高级综合商务英语1-Unit-7-Mass-customization

高级综合商务英语1-Unit-7-Mass-customization第一页，共58页。Lead-inTextA:BMWDrivesGermanyTextB:HowMassCustomizationIsChangingOurWorld第一页第二页，共58页。Lead-in第二页第三页，共58页。CaseStudyMyMuesli,themanufacturerofcerealfood,enablestheuserstocustomizeafoodproductthroughonlineinteraction.Q1.Whatis“customization”?DoyoulikeMyMuesli’scustomizingitscerealfood?Whyorwhynot?第三页第四页，共58页。However,thecompanyneglectedrobustprocessesofmasscustomization.Wheneverareportoncustomers’favorwaspublished,themanufacturingcapacitywasinsufficient.Forlackofhumanlabormixingmueslifromabout65differentcategoriesofoptionsbyhand,thecompanyhadtoturndownprospectivecustomersbysettingadailyorderlimit.Q2:Isthereanysolutiontothisproblem?第四页第五页，共58页。Q3:Whatlessonsofpotentialrisksofcustomizationcanbelearntfromthiscase?第五页第六页，共58页。Q4:Inyouropinion,whatproductsaremoresuitableformasscustomization?第六页第七页，共58页。

TextABMWDrivesGermany第七页第八页，共58页。StructuralAnalysisPara.MainTopicsPara.1-4BMW’smasscustomizationusedasamarketingdeviceandaneffectivemeansofinjectingflexibilityintoBMW.Para.5-8BMWsymbolicofGermaneconomyPara.9-11BMW’shighlyautomatedLeipzigplantconducivetomasscustomization第八页第九页，共58页。Para.12-18BMW’sattempttohandlethekeyissuesofmasscustomization:workforceflexibility,productioncapacityexpansion,product-lineexpansion.第九页第十页，共58页。PartIQuestionsaboutPartI

Q1.What’sthemainideaofPartI(Para.1-4)?BMWusedmasscustomizationtopromoteitssalesasahandymarketingdeviceandtoinjectflexibilityintoalmosteveryaspectofthecompany,particularly,manifestedbyitsabilitytocaterforficklecustomerdesiresanditsrhythmofwork.第十页第十一页，共58页。Q2.Whatdoes“heavilyunionizedworkforce”mean?WhatchangeshavebeenbroughtaboutbythedealsBMWstruckwithitsworkforce?1)Aunionisagroupofworkerswhohavecometogethertomakecollectivedecisionsabouttheirworkandtheirworkingconditions.Heavilyunionizedworkforcemeansthatarelativelyhighproportionofemployeesbelongtoaunion.第十一页第十二页，共58页。2)Anumberofchallengescanariseforacompanytomanageaheavilyunionizedworkforce,especiallybecauseoflackofflexibility.Unionworkersoftenworksethours,andtheymusttakeacertainnumberofbreaksduringtheday,nomatterhowheavyorhowlighttheworkload.DealsBMWstruckwithitsworkforceenabledittobringinnewwaysofworkingandmanageitsworkforcemoreorlessinaccordancewithproductiondemands.第十二页第十三页，共58页。PartI

SentenceInterpretation

1.YourBMWdealerwillbehappytoobligewithasmanychangesasyoucaretomake,untilacutoffpoint:sixdaysbeforeyourparticularcargoesintoproduction.(Line7,Para.1)YourBMWdealerwillbehappytodoafavorbymakingasmanychangesasyoucareto,untilapointoftermination...第十三页第十四页，共58页。2.BMWdoesnotbreakoutdetailsoftheadditionalrevenue,butgiventheprofitmarginsonmanyadd-ons,“it’slikeabigdollopofcreamonthecake”,saysPeterSchmidt,aBritish-basedauto-industryconsultant.(Line6,Para.2)BMWdoesnotcategorizespecificinformationoftheadditionalrevenuesgeneratedbyitsmanyadd-ons,butontheconditionoftheirprofitmargins,it’sjustlikeaddingabigdollopofcreamontothecake.第十四页第十五页，共58页。“Abigdollopofcreamonthecake”isslightlyadaptedfrom“icingonthecake”,whichmeans“asecondgreatthingthathappensinadditiontothefirst”.第十五页第十六页，共58页。PartIWordsandExpressions

fickle(Para.3)adj.characterizedbyerraticchangeablenessorinstability,especiallywithregardtoaffectionsorattachmentssynonym:capriciousexample:

