1、学术英语学术英语 管理管理Corporate Strategies3Corporate StrategiesCorporate strategies are vital for the success of a business, and different businesses have different strategies. Wal-Mart amultinational retailer, Starbucks a coffee chain store, and Facebook a social networking service and website, for example,
2、have very different strategies to ensure their respective success.There is, however, something common to all successful corporatestrategies despite the seeming differences. You can find it out byyourself after reading the three stories in this unit.Unit 3Corporate StrategiesUnit Contents Lead-in Tex
3、t A Text B Text C Listening Writing SpeakingUnit 3Corporate Strategies Lead-inActivityUnit 3Corporate StrategiesLead-inActivity Visit the official Wal-Mart website http:/ Scan the webpages and fill in the following table.Number of retail unitsNumber of employeesNumber of countries that haveWal-Mart
4、storesFiscal year2012 salesWal-Martpurpose Text A Critical reading and thinking Supplementary information Overview Discussion Language building-up Specialized vocabulary Signpost language Formal EnglishWal-Marts Foreign ExpansionUnit 3Corporate StrategiesUnit 3Corporate StrategiesText Asupplementary
5、 information Ansoff Growth MatrixCritical reading and thinkingMichael Porters three generic strategiesMarket penetrationMarket developmentProduct developmentDiversificationUnit 3Corporate StrategiesText Asupplementary information Ansoff Growth Matrix Critical reading and thinking(安索夫矩阵安索夫矩阵 )The Ans
6、off Growth matrix is a tool that helps businesses decide their product and market growth strategy.Ansoffs product/market growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets.Unit 3Corporate StrategiesText Asupplement
7、ary information Critical reading and thinkingAnsoff growth matrixUnit 3Corporate StrategiesText Asupplementary information Market penetrationCritical reading and thinkingMarket penetration (市场渗透市场渗透 ) is the name given to a growth strategy where the business focuses on selling existing products into
8、 existing markets. e.g. Maintain or increase the market share of current products; Restructure a mature market by driving out competitors; Unit 3Corporate StrategiesText Asupplementary information Market developmentCritical reading and thinkingMarket development (市场开发市场开发 ) is the name given to a gr
9、owth strategy where the business seeks to sell its existing products into new markets. e.g. Exporting the product to a new country; New distribution channels; Different pricing policies to attract different customers Unit 3Corporate StrategiesText Asupplementary information Product developmentCritic
10、al reading and thinkingProduct development (产品延伸产品延伸 ) is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal t
11、o existing markets.Unit 3Corporate StrategiesText Asupplementary information DiversificationCritical reading and thinkingDiversification (多角化经营多角化经营 ) is the name given to the growth strategy where a business markets new products in new markets.Unit 3Corporate StrategiesText Asupplementary informati
12、on Michael Porters three generic strategiesCritical reading and thinkingAccording to Michael Porter, Harvard academic, business guru, strategist and author, the purpose of strategy was to gain and defend some form of competitive advantage. There are three generic forms of corporate strategy. Unit 3C
13、orporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingStrategy 1: Cost Leadership having lower costs than any other competitor enables either superior profits or a capacity to offer lower prices e.g. Ryan air, Asda and Wal-mart Unit 3
14、Corporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingStrategy 2: Differentiation being able to offer customers something different to anyone else in the market, as long as it is something that customers value and will prefer Unit 3C
15、orporate StrategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingStrategy 3: Focus being acknowledged as a specialist and having expertise and knowledge of particular customers or activities and processes that are highly prized Unit 3Corporate S
16、trategiesText Asupplementary information Michael Porters three generic strategiesCritical reading and thinkingUnit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingSam Walton a small store in Bentonville, ArkansasIn 1992, Wal-Mart would be the worlds
