《综合商务英语》课程建设项目案例分析集汇编之中级课程案例集.docx

综合商务英语课程建设工程案例分析集汇编之中级课程案例集课程负责人：商莉君2018年6月Pressure from the redundancy processSince last year the HR staff have had to make many colleagues from other department redundant. Some of the HR staff involved in this have suffered great emotional strain.Further staff cutsThere is a new rumor about possible further redundancies. The unions have said that they will recommend strike action if this happens.RecommendationsAssignment for studentsWritingAs leader of the Stress Management Team, write the Recommendations section of a report to GVM's Managing Director outlining your practical suggestions for stress management in the HR Department of the company in both the short and long term.Case 4 The voice of business> ObjectivesIn this case study, Students are required to work on a plan for a radio programme to be issued by European Business Associates (EBA) , a media company which makes radio and television programmes for broadcasting organisations all over the world. They have won a contract to produce a 30-minute radio programme aimed at working people. It will be broadcast throughout Europe, in English, at 7.00 a.m. three times a week. The method of questionnaire is to be applied and focus group opinions are to be collected while students are trying to make the plan.> Tasks for StudentsWork in groups. You are members of the EBA planning team. You must planthe first programmme. Use the key questions below to help you.1 .Discuss the key questions.2 .Then discuss any other ideas that you have.3 .Agree on a final plan for the first programme.> Background InformationQuestionaires:EBA sent questionnaires to businesspeople, asking them what they would like in it. People were asked whether they thought topics were a) very interesting, b) quite interesting or c) not interesting. The results are given below.Interest in possible topics for the radio programTopicsVery interestingQuite interestingNot interestingCompany profiles66%15%19%Profiles of business people45%12%43%Interviews with business people61%22%17%Business update72%19%9%The future of25%18%57%businessInvestment advice (stock market tips)36%28%36%Book reviews25%32%43%Economic reports on countries24%35%41%Advice on personal finance68%11%21%Job vacancies70%18%12%Traffic and weather reports52%35%13%Focus groups opinions:In addition to using questionnaires, EBA held focus groups in a number of European countries. These were some of the most common opinions.1 'I want to know what the important news stories will be for that day. You know, what companies are publishing their annual results, that sort of thing.Up-to-date news on what!s going on in busonessJ2 You only need one person to present the ptogramme.Male or female, it doesn!t matter. But they should be an experienced business journalist/3 Tm interested in buying shares. I'd want some good tips. What to buy, what to sell-that!d be really interesting/4 !It would be great if you could give us weather and traffic reports. I'm always getting stuck in a traffic jam/Key questions What will be the main components of the programme? How long, approximately, will each component be? What will be the order of the various items? Should there be one or two presenters? Male or female? young or old? Should there be live interviews with business personalities?Assignment for studentsWritingAs the producer of the new EBA business news programme, write a letter to famous businessperson asking them for an interview. At the start of the letter you should introduce yourself and give brief details of the programme and its aims.Case 5 European Campers> ObjectivesIn this case study, students are required to play the part in a negotiating meeting trying to find a suitable solution to the problem with a competitive and controversial top salesman with the company. Skills of persuading and negotiating are to be applied in an appropriate way.> Tasks for Students1. You are negotiating as either: Char Holden, Chief Executive Todd Foster, Marketing Manager2. Go through the problems with the salesman Olivier Moyon.3. You disagree about how to handle the problem with Olivier Moyon. Try to negotiate a suitable solution. Read your role card, prepare for your meeting and then negotiate a solution to the problem.4. Meet as one group and compare the decisions You have taken. Try to persuade your colleagues that your solution was the best.> Background Information©The company:The company, which was founded by Charles Holden, its Chief Executive, is based in Bordeaux, France. It makes and sells camping and outdoor equipment.