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Файл:Практический курс английского языка. Учебное пособие
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9 Unit 9. Big business
9.1 Start up
9.1.1 Look at the information and answer the questions.
1 Why do businesses do a SWOT analysis?
2 How do you think it helps them plan the future?
Business Factbox
SWOT Companies have to know what is happening both in their own business and
in the rest of the world. To measure their performance and plan future strategies, they
often use a technique called a SWOT analysis.
SWOT stands for:
S Strengths (e.g. how well they respond to customer complaints)
W Weaknesses (e.g. high prices)
O Opportunities (e.g. a growing demand for their products)
T Threats (e.g. increased competition from new producers)
9.1.2 Answer the questions below to make a SWOT analysis for yourself. Now
work in pairs. Talk about it with yourpartner.
EXAMPLE : I'm good at planning and organizing my work.
I find speaking in public very difficult.
SWOT analysis
•What education do you have?
Strengths
• What skills and experience do you have?
•What do you do very well?
•What do other people see as your strengths?
•What could you improve?
Weaknesses
•What is more difficult to change?
•What do other people see as your weaknesses?
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•What are the good opportunities facing you in
your work or education?
Opportunities
•What future trends interest you?
•Do you have any hobbies or interests that
could help your career?
• What obstacles do you face?
Threats
• What is changing around you that might affect
you?
• Could any of your weaknesses affect your
career?
9.1.3 Go to p.115.Carlos Olivera da Silva and Isabel Moyer run an online business
selling MP3 players and related products. Read to their SWOT analysis and make notes.
Good product knowledge
Strengths
Limited to regional market
Weaknesses
Can get access to new customers
Opportunities
Threats
Strong competition from other websites
9.2 Grammar
Verb + to or verb + -ing
We use to + infinitive after certain verbs.
We plan to open 20 new stores.
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afford
dare
decide
deserve
have
learn
mean offer pretend refuse seem
admit
avoid
consider
dislike
enjoy
Begin
continue
hate
Intend
We use an -ing form after certain verbs.
They have given up trying to expand abroad.
finish give up imagine keep miss
practise risk stop suggest
We usually use to+infinitive or - ing after these verbs.
The company started to grow /growing more quickly
Like love prefer start
Go to Grammar reference p.124.
9.2.1 Complete the news items below with the followingverbs.
to expand to freeze to create to open
to provide to walk out to withdraw
Business news update
Telecom tycoon buys into cafes
The telecoms billionaire Denis 0'Brian has become a major shareholder in the fast
growing BBs, a chain of shopping centre cafe. The chain has 123 outlets and
plans1__________ about 23 new cafes before the end of the year.
Geek squad
The giant American electronics retailer, Best Buy, has teamed up with the Carphone
Warehouse 2__________ an army of computer specialists. It promises3_________ support
for consumers who need IT support at home.
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Spinvox receives injection of cash
Several wealthy backers are providing funding for Spinvoxwhich converts voice
mail messages to text. The investment will allow the company 4__________ into America
and Spain.
Car giants threaten5_________ on Formula One
Formula One's ruling body intends 6________ engine development which has
angered top car manufacturers. They are prepared7___________ their investment from
FormulaOne if the plan is not changed.
9.2.2 Complete the sentences with the correct form of the verb in brackets.
1 I've given up_______(try) to talk to him. He's never available.
2 Angela shouldn't avoid_______(give) presentations.
3 We keep________ (think of) more threats than opportunities!
4 Would you prefer________ (meet) later in the day?
5 I'm afraid we aren't expected_________(achieve) our sales targets this month.
6 We've decided_________ (attend) this year's tradefair.
7 Xavier suggests________ (delay) the planning meeting by a week.
8 He really didn't deserve________ (get) his promotion.
9.2.3 Complete the sentences about you.
1 In the next five years, I imagine_____________________________________
2 I miss_________________________________________________________
3 I avoid_________________________________________________________
4 I can't afford____________________________________________________
5 By the end of this year, I intend_____________________________________
9.3 Reading
9.3.1 Read the first paragraph below and answer the questions.
What does 'limited' refer to in relation to companies?
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Who manages a limited company?
What happens to shares when a company is doing well or badly?
How do investors earn money from shares?
9.3.2 Read the rest of the article and decide if the sentences are true (T) or false (F).
1 Private limited companies advertise their shares for sale.F
2 All plc companies are listed on the Stock Exchange.__
3 Big investors own most of the shares in plcs.___
4 Big investors have a lot of power over how a plc company is run.___
5 The Chief Executive Officer represents the firm to the outside world.___
6 Multinationals are big groups of companies operating in many countries.___
7 Multinationals are responsible for the income of small countries.___
8 The parent company of a multinational controls its foreign subsidiaries.___
Behind Big Business
Limited companies
Most larger firms are limited companies(or corporations in the USA). They are
called ‘limited’ because people can invest in the company without having unlimited
responsibility for its debts. If a company goes bankrupt, they would only lose the money
they invested in the company. Limited companies are managed by a board of directors,
which is responsible for making major business decisions. The capital which is invested in
the company is divided into shares of equal value. The value of the shares rises or fall
depending on the success of the firm. The profits are distributed to the shareholders.
Private limited companies (ltd)
These are owned by at least two shareholders, usually the people who setup the
business. Their business associates, and employees – shares are not advertised publicly for
sale.
