English For Business: Case Studies 5jm6r

English for Business: Case Studies Unit 1 Brands: Case Study on Caferoma From: To: Mario Cumino Subject: Action Plan for Caferoma’s Problems Dear Mr. Mario, The below are the predetermined along with possible solutions for discussion in the meeting that will definitely solve Caferoma’s Problems: Action 1) New Product 2) Pricing 50% lower

Advantages  Improve current image

 Attract price conscious customers 3) Advertising  Launch new product and communicate with the customers 4) Survey  Customer input

Disadvantages  Requires aggressive marketing  Shrink in profit margin

Impact  Gain market share

 Expensive

 Gain market share and sales

 Time-consuming

 Understand customer needs

 Gain market share and profit

The reasons for the above actions are that the current product resulted in loss of business and downsize in market share. Moreover, there are no potential sales or increase of profits. There will be no potential sales increase with the continuation of the current product due to previous decline in sales in restaurants, shops, hotels, and supermarkets. The new product will be allowing launching our brand image and reputation in the market that will show improved features such as quality and pricing. The pricing lowering to 50% will make sure that it is meeting positively price consciousness of the customers because competitors are 30-40% lower than us. Advertising will help in communicating, meeting, and gaining contracts from customers due to better pricing and quality target all chain of customers before competitors are taking over. It is very important and essential to understand in detail and in specific about customer needs and wants before deg and launching new product, which is only possible to obtain by means of survey. Thank you. Kind regards,

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English for Business: Case Studies Unit 2 Travel: Case Study on Work, Rest and Play From: [email protected] Subject: Booking Confirmation (Universal Airlines Seminar) Dear Hotel Manager, I would like to confirm booking on July 5, 2010 – July 7, 2010 for hotel rooms and seminar rooms with details or requirements: Number of guests Arrival & departure times Meals

Assistance

Hotel Stay Booking 20 guests (male 12 and female 8) July 5, 2010, 12:00 pm check in July 7, 2010, 06:00 pm checkout July 5, 2010, dinner July 6, 2010, breakfast, lunch and dinner July 7, 2010, breakfast, lunch and dinner 2 vegetarians and alcohol servings for 16 2 salesperson to show guests outdoor location of activities and indoor facilities

Conference / Seminar Booking Date and Timings July 5, 2010, 03:00 pm – 07:00 pm July 6, 2010, 03:00 pm – 07:00 pm July 7, 2010, 03:00 pm – 05:00 pm Snacks during break 05:00 pm – 05:30 pm (snacks, drinks, and coffee or tea) Equipments Overhead Projector, PowerPoint, VCR, Slideshow, Microphone & Speakers, Flipcharts, Markers Requirements 20 single standard rooms (6 smokers) 1 conference room with 20 circle conference seating arrangements* 3 trainer facilities high-tech equipments: (1 desk, 3 chairs, 3 flipcharts, and overhead projector, 4 speakers, 2 microphones, slideshow) 3 smaller seminar rooms (each 7 occupancy)* 1 disabled facility 1 technical assistant *Notepad, pens and mints in all meeting or seminar conference rooms I will look forward to read the receipt of booking confirmation, and pro-forma invoice. Thanks. Best wishes, Manager Corporate Travel Services Dept. Universal Airlines English for Business

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English for Business: Case Studies Unit 3 Organisation: Case Study on Auric Bank Auric Bank Organisational Improvement: Outsource the Call Centre Executive Summary Auric Bank (AB) should cut costs so there will be increase in business efficiency to meet and exceed customer satisfaction in of price and quality. Due to the investment in unprofitable areas of business, AB is facing business turndown and decline in sales/profits. The decision taken is to outsource the call centres, which are the three options out of four to prove savings from changes. Introduction This short report will look at: • Summary of four options • Findings in four options • Recommendations to implement selected option Findings There are advantages and disadvantages of each and once selected, there are solutions that will enable in overcoming these advantages by means of training and development. The determination of reduce in the pricing level is due to difference between costs and savings with total investment of £ 19 million (£ 16 million - £ 3 million). The level of savings is high for fourth option (X-source India) and there can be use of certain amount from savings to make investment to overcome challenges in implementing this organisational change. Option Call Centre Costs £ Savings £ Reduce Pricing Level 1. In-house 16 million 3 million 0.1875 2. SA 8 million 11 million 1.375 3. Scotland 10 million 9 million 0.9 4. India 5.5 million 13.5 million 2.45 Conclusion In conclusion, the contract with company based in India costs cheaper than the one in SA or Scotland outsourcing contracts and this will enable higher savings by allowing AB to increase profit margin and reduce pricing level. Therefore, AB will gain customer satisfaction and earn profit with improvement in business and earning. The recommendations will be help in implementing best-selected option and overcome disadvantages or limitations. There is best option that will ensure that AB will gain profit and customer satisfaction within a year. Recommendations The recommendation is that AB should take into consideration for outsourcing the call centre to a company based in India. In order to overcome challenges, difficulties and disadvantages while implementing this change; the recommendations are meeting unions (overcome trouble), training employees of call centre (improve product awareness, employee professionalism, & quality customer service), meeting English for Business

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English for Business: Case Studies stakeholders, and marketing (reduction in costs, products as per customer needs, and quality assurance).