©The roles:Todd Foster, aged 34, is an American with a Master's in BusinessAdministration (MBA). Todd became Marketing Manager of European Campers a year ago. Since Todd joined the company two years ago, profits have risen dramatically and the company is enjoying great success.Charles Holden, The Chief Executive of the company.Olivier Moyon has been with the company 12 years, and everyone agrees that he is a brilliant salesman. His results are outstanding. In fact, the sales from his area amount to 24% of the firm's total sales. Unfortunately, Olivier is very difficult to manage. Todd cannot control him properly and this causing problems. Here are some examples of Olivier's unacceptable behavior. He crashed his company car. He blamed bad road conditions, but Todd believes He had drunk too much alcohol. He spends far too much money on entertainment and gifts for his customers. His expenses are much higher than those of all the other representatives. He has still not introduced Todd to the biggest buyers in his areas. He says the buyers are too busy to meet Todd. He often ignores Todd's phone messages and misses important meetings. He only sent five sales reports last year instead of sending 12 (one each month).©The conflict:Two week ago, Olivier got a large order from a department store chain. The goods had to be delivered by the end of the month, at the latest. However, the Production Manager, Jacques Picard, told him that He could not produce the goods and delivers them by that date. Olivier became very angry and was extremely rude to him. Jacques complained to Todd about Olivier's behavior. Jacques explained that a very good customer had placed a very large order, and this order had to be given priority. Jacques ended the conversation by saying, 'Olivier may be a good salesman, but he!s rude and cares only about himself. He!s impossible to work with/> Brainstorming and decision-makingPossible solutions:> Assignment for studentsWritingYou are Head of Human Resources at European Campers. Write a letter to Olivier Moyon, informing him of the result of the meeting between Charles Holden and Todd Foster.European Campers100 avenue de la Republique33405 BordeauxDear Mr Moy onI am writing to inform you of the outcome of the recent meeting between Charles Holden and Todd Foster.Case 6 Work, rest and play> ObjectivesIn this case study, Students are required to do a role play making phone calls and hold a meeting to discuss the proposals and make a choice of the hotel.> Tasks for StudentsRole play1. You are either: Manager, ICON'S travel service or Account Manager for Corporate Travel, Universal AirlinesYou should keep these roles throughout the case study.2. Hold a meeting to discuss the proposals and make a final choice for the attendants of the seminar.> Background InformationICON is a computer software company based in Los Angeles, USA. The Manager of its company travel service is making arrangements for some senior managers to attend a seminar in France.The seminar stats on Friday July 5th and ends on Sunday July 7th. It will include meetings to discuss work problems and executive games to encourage teamwork. This is important because the participants are of different nationalities. The participants will expect to work hard, then relax, enjoy the amenities of the hotel, explore the surroundings area and have a really good time. The Manager of ICON'S travel service wants to book a hotel which is both stylish and value for money.Information for the proposed hotelsf Hotel Marine *Description:Location:Restaurant:Price:Modern hotel; 68 roomsOn the seafront in the Bay of Arc chon; Bordeaux - 60km;airport - 50 km; railway station -1.5 kmInternational cuisine. Vegetarian menu available 150 per room per night. Cost of meals per day: 80.No discount for groupsConference facilities: 2 large rooms, 2 smaller rooms. High-techequipment.Other facilities:Bar, Satellite TV, Modern point, Air conditioningSmoking areas in hotel lounge only. Disabled facilities on ground floor only. Outdoor activities including golf, horse-riding, wind-sufing, dishing and boat trips.Modern hotel (built in 1992); 120 roomsIn Bordeaux city center in a large pedestrian zone. Airport-15 km; railways station -15 km; hotel shuttle bus to and from the airportFrench and Italian cuisine. Vegetarian menu available. 220 per room per night. Cost of meals per day: 80.Group discount: 10%1 large rooms, 3 small rooms. Basic equipment.Bar, Satellite TV, Modern point, Air conditioningNo Smoking. Disabled facilities on all floors.> Stage and procedureStage 1The Manager of ICON's travel service phones the Account Manager for Corporate Travel at Universal Airlines. He asks Universal to propose three hotels in France for seminar. The Account Manager of Corporate Travel asks for more details about the seminar and its participants. Manager, ICON'S travel service: turn to page 140.Account Manager, Universal Airlines: turn to page 147.Read your information files. Then role play the telephone conversation and arrange to meet one day the following week.Stage 2The Manager of ICON'S travel service has to change the date of the meeting. Read your information files and role play the telephone call.Stage 3The Account Manager at Universal Airlines sends information about three possible hotels for the seminar to the Manager, ICON'S travel service. They are all in Bordeaux, or in the surrounding area. At the meeting they discuss the three proposals and choose one of the hotels for the seminar. Role play the discussion.