高级综合商务英语2（第二版） 课件Unit 6 Market Expansion

UnitSix

MarketExpansionLead-inLead-in

Pair-workWorkwithyourpartner.Makealistofthereasonswhycompaniesaspiretoexpandintonewmarketsandthechallengestheymayfaceinthenewmarkets.Reference:Companiesexpandintonewmarketsforavarietyofreasons.Herearesomeofthem:togainaccesstonewcustomerstoincreaserevenues,profits,andlong-termgrowthtolowercostofmanufacturingandfindalternativesourcesoflabortoseektechnologyassistancetospreaditsbusinessriskacrossawidermarketbaseLead-in

Pair-workCompaniesmayfaceanyofthefollowingchallenges:culturaldifferencestariffsandothertradebarrierslawsandregulationslaboravailabilitycompetitionfromdomesticplayersLead-in

PairWorkMatcheachoffollowingtermstoitscorrespondingdefinition.Theprocessinwhichseveralstepsintheproductionand/ordistributionofaproductorservicearecontrolledbyasinglecompanyorentity.()Lead-in

TermsMatchinga.ValueChainb.MarketingMixc.VerticalIntegrationd.BusinessNetworkingControllableelementsofaproduct’smarketingplan,commonlytermedas4Ps:product,price,place,andpromotion.()Asystematicapproachtoexaminingthedevelopmentofcompetitiveadvantage.()Theprocessofestablishingamutuallybeneficialrelationshipwithotherbusinesspeopleandpotentialclientsand/orcustomers.()Lead-in

TermsMatchingCanyouthinkofanyChinesecompaniesthataresuccessfullyrunningoverseas?Anddiscusssomeofthereasonswhytheyachievedsuccess.Lead-in

DiscussionTextAHowtoConquerNewMarketswithOldSkillsStructuralAnalysis

Para.MainTopics

1-10Companiesfromemergingeconomiescansucceedinexpandingoverseas,suchassomeSpanishcompanies.11-25WhataretheoldskillsthatSpanishcompaniesuseduringthemarketexpansionprocess.26-28Companiesseekingoverseasexpansionshouldmovequickly.Q1.AccordingtoPartI,whydosomeSpanishfirmssucceedintheinternationalexpansion?TheseSpanishfirmsusedacquisitionstoextendtheirreachbutfocusedthemonjustafewindustriesandgeographicareas.Theythenstrengthenedtheirpositionsbydrawingonsomeoldskills.PartI

QuestionsaboutPartIQ2.Whatarethe“oldskills”mentionedinPartI?The“oldskills”includenetworkingskills,projectexecutionknowledge,andverticalintegrationexpertise.PartI

QuestionsaboutPartI1.Whilemanyareeverybitassavvyandprofit-orientedastraditionalmultinationals,they’repainfullyawarethattheydon’thavecutting-edgetechnologies,dominantbrands,ornovelproducts.(Line3,Para.1)Astraditionalmultinationals,manycompaniesfromemergingeconomiesaregoodatseizingbusinessopportunitiesandareeagertomakeprofits;however,they’repainfullyawarethattheydon’thavethemostadvancedtechnologies,brandeditemsthatdominatethemarketorproductsthatdistinguishthemfromtheircompetitors.

PartI

SentenceInterpretation

2.Sotheyremainathome,profitablebutunabletoliveuptotheirfullpotential—andvulnerabletoforeigncompetitors.(Line8,Para.1)Sotheyremainathome,despitemakingprofitsondomesticsales,theyfailedtoactasbestastheycanandarelikelytofailincompetingwithforeignrivals.

PartI

SentenceInterpretation

3.Yetthere’sreallynogoodreasontheyshouldsitonthesidelinesofglobalcompetition.(Line1,Para.2)Yetthere’sreallynogoodreasonwhythesecompaniesdon’tgetinvolvedinexpandingglobally.

PartI

SentenceInterpretation

4.Ifthey’resmartabouthowandwheretheyventureabroad,globalhopefulscansucceedbyharnessingmundanecapabilities—suchaspeopleskillsandoperationalknow-how—thatthey’vebeenhoningathomeforyears.(Line1,Para.3)Ifthey’resmartabouthowandwheretheyventureabroad,promisingcompaniesseekingoverseasexpansioncanachievesuccessbymakinguseofordinarycapabilities,suchascommunicationskillsandoperationalexpertise,whichhavebeencarefullydevelopedandimprovedoveralongperiodoftimeintheirdomesticmarket.

