剑桥商务英语4Unit7casestudyKGVEurope.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,CASE STUDY,KGV Europe,2013 Annual Meeting,Managers List,ManagingDirector-,-,Mi,ke,Secretary-,-May,FinancialDirector-,-,Hanna,AdvertisingDepartmentDirector-Linda,MarketingDepartmentDirector-Trina,MarketingDepartment vice Director,-,Daisy,Susan,The conferenceprocess,1.,To analysethelatestinvestigationreports.,2.,To sumuptheresult about ourcompanyssituation.,3.,To discussandsolvethe problems.,4.,To drawupthefuturestrategy.,As for the fierce competition,our narrow product range no longer satisfies the consumers needs.On the one hand,people hope that we can provide high quality,specialized goods for them;on another hand,they expect that we can support them additional products or services.,computer games,18-25 computer software,banking services,spoken word(talking books),40+,holiday information,Both age groups are concert tickets,Purpose:enlarge products range and improve competitiveness,We knew that our company is a traditional high-street music retailer.We have 65 stores-eight of these are megastores.,41-60 60 pounds per month,18-25 40 pounds per month,The reason that why people more likely to buy goods from medium-sized stores.,high rent,renovation,other costs,18 25：dance music 35%,pop/rock 30%,26 40：pop/rock 40%,dance/music,soul/reggae,20%,41 60：classical 33%,jazz 27%,60 above：classical 70%,jazz 20%,Profits：,450m 290m.,The megastoressales：,rise by 8%,=,55%of the companys turnover,heavy expenditure on advertising and promotion.,.,Reasons,for KGVs poor performance,Fierce competition,A,narrow product range,A,lack of innovation,A 10-minute recess,