Thecompanymustfacethechallengeofmeetingficklemarketdemandsinanew,uncertaineconomy.第十六页第十七页，共58页。juggle(Para.4)v.tokeep(severalsimultaneousactivities)inmotionorprogressatonetimeexample:

Heisanexpertlyprojectmanagerwhocan

jugglemultipleprojectsandstillmakeprogressoneach.第十七页第十八页，共58页。PartINotesFineartsomethingrequiringhighlydevelopedtechniquesandskills第十八页第十九页，共58页。PartII

QuestionsaboutPartII

What’sthemainideaofPartII(Para.5-8)?

BMWisinsomewayssymbolicofGermaneconomy,whichisresurgentfromeconomicstraitjacketbutstillhinderedbybothinternalandexternalcounter-forces.第十九页第二十页，共58页。Q2:Whatareinternalandexternalcounter-forceswhichhinderGermaneconomy?

Internal:Littlesignofsubstantivechangeinthesystemoflaborrelations,hinderingproductivitylevelExternal:Low-costcompetitionfromAsiaandEastEurope第二十页第二十一页，共58页。PartIISentenceInterpretation

1.Facedwithlow-costcompetitionfromAsiaandEasternEurope,hesays,“manyGermanfirmsdidtheirhomework,andnowtheyarebenefitingfromit.”

(Line1,Para.8)“Doone’shomework”isanidiomaticexpressionwhichmeans“tostudyasubjectorsituationcarefullysothatoneknowsalotaboutitandcandealwithitsuccessfully”.第二十一页第二十二页，共58页。PartII

WordsandExpressions

formidable(Para.6)adj.difficulttoundertake,surmount,ordefeatsynonym:awesomeexample:

Astheworkshopofworld,Chinahasbecomeaformidabletradingpowertobereckonedwith,causingothercountriestoviewitsmassivepotentialmarketwithhopeanditscheapproductswithfear.第二十二页第二十三页，共58页。upswing(Para.7)n.anincrease,asinmovementorbusinessactivitysynonym:surgeexample:

Thereisanupswingofpricesonthestockmarket.第二十三页第二十四页，共58页。PartII

Notes

AleadingpremiumbrandApremiumbrandisabrandofexcellentqualityandvalue.Inorderforthecustomertoidentifyanyproductaspremium,heshouldbeconvincedabouttheexclusivityofthebrand.Thebrandingstrategyofmostofthepremiumbrandsisbasedonaligningtheirbrandpropositiontotheself-imageoftheconsumer.第二十四页第二十五页，共58页。PartIII

QuestionsaboutPartIII

Q1.What’sthemainideaofPartIII(Para.9-11)?BMW’shighlyautomatedassemblyline,sophisticatedlogisticsandeffectivecommunicationwithkeysuppliersinLeipzigplantenableBMWtomanufacturecustomizedcarswithimpressivelyhighefficiencyandreliability.

第二十五页第二十六页，共58页。Q2.WhatisthestrikingfeatureofBMW’shighlysophisticatedlogisticsinLeipzig?Onahighlyautomatedassemblyline,

workersstationedatregularinteralsreachbackforcomponentsinwirebasketsrigorouslysortedintotherightsequence.第二十六页第二十七页，共58页。PartIIISentenceInterpretation

