HND GU1大综合 答案!.doc

你1.RWD Companys external environment and response measures. Asda announced that, in future, it would buy all its milk from Alra Foods. RWD Company lost 15% of orders for the contract. RWD companies looking for high growth rate of two customers, to make up弥补 for the Asda. Responses are looking for short-term temporary new customers. In order to maintain profits ，in a short time should look for a new temporary customer to ensure确保 product sales, the temporary customers to develop long-term customers. Long-term need to develop new customers, the development of the supermarkets long-term cooperation. Supermarket product demand需求 is very stable稳定, and very larger, so Rs should focus on looking for stable long-term customers.The price reduction下降 by Arla. Affect RWD Company product prices, and affect our customer relationships and supply of raw materials原材料. Response are Short-term price reduction. Short-term price cuts will affect our profits, but in order to maintain market share, loss of some benefits利益 is still good. Long-term need to improve the competitiveness of enterprises, rich kinds and improve efficiency效率. RWD companies should be the introduction new technologies to ensure milk production and improve productivity生产力 inorder to cope with应付 milk prices. Milk products should be more kinds of flavors口味 to meet different consumer needs, to attract more consumers to buy our milk products.In late 2004, First Milks, a Scottish milk co-operative, began negotiations谈判 to buy 15% of shares in RWD. Purchase购买 is successful. RWD Company has a reliable可靠的 supplier of milk, can provide提供 low-cost high-quality milk. Responses are Short-term low-price purchase of First Milk high-quality milk production. Long-term is development cooperation with the First Milk Company to buy shares. RWD company can buy the First Milk share, can be cooperation more better. Industry产业 will become more diversification多样化, adding to the supply of raw milk market, the companys production and sales are good.Competition Commission conducted进行an inquiry of the RWD Company. Responses are short-term is cooperate with the inquiry. Actively cooperate in the inquiry, try to shorten the inquiry time. Long-term enterprises should pay attention to compliance服从 with the law, Acquisition in milk, milk manufacturing制造业 sectors部门 strictly严格的 with the procedures程序 related to the milk processing 加工industry。RWD companys customer has changed. the main customers is a large supermarket. Responses are short-term affect the companys marketing. The companys marketing should be more kinds to meet market competition. Long-term should development cooperate with supermarket. Large supermarket milk is a lot of demand, the supermarkets customers will be more competitive, product sales will be more, to maintain good cooperation with the supermarket is good. now, the supermarket is irreplaceable不可替代的.2Restructuring and marking Advantage :1) Companys main customer is market. So they dont set up Marketing Department. They should focus on institutional market团购 and not sale market. Institutional market is important. For example, RWD do well 。RWDs main customer is market. So they focus on institutional market. Also institutional market is good and without trouble.2)Companys core products are liquid milk. After organizational adjustments调整, company should put all the strategy战略 focus on the core product. In other word, company should put all the strategy focus on liquid milk.3)It helps to make the marketing behaviour and the other behaviour together organically.4)Make its milk into the larger customers market. It can use Sales promotion. People develop the habit of drinking milk and may increase milk sales by business sector to carry out the operation of goals. From the organizational management, make it together is good to management and make the marketing activity effectively5.generic marketing.Disadvantage1) Companys new product development is not enough and less. It also shows the importance of marketing the insufficient level of detail细节. Now the company put Human Resource and Marketing together. we can see they have not enough attention to marketing. 2)Marketing not be attention by company. RWD took Marketing merged into other departments and not list separately.没有单独列出3) As more time in the sales of products use supermarket brand to sell lead to its impact is not big. So it must attention to marketing.4) The company relyon the existing marketing strategy. And it dont make the development and adjustment. Also it have no development of the product improvements.3.Specialisation in milk and cream.1.We can thing from the marketing mix, products can be taken for a similar pricing strategy, promotion strategy, distribution channels to achieve save of scale and save cost.2. Focus only on products, just focus on the production of milk and cream, very little attention and consideration on other featuresc产品特点3.customers can not easy to identify his product,because most product use a supermarket brand,so the customers can not know the product really brand,so it is not easy to make the customers loyalty.4.The cusromers are so single,so the customer base is easy to classification.so it easy to differentiate between its supermarket customers and other customers.5.Marketing information collection and research is so easy,because the product differentiation is very some.6The customers only two kind. One is the supermarket,the other is the his brand of customers.so it is easy to distribution channel management.4.(a)Important of supplier relationships(1)If the supplier does not provide milk, no milk, so there is no way to produce the product. So, if supplier are not satisfied with them, they will be paralyzed. Then they can not achieve the goal. Their aim is to be the recognised supplier of choice to the fresh liquid milk market. In this way, it can not meet the needs of customers.