Market Leader Intermediate 3rd edition SB

ACTIVITY FILE
11 leadership, Case study, page 111
Director 2
In your opinion, the company should do the following:
o
o
o
o
Buy smaller specialist companies and build them up, e.g. firms making golf bags and
balls. There will be less competition in selling these products.
Reduce the company's endorsements of top sportspeople. Instead, it should pay well·
known sportsmen and women to advise the company on new products. This will lead
to more product innovation.
Focus more on developing products with revolutionary designs and higher prices. This
will help to improve profit margins.
Keep the present style of management and introduce a cost·cutting programme, with
the aim of reducing costs by 20% in the next year to help profitability.
Prepare your presentation. You may add any other ideas of your own for improving the
company's performance.
12 Competition, Case study, page 119
Supplier1
You represent Rashid Singh Enterprises. These are the terms you can offer.
o
o
o
o
Delivery: by sea; 1,000 necklaces and bracelets immediately on receipt of an order,
remaining 4,000 by 15 November; earrings: 3,000 by 30 November - products not
available from stock, as important customers have already placed orders.
Trade discount of 2% off list prices
Returned goods: unsold goods may be returned within one month and the amount
credited to the customer's account.
Guarantee: one year (bracelets, earrings), but two years for necklaces
1 Brands, Skills, Exercise 0, page 11
Student C
In your opinion, the Cecile line has a lot of sales potential. You think the products and
brand name are excellent. However, you believe the products are not promoted in the right
way and not sold in places which reflect the high status of the jewellery. You want:
o
o
o
o
o
to pay a famous film star to endorse the jewellery and wear it as often as possible.
to spend a lot of money on a creative television commercial to advertise the jewellery.
to sell the jewellery only in a limited number of high·c1ass jewellery and department
stores and at airports.
to have a new slogan which reflects the upmarket status of the jewellery.
a top designer to create a new range of jewellery which can be sold under the Cecile
brand. You think the present range is too limited.
4 Organisation, Skills, Exercise F, page 41
Student 0
This is your first time at this conference. You don't know anyone.
1 Decide on the following:
• company name
o
department you work for
o
activity / area of business
• recent activities
2 Introduce yourself (and your company) to people at the conference. You enjoy talking
about your company. You are looking for new business contacts.
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