Thecomplexityisvisibletothenakedeye.(Line8,Para.10)“Thenakedeye”means“theeyeunassistedbyanopticalinstrument,suchasatelescope,microscope,orspectacles”.Inthesentence,“visibletothenakedeye”means“veryeasytosee”.第二十七页第二十八页，共58页。disrupt(Para.11)v.tointerruptorimpedetheprogress,movement,orprocedureofsynonyms:hinder,obstructexample:

Hierarchicalmanagementstructurtedisruptstheunderlyingbusinessprocessandcausesoperationalbottlenecks.PartIIIWordsandExpressions

第二十八页第二十九页，共58页。PartIVQuestionsaboutPartIVQ1.What’sthemainideaaboutPartIV(Para.12-18)?Toachieveabalancebetweenrevenuesandcosts,BMWisstrivingtoinjectflexibilityintoitsworkforce,expanditsproductioncapacityanddiversifyitsproduct-line.第二十九页第三十页，共58页。Q2.WhathadBMWintendedtoachievethroughtheacquisitionofRover?BMWhadintendedtoachieveagoalofturningthecompanyintoatwo-brandcompany,oneforthemassmarketandoneforapremiumbrand.第三十页第三十一页，共58页。PartIVSentenceInterpretation1.PuttingBMWonamoreefficientfootingathomehasenabledittoexpanditsproductlineinalldirections.(Line1,Para.16)ManagingBMWathome(inBritain)onamoreefficientbasis...第三十一页第三十二页，共58页。2.

ButotheranalystssuchasCardiff’sRhysreckonthatBMWcancontinuetoforgeaheadbecauseoftheskillfulmanagementofitsbrandnameandunderlyingbusiness.(Line11,Para.17)...thinkthatBMWcancontinuetomakestrongprogresssteadilybecauseoftheskillfulmanagementofitsbrandnameandcorebusiness.第三十二页第三十三页，共58页。PartIVWordsandExpressions

canvass(Para.13)v.toexaminecarefullyordiscussthoroughlysynonym:scrutinizeexample:

Thepollcanvassedtheviewsofalmosteightyeconomists.第三十三页第三十四页，共58页。fuel(Para.18)v.tosupportorstimulatetheactivityorexistenceofsynonyms:stir,provokeexample:

Thepriceupswingofcrudeoil

fuels

thesoaringmaterialcostoftextileindustry.第三十四页第三十五页，共58页。PartIVNotesIGMetallIGMetallisthedominantmetalworkers’unioninGermany.Asametalworkers’union,itrepresentsworkersinthemotorvehicleindustry.Significantly,IGMetallrepresentsbothblue-andwhite-collarworkers.第三十五页第三十六页，共58页。TextBHowMassCustomizationIsChangingtheWorld第三十六页第三十七页，共58页。

StructuralAnalysis

Para.MainTopicsPara.1Introduction:ThetargetmarketofmasscustomizationPara.2-12Case1:B’smanagementofitscustomizedbooks-on-demandbusiness.Para.13-31Case2:Dell’scompetitiveadvantagesofmasscustomization,manifestedbyeffectiveinventorymanagement,overCompaq&HP第三十七页第三十八页，共58页。

Notes

BBookSurgeisaprintondemandcompany.Printondemand(POD)isaprintingtechnologyandbusinessprocessinwhichnewcopiesofabookarenotprinteduntilanorderhasbeenreceived.第三十八页第三十九页，共58页。DellDellisanAmericanmultinationalcomputertechnologycorporationbasedinTexas,U.S.,thatdevelops,sells,repairsandsupportscomputersandrelatedproductsandservices.ThesuccessofDellcouldbeexplainedbytwoprominentfactors:sellingdirectlytothecustomersandcustomizingitsproducts.CustomerscanbuydirectlyfromDellandconfiguretheproducttheylikebasedontheirpreferences,andgetaquotationforit.第三十九页第四十页，共58页。Compaq&itsacquisitionbyHPCompaqComputerCorporationisacompanyfoundedin1982,thatdevelops,sellsandsupportscomputersandrelatedproductsandservices.Hewlett-Packard(HP)acquiredCompaqin2002withthepurposeofputtingtogetheraportfoliooftechnologiesandproducts,spanningconsumerandcorporateapplications.第四十页第四十一页，共58页。ExerciseSpeaking