(2)Milk market is highly competitive market. Only with good milk, RWD can competition with ARLA. So have a good supplier is very important to provide milk.(3)RWDs slogan is fresh milk daily. So milk ist important, quality is also very important. In order to fulfill his slogan, have a good relations with suppliers is even more important.(b)Difficulties to keep supplier relationships(1)If the purchase price is too low, it will affect the suppliers income and the income of dairy farmers. Rivals cut prices, we also have to cut prices, or not competitive. So the supermarkets and suppliers we all have the right price.(2)According to Appendix, the goods profits is well in recent years, profits have increase, but profit growth may lead to bad relations with suppliers. Because their insterests are contrary, in order to increase profits, then they would reduce the purchase price of milk.(c)Actions to maintain good supplier(1) Continue to maintain its procurement采购 strategy战略, high price than others, even if the reduce price, we have maintain high profits.(2) To ensure high quality milk. Fresh daily. Continue to maintain the price advantage with other brands.(3) Let suppliers to join in the management of the enterprise. When the suppliers and them has a good and stable relationship,and the supply of products will have stable. Because the supply of stable, so you can make up for losses from lower prices,and long-term supply.(4) first milk status changes. From suppliers to the shareholders. Originally only interested in short-term interests, and now it is long-term interests, making the supply more stable milk.5.Strengths and weaknesses of RWD.Advantage1) RWD has a clear core business is develop milk product. Union and trade can use its resources effectively. Purpose is very clear.2) RWD in Scotland has a strong base and the base quite well. It is good for the future. Expand扩展 to other places is a good way.3) He already had a very good brand, and its prestige声誉 in Scotland is very good. Because it is one of three milk companies.4) According to the case ,we could see companies in the past 5 years in sales, investment投资, operation, management, assets资产 and liabilities负债 are very good.5) Enterprises has a clear understanding of the market position. The clear different between himself and other companies to provide fresh milk every day -.6) The company was very hand on new technology. Improve efficiency效率. Appendix 3 show it buy a car ,and 99.9%of supermarket deliveries are achieved on target.This can show it is a effective business .Disadvantages1) RWD external外部 environment is highly competitive, and is also easy to receive the external environment affect.2) The market is a statiac静态 market ,The business is difficult in this market, and if it want to increase market share only by into a new markets.3) The companys products are milk and cream. But competitor ARLA has other products. That is higher risk. Risk can not be spread to other markets. For example: If the milk would affect their sales drop so much, there is no other product to make up.4) How to maintain the milk is a healthy food. Many people think that milk has too many fats. In the long term, it must try to improve the customers impression印象 of the milk.6会计题.1.Profit and loss is a period of time the financial records of the operating results reflect this time of the sales revenue, cost of sales, operating expenses and tax status. Profit and loss layout includes turnover and profit before tax etc. Balance sheet reflects the companys financial position in a certain date. Balance sheet include fixed assets and Net assets Users of financial statements are divided into internal and external. Internal include manager and shareholder. Manager use the financial statements to do performance assessment. Shareholders use the financial statements to know the return on investment. External include customer, tax authority and bank. Consumers need to know the companys stability and investment. Tax authority need to use the statements to view the company operation is legitimate. Bank use the statements to estimate the amount of loans to company RWD Company 2000 to 2004 years turnover increase percentage is 66%. It is successful. According to the case, the liquid milk mark in the UK is dominated by three companies, Arla Foods, Wisemans and Dairy Crest which together have about 70% of sales. RWD Company increased sales to increase its market share, market stability in the region for further expansion in Scotland.Profit before tax increase percentage is 62%. Pass the profit before tax, we can find RWD is a high-profit company. The company profits growth is stable. There has more beneficial to RWD company.Fixed assets increase percentage is 36%. RWD Company increase in fixed assets that operate in good condition. Companies in the equipment has increased investment in hardwareNet asset increase percentage is 56%. RWD companys total assets increased that the companys operating condition. Increased investment in the company to increase the strength of the companyReserves increase percentage is 65%. That the company reserves increased profits in good condition and the latter part of the investment is strong7.（a） 影响牛奶的主要因素It has four main factors which may affect the demand for milk. First is price. Decrease the price must injure the suppliers benefit. For example, in December 2004, however, RWD announced that it was cutting the price it paid for milk by 0.5p a litre to 19.16p a litre, a change which would save the company £5.5m.Second is a consumer preference. Today life is getting better and better. So most of customers choose low-fat and healthy milk. For example, in 2001, it introduced Fresh N Creamy brand. Its low fat brand, One was developed after the companys market research showed that consumers were enthusiastic about low fat milk but that the taste of milk was also of great importance.The third one is age.,the old people and chlidren may be