VI Answer the questions:

1. What was the most controversial business decision of the 1980s?

2. How long had the recipe for Coke remained unchanged?

3. Were there any attempts to decipher Coca’s formulae? What were the results?

4. How can you characterize Coca Cola Company?

5. How can you characterize Pepsi Company?

6. What made the Coca’s management worry?

7. What was a new Coke’s chairman, Roberto Goizueta’s, task?

8. What did he do?

9. How did Coca Cola Company prepare to launch a new product?

10. What were the changes at Pepsi at the time?

11. What was Pepsi’s new advertising campaign? What were its advantages?

12. How did that advertising campaign influence Coca Cola’s future moves?

VII Put down the following extracts and translate them into Russian:

1. The recipe for Coke …………………………………. Only Coca really was it.

2. Behind the slogans and the music…………………………………..2 bottles to one.

3. Again and again the adverts …………………….it tasted better.

4. “In the course of that research …………………we were using for 95 years.”

5. The advertising campaign had a wild success…………………….to hit back with something dramatic.

Part II

(from “1985 was the most dramatic year…” up to the end)

I New words and expressions:

1. to raise the stakes – поднять ставки

2. market share – доля рынка

3. line extension – расширение ассортимента

4. to withdraw the product from the market – снять с продажи

5. patch – партия товара

6. to share smb’s view. – разделять ч-л мнение

7. staff - персонал

8. to get smb on the run – заставить к-л отступить

9. brand - марка

10. to take account of smth – учитывать, принимать во внимание

11. crate – ящик

12. to sell at premium prices – продавать товар по завышенным, спекулятивным ценам

13. to give in to smb – уступить, сдаться

II Give the Russian equivalents to:

The most dramatic year

The Cola wars

To focus the company’s energy on smth

A sign of panic on smb’s part

Home-used tests

Strong and sentimental appeal of Coca Cola

Coca Drinkers Association

Coca Cola Consumer Hot Line

III Make up 10 sentences with new words and expressions from both parts.

IV Answer the questions:

1. What happened to Coca Cola’s market share in the US and Europe?

2. What was Goizueta’s decision?

3. What was Pepsi’s reaction to this move? Why?

4. What were Coca Cola’s mistakes?

5. How did the customers react?

6. What were the results of market research in June?

7. How did Goizueta decide to solve the situation? Did he succeed?

V Put down the following extracts and translate them in writing:

1. New Coke could have been a simple line extension………………………from the market completely.

2. “Pepsi and Cola had been involved…………………. And they have to change.”

3. Although 4 mln dollars had been spent………………………..test marketing been done on the product.

4. The decision to withdraw the old style Coke …………………………soft drink in the United States.

VI Make a short report on Cola’s activities in 1980s (7-10 sentences). Keep to the style of TV report.