最新HND-大综合1-GU1答案资料

1、Section1Question 1:Part AGiven the competitive nature of the mobile telecommunications market analysethe likely advantagesand disadvantagesto Opal of establishinga partnershipagreement with another company.12Advantages:Firstly, the partnership agreementscan provide Opal with technology assistance.It

2、 allows Opal for the joint development of new products and the sharing of technology. Secondly, a Chinese partnershipnot only gives Opal access to local knowledge but also provides an air of acceptability that is important when conducting business in China. Thirdly, local firms 'well -reputation

3、 and wealth of experience will also help Opal to ensure that product development and customer service is specifically targeted at meeting the local needs and demands of the local market. Fourthly, companies in partnership can share the costs and reduce the risk.Disadvantages:s benAs for the disadvan

4、tages, firstly, the own technology of Opal might be leaked because of the sharing of technology which may result in the loss of Opal 'csompetitive advantages. Secondly, in a partnership with others, the control power of Opal company might be distributed because of the consideration of other part

5、ners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART BIdentify and justify possible options the senior management may have which willenable Opal to maintain its current levels of success and profitability. 8Firstly, since

6、Chinese market has enormous potential, Opal needs continue to invest inChinese market to gain more market shares for its expansion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehensive market information and share the technology and develop new products.Th

7、irdly, in order to maintain the characteristics and good reputation, Opal needs to keep the strong stance in relation to the environment, use more green and environmental materials to produce environmentally friendly' products and serviceand keep offering a comprehensive mobile phone recycling s

8、cheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chinese telecoms market. By doing so, Opal can achieve the further expansion.Question 2PART AAssessthe strengthsand weaknessesof Opal as they seek to expanding in

9、thecoming years. 12StrengthsFirstly, the further deregulation of the telecommunications markets enabled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent openin-gup'of the Chinese market is currently providing Opal with opportunities for further

10、expansion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competing networks allowing access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stancein relation to the environment, and they were one of the first phone manufacturers in

11、the world to offer a comprehensive mobile phone recycling scheme and offers environmentally friendly products and services.WeaknessesFirstly, the first hand-held phones were high priced because of the high research and development costs and the need for highly specialized production facilities. And

12、this may cause the needs of a large amount of investment capital and the decrease in sales.Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesand investment capital resources. It may not be able to meet the needs of cooperation with other companies.Th

13、irdly, the regulatory complexities of operating within the Chinese market may hinder the development and expansion of Opal.Lastly, the regulatory complexities of operating within the Chinese market and the fierce competition may hinder the expansion of Opal and increase a certain level of risk.PART

14、BChoose two Key values highlighted in Appendix 3 and for each, explain how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excellence.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By

15、doing so, the customer satisfaction and loyalty can be established and then the growth of sales and profits can be achieved.According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Development Section and Customer Care Departm

16、ent. With the rapid development of technology, the Service 精品文档Development Section is tasked to enhance the customer experience of the mobile and web-based services. And the Customer Care section is tasked to ensure that customer expectations are consistently met. Both of them are aim to provide cus

17、tomers with excellent services.Secondly, we accept that while we are driven by technology we will always aspire to drive technology.The development of technology can provide Opal with higher tech-competitiveness, and help it to develop new products and expand to larger market. As for Opal, they cont

18、inue invest in other innovative products and market research, and has been very successful in identifying market trends and then using the latest technological developments to satisfy customer needs. And, there is a Special projects section in Opal which requires significant investment and provides

19、the leading-edge technology required for mobile and others.Section 2Question1PART AEvaluate possible sources of finance that Gold could access as it seeks to expandits business operations.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal ' s capital

20、 needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secondly, issuing debentures are a useful way too. Debentures are loans made to companies that carry a fixed rate of interest. However, the debenture holders need to rep

21、ay the principles on time and they do not participate in the running of the companylike shareholders do.Thirdly, even though both issuing shares and dividends are appropriate for Opal, there still some differences between them. The shareholders have the control right of the company, but the dividend

22、 holders do not. And, the dividends holders need to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get benefits from the dividends while the debenture holders can get them from the interests.PART B找到一类可以同时满足 Opal 公司股东和 Opal 在中国市场合作伙伴用来检验企业

23、效率的财务数据信息 . 请解释这类数据是如何满足这些利益相关者要求的。Identify ONE item of information which both a shareholder and any of the organisations Gold works with within the Chinese market, could use as a measure to monitor the effectiveness of the organisation.The turnover, profit, costs, dividend and earnings per share co