PartI

SentenceInterpretation

mundane(Para.3)adj.ordinaryandnotinterestingorexcitingsynonyms:

ordinary;

usualexample:EachoneoftheseMotherTeresaquotationsisarefreshingviewoflife’smundaneproblems.PartI

WordsandExpressionsbypass(Para.5)v.togoaroundoravoidexample:Wemanagetobypasstheshoppingcenterbytakingside-streets.PartI

WordsandExpressionsdismantle(Para.6)v.totakeapartintoitsconstituentpieces;tograduallygetridofasystemororganizationexamples:

Wearedismantlingthemachine.Thenewgovernmentdismantledtheirpredecessors’inefficienttaxsystem.PartI

WordsandExpressionsTelefónica(Para.7)aSpanishbroadband

andtelecommunicationsprovidermainlyinEuropeandLatinAmerica西班牙电信PartI

NotesSantander(Para.7)thelargestbankintheEurozone

andoneofthelargestbanksintheworldintermsofmarket

capitalisation.AccordingtoForbes

Global2000,itisthe13thlargestpubliccompanyintheworld.

桑坦德银行PartI

NotestheUK’sAbbey(Para.9)aUK-basedbank.ItbecameawhollyownedsubsidiaryofGrupoSantanderofSpainin2004,andwasrebrandedasSantanderinJanuary2010.

英国阿比国民银行PartI

NotesQ1.Whatbenefitsdoesnetworkingbring?Ithelpscompaniespenetrateforeignmarkets,deepentheirknowledge,andgainaccesstocompetitiveresources.PartII

QuestionsaboutPartIIQ2.WhatisthekeyforTelefónica’ssuccess?Thekeyforitssuccessisprojectexecution,whichistheabilitytosetupplantsorcomplexfacilitiesquicklyandatlowcost.PartII

QuestionsaboutPartIIQ3.WhydomanySpanishcompaniesoutsourcepartoftheirproductiontooverseascountries?Therearemanyreasonsforoutsourcing,amongwhichreducingcosttopsthelist.Companiesmayfindcheaperlaborcostaswellasproductioncostinothercountries.Besides,outsourcingallowsacompanytofocusonitscorecompetenciesbyimprovingproductivityandefficiency.Andoutsourcinghelpscompaniesreleasenewproductsfasterthanifitreliedexclusivelyonin-housetalent.PartII

QuestionsaboutPartIIFoundedinBarcelonain1922,thecompanylanguisheduntilthe1960s,whenthesuccessofitsfirstprêt-à-porterweddingcollectionsencouragedittopositionitselfasaglobalplayer.(Line2,Para.22)FoundedinBarcelonain1922,thecompanygraduallylostvitality.However,thisunpleasantsituationhaschangedsincethe1960s.Duetothesuccessofitsfirstready-to-wearweddingcollections,thecompanybegantoengageitselfinglobalexpansion.PartII

SentenceInterpretationlanguish(Para.22)v.tofailtobesuccessfulortoimprove,lackorlosevitalityexamples:

Sincethewartheindustryhasgraduallylanguished.

Thesharesarelanguishingatjust46pafteryesterday’sfall.PartII

WordsandExpressionsfactorin(Para.22)vp.

toincludeaparticularamountorfactorwhenyoucalculatesomethingexample:Laborissuesmustbefactoredinwhenthegovernmentcarriesoutthereform.PartII

WordsandExpressionsoptimal(Para.25)adj.thebestormostsuitableexample:Buttheoptimallevelofinvestmentdependsonacountry’sstageofdevelopment.PartII

WordsandExpressionsintricacy(Para.25)n.acomplicatedanddetailedformorpatternexample:Ittakestimetounderstandtheintricaciesofprivatebanking.PartII

WordsandExpressionsQ1.Whataretherespectivebenefitsofenteringdevelopingcountriesanddevelopedcountries?Enteringdevelopingcountrieshelpsacompanygainsizeandoperationalexperienceandgenerateprofits,whileexpansionindevelopedmarketscontributesprimarilytoitscapability-upgradingprocess.PartIII

QuestionsaboutPartIIIQ 2.Comparedwithothermultinationals,whatarethecharacteristicsofSpanishcompanies’globalexpansion?WhenSpanishcompaniesgoglobal,mostofthemresorttoalliances,jointventures,andacquisitionsratherthanopentheirownfacilitiesabroad.Andtheiracquisitionsarefocusedonjustafewindustriesandgeographicareas.Duringtheexpansionprocess,theyusedtheirhomegrownskills,suchasnetworking,projectexecution,verticalintegration,etc.tocapturenewmarkets.Lastbutnotleast,Spanishcompaniesmovequicklyintheexpansionprocess.PartIII

QuestionsaboutPartIIIdenounce(Para.26)v.toexpressstrongdisapprovalofsomeoneorsomething,especiallyinpublicsynonym:disapproveexample:Theresolutiondenouncedthefailurebytheauthoritiestotakeaction.PartIII

