Appunti Inglese

THE BIG PICTURE

STRATEGY: MARKETING is an action plan, identify potential opportunities for growth and

potential threats.

The factors that the company must consider during the development of a strategic plan are:

• Current sales.

• Economic forecasts.

• Competitors.

• Human and financial resources.

• Fashion and trends.

• Technology.

• Product development.

NIKE’S GODDESS

Nike was considered for a long time a masculine company. But John Hoke and the vice

president Mindy Grossman things changed: the first Nike Goddess store, thinking that its real

power was to change minds inside the company.

• How to sell to women: Nike Goddess store had a comforting woman environment.

• How to design for women: they had to redesign the shoes and clothes to fit women’s

necessities.

• How to talk to woman: they shouldn’t talk to women through gender, and they had to

redefine a re-energise their complete brand around a market that was taking off.

GENERAL CONTENT: the development of a strategy to increase sales to women costumers

Nike wants to develop new styles and colours for women and this is changing mind inside the

company.

THE MESSAGE: the organization of good strategy can permit the full potential of a company

make great economic benefits.

BREAKING INTO A NEW MARKET

In 90s Mario Moretti Polegato created a special membrane that could be used in shoes to

prevent perspiration. He set up his company with few employees. Now it’s a very important

company.

S.W.O.T.: SWOT analysis is a structured planning method used to evaluate the strength,

weaknesses, opportunities and threats involved in a project or in a business.

S: STRENGTH: characteristic of a business,

W: WEEKNESS: disadvantageous position compares to others.

O: OPPORTUNITIES: external choices to improve performances.

T: THREATS: external elements that could cause problems.

UNIT 4 – PAY

PHOTO: the figure represents a company manager, even if what you see is a fat cat whit a

cigar in its mouth. The “cat” is represented fat because his size is equal to the big pay, he gets.

BECAUSE I’M WORTH IT

CEOs and top senior executives are something identified to as “fat cat” because the giant pay

packages and rewards, they are offered.

“GOLDEN PARACHUTRE” or very severance deal.

They salaries are negotiated by remuneration committees and voted by shareholders.

GENERAL CONTENT: bosses are overpaid, regardless of the way in which they work.

THE MESSAGE: bosses paid themselves more or less whatever they like.

A CONTROVERSIAL COURT CASE

Cantor Fitzgerald appeared back in the news in Britain because one of his staff has taken him

to court for breach of contract. Mr. Honkulak claimed that his boss Lee Amaitis threatened to

sack him, and it caused him so much stress that he started to drink and take medication.

Honkulak finally left the company and asked for £1million compensation. The judge awarded

Mr. Honkulak £1million saying that there are limits beyond which no employer should go.

UNIT 5 – DEVELOPMENT

PHOTO: the photo shows a forest clearing.

PROSPERITY OR PRESERVATION?

Loans from international organizations permit governments to exploit their natural resources

and to invest in construction projects and industrial facilities.

Environmentalists oppose development which produces pollution and endangers the health of

local people.

GAS FOR PERY VS GREEN IMPERIALISM

Natural gas project from Amazon Jungle which should turn Peru from an importer to an

exporter. Camisea has a huge gas reserve. The environmentalist claim that the project

threatens tribes of amazon, rare species and the rainforest, the export terminals would

endanger the marine reserve at Paracas. But Camisea’s defenders project will bring huge

benefits.

DBI: Inter-American Development Bank.

UNIT 6 – MARKETING

PHOTO: in the picture we can see a yacht which symbolizes the social status of people who

possess it.

SEDUCING THE MASSES

The marketing mis included the four Ps:

• PRODUCT: the features of the good sold.

• PLACE: where the product is sold.

• PRICE: appropriate market price.

• PROMOTION: the advertising of the product.

MONEY CAN BUY YOU LOVE

They force people to look alike, eat alike and be alike. In the new global economy brands

represent a huge portion of the value of the company.

In the past. Companies created their image using logos that represented them and indicated

the quality of their products.

Nowadays, consumers have more media to choose from. The new marketing approach is to

develop a brand and not a product,

In the past the most important thing of the commerce was the product, nowadays is the

customer.

Some years ago, companies try to convince the costumers to buy their products, buy now

companies try to inspirate the costumers, in fact, they often appeal to emotions, so they

manipulate people to buy some product brands that become a status symbol.

THAT LITTLE VOICE IN YOUR HEAD

Marketers believe that the audio technology will have far greater effect in sales. And nowadays

the most used every social media.

UNIT 7 – OUTSOURCING

PHOTO: at the picture are many migratory birds that carry people. They are workers,

managers or simple employees that for the need of the market are forced to emigrate in

developing countries where labour cost is lower.