24、uld reflect the effectiveness of a company. As for Opal, it has invested a lot in the high research and development and the need for highly specialized production facilities costs a lot too. Meanwhile, the downward pressure on prices has led to lower profit margins and a reduced rate of growth in tu

25、rnover. Except for that, the dividends directly affect on the shareholders be'nefits, it determines the repayments of investment and whether the investors are willing continue to invest or not. The dividend and earnings per share of Opal is increasing which means it is attracting more potential

26、shareholders to invest in Opal and the existing shareholders to invest more, and it is essential for the finance and the expansion of Opal.PART CExplain the possibleeffects that the expansion into the Chinese market could have upon the profitability of the business.s populati onFirstly, i n the long

27、 run, the profitability of Diam ond would in crease. Because Chi na is pote ntially the largest global telecom muni cati ons market, and it provides Diam ond with an un rivalled opport unity to gen erate growth. The size of Chi na huge, and there are room rema ins for massive expa nsion.Secondly, in

28、 the short-term, the profitability of Diamond would not grow rapidly. China is an emerging market, the competition is likely to be severe with 43 foreign n ati onal manu facturers and n etwork providers already hav ing a prese nee in Chi na and a further 25 medium to large firms set to en ter the ma

29、rket over the coming 3 years. Diamond needs to invest a number of money in to the new market, and the costs cannot be take n back in the short-term.Thirdly, the profitability of Diamond would not grow rapidly in the short-term because in order to en ter the new market, Diam ond may facing the big fu

30、nding gap, and it would cost a lot to finance the needed capital.Fourthly, the profitability would not grow rapidly in the short-term becauseof the low-price competition. In order to gain a larger market share and coverage, and survive in the intense competition, Diamond may choose to lower the pric

31、e at the beg inning of en teri ng the Chin ese market.Question 2PART AExplain any changes to the policies of governments that may support the market progression and expansion of Opal. 8As the nighWatch man the government should not directly intervene the market operation, so it should provide furthe

32、r deregulation for companies.Except for this, gover nment should supervise the market and regulate the econo mic activities to provide companies like Opal with a stable and peaceful environment. Besides, government can provide Opal with more financial sources or support and implement some reward inv

33、estment to facilitate the expansion of Opal. And Opal n eeds to make more trade agreeme nts with other coun tries' gover nment.PART BAnalyse the main factors that will affect demand for the products of Opal.6Firstly, the price has an in verse relati on ship with dema nd, the higher the price, th

34、e less people will choose the product. The dow nward pressure on prices might lead to more dema nd of Opal ' s products.Secon dly, the tech no logy is of great importa nee, and Opal ide ntified the market trends and the n uses the latest tech no logical developme nts to satisfy customer n eeds,

35、by doing so, more customers will be attracted and the dema nd will in crease.s produThirdly, the purchas ing power of people will directly affect the dema nd, since Opal is cutt ing the prices, more people will be able to afford the costs of Opal, thedema nd will in crease.PART CDescribe actions tha

36、t Opal could take to stimulate demand for their productswithin the Chinese market. 6Firstly, cutti ng prices can attract more subscribers and make Opal more competitive Secon dly, cooperate with the local well-k nown firms can establish the recog niti on of 精品文档the brand.Thirdly, dema nd can be impr

37、oved by advertis ing and other promoti onal activities. Fourthly, Opal can share the resources with other companies to enhance the competitive ness of the whole in dustry.Fifthly, cooperate with the international companies, such as Nokia and Siemens, can attract and share their loyal customers and e

38、nhance the intern ati onal reputati on.Last but not least, Opal n eeds to develop the tech no logy and provide con sumers with the new and up-date products with more fun cti ons.Question 3PART AAnalyse possible opportunities the marketing department may have, to developeach of the four elements of t

39、he marketing mix. 12Product, price, promotion and price are the four elements of the marketing mix.As for products, firstly, Opal can concentrate on the development of environment frien dly mobile pho nes, devices and releva nt mobile pho ne applicati ons since it is the characteristic of its produc

40、ts. Secondly, Opal may be able to continue invest in Smartpho ne ' or in tellige nt tech no Idgyurre ntly produces over 120 models within its portfolio, in clud ing devices that use state of the art smart phone tech no logy. Lastly, Opal can develop 4G tech no logy. Opal is worki ng with a nu mb

