chapter-12-Business-Letters-and-Presenting-Informa

Unit12BusinessLettersandPresentingInformationNEUSchoolofBusinessAdministration2/Chapter12BackgroundDonischairingameetingwiththeBigBossprojectdevelopmentgroupwhichincludesKate,Derek&Edward.Inthefirstpartoftheirmeeting,theyhaveanalyzedtheircompetitorJKToyswithproductofDealerDan.TheyhavereachedanagreementonthecompetitiveadvantagesoftheirrivalandnowtheyhavetofigureoutwhatbusinessstrategytheyshouldadopttoreacttoDealerDan.NEUSchoolofBusinessAdministration3/Chapter12PROPOSINGSOLUTIONSTOPROBLEMS提出问题解决方案MAKINGCOMPARISONS进行比较UNDERSTANDINGBUSINESSLETTERS理解商务信函ORGANISINGINFORMATIONINALETTER安排信函内容ObjectivesNEUSchoolofBusinessAdministration4/Chapter12Inthisunit...Don,Kate,DerekandEdwarddiscusssolutionstotheproblemsofDealerDan.Clivetelephonesthemonhismobilephone.ClivedictatesanimportantlettertoMr.SmithNEUSchoolofBusinessAdministration5/Chapter12Newwordsandexpressionsoutline概述，概括situation局面，处境advantage有利地位summarize总结influence影响exploit利用，开发aplanofaction行动计划stepahead领先一步tooutlineastrategy想出一条对策marketshare市场份额，市场占有率immediate立即的，当务之急doone’ssums清醒的思考，根据事实做出合乎逻辑的结论reconsider重新考虑reject拒绝coincide同时发生，与...一致exclusivity独家经营权discount打折，减价commission佣金marketprofile市场概况、趋向mailingdate邮寄日期inthelightof鉴于，由于，根据mountacampaign发动一场战役NEUSchoolofBusinessAdministration6/Chapter12NEUSchoolofBusinessAdministration7/Chapter12Whatwillhappeninthemeeting?DerekhasgivenathoroughexaminationandanalysisonDealerDan.AndKatehassomeideasaboutthemarketingstrategyofJKToys,sodoesEdward.Whatarethey?Technology:Designandconceptofthetoy:Packaging:Promotionalstrategy:PricingStrategy:MarketingPlan:NEUSchoolofBusinessAdministration8/Chapter12Whatwillhappeninthemeeting?DONBRADLEY:Wehaven'tdecidedonaplanofactionyet.Wemustoutlineastrategy,butfirstletmesummarieswhatwe'resaidsofar.Thisisacriticalsituation.WeknowthatJ.K.Toysareplayingtowin.Andweknowthatrightnowtheyhavetheedge.So,let'slookatthedownside.Whataretheiradvantages?Theyhavealargermarketshare;theyhaveacheaperproduct;theyhaveanearlierlaunchdate,andwethinktheyhavealargeradvertisingbudget.KATEMCKENNA:Theirstrategyisveryclear:theywantourshareofthemarket,boththeEuropeanmarketandtheexportmarket.DONBRADLEY:Wecannotletthemsucceed.Wehavetoconsiderwhichofthesefactorswecaninfluence.Kate,anyideas?KATEMCKENNA:Therearetwoimmediatethingswecando:wecanincreaseouradvertisingbudgetandbringforwardthelaunchdate.DONBRADLEY:Derek,isthatfeasible?DEREKJONES:Idon'tthinkso.NEUSchoolofBusinessAdministration9/Chapter12DerekhasgivenathoroughexaminationandanalysisonDealerDan.AndKatehassomeideasaboutthemarketingstrategyofJKToys,sodoesEdward.Whatarethey?Technology:similarDesignandconceptofthetoy:nobasicdifferencePackaging:brightercoloursPromotionalstrategy:biggeradbudget,largeTVAdCampaignPricingStrategy:muchlowerMarketingPlan:earlierlaunchdateNEUSchoolofBusinessAdministration10/Chapter12ClivehassucceededinelicitingsomeimportantinformationaboutJKToys.Whatarethey?NEUSchoolofBusinessAdministration11/Chapter12CLIVEHARRIS:I'vegotsomenewsforyouall.DONBRADLEY:Okay,justasecond.I'llswitchonthespeaker.Okay,Clive,goahead.CLIVEHARRIS:I'vegotsomeusefulinformationfromPeterDay:firstofall,Ithinkthey'removingtoofast.Theyhaven'tdonetheirsums.DEREKJONES:Clive,thisisDerek.Doyouknowhowlargetheirproductionrun'sgoingtobe?CLIVEHARRIS:It'sgoingtobearound300,000units.DEREKJONES:That'saboutwhatwehoped--morethan450,000andwe'vegotproblems.KATEMCKENNA:ThisisKate.I'vegotaquestion.CLIVEHARRIS:Goahead,Kate.KATEMCKENNA:Wereyouabletofindoutanythingabouttheiroverseasmarketingstrategy?CLIVEHARRIS:Well,I'lltellyouthis,Kate:theywon'tcracktheAmericanmarket--we'reafewstepsaheadofthemthere,andIwantyoutoexploitthatadvantage--youneedtogetouttherefast.LookI'llringoffnow.I'llgetbacktotheofficeassoonasIcan.NEUSchoolofBusinessAdministration12/Chapter12DONBRADLEY:Themostimportantthingnowistoletallofthesalesforceknowaboutthischangeinourgameplan.Jenny,weneedtowritethematonce.Weneedtogivethemsomeofthebackgroundtothis--aboutwhatJ.K.Toysareplanning,andaboutournewmarketingstrategy--that's1.thelaunchdate2.thepricecut.And3.theincreasedadvertisingbudget.KATEMCKENNA:WeneedtomakeitclearthatBigBossisanabsolutepriority.DONBRADLEY:Jenny,couldyoumakeadraftofthatandwe'llgetitoutassoonaspossible.Edward,you‘vebeenveryquite.Whatelsecanwedoinmarketing?EDWARDGREEN:WemustgetintoSmith'scatalogue.He'schosenDealerDanandhe'sdecidednottoincludeBigBoss.KATEMCKENNA:Idon'tthinkhe'llchangehismindnow.CLIVEHARRIS:I'lldealwithMr.Smith.I'llwritetohimstraightafterthemeetingandletyouhaveacopy.NEUSchoolofBusinessAdministration13/Chapter12WhatincentivesofferedtoMr.Smith?Duringthemeeting,BiburySystemsstaffhavecometoanagreementonchangesinBigBossmarketingstrategy.Atthispoint,ClivethinksitnecessarytosendthisinformationtoMr.Smith,hopingthatMr.SmithwillreconsiderhisdecisiononwhetherDealerDanorBigBosstobeputintohisSpringEdition.NEUSchoolofBusinessAdministration14/Chapter12CLIVEHARRIS:Jenny,I'dliketodictatealetterwhichneedstobefaxedassoonaspossibletoMr.Smith.JENNYROSS:Right,I'mready.CLIVEHARRIS:DearMr.Smith,Ihavelearnedthatyouhavedecidedtoselect