THE GREAT JOB MIGRATION

OUTSOURCING: transferring business process to outside suppliers and services providers.

OFSHORING: it is a new form of outsourcing where business relocate back-office operations

in overseas where labour costs are lower.

The one way to reduce operating costs is represented by OUTSOUCING.

THE NEW GLOBAL SHIFT

The reason for corporate downsizings is that one third of the job in a company is done in

countries where work costs less.

Globalization’s next step is to reshape the global economy.

It could happen in some steps:

• The first consists in the transfer of manufacturing jobs to economical developing

countries.

• The second consists in simple service works avoid highly cost countries, like processing

credit card receipts and digital labour.

GENERAL CONTENT: globalization has made available new markets and at the same time

increase the competitiveness between companies. Many business to save on production cost

relocate their business abroad, or dismissing and reducing staff, recurring staff abroad.

THE MESSAGE: the globalization shifting the global economy.

UNIT 8 – FINANCE

THE BOTTOM LINE

Huge losses experienced by investors and employees due to mismanagement and

irregularities in financial reporting have led to a demand for stricter corporate governance.

EUROPE’S ENRON

The Enron scandal, revealed in October 2001, eventually led to the bankruptcy of the Enron

Corporation, an American energy company, and the facto dissolution of Arthur Andersen, which

was one of the five largest audit and accountancy partnerships in the world.

Most firms that buy in bulk get discount from suppliers.

UNIT 10 – COUNTERFEITING

PHOTO: the image shows many Winnie the Pooh’s on the sidewalk that are collected by some

people.

THE GLOBALIZATION OF DEFICIT

Counterfeiters ignore patents, which protect intellectual property, copyright and trademarks, by

producing cheap copies or fakes of branded goods.

The music industry in particular claims to be losing millions because of file sharing systems

which allow the downloading of music free of charge.

IMITATING PROPERTY IS THEFT

To most people, counterfeiting means forged currency, but counterfeiters are copying an ever-

widening range of product. For some time, they have been copying medicines, mobile phones,

food and drink, car parts and even tabacco.

Such rights are legally covered by patents, copyright, trademarks and other forms of

intellectual property protection.

Internet has been a great help to counterfeiters, giving them detailed information about goods

to copy and allowing them to link consumers and suppliers with case.

One strategy that companies use is to load their vulnerable products with anti-counterfeiting

features.

UNIT 11 – MARKETS

PHOTO: the image shows many products that come out of the computers and that represents

the new type of commerce: e-commerce. In this way companies can sell directly to consumers.

THE PEOPLE’S COMPANY

The marketplace brings together the buyer and sellers of goods and services and provides a

framework for negotiation and price setting.

The price at which goods and services are exchanged on a market fluctuates with supply and

demand.

GOING, GOING, GONE?

The layout shows the colours of the eBay logo. eBay is the online auction site. It is used by a

lot of people to buy and sell whatever type of goods.

The text explains the threats to the developing business, how eBay became popular and about

the different things you can buy on it.

The Feedback Forum is a rating system that makes it easy for buyers and sellers to grade

each transaction and positive rating translate to more sales.

The only threat that could deduce its success is the growing participation of large commercial

sellers.

UNIT 12 – LOBBIES

PHOTO: in the picture there is Bono, he is a singer, that is giving a speech to motivate people

on the issue of economic debts of developing countries. This problem loads many children to

die for lack of care.

FINDING A VOICE

Organization such as: CHARITIES, PRESSURE GROUPS and INDUSTRY GROUPS lobby

government or companies to provide them to introduce or change polices.

They can use:

• Demonstrations.

• Petitions.

• Litigations.

• Boycotts.

• Celebrities.

OF CELEBRITIES, CHARITY AND TRADE

A number of organizations now recognize that trade between developed and less developed

economies allows poorer countries to improve their economies and number of charity have

also noticed that north-south trade isn’t always exploitative.

A strategy used by politicians to attract voters’ attention is the use of celebrities. This tactic has

been used during the Jubilee 2000 campaign for debt relief in which Bono and other celebrities

persuades a record number of people to sign a petition.

The solve the problem there are two possible ways to help economy of developing countries:

• FAIR TRADE a movement which promotes fairer trading conditions for developing

countries.

• MICROCREDIT given for those who cannot give the normal guarantees required by

banks.

THE NEW NETWORKED LOBBIES

The internet has provided an essential tool in organizing various group of companies.

Poor countries need to tear down duties and the public debt. A lot of organizations had to use

violent and aggressive tactics.

PREASSURE GROUPS

LOBBIES: organized groups that makes pressure on other group