41、er of electr onics compa nies and n etwork operators. Based on 3G tech no logy, Opal can develop the 4G tech no logy un der their tech no logical assista nces.As for the price, firstly, Opal has the unit cost advantage for low-price based strategy. Opal can cut prices of products since the costs are

42、 lower the new plant of the art product ion facility can produce han dsets for the global market at sig nifica ntly lower unit costs. Secondly, Opal can charge their network customers for the WAP usage, texting and calling since the value for money services have been provided. In addition, Opal can

43、use targeted pric ing for the emerg ing markets. The cooperati on with Huawei helps Opal to ensure its pricing method can be specifically targeted at meeting the local n eeds and dema nds of the Chin ese market.As for promotion, targeted promotional activities, Push and Pull Strategy, the word of mo

44、uth promotion and on-line and off-line promotion can be used by Opal. Cutting price is an effective way for sales promotion since the costs are lower. Opal can choose personal selling to specifically introduce their products and services one by one. The word of mouth promotion is also suitable for O

45、pal, given its strong stance in relation to the environment and its good reputation for their senseof responsibility and the quality of goods and services. On-line or off-line advertise and support for programs for public goods can help Opal to improve its recognition and reputation among consumers.

46、Fourthly, after the reorganization, Opal has established a marketing section to regulate the distribution activities and supply chain operations. The development and management of the supply chain enable Opal to manufacture in developing country and sell in developed country which can help to genera

47、te more profits. And with the development of E-commerce, Opal may be able to enter into partnership agreements with E-commerce retailers to achieve direct sales to final users.PART BAssess different market research techniques that Gold could utilise in order to mai ntain its customer focus.Gold migh

48、t use quantitative and qualitative research to get the market information and use them to identify and maintain its customer focus.Qualitative research concerns the gathering of information which can be interpreted in a number of ways; it can be used to analyze opinion, beliefs and attitudes of indi

49、viduals. The main qualitative research techniques used are: focus group interviews, depth interviews, observational research and projective research.However, the quantitative research on the other hand seeks to establish statisticalinformation about the subject matter. This type of research tends to

50、 require a larger amount of research to be under taken in order to be deemed as valid. The main research techniques include: experimental research, telephone surveys, internet surveys, postal surveys and so on.In this case study, the qualitative research that the Gold can use is focus group intervie

51、ws. Gold can select a set of people who are brought together to test and evaluate its concept, product or service. It can produce a great deal of information. In view of the Gold has a constant flow of new product development, these can be used into new product development and problems settlement. I

52、t can let Gold know whether customers like the new products is convenient or not, what new function do they like, what should be focused on, or what can be improved.In the early, the quantitative research that the Gold might use is postal surveys, and now may be the internet surveys or questionnaire

53、. Internet surveys offers Gold an approach to sample a broader audience at a lower cost, as Gold is planning for an expansion, they can use internet surveys to know what kind of services and products customers prefer. Besides, the questionnaire is a quick, cheap and reasonably effective means of col

54、lecting statistical information or of gauging attitudes or opinions, Gold can use them to get more suggestions or statistical information about their products or services to anticipate and meet customersand m'ainetaeidnsthe customer focus.Question 4PART AIdentify the main stakeholders of Opal an

55、d discuss their interests and influence.12Firstly, the employees may interest in the payments, the working conditions and the expansion plan and rewards and punish regulation of the company. And their working efficiency and performance directly affect the company performance and development, and the

56、n the sales and finance.Secondly, the shareholders are the owners of the company, and they focus on the dividends and profits. And their investment is the basis of the establishment and development of the company, so they have the voting right which means they have the decision making right and that

57、 will influence the direction and development of the company.Thirdl y, the government will pay attention to the company' s economic activities andwhether they have abided by the laws and regulations. Meanwhile, the government'policies and regulations would encourage or restrain the developme

58、nt or expansion of Opal. Like the deregulation enabled Opal to capitalize on a number of opportunities, and the reduction of taxes rate may reduce the costs and increase the profits of Opal.Most importantly, the consumers concern the quality, price and value of the products and services. As the cent

59、er of the operation of Opal, consumers' choices and feedbamay have great impacts on the sales, decision-making, and even the survival of Opal.In this case, Opal has pay attention to the customer experience, and the service development section and customer care departmentwere established to enhance the customer experience and to ensure that customer expectations are consistently met.Lastly, the cooperators like Siemens, Nokia a