WordsandExpressionsupgrade(Para.27)v.toimprovesomethingandmakeitmoremodern,especiallyinordertoprovideabetterserviceexample:Thehotelhasrecentlybeenrefurbishedandupgraded.PartIII

WordsandExpressionsTextBTheRiseofEmergingMarketMultinationalsPara.MainTopics

1-20MNCsfromemergingeconomiesareexpandingquickly.21-35TheexpansionfeaturesofMNCsfromemergingeconomies.36-41WhatcanestablishedMNCslearnfromemergingmarketMNCstoincreasetheircompetitiveness.StructuralAnalysisMNCsfromemergingeconomiesareexpandingquickly.Emergingeconomies’highergrowthratesseethemamassinglargetradesurpluses,whichencouragesassetacquisitioninforeigncountries.Inaddition,emergingeconomiesaredevelopingrobustinternalconsumptionmarkets,makinglocalfirmsbiggerandsavvieratmarketingthemselvesonaglobalscale.Para.1-20TheexpansionfeaturesofMNCsfromemergingeconomies.First,MNCsexpandatafastspeed.Second,theyenterdevelopedanddevelopingcountriessimultaneouslyrightatthebeginningoftheirinternationalexpansionefforts.Third,theirpreferenceforentrymodesisbasedonexternalgrowth.Theyuseglobalalliancesandacquisitions.Finally,theyenjoymorefreedominimplementingorganizationalinnovations.Para.21-35WhatcanestablishedMNCslearnfromemergingmarketMNCstoincreasetheircompetitiveness.TheyshouldadoptthebehaviorpatternsofemergingmarketMNCs,decreasingtheirrelianceontraditionalproductdifferentiationstrategiesandverticallyintegratedstructureswhiledevelopingmorenetwork-basedstructuresandinnovativeorganizationalforms.Inaddition,theyshouldbenimblerandmoreflexibleinordertotakefulladvantageofnewtechnology.Para.36-41Background:Accordingtorecentnews,Chinahasemergedasaleadingautoexporterintheglobalmarket.China’sNEVexporthasshownarobustsalesincreaseoverthepastfewyearsandhasbecomethenewengineforthegrowthofChina’sautoindustry.ManyChineseNEVcompaniesarecurrentlyfocusingonbroadeningtheirinternationalpresence.SupposeyouareontheboardofdirectorsatBaicBluepark,awell-knownChineseNEVcompany,whichhasopenedupthemarketsinLatinAmerica,theMiddleEast,andSoutheastAsia.Now,yourcompanyisplanningtofurtheritsglobalexpansionbyenteringtheEuropeanmarket.Oneofthecriticalissuesisthemodeofentry.Themajormodesofentryproposedincludegreenlandinvestment,mergersandacquisitions,anddirectexport.Youneedtogivesoundreasonsandampleevidencetosupportyourproposition.Meanwhile,youneedtoreactccordinglytothesituationsandbeclearlyseentomakeanattempttoreachaconsensusonthemostdesirablemodeofentry.SpeakingGroupDiscussionSituation1)

Participants1-2:

Youareinfavorofthefirstmodeofentry—greenlandinvestment.Itreferstosettingupplantsinforeignmarkets.Youmustdoyourbesttoconvincetheboardofdirectorsthatyourpropositionisthebest.Inthisrole,youneedtoexplainthebenefitsofgreenlandinvestment.Forexample,greenlandinvestmentmightreducecosts,avoidtradebarriers,andpromoteChinesebrandsintheinternationalmarket.YoucansupportyourpropositionbycitingthecaseoftheChineseindependentautomakerChery,whohasestablished16overseasproductioncenterstoproducecustomizedvehiclesforlocalcustomers.Withmorethan1,000dealersoverseas,itsellsitsproductsinover80countriesandregions.SpeakingGroupDiscussion2)

Participants3-4:

Youareinfavorofthesecondmodeofentry—mergersandacquisitions.Youmustdoyourbesttoconvincetheboardofdirectorsthatyourpropositionisthebest.Inthisrole,youneedtoexplainthebenefitsofmergersandacquisitions.Forexample,mergersandacquisitionsmightleadtoincreasedvaluegenerationforthecompany,aswellasincreasedcostefficiencyandmarketshare.YoucansupportyourpropositionbycitingthecaseoftheChineseindependentautomakerGeely,whocompletedits$1.8billionpurchaseofSwedishbrandVolvounit,expandinginbothscopeandscale,andhavingaccesstoVolvo’scoretechnologyaswell.SpeakingGroupDiscussion3)

Participants5-6:Youareinfavorofthethirdmodeofentry—directexport.Youmustdoyourbesttoconvincetheboardofdirectorsthatyourpropositionisthebest.Inthisrole,youneedtoexplain