17、 largest retailer. Single-minded focus on low prices: In everything we do, we are driven by a common mission: we save people money so they can live better.LocationEmployees: 21 million peopleStores 4,200 stores in the US; 3,600 in the rest of the worldWal-Mart serves customers and members more than
18、200 million times per week at more than 10,130 retail units under 69 different banners in 27 countries. With fiscal year 2012 sales of $443 billion, Wal-Mart employs 2.2 million associates worldwide.Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and think
19、ingWal-Mart702 SW 8th StreetBentonville, Arkansas 72716-8611479-273-4000http:/Unit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading and thinkingOperations Strategy at Wal-MartUnit 3Corporate StrategiesText AOverview General information about Wal-MartCritical rea
20、ding and thinkingWal-Mart Mexico strategies Local adaptation/customization In Mexico: meeting the local conditions, hiring local managers; building smaller stores that people could walk to; more fresh produceUnit 3Corporate StrategiesText AOverview General information about Wal-MartCritical reading
21、and thinkingWal-Mart China strategies Local adaptation/customization In China: adapt its merchandising and operations strategy to mesh with Chinese culture, e.g. more fresh produce; unionization (union workers cost more to Wal-Mart!) Plus persistenceUnit 3Corporate StrategiesDiscussionText ACritical
22、 reading and thinking According to Ansoff Growth Matrix, what is Wal-Marts foreign expansion? New markets: Mexico, China, Germany, South Korea, Great Britain (Market development)New products: fresh produce (Product development) e.g. meat, tortillas, live turtlesUnit 3Corporate StrategiesDiscussionTe
23、xt ACritical reading and thinking Of Michael Porters three generic strategies, which one does Wal-Mart use? cost leadership, or differentiation, or niche strategiescost leadership - a strategy of everyday low prices - single-minded focus on low pricesUnit 3Corporate StrategiesDiscussionText ACritica
24、l reading and thinking What are the key success factors of such a strategy?Wal-Mart . has built its success on a strategy of everyday low prices, and highly efficient operations, logistics, and information systems (key success factors) that keeps inventory to a minimum and ensures against both overs
25、tocking and understocking.Unit 3Corporate StrategiesDiscussionText ACritical reading and thinking Why did the strategy fail in Britain, Germany, and Great Britain?strong local competitorsconsumers prefer high-quality products, not as attracted by its discount strategyUnit 3Corporate StrategiesSpecia
26、lized vocabularyText A Language building-upMatch the words and phrases in Column A with the definitions in Column BgcbefhdaiUnit 3Corporate StrategiesText A Language building-upSignpost language Comparison and contrastUnit 3Corporate StrategiesText A Language building-upSignpost language Comparison
27、and contrastComplete the following sentences with the correct form of the words and expressions in the above box. There may be more than one correct answer.1 Many consumers also lacked cars, and did not buy in large volumes _ consumers in the United States _. 2 After the hugs and kisses of the team-
28、members, the award ceremony was, _, cold and flat. 3 The festival has been a great success, _ last year when it rained non-stop.4 The cost of these planes is 3 million, _ the 2 million charged by their competitors.asdidin contrastunlikeas opposed toUnit 3Corporate StrategiesFormal EnglishText A Lang
29、uage building-upThe following sentences are selected from Text A. Replace the underlined formal words with less formal ones.change; attractivearguedgoodsUnit 3Corporate StrategiesFormal EnglishText A Language building-upThe following sentences are selected from Text A. Replace the underlined formal
30、words with less formal ones.the truth isaccepthas announced officiallyUnit 3Corporate StrategiesSuggested answersText A Critical reading and thinkingText A tells the Wal-Mart story to illustrate how corporate strategies adapt to local culture. The story mainly draws on the cases of Mexico and China.
