Vocabulary: Describing competition

A

1 b) 2 a) 3 d) 4 c)

D

strong, fierce, unfair, tough, intense + competition

Sample answers:

There is fierce competition in the telecommunications industry.

Many countries have laws prohibiting unfair competition. Contractors in the construction industry Face tough competition for new contracts.

There is intense competition for TV rights to international sports events.

Reading: Competitive advantage

B

The three strategies are: cost leadership，differentiation and focus.

C – F

C broad scope/wide range; breadth/width; segment/a section of a market or industry; economies of scale/saving money by producing in large quantities

D attributes/qualities; perceive/see, realise; uniqueness/something very unusual and special; durability/ability to last a long time

E tailors/adapts; to the exclusion of/not including; optimizing/making best use of; narrow/the opposite of wide

F 1 c) 2 a) 3 a)

4 It is bad for a company to be stuck in the middle because in that position it possesses no competitive advantage and will compete at a disadvantage.

Listening: Competition and the market

Part 1

A 15.1

1 a)

2 a portfolio of products; the best brands; the most recognisable packages; an efficient manufacturing and distribution operation

3 b)

Part 2

B 15.2

2 Value is not just a function of price…better doesn't necessarily mean cheaper.

Part 3

D 15.3

The three main changes in consumer habits which Kevin Warren predicts are:

The purchase environments in which the consumer can access the company's products will change.

There will be continued increase in leisure time so they need to be where the consumer is, whether that be the sports centre or the multiplex cinema.

The increase in out-of - home eating, especially snacking, will continue.

Language review: Talking about the future

A

another company is putting in their own bid

we're going to fight it

they'll match us for price

we'll have to concentrate

we're going to beat them

the union meets later this afternoon

I'll raise this with them

when I'm talking to the union

I'll do that

we're going to respond

I'll authorise the overtime payments

B

Possible answers:

1 I'm visiting a client.

2 We're going to buy all our materials in China.

3 Will you hold?

4 I'll take a cab.

5 Your plane leaves at 9.

6 I'll call the engineer.

7 I'm going to resign tomorrow.

8 You're speaking after lunch.

Discussion: Competitive strategy

Blues Fight The Reds

1 The challenge to Coca-Cola's market leadership had nothing to do with product, with consumer perceptions of the product or with actual market trends.

2 To focus on their product, not on their competitors' products; to look For opportunities to grow their product; to analyse and respond to changing patterns of consumer behaviour; to consider ways of offering better value; to plan a promotional campaign that conveys all these things.

Fly Me, I'm Cheap

1 The budget flights were proving very popular with customers and British Airways was losing market share.

2 The small airlines will need to find new competitive advantages (e.g. in-flight service, on-ground service, loyalty rewards, timetabling, family/friend promotions) or face being forced out of business by the market leader.

Skills: Negotiating

A

1 e) (Would it be a good idea if we discussed price first?)

2 d) (I'm sorry, it's not our policy to give credit.)

3 c) (Would you consider giving me a discount?)

4 b) (I'm afraid that's the lowest price I can offer.)

5 f) (Is there any possibility you could alter the specifications?)

6 a) (Your price is higher than I was expecting.)

UNIT 16 Quality