商务英语课程课件Unit14GoingGlobal市公开课一等奖百校联赛特等奖课件.pptx

Learning Objectives Talking about benefits of global orientation Talking about global market entry strategies Writing faxes and e-mails 第1页 Follow-up Practice Writing Task第2页We need to discuss some questions about what we are going to learn in this unit.Sure,thatll help us understand better about what we are asked to do.第3页1)How do you understand the term“globalization?2)Do you think that it is necessary for a company to go global?Why or why not?3)Can you make a list of some global companies that you are familiar with?What do they do?4)Work in pairs.Discuss some ways of entering international markets and the advantages and disadvantages of each.1.Discuss the following questions.第4页Market Entry Methods and the Levels of Involvement in International MarketsWholly-owned subsidiaryCompany acquisitionAssembly operationsJoint ventureStrategic allianceLicensingContract manufactureDirect marketingFranchisingDistributors and agentsSales forceTrading companiesPiggyback operationsLevels of involvement第5页Risk and Control in Market EntryControlRiskIndirect exportingPiggybackingTrading companiesExport management companiesDomestic purchasingCo-operation strategiesJoint venturesStrategic alliancesDirect exportingDistributorsAgentsDirect marketingFranchisingManagement contractsManufacturingOwn subsidiaryAcquisitionAssembly第6页Factors Affecting the Choice of Entry Modes External Factors Internal FactorsTarget Country Market FactorsTarget Country Environment FactorsTarget Country Production FactorsInternal FactorsMarket Entry ModeEnterprise Product FactorsEnterprise Resource and Investment Factors第7页In this part you are going to listen to a passage and a dialogue.Now listen and try to finish the exercises while listening.Are you ready?第8页 14.1.1 Listen to the short passage and fill in the gaps in the notes below.Successful businesspersons in the 21st century will have global awareness and have a frame of reference that goes beyond a region or even a country and encompasses the world.To be globally aware is to be objective in assessing opportunities,evaluating potential,and responding to problems,to have tolerance toward cultural differences and to be knowledgeable about cultures,history,world market potentials and global economic,social,and political trends.第9页Being Globally Aware To be globally aware is to be:Objective Tolerant of Cultural Differences to be knowledgeable of:Cultures History World Market Potentials Global Economic,Social and Political Trends第10页14.1.2 Listen to the dialogue and answer the following questions.1)Why does Mr Brook find it difficult to describe what it is like doing business with the Chinese?Because in China theres still no commonly shared perception of whats reasonable or normal in international business,so standards and expectations vary widely from place to place.2)What are the things that Mr Brook says you should keep in mind when you do business in China?One of the first things to keep in mind is that it is most discourteous to be late for meetings.3)How should the people be seated in the meeting room?The leader of the group will be expected to enter first and will generally be offered a seat beside the most senior.4)What are the visitors supposed to do after the meeting?A special dinner will probably be arranged for the guests after the meeting.5)What are the common topics of small talk over dinner?Small talk over dinner is essential for relationship-building.One of the common topics for most Chinese is about the family such as about their children and their hopes for their childrens future.第11页In this part you are going to read two dialogues in pairs and then you will be asked to answer some questions about what you have read.第12页14.2.1Read the dialogue and then answer the following questions.1)What are the three conventional ways to enter a foreign market?Direct exporting,indirect exporting,and partnership/strategic alliances.2)What are the advantages of choosing a foreign intermediary?From the managerial standpoint,choosing a foreign intermediary will give you an immediate presence to your target market.More importantly,to secure qualified agents or representatives to handle your products can give you added advantage and still retain control over your products.3)What are the advantages for a contractual sales agreement with foreign agents or representatives?They will not only provide access to potential customers and familiarity with day to day business activities,but their knowledge of the local business practices,legal environment and cultural traditions are invaluable.A trustworthy agent will have the connections to help sort out red tape and obstructive bureaucrats.