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Файл:Практический курс английского языка. Учебное пособие для СПО
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5 Obtaining patents through acquisitions. The key to Samsung’s competitive
advantage is the large portfolio of patents. Patents can be discovered by engaging in costly
R&D or through acquisitions of other firms.
Threats
1 Saturated smartphone markets in developed countries. Smartphones
market in the developed economies is saturated and the sales will not be growing at a high
rate.
2 Rapid technological change. The serious threat that Samsung and the other
tech companies are facing is a rapid technological change. Companies are under the
pressure to release the new products faster and faster. The one that cannot keep up with the
competition soon fails. This is especially hard when the business wants to introduce
something new, innovative and successful.
3 Declining margins on hardware production. Samsung is the second largest
semiconductors producer where the profit margins are very thin, thus weakening the whole
company's figures.
4 Breached patents. Samsung Electronics has many patents which are often
used by its many competitors. Such situation makes it hard to find out which companies
benefit from Samsung’s technology but do not pay for the rights to use it.
5 Apple’s iTV launch. Apple’s iTV is the next big lunch from Apple, which
may hurt Samsung’s TV sales.
6 Price wars. Samsung has a very low gross margin on many of its products
and is already selling some of them with significant price cuts. Competitors could follow
price cutting strategy too and induce price wars, which would erode Samsung’s profit
margin to 0%!
9.3.5 Go to the following site and represent your SWOT analyses.
http://www.strategicmanagementinsight.com
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9.4 Speaking
9.4.1 Work in groups. Guess the famous multinationalcompanies.
Student A: I think that A could be Microsoft.
Student B: Microsoft is big, but I don't think that somany people visit its
website. I think thismust be a search engine. What are themost famous search engines?
Student C: Well,there's Google, Yahoo.
Student A: Google! That must be the biggest. Let's putGoogle.
Which company…?
A The most visited website on the Internet
with 412 million users._________________
B The largest manufacturer and marketer of
nonalcoholic drinks in the world. There are
50 billion drinks drunk a day in the world.
One point three billion of them carry this
company's trademark._________________
C Some of its brands include Walkman,
Playstation, and Vaio._________________
D It employs over 70,000 people. Its
website receives more than 100 million hits
a day. Its owner is the richest person in the
world.___________________
E It is the largest engine maker in the
world -14 million engines each year. Its
slogan is The Power of Dreams.It has made
a robot, ASIMO._________________
F It is the world's largest semiconductor
business. Its name comes from Integrated
Electronics. It has a famous four note tune
in its adverts.________________
G The world's largest manufacturer of
mobile phones with a 34 % global market
share._________________
H The world's largest chain of fast food
restaurants. Found in 119 countries. Serves
nearly 50 million customers a day._______
9.4.2 Work in pairs. Describe a famous multinationalcompany. Your partner can
ask questions and mustguess its name.
EXAMPLE: It manufactures cosmetics. I think it's French. Their products are not
very expensive. It advertises in magazines and on TV.
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9.4.3 Look at the Expressions then go to p.116and read the dialogue.
1 Are they S (sure).FS (fairly sure) or NVS (not very sure)about their sales
targets.
Laura____ Jamie____ Yusuf____
2 Do they think themagazine will not be taken over? (Write S (sure), FS (fairly
sure) or NVS (not very sure) after each name).
Laura____ Jamie____ Kim____ Yusuf____
Expressing certainty, probability, and possibility
Sure
Fairly sure
Not very sure
9.4.4 Work in groups of four. Go to p.118.
9.5 Company profile
I'm (absolutely)sure...
We definitely will/won't...
We're bound to...
We're(not) likely to...
I expect...
We probably will/won't...
I doubt...
Idon't think...
We may/might (not)...
It could be ...
Honda
9.5.1 Work in pairs. Discuss the following questions.
• What do you know about Honda?
• What do they make?
• Where is the company based?
• Where do theymanufacture?
103
9.5.2 Now read about Honda. Student A reads the text onthis page, and Student B
reads the text on p.118. Thenask your partner your questions and answer yourpartner's
questions.
• What products does Honda develop?
• How successful is Honda?
• Why is Honda successful?
• What is Honda's philosophy?
Honda is a Japanese company which manufacturescars, trucks, motorcycles,
scooters, and watercraftworldwide. It also makes engines, garden equipment,and
aeronautical and mobile technologies.
Honda's headquarters are in
Tokyo. The Americanbranch is based in
California. It also has a big companyin
Canada, and other countries.
