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  3. Task 3 Company Success The company you work for has recently won an award for its achievements in export sales. You have been as

Task 3 Company Success The company you work for has recently won an award for its achievements in export sales. You have been as

admin2010-02-11  87
问题 Task 3 Company Success
The company you work for has recently won an award for its achievements in export sales. You have been asked to help prepare an article for a local business magazine, explaining the company’s success.
Discuss, and decide together:
What measures are most effective for identifying new export markets?
   How to maintain sales in export markets?  
选项
答案Suggested discussion: Candidate A: Well, first of all, we should summarize the main points in the article. The first point is to highlight the importance of adaptation. As the company began its globalization, it had to decide which product lines to start with. The company had a framework to identify those product lines suitable for early globalization. Each line of business in the company’s portfolio should be evaluated along two dimensions—potential pay-off (expected returns) and potential risk (degree of local adaptation required ). Candidate B: I see what you mean. Well, we had worked hard on adaptation of our products. That’s true. Each line of business in the company’s portfolio had been evaluated along two dimensions: The first dimension focuses on the potential profits of globalization. The second dimension refers to the level of adaptation required to enter foreign markets. Candidate A: You’re comments are well meant but a little vague. We should give enough detailed information about it. Since any new development involves risk, the greater the degree of local adaptation required, the greater the risk of failure. The good brands could successfully offer globally standardized services, whereas the retirement communities and the long-term-stay companies would require far more local adaptation. Thus, full- service companies offer both a greater pay-off and less risk and are therefore the best candidate for globalization. We should let the readers know how to maintain sales in export markets? Candidate B: Yes, you’re fight. As for how to maintain sales in export markets, first of all, we should put the famous brands into the framework. And then, we should try to keep a worldwide presence. A worldwide presence adds value to a company. Maintaining a company presence means maintaining its sales in export markets. Adapting a product for a foreign market may involve in risks. Therefore, we should conduct a feasibility study first. Candidate A: Absolutely. Besides, companies need to approach consultants for advice on choosing the right products to export. The consultants shall also offer advice on choosing the most suitable foreign market as well as on the best way of entering a market. Then, How about the specific steps in entering a foreign market? What do you see the safest method for it? Candidate B: Well, as you may know, the safest method for a company to enter a foreign market is having an agreement with a local company. Another safe method is setting up its own local production. And finding a joint venture partner is also comparatively safe.
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