Unit 4 Change: Case Study on Acquiring Metrot Action minutes Minutes of the management meeting Date 26 April Venue Cornerstone Group, Conference Room 3A Present Group A (Whitman and new managers) Group B (Senior Executives of Metrot) 1 Problem Background Action The problems that needs to be resolved with clear Group A and B communication and avoiding misunderstanding in factory inspection, redundancies, further changes, and management style. 2 Practical Suggestions There are four problems and each group should contribute two suggestions for each problem. Group A should voted for suggestions from Group B and vice versa. 3 Efficient change management It shows that there is lack of communication and employee motivation. Next meeting: May 3, 2010

Deadline 30 April

Group A and B

30 April

HRM, Group A and B

30 April

Action plan The below action plan stages planned as per suggestions and discussions made: May October • Training and awareness on goals, objectives • Surveying employee and strategy, and opportunities in European satisfaction and complains or market suggestions • Training employees on change management • Results comparison with for adaptation and improvement previous survey • Communication defining and management style adapting June November • Surveying employee satisfaction, motivation • Redo actions similar actions and redundancy rate in July • Evaluating effectiveness of trainings delivered July • Results evaluation and outcome analysis • Action implementation for increasing employee motivation and retention with

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December • Employee loyalty bonus and celebration

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English for Business: Case Studies reduction in complain rate August • Measure turnover and termination rate prior to awareness sessions and status

Unit 5 Money: Case Study on Angel Investments From: [email protected] Subject: Investment Recommendations Attachment: Business Analyst Report & Share Price Data Dear Mr. Richmond, The recommended companies in potential ranking as per discussion with the directors are Technoprint, Unibrand and OLF. AV not recommended because the company is having debts and their previous performance was unfavourable. However, it is risky to make investment in OLF but due to their plans and initiatives, it can be included due to expected boost in their business performance. Technoprint and Unibrand are ranking high with potential growth due to their tremendous continuous achievements during the last 3 years. Both the companies are meeting and exceeding their sales targets with yearly definite profits and good earning per share. I will look forward to read your and approval on our decisions. Thank you. Yours faithfully, Angel Investments Director Angel Investments Enclosure: Business Analyst Report & Share Price Data

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English for Business: Case Studies Unit 6 Advertising: Case Study on Focus Advertising • • •

•

•

Key message: The key message is to avoid eating unhealthy food or junk food and select the best restaurant offering healthy food for personal or professional dinning. The foods offered at Country Restaurant are healthy that are consisting of vegetarian and low fat dishes. The offering is in very clean and smoke free environment showing the sign of healthy living. Unique Selling Point: Change the way you eat and bring on healthy life. You can do better in your personal and professional life and Country Restaurant is the best place you can dine with your friends and family. You will pay reasonable and live with practically healthy heart and brain fitness. Media use: TV Commercials The commercial will show young sick person working and returning home tired after eating in unknown restaurant. While healthy old man conducting business meeting at Country Restaurant displaying firm hand shaking proving the well-being of old man due to healthy eating. Flashing Country Restaurant logo and slogan “Eat health, Live healthy at Country Restaurant”. Internet The restaurant’s website is the source with detailed information on menus, images, price and discounts or coupons. The website will contain online diet checker where customers can fill it to determine best match of dishes for lunch or dinner. Cinema Flashing mouth watering dishes (salad, appetizer, meal, sweet, etc.) and restaurant slogan and logo. During the start of the campaign, there will be 50 VIP coupons for visitors of couple including children to redeem during their second visit. There will be normal check-up (BP, Sugar, etc.) in the booth or stall for making suggestions of healthy and suitable dishes meeting specific need.

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English for Business: Case Studies Unit 7 Cultures: Case Study on Visitors from China From: [email protected] Subject: Visit Programme

To: [email protected]

Dear Mr. Chung, 你好吗？ We are delighted to know about conformation of your visit. Our team worked together to develop daily programme and eagerly looking forward to meet you. Programme Arrival gathering and trip to Toyworld offices Mini-Presentation 1st day, introduction 2nd day, business plans 3rd day, business performance and forecasts 4th day, a word from Mr. Chung Lunch

Timing 09: 30 am

Briefing Introduction of Senior Managers

11:30 am

Get to know more on Toyworld and snacks or coffee / tea

12:30 pm

Lunch gathering Managers End of the day

Thanks god, nothing to do after 01:00 pm lunch and get to explore US locations or tourist areas…

with

Senior

I will look forward to read your opinion on drafted programme and looking forward to meet you soon. 谢谢。. Kind regards, Marketing Manager Toyworld

NOTE: The above translation indicates 你好吗？as How are you? and 谢谢。. as Thank you.

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