新商务英语理论与实务 教学课件 蒋景东situation 1 Task 3.pptVIP

Situation 1 Introductory Remarks Task 3 Business Strategies Task 3 Business Strategies ? Objectives Grasp the significance and functions of business strategies. Task 3 Business Strategies I Pre-reading 1.What is a Business Strategy﹖ 2. Which markets should a business compete in and what kind of activities are involved in such markets﹖ 3. What resources are required in order to be able to compete﹖ 4. Is corporate strategy concerned with the overall purpose and scope of the business to the stakeholder expectations? 5. Strategies exist at several levels in any organization, what are they? Task 3 Business Strategies II Case study of the task Motorola’s Competition about Its Products Motorola was the pioneer of mobile phones, and was the top cellular phone company in the world until the late 1990s, when it was overtaken by Nokia. This case discusses some of problems that Motorola faced in 2006-2007, after it failed to follow-up the success of its iconic phone model, the Razr, and was quickly overtaken by competitors who launched innovative products to capture market share. Motorola slashed the prices of most of its phone models in late 2006 to recapture some of the lost market share, drastically affecting its margins in return. In early 2007, Motorola announced that it would make an effort to revive its financial performance and not go behind market share alone. Task 3 Business Strategies It also embarked on a business reorganization to better align its operations with its customers and markets. However, it was widely believed that what the company needed was a path breaking new product to pull it out of difficulties. But as of mid 2007, Motorola had no products that looked likely to replicate the Razrs success. In addition to this, CEO Ed Zander was losing much of the credibility he had earned in 2004-2005, during his early years at the company, and speculation was rife that Motorolas board might consider replacing hi