31、 Now read the text and fill in the blanks in the following table.Wal-Mart general strategiesWal-Mart Mexico strategiesWal-Mart China strategieseveryday low pricesh i r i n g l o c a l managersdisplaying the meat uncovered, fresh produceefficient operations, l o g i s t i c s , a n d information syst
32、emsbuilding smaller stores that people could walk tounionizationmore fresh produceUnit 3Corporate StrategiesSuggested answersText A Critical reading and thinkingDecide whether the following statements are true (T) or false (F) according to Text A.1 Wal-Mart avoids overstocking and understocking by s
33、elling low-quality, cheap goods. 2 Employing too many people and opening too many stores were two reasons that slowed down Wal-Marts growth in the U.S. 3 Wal-Mart succeeded in changing Mexicos shopping culture. 4 People in some developed countries turn their noses up at Wal-Marts goods because they
34、think such goods are of inferior quality. 5 Wal-Marts expansion in China has been a success from the very beginning. 6 Chinese customers behave similarly to Europeans. 7 Wal-Mart sales soared in China because it changed its way to sell fresh produce. 8 Trust-Mart was pushed out of business by Wal-Ma
35、rt. FFTTFFTFUnit 3Corporate StrategiesSuggested answersText A Language building-upComplete the following sentences with the correct form of the above expressions.1 plays an important role in determining whether acompany is selling new products in a new or existing market.2 are no doubt dependent upo
36、n culture, education,and individual tastes among other factors.3 In a , two or more “parent” companies agree to share capital, technology, human resources, profits and losses for the purpose of executing a particular business undertaking.4 The benefits of are obvious in that foreign suppliers can he
37、lp cut costs, opening a new office overseas can boost revenue, and inking a contract with a foreign partner can bring expertise and contacts to the business at minimal cost as well.5 are changing in troubled times and now peopleneed to control their impulses for shopping.6 play an important role in
38、retail sales by attracting attention through the physical display of products.Growth strategy Consumer preferencesjoint venture international expansionShopping behaviorsMerchandising strategiesUnit 3Corporate Strategies Text B Starbucks Foreign Direct Investment Critical thinking and reading Researc
39、hingUnit 2 MarketingText B Critical reading and thinkingsupplementary information Growth/Internationalization strategiesDo it on ones own (organic growth, greenfield investment)Do it with a partner (joint venture, franchising 特许经营, licensing 许可经营) Mergers & Acquisition (M&A)Unit 2 MarketingText B Cr
40、itical reading and thinkingsupplementary information comparing licensing with franchising franchiseelicenseerelationship with parent companyclosenot so closerights to parent companys logo and trademarkyesnorepresenting parent companys brand and imageyesnotraining and support from parent companymorel
41、essterritorial exclusivityyesnoinitial investmenthighlowongoing charges by parent companyroyalty over profitfrequent purchase of productsUnit 3Corporate StrategiesText B Critical reading and thinking According to Michael Porters three generic strategies (cost leadership, differentiation, niche ), wh
42、ich one does Starbuck adopt? Over view Out of the three generic strategies, Starbucks adopts differentiation: premium coffee & related products; tastefully designed coffeehouse settings; motivated employees who provide superior customer services (Para. 1)Unit 3Corporate StrategiesText B Critical rea
43、ding and thinkingOver viewStarbucks corporate strategiesProducts:Customer service:Employee:International expansionUnit 3Corporate StrategiesText B Critical reading and thinkingOver viewStarbucks international expansion Japan: when licensing failed to give Starbucks sufficient control, the JV model w
44、as adoptedBritain: acquisition of Seattle CoffeeOther Asian countries: licensing, JV, wholy-owned subsidiaries (Singapore, Thailand, China, etc.)Mainland Europe: JV (Switzerland)Unit 3Corporate StrategiesSuggested answersText B Critical reading and thinkingRead Text B and then fill in the table that
45、 summarizes Starbucks corporate strategies.StarbucksStrategiesProductsSelling its own premium coffee & beverages, along with a variety of pastries, coffee accessories, teas, and other products in a tastefully designed coffeehouse settingC u s t o m e r serviceProviding superior customer serviceEmplo
46、yeeEmphasizing employee hiring and training programs offering employees stock option grants and medical benefitsInternational expansionMaking sure overseas operations replicate the Starbucks experienceFranchising, joint ventures with local partners or wholly owned subsidiaries depending on local con
47、ditionsUnit 3Corporate Strategies Text C Why Facebook WonUnit 3Corporate StrategiesSuggested answersText C Compare R with Facebook and try to see if it has similar features to Facebook.Email domain authentication:Real relationships:Privacy settings:Exclusiveness:Answer Key (Suggested Answers)R share
48、s all these features with Facebook. Unit 3Corporate StrategiesSuggested answersText C Listen to the lecture again and complete the following notes.Managers are hired by an organization to control the running of the operations of an organizationTypes of managers:Some specialize in particular technica
49、l functionsSome prefer to work in general managementSkills of managers:Skills to implement the techniquesSkills of analysisSkills of dealing with peopleSkills of coping with the environmentSkills of managing their own limited resourcesUnit 3Corporate StrategiesSuggested answersText C Complete the fo
50、llowing sentences with the correct form of the above expressions.Functions of managers:To coordinate and integrateTo accumulate large quantities of dataTo set priorities To controlTo communicateTo make decisionsTo solve problemsTo understand the activities and techniques which are crucial to their o
