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Файл:Английский язык. Менеджмент гостинично-ресторанных предприятий. Учебное пособие
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7. Найдите в следующих предложениях герундий и переведите
предложения на русский язык.
1. Strategy formulation is the process of deciding best course of action
for accomplishing organizational objectives. 2. Strategic management deals
with making and implementing decisions about future direction of an organization. 3. Every organization can attain sustainable competitive advantage
by formulating and implementing appropriate strategies. 4. The process of
collecting, scrutinizing and providing information for strategic purposes is
known as environmental scanning. 5. Strategy implementation includes de-
signing the organization’s structure, distributing resources, developing deci-
sion making process, and managing human resources.
8. Найдите в следующих предложениях инфинитив и переведите предложения на русский язык.
1. Strategic management enables the plan to evolve and grow as requirements and other circumstances change. 2. The target of the organization
is to coordinate and align resources and actions with mission, vision and
strategy. 3. Environmental scanning helps to analyze the internal and external factors. 4. One more purpose of strategic management is to keep a continuous eye on the goals and objectives of the organization.
9. Прочитайте предложения с конструкцией Complex Subject
with Infinitive и переведите их.
1. An organization is said to have competitive advantage if its profitability is higher than the average profitability for all companies in its industry.
2. Specialists in strategic management are sure to have a thorough
knowledge and analysis of the general and competitive organizational environment. 3. Dr. Jagdish Sheth is believed to be a respected authority in strategic management research.
10. Переведите предложения с русского языка на английский.
1. Стратегический менеджмент помогает менеджерам ставить задачи и выполнять их. 2. Достижение целей организации невозможно
без выработки стратегии. 3. Цель исследования окружающей среды —
проанализировать внешние и внутренние факторы, влияющие на организацию. 4. Стратегический менеджмент максимально повышает возможность осуществления планов организации.
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11. Прочитайте и переведите на русский язык следующие
предложения с модальными глаголами.
1. The managers and employees must do appropriate things in appropriate manner. 2. The staff of any organization needs to be both effective and
efficient. 3. Managers must analyze the general and competitive organizational environment. 4. Regardless of its size any organization can attain sustainable competitive advantage. 5. Specialists of strategic management
should make use of arising opportunities from the business environment. 6.
The employees can judge the impact of the changes on their own job.
12. Переведите следующие предложения на английский язык.
1. Менеджерам следует лучше использовать сильные стороны.
2. Чтобы принять правильное решение, менеджеры должны обладать
всесторонними знаниями. 3. Стратеги не должны игнорировать опасности. 4. Успешная организация должна иметь надежных и преданных
сотрудников. 5. Стратегический менеджмент может помочь понять ответную реакцию организации на изменения окружающей среды.
13. Прочитайте текст и расположите заголовки к абзацам в
правильной последовательности.
1. Functions of the strategists
2. Components of the strategic management
3. Competitive advantage of an organization
4. Definition of the strategic management
5. The framework for understanding strategic management
6. Strategic management as a continuous process
7. Strategic management and employees of an organization
Strategic management is the comprehensive collection of ongoing activities and processes that organizations use to systematically coordinate and
align resources and actions with mission, vision and strategy throughout an
organization. It is a way in which strategists set the objectives and proceed
about attaining them. It deals with making and implementing decisions about
future direction of an organization. It helps us to identify the direction in
which an organization is moving.
Strategic management activities transform the static plan into the system providing strategic performance feedback to decision making. It enables
the plan to evolve and grow as requirements and other circumstances
change. This type of management identifies and describes the strategies that
managers can carry to achieve better performance and a competitive ad-
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vantage for their organization. An organization is said to have competitive
advantage if its profitability is higher than the average profitability for all
companies in its industry.
Dr. Jagdish Sheth, a respected authority on marketing and strategic
planning, created the framework for understanding strategic management.
