剑桥商务英语4 Unit 7 case study KGV Europe.pptVIP

CASE STUDY  KGV Europe Managers List Managing?Director---------------------Mike Secretary--------------------------------May Financial?Director?--------------------Hanna Advertising?Department?Director?-----Linda Marketing?Department?Director?----Trina Marketing?Department vice Director------------- Daisy,?Susan The? conference?process? 1. To analyse?the?latest?investigation?reports.? 2. To sum?up?the?result about our?companys?situation. 3. To discuss?and?solve?the problems. 4. To draw?up?the?future?strategy. As for the fierce competition, our narrow product range no longer satisfies the consumers’ needs. On the one hand, people hope that we can provide high quality, specialized goods for them; on another hand, they expect that we can support them additional products or services. computer games 18-25 computer software banking services spoken word (talking books) 40+ holiday information Both age groups are concert tickets Purpose: enlarge products range and improve competitiveness We knew that our company is a traditional high-street music retailer. We have 65 stores-eight of these are megastores. 41-60 60 pounds per month 18-25 40 pounds per month The reason that why people more likely to buy goods from medium-sized stores. high rent renovation other costs 18 ~ 25： dance music 35% pop/rock 30% 26 ~ 40 ： pop/rock 40% dance/music soul/reggae 20% 41~ 60 ：classical 33% jazz 27%, 60 above：classical 70% jazz 20%  Profits： ￡450m  ￡290m.  The megastores’sales： rise by 8% = 55% of the company’s turnover heavy expenditure on advertising and promotion. . Reasons for KGV’