Honda was founded in Japan in 1948 by SoichiroHondato meet a demand for basic
transport. Although it had an important sounding name. Honda Research InstituteCo. Ltd.,
at first it was based in a wooden building wherethey fitted engines to bicycles. Later it
started making arange of scooters and motorcycles.
By the 1970s Honda had became the largest producer of motorcycles in the world. It
began producing cars in1960 for the Japanese market. These small cars weren'tliked in the
USA, but in the 1970s it introduced a newrange of cars which were economical and fun to
drive. Infact, Honda became the first Japanese car manufacturerto build plants in the USA.
9.6 Business know-how
9.6.1 Work in pairs.
Your teacher has asked for two projectsto be finished by Friday. You hadn't realized
there weretwo to finish in the same week. How will you meet thedeadlines? Discuss how
you would solve this problem.
9.6.2 Read the tips on task management and discuss which ones you do already.
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• Clarify and define the task - know what you haveto do and why.
• Plan out all the steps you need to take.
• Divide the task up into smaller achievable jobs.
• Make a timetable of these tasks.
• But give yourself tight time limits - tasks expandto fill the time available!
• Develop a regular routine to help you manageyour time.
• Evaluate your performance afterwards. Howcould you improve next time?
9.7 Project
Investigate a large company. Think about what youknow about the company and
then research it on theInternet. Perform a SWOT analysis on it.
Strengths Research what the company says aboutitself on its website.
Weaknesses Read news reports about the company.
Opportunities and Threats Research what ishappening in the sector, the company's
maincompetitors, any changes in the economy, consumerhabits, etc
9.8 Writing
Write a SWOT report for the company you studied foryour Project. Write four
paragraphs based on the SWOTanalysis and a final paragraph with conclusions
andrecommendations.
9.9 Checklist
Assess your progress in this unit.Tick () the statements which are true.
I can perform a SWOT analyses
I can talk about companies
I can explain and concede in a discussion
I can express certainty, probability, and possibility
I can understand news reports
9.10 Key words
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Verbs
Finance
liquidation
useful.
expand
freeze
withdraw
board of directors
capital
debts
dividends
duty
multinational
shareholders
stock exchange
subsidiary
turnover
investor
Look back through this unit. Find five more words or expressions that you think are
106
Список использованных источников
1 Bakker, Marie-ReneeDevelopment of Non-Bank Financial Institutions and
Capital Markets in European Union Accession Countries (World Bank Working Papers) /
Marie-Renee Bakker. – UK: Cambridge University Press, 2004. – 120c. – ISBN 0-82135-
788-3.
2 Tullis, G.New Insight into Business; Student’s book / Graham Tullis, Tonya
Trappe. – Harlow: Longman, 2000. – 176 p. – ISBN 0-87652-564-7.
3 International Bank for Reconstruction and Development. Getting to Know the
World Bank. A guide for Young People. – Washington D.C., 2005. – 98c. – ISBN 0-8213-
5914-2.
4 Jakeman, VanessaStep Up to IELTS Teacher's Book (Step Up to IELTS) /
Vanessa Jakeman, Clare McDowell. – Italy: Longman, 2004. – 80 с. – ISBN 0- 5215-
3301-5.
5 Жданова, И.Ф.Англо-русский экономический словарь / И.Ф. Жданова,
Э.Л. Вартумян. – М.: Рус. яз., 2001. – 880с. – ISBN 5-200-02988-0.
6 Коваленко, Е.Г.Англо-русский словарь банковской терминологии / Е.Г.
Коваленко; под ред. чл.-корр. РИА Тимофеева Н.И. – М.: Центр, 1994. – 464с. –
ISBN 5-900359-17-4.
7 Мюллер, В.К.Большой англо-русский словарь / В.К. Мюллер. – М.:
Цитадель-Трейд, 2005. – 832с. – ISBN 5-9564-0009-9.
8 The Telegraph – UK news, world news and opinion : [сайт].–Режимдоступа:
www.telegraph.co.uk
9 Strategic management – some specific features of management: [сайт].–
Режимдоступа: www.strategicmanagementinsight.com
10 The Sunday Times – UK online news, world news and opinion : [сайт].–
Режимдоступа:www.thesundaytimes.co.uk
107
ПриложениеА
(обязательное)
Speaking activity
Unit 1 ex. 1.4.4 p.9
I arrive at the office at about half eight andmake a coffee, then go into my
regularmorning meeting with my team and manager.It's only a short meeting, but we get a
briefingfor the day’s work and we discuss anyproblems or issues that may be coming
up.Then I go to my desk and 1 check my emails.They come in overnight because we
haveoffices all over the world. Then I make phonecalls and send emails to get the
information Ineed to answer any queries.