> Assignment for studentsWritingAs the Account Manager for Corporate Travel at Universal Airlines, write an e-mail to the manager of the hotel chosen for the seminar. Confirm the booking, giving details of the number of participants, arrival and departure times, meals, equipment and any other special requirements.ContentsCase 1 Fast-Track inc1Case 2 Fabtek5Case 3 Genova Vending Machines7Case 4 The voice of business9Case 5 European Campers12Case 6 Work, rest and play15Case 7 Auric Bank18Case 8 Acquiring Metrot21Case 9 Focus Advertising24Case 10 Visitors from China27Case 11 Marcia Lee Jeans30Case 12 Product33Case 13 Caferoma36Case 14 ICON38Case 15 Auric Bank40Case 16 Acquiring Metrot42Case 17 Angel Investments44Case 18 Focus Advertising46Case 19 Visitors from China49Case 20 Slim Gyms51Case 21 Ashbury Guitars54Case 22 Brookfield Airport55Case 23 Livewires57Case 24 Orbit Records59Case 7 Auric Bank> ObjectivesIn this case study, Students are required to conduct a process of decision-making. Role play as the directors in groups is necessary for students to discuss the options for the Auric Bank. Compare the options before discussion about their pros and cons separately and try to persuade the other directors of your option.> Tasks for StudentsWork in groups of four. You are directors of AB.1. Choose a role card (pages from 140, 141, 147,149). Read your role card and prepare for ameeting to consider the four options.2. Discuss the advantages and disadvantages of each option.3. Try to persuade the other directors that your option is the right one for AB.> Background InformationWhat have happened to AB'We constantly review our business in order to provide customers with excellent service at competitive price. As part of our reorganization, we ve been looking at the cost of customer services. We have a range of options. We can make changes in-house, outsource call centers to areas within the UK or outsource off-shore to low-cost countries such as India."Graham Hammond, Chief Executive, Auric BankThe Chief Executive made the statement above to group of investors three weeks ago. Auric Bank (AB) lost £1.5 billion last year because it invested in unprofitable areas of business. Since the AB has carried out a major review of its operations. It has concluded that:1. customers believe AB is charging too much for its services;2. AB no longer has the image of a 'caring' bank which is close to its customers and understandstheir needs;3. the bank needs to reduce costs to boost its profits and share price.To cut costs and increase efficiency, AB is now considering a number of options concerning the location of its call centres.Problem with the call centersAB has approximately 2,500 employees working in three large call centres located in cities in the South of England. The company's headquarters are in London. There are four options that the directors of the bank are considering.Options for the directorsOption 1: Keep the call centres in-houseKeep the call centres in their present locations but try to reduce costs by: using more part-time employees reducing the hours of business of the centres increasing the targets for the number of calls handled per hourEstimated cost of running the centres for the next five years: £16 million. Estimated savings by introducing changes above: £3 million.Option 2: Outsource the call centres to a company based in South AfricaUse Resource Plc, a Cape Town firm. They can set up the call centres in Cape Town and run them. the firm has an excellent reputation for reliability and good service it has a lot of experience in running centresCost of the contract with Resource Plc to run the call centres for the next five years: £8 million.Option 3: Outsource the call centres to a company based in ScotlandUse Resource Plc, a Scotland firm the firm is new; its managers are young it has several contracts with big companies it is experienced in running call centres some customers have complained in newspapers that the lines are always busy Cost of the contract with Orion Plc to run the call centres for the next five years:£10 million.Option 4: Outsource the call centres to a company based in IndiaUse X-source India, a company based in Bangalore. X-source India is expanding fast it has contracts with several large US companies it has no problems hiring staff and i