He drew attention to the “big picture” and the willingness to adapt to chang-
ing circumstances. First of all the organization’s future mission in the light
of changing external factors such as regulation, competition, technology, and
customers should be formulated. Another important element is a competitive
strategy development. It is necessary for achieving the mission. Thirdly, an
organizational structure which will deploy resources to successfully carry
out its competitive strategy should be created. Strategic management is adaptive and keeps an organization relevant.
To implement elements of strategic management managers must have a
thorough knowledge and analysis of the general and competitive organizational environment. They should conduct a SWOT Analysis (Strengths,
Weaknesses, Opportunities, and Threats). Strategists must make best possible utilization of strengths and minimize the organizational weaknesses.
They also should make use of arising opportunities from the business environment and shouldn’t ignore the threats. Strategic management is nothing
but planning for both predictable as well as unfeasible contingencies. It is
applicable to small and large organizations. Even the smallest organization
faces competition and, by formulating and implementing appropriate strategies, can attain sustainable competitive advantage.
There are four components in the strategic management process:
Environmental scanning refers to a process of collecting, scrutinizing
and providing information for strategic purposes. It helps in analyzing the
internal and external factors influencing an organization.
Strategy formulation is the process of deciding the best course of action
for accomplishing organizational objectives and hence achieving organizational purpose. After conducting environment scanning, managers formulate
corporative business and functional strategies.
Strategy implementation implies making the strategy work as intended
or putting the organization’s chosen strategy into action. It includes designing the organization’s structure, distributing resources, developing decision
making process, and managing human resources.
Strategy evaluation is the final step of strategy management process. Its
key activities are: appraising internal and external factors that are the root of
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present strategies, measuring performance, and taking appropriate actions.
Evaluation makes sure that the organizational strategy as well as its implementation meets the organizational objectives.
These components are steps carried in chronological order when creating a new strategic management plan. Present businesses will revert to them
as per the situation’s requirement, so as to make essential changes.
Strategic Management gives a broader perspective to the employees of
an organization. They can better understand how their job fits into the entire
organizational plan and how it is co-related to other organizational members.
It is nothing but the art of managing employees in a manner which maximizes the ability of achieving business objectives. The employees become more
trustworthy, more committed and more satisfied as they can co-relate themselves very well with each organizational task. They can understand the reaction of environmental changes on the organization and the probable response of the organization with the help of strategic management. Thus the
employees can judge the impact of such changes on their own job and can
effectively face the changes. The managers and employees must do appropriate things in appropriate manner. They need to be both effective as well as
efficient. One of the major roles of strategic management is to incorporate
various functional areas of the organization completely and to ensure these
functional areas harmonize and get together well. Another role of strategic
management is to keep a continuous eye on the goals and objectives of the
organization.
Strategic management is a continuous process that estimates and controls the business and the industries in which an organization is involved. It
evaluates its competitors and sets goals and strategies to meet all existing
and potential competitors. And finally it reevaluates strategies on a regular
basis to determine how it has been implemented and whether it was successful or if it needs replacement.
14. Ответьте на вопросы к тексту.
1. What is strategic management?
2. What kind of framework for understanding strategic management did
Dr. Jardish Sheth create?
3. What should managers conduct?
4. What components does strategic management process comprise?
5. Is chronological order of the components obligatory? Why?
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6. Who besides businessmen profits from implementation of strategy
management?
7. What can be changed in employees’ attitude to their work?
8. Is strategic management a temporary or progressive process?
15. Прочитайте предложения и скажите, соответствуют ли они
содержанию текста.
1. Strategic management deals with the previous developments and re-
sults of an organization.
2. Strategic management is adaptive and keeps an organization relevant.
3. Managers should conduct a SWOT Analysis.
4. Environmental scanning takes into account only external factors.
5. Environmental scanning must be followed by strategy formulation.
6. Strategy formulation comprises managing human resources.
7. Measuring performance is a part of strategy evaluation.
8. Strategic management is an ongoing process.
16. Найдите в тексте и переведите описание основных компо-
нентов стратегического менеджмента.
17. Найдите в тексте предложения, отражающие влияние стра-
тегического менеджмента на служащих организации. Передайте их
содержание своими словами.