第13页4)Why dont they consider joint ventures as their alternative at present?Because joint ventures are time-consuming and resource-demanding,and will involve continuous and careful monitoring of critical areas such as personnel,finance and basic operations.5)Why dont they consider licensing agreement either?Because they are concerned about intellectual property rights and the risk of creating long-term competitors.6)Why does Mr Smith think it is time for them to consider entering the Chinese market?Because China has joined the WTO,the Chinese market will be more open to foreign companies and the scope of restrictions will be alleviated.第14页1)Why is exporting considered to be a sound and permanent form of operating in the international market?(Open)2)Why is licensing usually preferred by SMEs when they consider entering the international market?Because of some obvious advantages of licensing,for instance,when capital is scarce,when import restrictions forbid other means of entry,when a country is sensitive to foreign ownership,or when it is necessary to protect patents and trademarks against cancellation for nonuse.3）What form does licensing take?Licenses may be granted for production processes,for the use of a trade name,or for the distribution of imported products.14.2.2 Read the dialogue and then answer the following questions.第15页4)What kind of companies may choose franchising as their market-entry strategy?Why?Usually,fast-foods companies or other traditional businesses.They wish to expand quickly with low capital investment.The system combines the knowledge of the franchisor with the local knowledge and entrepreneurial spirit of the franchisee.More important,foreign laws and regulations are friendlier toward franchising because it tends to foster local ownerships,operations and employment.5)Why have joint ventures accelerated sharply since the 1970s?The main reason is that,besides serving as a means of lessening political and economic risks by the amount of the partners contribution to the venture,JVs provide a less-risky way to enter markets that pose legal and cultural barriers than would be the case in an acquisition of an existing company.6)What are the four factors associated with joint ventures?Firstly,JVs are separate legal entities;secondly,they acknowledge intent by the partners to share in the management of the JV;thirdly,they are partnerships between legally incorporated entities such as companies,chartered organizations or governments,and not between individuals;and finally,equity positions are held by each of the partners.第16页第17页PRE-READING QUESTIONS FOR PAIR WORK1.How do you understand the term“globalization”?2.What do you think are main benefits for businesses going global?3.Do you know any global companies?What do they do?4.4.What are the main features of a global company?第18页Questions 1)What are the benefits of globalization mentioned in this passage?The benefits mentioned are mainly:economies of scale in production and marketing;transfer of experience and know-how across countries through improved coordination and integration of marketing activities;a uniform global image.2)What do the examples of Unilever and Alcoa show us?The benefits of transfers of knowledge.3)Why are uniform global images becoming increasingly important?One reason is that satellite communications spread throughout the world and a global product image can be advertised through satellite communications.4)Why is it important to establish a brand image in emerging markets?In many of the emerging markets,assurance of product quality is difficult for the consumer to attain.The consumer must depend on the reputation of the merchant and the brand name.An established brand or corporate symbol can serve as a proxy variable for quality and service.5)What are other benefits you are aware of?(Open)6)Explain one company you are familiar with that has gained one of these benefits when it has a global orientation.(Open)第19页In this part you are going to learn how to write faxes第20页No unified format for faxes.Depending mainly on a companys preference or the software used to generate the faxes.A typical heading for a fax is shown below.FAX MESSAGETo:Deuce and Co.Ltd Attention:Henry Smith,Sales Director Fax No.:01922 286431From:A.MarshallCompany:AFS CarriersFax No:0912 345298Date:15 May-11-12Subject:Delivery for Order No 125 No of Pages:2第21页Faxes are similar to business letters but at the same time different in some ways from traditional business letters.1.Less formal than that used in letters.2.Addresses not always written out in full 3.Each page of a fax clearly numbered,e.g.(Page 1 of 1 or 1/1).4.The salutation and complimentary close generally omitted.5.Hand written faxes acceptable in some lines of business or in certain situations because faxes are primarily used to transmit written message quickly.