6.2.5. Sample Reports Sample Report 1

This quarterly report has been produced by the British Crystal’s agent in Saudi Arabia, for the Managing Director of the company.

Market research summary

Dear Mr

You will see from the attached accounts that turnover in the past nine months of trading has been disappointing. There are a number of reasons for this:

1. Sales

Although there is a steady demand for the main ornamental lines, I think there is a much larger market potential for tableware, including glasses, jugs, and serving bowls. It might be useful if you could send me a wider range of these products as samples to show customers.

2.Advertising

Our agreed advertising budget of £7,000 is not enough to promote your products, even though we use only newspapers and magazines. It would be useful to double this budget with a view to extending advertising into neighbouring countries, where there are good opportunities to become established. You will see from the attachment concerning the market research I have done through questionnaires to retailers, that there is a positive response in Jordan, Kuwait, and the Emirates.

3. Competition

a). As I am sure you are aware, your main competition is from manufacturers in the Far East, who undercut your prices by at least 40%. While they do not sell the same quality products, a number of large companies are becoming established here and are likely to start targeting the upper end of the market with better quality goods. I am monitoring the situation and will let you know of any developments.

b). Some competitors copy designs, so it is important for us to get your new designs as quickly as possible and put them on the market first.

4. Finance

a). Your credit limit of £2-3,000 should be at least doubled, as this is a very low figure in this market. As your agent I am quite willing to cover the risks involved.

b). In my view, the letter of credit payments you require do not allow sufficient time to clear accounts. I would recommend that you consider credit terms and payment over 45 to 60 days by term draft.

I look forward to your comments on this report.

Assignments

I. Memorise the following words and phrases:

tableware	столовий посуд (тарілки, виделки, ножі)
to clear account	здійснити розрахунки
term draft	траттa з оплатою в кінці обумовленого терміну

II. Suggest the Ukrainian equivalents of the phrases below:

serving bowl; managing Director; attached account; extending advertising; market potential; advertising budget; to promote products; to double the budget; neighbouring countries; with a view to; attachment; market research; retailer; to be aware of smth; to undercut prices; by at least 40%; the same quality products; to monitor the situation; I will let you know of any developments; to copy designs; to put on the market; credit limit; the letter of credit payments; I would recommend that you consider credit terms; upper end of the market; questionnaire.

III. Find English equivalents to the following words and phrases:

створювати сприятливі умови для продажу товарів; кошторис витрат на рекламу; рахунок що додається; генеральний директор; з наміром; подвоїти бюджет; усвідомлювати щось; дослідження ринку; додаток; роздрібний торговець; принаймні на 40%; контролювати ситуацію; продавати за ціною нижчою від встановленої; копіювати модель; граничний розмір кредиту; випускати на ринок; я радив би вам переглянути термін кредиту; запитальник; верхівка ринку (покупці з вищою купівельною спроможністю).

ІV. Answer the questions:

1. How would you describe business for British Crystal in Saudi Arabia?

2. In which part of the market does the agent suggest there may be opportunities?

3. Which other markets is the agent considering?

4. What sort of concessions does the agent recommend the managing Director of the company should make?

V. Translate into English:

1. Ви, напевно, знаєте, що ваші основні конкуренти – це виробники Далекого Сходу, які продають товар за цінами, нижчими від ваших, принаймні, на 40%.

2. Оплата акредитивом, на якій ви наполягаєте, потребує більше часу для здійснення розрахунків.

3. Ряд великих компаній мають намір постачати товари кращої якості для покупців з вищою купівельною спроможністю.

4. Необхідно збільшити витрати на рекламу вдвічі з метою посилення рекламної компанії в сусідніх країнах.