Public limited companies (plc)
These have shares which can be bought and sold by the public through firms that
deal with the stock market. To become a plc a company must have a minimum of £50,000
invested in shares. However, most plcs are worth much more than this. If the company is
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large enough it will belisted on the stock exchange. A private shareholder has very little
influence, but most shares are owned by big investors such as banks who are involved in
how the company is run. They decide who should be on the board, and if a company is
doing badly they can force directors to resign. The two most important jobs are the
chairperson, who represents the firm to the outside world, and the chief executive officer
(CEO), who is responsible for running the company.
Multinationals
Multinationals are massive groups of companies which operate in many countries.
There are over 60,000 in the world and they are responsible for about one third of world
production; their turnover can be larger than the income of small countries. They have
global access to capital, and can avoid duties by choosing where to manufacture. The
parent company keeps control over its global operations through its foreign subsidiaries
(firms which produce or market its products). Multinationals are very powerful and can
influence economic policies.
9.3.3 Work in pairs. Match these definitions with the words in gray in the article
‘Behind Big Business’.
1 Someone who invests money in order to make a profit.
2 The total value of what a company owns, minus its debts.
3 Taxes that you pay on things you import.
4 The group of people which controls a company and decides its policies.
5 A plan of action chosen by a business, organization or political party.
6 An amount of money that a person, company or country owes.
7 A place where shares in companies are bought and sold.
8 Units of equal value into which a company is divided and sold to raise money.
9 Total value of goods and services sold by a company over a certain period.
10 A person or group that owns shares in a company.
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9.3.4 Read and translate the article. What are perspectives of Sumsung?
SWOT analysis of Samsung
Figure 2
Samsung Electronics Co., Ltd. (figure 2) is the largest world’s technology company
in terms of revenues. It is the largest mobile phone maker and television manufacturer and
second largest semiconductor chip producer (figure 3).
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Figure 3
Strength
1 Hardware integration with many open source OS and software. Samsung
is focused on producing devices which can be integrated with most of the software and
OS. This gives Samsung products an edge over Apple’s (its arch rival) devices, especially
as Android and other OS are gaining market share when iOS and OS X are losing it.
2 Excellence in engineering and producing hardware parts and consumer
electronics. Samsung is the number 1 by market share in televisions and mobile phones
sales and some of the hardware parts (processors, memory chips, etc.). This was largely
achieved due to excellence in engineering and both efficient and effective production.
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3 Innovation and design. In 2011, Samsung ranked second on the list of US
top patent assignees. More patents strengthen Samsung position among its competitors.
The firm also won many awards for the design of its products, proving the superior
advantage over the competitors.
4 Focus on environment. Samsung focuses on producing environment friendly
products that are free from PVC and BFRs (currently only MP3 and mobile phones). It
also develops various recycling programs that are awarded for their success. Thus,
Samsung’s focus on environment gives it an edge over its competitors in the eyes of its
customers.
5 Low production costs. The company has set up its production facilities in
low cost countries. This allows producing goods with low production cost and benefit
Samsung as it can offer lower price and earn higher margins.
6 Largest share in mobile phones and 2 place in smartphones sales in the
world. Samsung Electronics have achieved large market share in many products they sell,
especially in mobile phones, smartphones, semiconductors and television sets. Large
market share has its advantage, bargaining power, that Samsung can use to further reduce
costs and demand for better contract conditions.
7 Ability to market the brand. Samsung is named as top rising brand by
Interbrand and is the 9th most valuable brand with value nearly $33 billion. It has risen by
40% from 2011 to 2012. This was mainly achieved due to company’s ability to market the
brand in sporting events and social contributions.
Weaknesses
1 Patent infringement. Samsung is infringing Apple’s and some other firms’
patents, thus, damaging its reputation and having to pay a huge amount of money in
damages.
2 Too low profit margin. Samsung Electronics is the largest technology
business in the world in terms of revenues but it has a low gross profit and net profit
margins. Although its smartphones business is quite profitable, Samsung’s profit margin is
low due to its semiconductors sales and aggressive price cuts.
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3 Main competitors are also largest buyers. Apple, Sony, Dell, HP are the
main buyers of Samsung Electronics products as well as the firm’s main competitors. Such
situation would be favorable to Samsung (if competitors could not find complementary
products and would form a relatively low share Samsung’s revenues) because it could use
its bargaining power over competitors. Due to reverse conditions (competitors can find
complements and they form a relatively high share of firm’s revenues) Samsung cannot
use its bargaining power over competitors as it can easily lose its customers and sales.
4 Lack its own OS and software. Software and OS production has a high
profit margin, can increase integration of company’s products and brand loyalty. Without
strong software and OS Samsung is at disadvantage over its competitors.
5 Focus on too many products. Samsung Electronics serves 4 different
industries with many different products in them. Samsung is at disadvantage over its
competitors because it loses a focus when competing in too many industries and too many
products.
Opportunities
1 Growing India’s smartphone market. India’s smartphone market is one of
the least penetrated among Asia/Pacific countries. Samsung has a strong presence in
India’s market and could use this opportunity to expand its sales.
2 Growing mobile advertising industry. The company could develop
advertising platform for its mobile devices and significantly benefit from this lucrative
market.
3 Growing demand for quality application processors. Samsung is one of the
key manufacturers of application processors for smartphones and tablets. The growing
demand for these products requires more best quality application processors that only
Samsung provide.
4 Growth of tablets market. Tablets market is expected to grow in double
digits over the next few years. Samsung business has a strong position in tablets market
and could expand it by introducing newer, better quality tablet models, such as its current
galaxy line.
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