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学术英语管理CorporateStrategies3CorporateStrategiesCorporatestrategiesarevitalforthesuccessofabusiness,anddifferentbusinesseshavedifferentstrategies.Wal-Mart—amultinationalretailer,Starbucks—acoffeechainstore,andFacebook—asocialnetworkingserviceandwebsite,forexample,haveverydifferentstrategiestoensuretheirrespectivesuccess.Thereis,however,somethingcommontoallsuccessfulcorporatestrategiesdespitetheseemingdifferences.Youcanfinditoutbyyourselfafterreadingthethreestoriesinthisunit.Unit3CorporateStrategiesUnitContents•Lead-in•TextA•TextB•TextC•Listening•Writing•SpeakingUnit3CorporateStrategies•Lead-inActivityUnit3CorporateStrategiesLead-inActivity•VisittheofficialWal-Martwebsite•TextA─Criticalreadingandthinking•Supplementaryinformation•Overview•Discussion─Languagebuilding-up•Specializedvocabulary•Signpostlanguage•FormalEnglishWal-Mart’sForeignExpansionUnit3CorporateStrategiesUnit3CorporateStrategiesTextAsupplementaryinformationAnsoffGrowthMatrixCriticalreadingandthinkingMichaelPorter’sthreegenericstrategiesMarketpenetrationMarketdevelopmentProductdevelopmentDiversificationUnit3CorporateStrategiesTextAsupplementaryinformationAnsoffGrowthMatrixCriticalreadingandthinking(安索夫矩阵)•TheAnsoffGrowthmatrixisatoolthathelpsbusinessesdecidetheirproductandmarketgrowthstrategy.•Ansoff’sproduct/marketgrowthmatrixsuggeststhatabusiness’attemptstogrowdependonwhetheritmarketsneworexistingproductsinneworexistingmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationCriticalreadingandthinkingAnsoffgrowthmatrixUnit3CorporateStrategiesTextAsupplementaryinformationMarketpenetrationCriticalreadingandthinking•Marketpenetration(市场渗透)isthenamegiventoagrowthstrategywherethebusinessfocusesonsellingexistingproductsintoexistingmarkets.e.g.Maintainorincreasethemarketshareofcurrentproducts;Restructureamaturemarketbydrivingoutcompetitors;Unit3CorporateStrategiesTextAsupplementaryinformationMarketdevelopmentCriticalreadingandthinking•Marketdevelopment(市场开发)isthenamegiventoagrowthstrategywherethebusinessseekstosellitsexistingproductsintonewmarkets.e.g.Exportingtheproducttoanewcountry;Newdistributionchannels;DifferentpricingpoliciestoattractdifferentcustomersUnit3CorporateStrategiesTextAsupplementaryinformationProductdevelopmentCriticalreadingandthinking•Productdevelopment(产品延伸)isthenamegiventoagrowthstrategywhereabusinessaimstointroducenewproductsintoexistingmarkets.Thisstrategymayrequirethedevelopmentofnewcompetenciesandrequiresthebusinesstodevelopmodifiedproductswhichcanappealtoexistingmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationDiversificationCriticalreadingandthinking•Diversification(多角化经营)isthenamegiventothegrowthstrategywhereabusinessmarketsnewproductsinnewmarkets.Unit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinking•AccordingtoMichaelPorter,Harvardacademic,businessguru,strategistandauthor,thepurposeofstrategywastogainanddefendsomeformofcompetitiveadvantage.Therearethreegenericformsofcorporatestrategy.Unit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinking•Strategy1:CostLeadershiphavinglowercoststhananyothercompetitorenableseithersuperiorprofitsoracapacitytoofferlowerpricese.g.Ryanair,AsdaandWal-martUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinking•Strategy2:Differentiationbeingabletooffercustomerssomethingdifferenttoanyoneelseinthemarket,aslongasitissomethingthatcustomersvalueandwillpreferUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinking•Strategy3:FocusbeingacknowledgedasaspecialistandhavingexpertiseandknowledgeofparticularcustomersoractivitiesandprocessesthatarehighlyprizedUnit3CorporateStrategiesTextAsupplementaryinformationMichaelPorter’sthreegenericstrategiesCriticalreadingandthinkingUnit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinking•SamWalton•asmallstoreinBentonville,Arkansas•In1992,Wal-Martwouldbetheworld’slargestretailer.•Single-mindedfocusonlowprices:Ineverythingwedo,wearedrivenbyacommonmission:wesavepeoplemoneysotheycanlivebetter.•Location•Employees:21millionpeople•Stores4,200storesintheUS;3,600intherestoftheworld•Wal-Martservescustomersandmembersmorethan200milliontimesperweekatmorethan10,130retailunitsunder69differentbannersin27countries.•Withfiscalyear2012salesof$443billion,Wal-Martemploys2.2millionassociatesworldwide.Unit3CorporateStrategiesTextAOverview—GeneralinformationaboutWal-MartCriticalreadingandthinking•Wal-Mart702SW8thStreetBentonville,Arkansas72716-8611479-273-4000•—GeneralinformationaboutWal-MartCriticalreadingandthinkingOperationsStrategyatWal-MartUnit3Corporat