I work at my desk most of the day I speak tocustomers a lot on the phone - and I
quite likethat I like helping them and givinginformation I also make phone calls to
thewarehouse and to our Sales departmentsaround the world. I talk to lots of people
thatI've never met!I get a bit tired at my desk so I like getting up tosend faxes It's a bit of
exercise! And I oftenhave a chat and a gossip with my colleagues atthe coffee machine.
In the afternoon I do the same sort of work, butI usually find time to surf the Net for
five or tenminutes. It breaks the routine of the day I oftenhave to key in data. It's a bit
boring, but it's partof the job. At 5 o'clock. I fill in a time sheet Andthat's a typical day!
Unit 1 ex. 1.5.2 p.10
Student B
Student B's questions
• WhatisAmazon.com?
• What sort of things does it sell?
• How many products does it have?
• Where is Amazon based?
• How many websites does it have?
Amazon does not say precisely how many it employs,but it is probably over 5,000
people. It also offerstailored services, product reviews, a secure paymentsystem, and the
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opportunity to 'look inside' over250,000 books. Amazon's incredibly powerful
database(data warehouse) manages product flow, interactswith consumers, offers a fast
service, and gets businessintelligence. It doubles in size every year, and isupdated six
times a day. However Amazon does makemistakes. It once offered pocket computers for
£7instead of £192. Some people ordered 50 computersbefore Amazon temporarily closed
its website!
Unit 2 ex. 2.2.3 p.14
I=Interviewer, M=Montse, K=Kenichiro
I: Where do you work ?
M: I'm training to be a Human Resourcesofficer for a car manufacturer.
I: What are you working on ?
M: I'm helping to prepare an advert for avacancy in the Sales department.
I'mwriting the copy so that we get the rightcandidates. My manager checks my work, of
course. I only started a few months ago.
I: What line of work are you in?
K: I'm training to be a fashion buyer for achain store. I work in the
Purchasingdepartment. I've only been in the job a fewweeks.
I: What are you doing at the moment?
K: I'm doing a bit of everything. I'm workingin a team with other more
experiencedbuyers. There's a lot to learn but I'menjoying it. We're currently buying for
nextyear's spring season - it's great knowingwhat next year's colours are going to be!
Unit 3 ex. 3.1.2 p.23
L=Liam,K=Kim
L: OK, Kim. So what do you think?
K: Well, a conference folder is always a good idea -I mean, it's really practical...
L: Yeah... but not very original.
K: That's true. What's the price on that one?£4.90? We’d need hundreds of them.
109
L: Right. That's far too expensive. You know,I quite like the idea of the stress
balls -they're a good price - and I like the humour.It's a fun item.
K: Yeah - and there can be a lot of pressure at atrade fair. People need to relax
somehow!
L: And they'll use the stress ball - and they'llthink of us.
K: Beating the stress!
L: Exactly. And I was also thinking of thepocket radio...
K: Uh-huh...
L: It's a nice little gadget - you can tune in tothe latest news...
K: But would people really use one?Everybody's got their iPods and laptops. I
don't think they'd use it.
L: Point taken. So, what about a mouse mat?
K: We've all got lots of mouse mats already.Who needs another one?
L: A biro?
K: You just lose them. Or leave them in yourhotel room. But we could go for a
conferencebag - yeah, I know it's not original - but justthink, we can have our logo on it –
ourcontact details - and it's practical. People canput all their freebies in it.
L: That's brilliant!
Unit 6 ex. 6.2.8 p.61
P=Presenter, C=Chris
P: Welcome to Business Futures. Today we'regoing to talk about the inventor
TrevorBaylis. Trevor is famous for inventing theclockwork radio - a radio that you can
windup and that doesn't need batteries. And Ihave in the studio with me Chris Bonner,
theauthor of the new book Brilliant Ideas.
C: Hello.
P: So, Chris. Can you tell us something aboutTrevor?
C: Well. Trevor owned a successful swimmingpool company. He was also an
underwaterstuntman for films. But in his free time heloved inventing - he still has a
workshop inhis home where he works on his inventions.
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