1.ReadingandDiscussionBrainstormthepossiblecausesofandsolutionstothefollowingproblems.Projectteam1:marketfailureofMacbethProjectteam2:highdefectiverateofMacbeth’sproductionofglasswareProjectteam3:unfavorablerelationshipbetweenworkersandmanageementinMacbeth第四十一页第四十二页，共58页。Debate

MasscustomizationistheonlyapproachforChinesebusinessestocompeteintheworldmarket.Brainstormpersuasivethoughtsfor:AffirmativesideNegativeside

第四十二页第四十三页，共58页。Smallbusinessesshouldadoptcollectivedecision-makingstyle.Brainstormpersuasivethoughtsfor:AffirmativesideNegativeside

第四十三页第四十四页，共58页。KeysQ1.Whatis“customization”?DoyoulikeMyMuesli’scustomizingitscerealfood?Whyorwhynot?Customizationmeanstoofferproductsorserviceswhichmeetthedemandofeachindividualcustomer.MyMuesli'scustomizationispopularwithmostcustomersbecausetheyenjoygettinginvolvedinselectingingredientstotheirtastesandachievethesatisfactionbyworkingoutauniquerecipeontheirown.第四十四页第四十五页，共58页。KeysQ2:Isthereanysolutiontothisproblem?MyMuesliisshortstaffed,facingafloodoforderswithdifferentcategoriesofoptions.Thebestapproachistoinvestintoafullyautomated,scalablemixingsystem,sothatcostofhumanlaborcanbereduced.第四十五页第四十六页，共58页。KeysQ3:Whatlessonscanbelearntfromthiscase?

1)Formanufacturerstargetingmassmarkets,customizedproductsstillmustbeproducedanddeliveredwithmassproductionefficiency.Customisationincreasescomplexityandcostsforacompanybecauseawidervarietyofproductsneedtobeproduced,customerserviceshavetobeenhancedanduniqueretailexperiencesmustbecreatedtomeetthevariousdesiresofcustomers.第四十六页第四十七页，共58页。Keys2)It’sdifficulttodecidewhatmultiplecustomizationoptionsshouldbeofferedtothecustomerswhodifferinneedsanddesires.3)It’sdifficulttogaugetheamountthatthecustomeriswillingtopayforaparticularfeature.第四十七页第四十八页，共58页。KeysQ4:Inyouropinion,whatproductsaremoresuitableformasscustomization?Productssuchasfashionapparel,beautycare,shoes,bicycle,personalcomputer,communicationscomponents,mobilephonesandvehiclesarehighlysuitedforcustomization.第四十八页第四十九页，共58页。KeysProjectteam1Possiblecauseofmarketfailure

“MacAnimals”hasdamagedthecompany’supmarketimage.PossiblesolutionMacbethshouldturnitselfintoatwo-brandcompany,oneformassmarketcharacterizedbymassproductionandtheotherforapremiumbrandmarkedbycustomization.

第四十九页第五十页，共58页。KeysProjectteam2PossiblecauseofMacbeth’shighdefectiverateinproductionThequalityinspectoronlyworksonfinalproductswhereastheproductionprocessisnotstrictlymonitored.第五十页第五十一页，共58页。KeysPossiblesolutionMacbethshouldintroduceanewqualitymanagementsystemwhichbeginswithqualitycheckofincomingrawmaterials,focusesonthequalitycontroloftheproductionprocessandendswithqualityassuranceofdeliveryandafter-salesservice.

第五十一页第五十二页，共58页。KeysProjectteam3PossiblecauseofMacbeth’sunfavorablerelationshipbetweenworkersandmanageement.Macbethisahierarchicalorganizationinwhichmostcraftsmenareinferiortowhite-collarclericalworkersintermsofpayment,statusandaccesstocompanyresources.Macbethhasatop-heavymanagement