第22页Sample FaxEuropean Food Ingredients105 High Street,Evesham,Worcs.WR 11 4 EB Tel:[phone].Facsimile:0386 765508 Telex:333452FAX MESSAGETo:HANGZHOU FOODSTUFFS Attn:MR ALAN ZHOUFax No:0086 571 88626688From:DAVID TAYLORDate:15 MAY Subject:SHPT OF ORDER NO HGP-12-1611No of Pages:1First of all,I would like to thank you for your hospitality during my stay in Hangzhou.I am pleased to confirm our above order for prompt shipment.The details,as agreed in our discussion last week,are as follows:Quality:One FCL holding 12 000 kilosProduct:Dehydrated garlic powderPrice:US$1 390 M/T CIFC5 LondonPacking:Polybags in cartonsShipment:16 July Payment terms:By confirmed irrevocable L/C payable at sight Please send us the S/C for our countersignature.Kindest RegardsDavid Taylor第23页Writing Practice1)Draft a fax to reply to the above fax.2)Draft a fax to invite your foreign trading partners to visit your company and discuss the business cooperation between your two companies.第24页Practice makes perfectWe will practice what we have learnt in this unit.Yes,lets do it!第25页1.Questions and Answers What would you say?1）A:Why do you think that it is necessary for a company to go global?B:_2)A:What do you think a company should consider when it decides to go global?B:_3)A:What are the key issues facing businesses going global?B:_4)A:What are conventional means to enter a foreign market?B:_5)A:What are the other market-enter methods apart from the above conventional ways?B:_6)A:What is the safest method for a company to enter a foreign market?B:_7)A:What are the advantages for a company to enter into a contractual sales agreement with foreign agents or representatives?B:_8)A:What is licensing?And by what kinds of companies is it used?B:_9)A:Can you tell me something about franchising?B:_ 10)A:What are the advantages of a joint venture compared with a wholly-owned subsidiary?B:_ 第26页2.Presentation Practice Task 1.ABC Company is a large company specializing in household electrical appliances which enjoy high popularity in the home market.Owing to the competition from both at home and abroad,the company has decided to develop its business overseas.Suppose you are the marketing director of the company,outline a plan for engaging your company in“going global”.You may first work in small groups discussing the plan.Try to gather as much information as possible from any sources available before class.Your plan may include the following aspects:Modes of market entry Target markets Marketing mix Brand strategy Ways to deal with foreign nationals Possible difficulties you might encounter Any relevant and necessary aspectsTask 2.A representative of each group will be selected to present what has been discussed in the class.第27页3.Translation Practice1.对于那些准备乐观地破除重重障碍，愿意继续探寻新方法人来说，对于那些准备乐观地破除重重障碍，愿意继续探寻新方法人来说，有着众多全球商业机有着众多全球商业机会。会。Opportunities in global business are around for those who are prepared to confront myriad obstacles with optimism and a willingness to continue learning new ways.2.我们已经进入了海外业务发展关键性阶段，即正确选择进入国外市场方式。我们已经进入了海外业务发展关键性阶段，即正确选择进入国外市场方式。We have come to a critical stage in our overseas business development.That is,choosing the right option for overseas market entry.3.一旦你前期工作确保了进入国际市场准确时间，下一步工作就是选择适当市场一旦你前期工作确保了进入国际市场准确时间，下一步工作就是选择适当市场 进入策略进入策略,将产品或服务输送给你国外客户。将产品或服务输送给你国外客户。Once your legwork has confirmed that the timing to enter the international market is all set,the next step is to choose the appropriate market entry strategy to deliver your goods or services to your foreign customers.4.我们市场调研小组还没有找到符合我们条件而且能够优势互补适当搭档。我们市场调研小组还没有找到符合我们条件而且能够优势互补适当搭档。Our market research team still has not found a suitable partner that meets our conditions and complements our strengths and weakness.5.当前，当前，我们还不能考虑合资这种选择，因为合资耗时、资源要求高，而且要不停仔细监我们还不能考虑合资这种选择，因为合资耗时、资源要求高，而且要不停仔细监 督一些如人事、财务、基本经营活动等关键方面。不过，合资可能是开发我企业产品市督一些如人事、财务、基本经营活动等关键方面。不过，合资可能是开发我企业产品市 场最终步骤。场最终步骤。Presently,we are not in the position to consider joint ventures,because joint ventures are time-consuming and resource-demanding,and will involve continuous and careful monitoring of critical areas such as personnel,finance and basic operations,but this option may be the final step in developing markets for our companys product.第28页6.与其它方式比较，出口被认为是一个国际市场运作稳定和持久形式。与其它方式比较，出口被认为是一个国际市场运作稳定和持久形式。Compared with other methods,exporting is considered to be a sound and permanent form of operating in the international market.7.特许经营是许可证制快速发展一个方式，经过这种方式特许权一方提供系列产品、特许经营是许可证制快速发展一个方式，经过这种方式特许权一方提供系列产品、系统及管理服务标准，而受特许权一方提供市场、资金和管理人员。系统及管理服务标准，而受特许权一方提供市场、资金和管理人员。Franchising is a rapidly growing form of licensing in which the franchisor provides a standard package of products,systems,and management services,and the franchisee provides market knowledge,capital,and personnel involvement in management.8.因为有合作人入股，合资企业政治、经济风险较小，假如要进入有法律、文化障碍因为有合作人入股，合资企业政治、经济风险较小，假如要进入有法律、文化障碍 市场，合资比收购现有企业所负担风险要小。市场，合资比收购现有企业所负担风险要小。Besides serving as a means of lessening political and economic risks by the amount of the partners contribution to the venture,JVs provide a less-risky way to enter markets that pose legal and cultural barriers than would be the case in an acquisition of an existing company9.经过营销活动良好协调和整合进行跨国经验交流和专门技术交换，这也被称为是经过营销活动良好协调和整合进行跨国经验交流和专门技术交换，这也被称为是 全球化带来好处。全球化带来好处。Transfer of experience and know-how across countries through improved coordination and integration of marketing activities is also cited as a benefit of globalization.10.品牌或企业标识全球认知