剑桥商务英语4 Unit 7 case study KGV Europe.ppt

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1、CASESTUDYKGVEurope2013AnnualMeetingManagersListManaging Director---------------------MikeSecretary--------------------------------MayFinancial Director --------------------HannaAdvertising Department Director -----LindaMarketing Department Director ----TrinaM

2、arketing DepartmentviceDirector-------------Daisy, SusanThe conference process1.Toanalyse the latest investigation reports.2.Tosum up the resultaboutour company's situation.3.Todiscuss and solve theproblems.4.Todraw up the future strategy.Asforthefiercecompet

3、ition,ournarrowproductrangenolongersatisfiestheconsumers’needs.Ontheonehand,peoplehopethatwecanprovidehighquality,specializedgoodsforthem;onanotherhand,theyexpectthatwecansupportthemadditionalproductsorservices.computergames18-25computersoftwarebankingservice

4、sspokenword(talkingbooks)40+holidayinformationBothagegroupsareconcertticketsPurpose:enlargeproductsrangeandimprovecompetitivenessWeknewthatourcompanyisatraditionalhigh-streetmusicretailer.Wehave65stores-eightofthesearemegastores.41-6060poundspermonth18-2540po

5、undspermonthThereasonthatwhypeoplemorelikelytobuygoodsfrommedium-sizedstores.highrentrenovationothercosts18~25：dancemusic35%pop/rock30%26~40：pop/rock40%dance/musicsoul/reggae20%41~60：classical33%jazz27%,60above：classical70%jazz20%Profits：￡450m￡290m.Themeg

6、astores’sales：riseby8%=55%ofthecompany’sturnoverheavyexpenditureonadvertisingandpromotion..ReasonsforKGV’spoorperformanceFiercecompetitionAnarrowproductrangeAlackofinnovationA10-minuterecess