Download U1S09_S10_Lesson_2 - U1S09-2010

Business English Upper Intermediate
U1S09
John Silberstein
[email protected]
Agenda
•Listening Exercise
•Planning: Planning Tools
Listening Exercise
BBC Business Daily
Questions
Why is global demand for oil down?
What does this do to the price of oil?
What does the Secretary General say about the recession and the recovery?
When does he see the real recovery beginning?
What does he say about the growth in the United States?
What does the SecGen say about investment?
How does Opec enforce oil production quotas with their members?
Where did Opec meet last?
How well have Opec members complied with the agreed quotas?
What three things does the NFL do to ensure that the teams remain profitable
and competitive?
Listening Exercise
BBC Business Daily
Questions
How well have Opec members complied with the agreed
quotas?
What three things does the NFL do to ensure that the
teams remain profitable and competitive?
What is the problem with smart phones?
What does the cheap Nokia phone do that the smart
phones do not?
How do you feel about smart phones? Would you want a
basic phone?
Marketing: 4 Ps
Planning Tools: SWOT
Strength
attributes of the person or company that are helpful to achieving the
objective.
Weaknesses
attributes of the person or company that are harmful to achieving the
objective.
Opportunities
external conditions that are helpful to achieving the objective.
Threats
external conditions which could do damage to the objective.
Marketing: 4 Ps
Planning Tools: SWOT
Strength
attributes of the person or company that are helpful to achieving the
objective.
Weaknesses
attributes of the person or company that are harmful to achieving the
objective.
Opportunities
external conditions that are helpful to achieving the objective.
Threats
external conditions which could do damage to the objective.
Marketing: 4 Ps
Products: SWOT
Strength
A strength could be:
Your specialist marketing expertise.
A new, innovative product or service.
Location of your business.
Quality processes and procedures.
Any other aspect of your business that adds value to
your product or service.
Marketing: 4 Ps
Products: SWOT
Weakness
A Weakness could be:
Lack of marketing expertise.
Undifferentiated products or services (i.e. in relation
to your competitors).
Location of your business.
Poor quality goods or services.
Damaged reputation.
Marketing: 4 Ps
Products: SWOT
Opportunity
An Opportunity could be:
A developing market such as the Internet.
Mergers, joint ventures or strategic alliances.
Moving into new market segments that offer improved
profits.
A new international market.
A market vacated by an ineffective competitor.
Marketing: 4 Ps
Products: SWOT
Simple rules for successful SWOT analysis.
Be realistic about the strengths and weaknesses of your
organization when conducting SWOT analysis.
SWOT analysis should distinguish between where your
organization is today, and where it could be in the future.
SWOT should always be specific. Avoid grey areas.
Always apply SWOT in relation to your competition i.e. better than
or worse than your competition.
Keep your SWOT short and simple. Avoid complexity and over
analysis.
SWOT is subjective.
Marketing: 4 Ps
Products: SWOT
Example: Starbucks
Strengths:
Starbucks Corporation is a very profitable organization, earning in
excess of $600 million in 2004.
Weaknesses:
Starbucks has a reputation for new product development and
creativity.
Opportunities:
New products and services that can be retailed in their cafes, such
as Fair Trade products.
Threats:
Starbucks are exposed to rises in the cost of coffee and dairy
products.
Marketing: 4 Ps
Products: SWOT
Example: Nike
Strengths:
Nike is a very competitive organization. Phil Knight
(Founder and CEO) is often quoted as saying that
'Business is war without bullets.
Weaknesses:
The organization does have a diversified range of sports
products.
Opportunities:
Product development offers Nike many opportunities.
Threats:
Nike is exposed to the international nature of trade.
Marketing: 4 Ps
Products: SWOT
Group Exercise
Break into groups of 3 or 4
As a group, choose a product
or company and complete a
SWOT Analysis.