18. Составьте аннотацию к прочитанному тексту, используя
речевые клише.
19. Сделайте сообщение по изученной теме.
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19. CRISIS MANAGEMENT
1. Запишите и запомните следующие слова и словосочетания.
crisis management — антикризисный менеджмент;
obviously — очевидно;
foresight — прогнозирование, предвидение;
crisis response method — антикризисный метод;
foundation — основа, база;
sustainable — устойчивый;
emergency plan — антикризисный план;
contingency project — антикризисный проект;
crisis manager — антикризисный управляющий;
operating expenses — операционные расходы, издержки произ-
водства;
wage — заработная плата;
debt recovery — работа с дебиторской задолженностью;
crisis response plan — антикризисный план;
enterprise management system — система управления предприятия;
emergency programme — антикризисная программа;
resistance — сопротивляемость;
staff working efficiency — производительность труда;
eliminate — исключить, исключить;
staff development and training — развитие и обучение персонала,
повышение квалификации;
reprofiling — перепрофилирование.
2. Переведите предложения с английского языка на русский.
1. I’m glad you had the foresight to bring warm clothes. 2. Richards was
obviously disappointed at being left out of the team. 3. ‘Isn’t he afraid?’
‘Obviously not.’ 4. If there is a sustainable economic growth, a crisis pro-
gramme isn’t necessary.
3. Сопоставьте слова, данные в левом столбике, с определени-
ями из правого столбика.
1. foresight
a) capable of continuing for a long time
at the same level
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2. crisis management
b) in a way that is clear for almost anyone to see or understand
3. sustainable
c) a method of working in which a manager only makes decisions when there is
a crisis
d) the good judgment to think and plan
before an event, so that you are prepared
for whatever may happen
4. Заполните пропуски словосочетаниями, данными в рамочке.
corporate responsibility, human resources,
set of actions, a crisis manager, crisis situations
1. ………… is responsible for dealing with events that can cause seri-
ous harm to a company. 2. Often, crisis management employees work in
teams as a part of a company’s public relations or …………… department.
3. Crisis management is a very important organizational function that carries
a tremendous amount of …………. 4. Every company must have a clearly
defined ………… in a critical situation. 5. Management personnel are often
the ones responsible for defining the parameters for the ………….
5. Найдите пары синонимов.
Predict, in charge of, emergency, forecast, crisis, income, responsible
for, revenues
6. Найдите пары антонимов.
Employee, include, sustainable, expenses, employer, unstable, income,
eliminate
7. Переведите предложения с английского языка на русский.
1. A crisis manager might be appointed as a company spokesperson,
which means accepting additional responsibility for communicating with the
media. 2. This means that the person in charge might be the one who has to
give interviews to the media, hold press conferences, or issue press releases
in response to emergency situations. 3. Crisis managers need to work well
under pressure. 4. Individuals who hold these positions need to be able to
function in a controlled, logical manner and to think quickly in any possible
situation. 5. A crisis manager is someone who carries most of the responsi-
128
bility for maintaining a company’s good public image when something happens that may make the company look bad. 6. Crisis managers are usually
compensated quite well simply because the job is extremely stressful and
demanding. 7. Not everyone is able to handle such an enormous amount of
responsibility.
8. Прочитайте текст и составьте к нему план.
The term «crisis management» has emerged in Russia with the beginning of the economic reforms and with the gradual entry of the country into
the state of crisis. Obviously, the economic crisis requires a new type of control, radically different from the one implemented in stable conditions. This
raises the question of the need for crisis management as a practical activity,
science and educational discipline.
Crisis management is a form of control, which develops the mechanisms of foresight and monitoring the crisis, analyzing its nature, features,
and signs. Crisis response methods are used to reduce the crisis negative effects and provide the foundation for the future more sustainable development.
Taking into account the strategy, available resources, and accumulated
experience crisis consultants draw up an emergency plan, which determines
the period of crisis management duration. This allows a customer to get a
picture about the problems and measures necessary to resolve them.
