business leaders. Choose the appropriate
- •Indicating priorities
- •1. Unit 1 Manager’s role
- •1. Listen to seven people talking about their work and decide which department
- •4. Innovative strategy
- •Unit 6 Goal-setting
- •1. Presentation
- •2. Presentation
- •2. Pam talks about herself
- •Ian talks about himself and Stephen
Questions
1. Could Richard have avoided the situation he now finds himself in? If so, how?
2. What should he do now?
3. What advice should you give him about how to run the company in the future?
4. What problems can arise when someone sets up a new business?
5. Consider Richard’s business, the high technology company. Note down it’s
strengths, weaknesses, opportunities and threats.
7. Complete the text below with an appropriate relative pronoun: who, which,
where, whose, that. In some sentences you can omit the relative pronoun.
Some tips on starting your own business
Planning is an essential ingredient for a successful business. The type of business
____ needs most careful thought is the one you start from scratch. But you don’t need any original idea to have a good business. If you are worried about starting from scratch, you might want to think about buying a business ____ is already running.
Talking to people ____ have already started up their own business is very useful. You can learn a great deal from both successful businesses and those ____ have failed. Your Enterprise Agency or Chamber of Commerce may run business clubs ____ you can meet other small business owners.
Not having enough finance, ____ is one of the most common problems in small business, can be fatal. It is easy to underestimate the amount of money ____ you will need to set up your business. The time ____ you spend working out your cash needs and monitoring cash flow is time well-spent.
You should have at least a basic understanding of trading laws, ____ protect consumers, employees, the general public and businesses as well.
Failure to respect these laws could even be a crime. For example, every employee ____ employment continues for one month or more, has the right to receive a written statement, ____ is a sort of contract with the terms and details of their employment. You local tax office will send you documents ____ show you how much you need to take out of each employee’s wages, and where to send the money.
8. Translate the following text into English.
Термины “видение” и “миссия” компании часто употребляются как равнозначные, хотя первый из них скорее обозначает то, к чему следует стремиться, а второй – то, что необходимо сделать. В идеале корпоративное видение должно быть выражено одним коротким предложением, способным вдохновить и сотрудников, и инвесторов, и клиентов.
Корпоративное видение компании “Coca-Cola”, например, сформулировано просто, но эффектно: ”Сделать напиток “Coke” доступным для любого потребителя, в каком бы уголке мира он не находился”.
Стратегия бизнес единицы состоит из трёх основных компонентов: миссии, целей и компетентности. Миссия может в значительной степени влиять на диапазон маркетинговой деятельности фирмы, сужая или расширяя поле деятельности конкурентной борьбы.
Цель бизнес единицы – это плановый показатель деятельности фирмы, которого бизнес-единица стремится достичь, чтобы выполнить свою миссию. Поставленные цели должны быть согласованы и реально достижимы.
Под компетентностью бизнес единицы подразумевают особые способности бизнес единицы, обусловленные её кадровым составом, ресурсами и функциональными подразделениями.
Компания “Medtronic”, создавшая кардиостимулятор, в настоящее время является мировым лидером по производству кардиостимулирующих устройств. Основатель компании ещё 40 лет назад сформулировал миссию для подразделения по выпуску кардиостимулирующих устройств, которая по сей день остаётся неизменной. Формулировку этой миссии можно увидеть на плакатах в зданиях компании, на визитных карточках сотрудников; она служит источником постоянного вдохновения для работников “Medtronic”.
Миссия компании “Medtronic”
Способствовать благосостоянию людей посредством применения инженерных разработок в области биомедицины при исследовании, создании, производстве и продаже устройств, облегчающих боль, восстанавливающих здоровье и продлевающих жизнь.
Цели бизнес-единицы (стратегические инициативы)
* Направлять наш рост в области биомедицинских инженерных разработок, где мы демонстрируем максимальные способности.
* Стремиться к максимальной надёжности наших изделий.
* Добиваться прибыли, позволяющей выполнять наши обязательства, поддерживать наш рост и достигать наши цели.
* Признавать личную ценность сотрудников.
* Поддерживать статус компании как “хорошего гражданина”.
Listening
Listen to the interview and make notes. Then speak about strengths, weaknesses, opportunities and threats of Marks & Spencer’s company.
You are going to hear Steve Kremmer talking about Marks & Spencer’s strengths, weaknesses, opportunities and threats. Marks & Spencer is one of the biggest and most successful retailers in the world. Michael Marks opened his first penny bazaar in 1884, in Leeds, England. Ten years later there were nine market stores, and Marks took into partnership Tom Spencer, the cashier of one of his suppliers. In 1926 Marks & Spencer became a public company. At that time they developed a clear idea of Marks and Spencer’s mission and purpose. Their later success was founded on this idea. They decided that the company was in business to provide goods of excellent quality, at reasonable prices, to customers from the working and middle classes. Providing value for money was their mission and purpose. One of the strategies they used was to concentrate on selling clothing and textiles. Later on, food products were added as a major line of business.
Case study
The Benson Group is a chain of department stores in the USA. Its chief competitors are HI-Mark and Levinson Brothers.
Read the information about Benson group and its rivals, speak about its strengths, weaknesses, opportunities and threats. Complete the company profile.
Benson faces uncertain future
Benson Inc., the department store group, announces this year’s annual results on Wednesday. Once again, profits are expected to be well below expectations.
Benson built its first store in 1952. It now owns ten stores in the southern region of the United States, and two in Ontario, Canada. All the stores are on prime sites in the high streets of major cities. The Group’s head office is in Petersville.
Recently, Benson’s performance has been extremely disappointing. Two years ago, pre-tax profits had fallen just to $8.3m on a turnover of $225m. This year, profits are expected to be down yet again. Sales per employee is also much lower than the industry’s average.
Fortunately for Benson, it still has a number of loyal customers who wouldn’t think of shopping elsewhere. However, the group is facing fierce competition from Hi-Mark and up-and-coming Levinson Brothers.
Hi-Mark are well established, with a clearly defined up-market image. It has a reputation for selling good quality merchandise but at high prices.
Levinson Brothers set up its first store seven years ago. Since then, it has expanded fast. It now has eight stores located in big cities. Levinson Brothers’ target consumer is the 16 - 25 wage-earner. Nevertheless, it attracts to its stores people of all ages and from all income groups.
Levinson Brothers’ marketing is more aggressive and effective than that of its two main competitors. It often cuts prices, and even offers goods at give-away prices to get people into its stores. It advertises heavily in local newspapers and on local television. Its special promotions are often accompanied by a great deal of razzmatazz. Levinson Brothers’ share price stands at $12 - its highest rating this year. Even so, the share is still probably a good buy for investors.
In order to compete more effectively, Benson changed its business strategy about eighteen months ago. It began to rent space to outside firms on a concessionary basis. Almost 20 % of its stores’ space was rented to selected companies from outside the organization. Unfortunately, this strategy has not been too successful. Several firms renting space complain that their sales have been poor.
Benson’s stores were redecorated recently. This ‘facelift’ has met with mixed reactions from its customers. The layout of the stores continues to confuse customers.
The customers complain that departments are not grouped together in a logical manner. As a result, shoppers get tired out looking for the goods they want.
At present, it looks very much as if Benson has lost its dynamism and sense of purpose. Investors holding shares in the group might be well advised to sell.