剑桥商务英语4Unit7casestudyKGVEurope省公开课金奖全国赛课一等奖微课获奖

CASESTUDY

KGVEurope2013AnnualMeeting1/16ManagersListManaging

Director---------------------MikeSecretary--------------------------------May

Financial

Director

--------------------Hanna

Advertising

Department

Director

-----LindaMarketing

Department

Director

----TrinaMarketing

DepartmentviceDirector-------------Daisy,

Susan2/16The

conference

process

1.Toanalyse

the

latest

investigation

reports.

2.Tosum

up

the

resultaboutour

company's

situation.3.Todiscuss

and

solve

theproblems.4.Todraw

up

the

future

strategy.3/164/16Asforthefiercecompetition,ournarrowproductrangenolongersatisfiestheconsumers’needs.Ontheonehand,peoplehopethatwecanprovidehighquality,specializedgoodsforthem;onanotherhand,theyexpectthatwecansupportthemadditionalproductsorservices.

computergames18-25computersoftwarebankingservices5/16spokenword(talkingbooks)40+holidayinformationBothagegroupsareconcertticketsPurpose:enlargeproductsrangeandimprovecompetitiveness6/167/16Weknewthatourcompanyisatraditionalhigh-streetmusicretailer.Wehave65stores-eightofthesearemegastores.41-6060poundspermonth18-2540poundspermonthThereasonthatwhypeoplemorelikelytobuygoodsfrommedium-sizedstores.highrentrenovationothercosts8/1618~25：dancemusic35%pop/rock30%26~40：pop/rock40%dance/musicsoul/reggae20%41~60：classical33%jazz27%,60above：classical70%jazz20%9/16

Profits：

￡450m

￡290m.

10/16Themegastores’sales：riseby8%

=

55%ofthecompany’sturnover

heavyexpenditureonadvertisingandpromotion..11/16ReasonsforKGV’spoorperformanceFierc