The emergency plan is a set of interconnected actions. Each of them
should contain the following information:
− dates of beginning and finishing the contingency project (usually in
weeks);
− conditions of the project implementation;
− the costs of implementing the project;
− intermediate and final results;
− people responsible for the project implementation.
Emergency strategy always identifies three main areas of actions for
crisis managers:
− search for the optimal ways to increase revenues, either by entering
new markets, increasing sales, widening the range of products, or through
the sale of assets not involved in the current business;
− seek for the opportunities to reduce operating expenses and wages, to
revise investments;
− debt recovery.
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A crisis response plan is aimed at overcoming the crisis situation. Its
content may vary depending on the profile of the organisation and the situation in the industry and in the region where the organisation operates.
Crisis management is often a separate unit of the enterprise management system. Crisis management must be guided by crisis managers. Their
main tasks are:
− to analyse external and internal environment to identify crisis particu-
larities;
− to develop an emergency programme and supervise its imple-
mentation;
− to perform a range of actions which increase the resistance of the en-
terprise to crisis situations.
To overcome the crisis it is necessary to increase the staff working efficiency. One of the ways to achieve this is the analysis of business processes
and information spreading at the enterprise. As a result of such an analysis
the inefficient processes can be found. To eliminate these processes sometimes the organisation structure improvement, reorganising or restructuring
are required.
The important part of crisis staff management is staff development and
training. Staff training can provide new strategies to overcome the crisis, to
increase the flexibility in the staff and simplify the process of the enterprise
reprofiling.
9. Определите, истинны или ложны высказывания.
1. The economic crisis requires a new type of control, radically different
from the one implemented in stable conditions.
2. Crisis management as an educational discipline.
3. Crisis management develops the mechanisms of organising and
monitoring the crisis.
4. Crisis consultants determine the period of crisis duration.
5. A crisis response plan content may vary depending on the profile of
the organization.
10. Ответьте на вопросы к прочитанному тексту.
1. What does the economic crisis require?
2. What is crisis management?
3. What does a crisis consultant develop?
4. What information should be included into an emergency plan?
5. What three main areas of action for the managers does the emergency
strategy identify?
130
6. What does the content of an emergency plan depend on?
7. Is crisis management a separate unit of the enterprise management
system?
8. What are the main actions of crisis management?
9. How can crisis staff management be defined?
10. Why is it necessary to increase the staff working efficiency?
11. Прочитайте список слов и словосочетаний, обозначающих
риски в туризме. Разделите их на группы: «Technology failures»,
«Epidemics are diseases» «Civil conflicts based on political tensions»,
«Natural calamities».
heavy storms, swine flu, war, nuclear meltdown, strikes, aircraft crashes, hurricanes, terrorism, floods, computer irregularities, earthquakes, avalanches, tsunamis, demonstrations, power blackouts
Give examples of the risks mentioned above. Which of these risks can
cause a crisis? What kind of managerial response is needed in every risk situation?
12. Прочитайте текст «September 11
th
» и скажите, стала ли эта
ситуация кризисом в туризме?
Terrorists struck the United States on September 11, 2001 with a suicide
attack that involved the hijacking of fully fuelled passenger jets as flying
bombs. Both towers of the World Trade Centre in New York and part of the
Pentagon building in Washington DC collapsed after hijacked aircraft
crashed into them. The impact was huge around the world, across the United
States and particularly in New York City. Tourism in New York City declined, causing massive losses in a sector, which employed 280,000 people
and generated $25 billion per year. In the week following the attack, hotel
occupancy fell to below 40 percent, and 3000 employees were laid off. Tourism and hotel occupancy also fell drastically across the nation.
The total economic impact of 9/11 is realistically immeasurable; however the world travel and tourism council has estimated the decrease of the
travel and tourism demand worldwide to be 10 %.
13. Заполните пропуски словами и словосочетаниями, данны-
ми в рамочке.
Tourism organizations, detailed contingency plans,
effective pre-crisis planning, vulnerable,
circumstances, travel industry
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