English for Business: Case Studies

Unit 1 Brands: Case Study on Caferoma

From: To: Mario Cumino

Subject: Action Plan for Caferoma’s Problems

Dear Mr. Mario,

The below are the predetermined along with possible solutions for discussion in the
meeting that will definitely solve Caferoma’s Problems:

Action Advantages Disadvantages Impact

1) New  Improve current  Requires  Gain market
Product image aggressive share
marketing
2) Pricing  Attract price  Shrink in profit  Gain market
50% lower conscious margin share and profit
customers
3) Advertising  Launch new  Expensive  Gain market
product and share and sales
communicate with
the customers
4) Survey  Customer input  Time-consuming  Understand
customer needs

The reasons for the above actions are that the current product resulted in loss of
business and downsize in market share. Moreover, there are no potential sales or
increase of profits. There will be no potential sales increase with the continuation of
the current product due to previous decline in sales in restaurants, shops, hotels,
and supermarkets.

The new product will be allowing launching our brand image and reputation in the
market that will show improved features such as quality and pricing. The pricing
lowering to 50% will make sure that it is meeting positively price consciousness of
the customers because competitors are 30-40% lower than us. Advertising will help
in communicating, meeting, and gaining contracts from customers due to better
pricing and quality target all chain of customers before competitors are taking over. It
is very important and essential to understand in detail and in specific about customer
needs and wants before designing and launching new product, which is only
possible to obtain by means of survey.

Thank you.

Kind regards,

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 English for Business: Case Studies

Unit 2 Travel: Case Study on Work, Rest and Play

From: corporatetravel@universalairlines.com To: booking@hotelmarine.com
Subject: Booking Confirmation (Universal Airlines Seminar)

Dear Hotel Manager,

I would like to confirm booking on July 5, 2010 – July 7, 2010 for hotel rooms and
seminar rooms with details or requirements:

Hotel Stay Booking

Number of guests 20 guests (male 12 and female 8)
Arrival & departure times July 5, 2010, 12:00 pm check in
July 7, 2010, 06:00 pm checkout
Meals July 5, 2010, dinner
July 6, 2010, breakfast, lunch and dinner
July 7, 2010, breakfast, lunch and dinner
2 vegetarians and alcohol servings for 16
Assistance 2 salesperson to show guests outdoor location of
activities and indoor facilities

Conference / Seminar Booking

Date and Timings July 5, 2010, 03:00 pm – 07:00 pm
July 6, 2010, 03:00 pm – 07:00 pm
July 7, 2010, 03:00 pm – 05:00 pm
Snacks during break 05:00 pm – 05:30 pm (snacks, drinks, and coffee or tea)
Equipments Overhead Projector, PowerPoint, VCR, Slideshow,
Microphone & Speakers, Flipcharts, Markers
Requirements 20 single standard rooms (6 smokers)
1 conference room with 20 circle conference seating
arrangements*
3 trainer facilities high-tech equipments: (1 desk, 3
chairs, 3 flipcharts, and overhead projector, 4 speakers,
2 microphones, slideshow)
3 smaller seminar rooms (each 7 occupancy)*
1 disabled facility
1 technical assistant
*Notepad, pens and mints in all meeting or seminar conference rooms

I will look forward to read the receipt of booking confirmation, and pro-forma invoice.

Thanks.

Best wishes,

Account Manager
Corporate Travel Services Dept.
Universal Airlines

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 English for Business: Case Studies

Unit 3 Organisation: Case Study on Auric Bank

Auric Bank Organisational Improvement: Outsource the Call Centre

Executive Summary
Auric Bank (AB) should cut costs so there will be increase in business
efficiency to meet and exceed customer satisfaction in terms of price and quality.
Due to the investment in unprofitable areas of business, AB is facing business
turndown and decline in sales/profits. The decision taken is to outsource the call
centres, which are the three options out of four to prove savings from changes.

Introduction
This short report will look at:
 Summary of four options
 Findings in four options
 Recommendations to implement selected option

Findings
There are advantages and disadvantages of each and once selected, there
are solutions that will enable in overcoming these advantages by means of training
and development. The determination of reduce in the pricing level is due to
difference between costs and savings with total investment of £ 19 million (£ 16
million - £ 3 million). The level of savings is high for fourth option (X-source India) and
there can be use of certain amount from savings to make investment to overcome challenges
in implementing this organisational change.
Option Call Centre Costs £ Savings £ Reduce Pricing Level
1. In-house 16 million 3 million 0.1875
2. SA 8 million 11 million 1.375
3. Scotland 10 million 9 million 0.9
4. India 5.5 million 13.5 million 2.45

Conclusion
In conclusion, the contract with company based in India costs cheaper than
the one in SA or Scotland outsourcing contracts and this will enable higher savings
by allowing AB to increase profit margin and reduce pricing level. Therefore, AB will
gain customer satisfaction and earn profit with improvement in business and earning.
The recommendations will be help in implementing best-selected option and
overcome disadvantages or limitations. There is best option that will ensure that AB
will gain profit and customer satisfaction within a year.

Recommendations
The recommendation is that AB should take into consideration for outsourcing
the call centre to a company based in India. In order to overcome challenges,
difficulties and disadvantages while implementing this change; the recommendations
are meeting unions (overcome trouble), training employees of call centre (improve
product awareness, employee professionalism, & quality customer service), meeting
stakeholders, and marketing (reduction in costs, products as per customer needs,
and quality assurance).

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 English for Business: Case Studies

Unit 4 Change: Case Study on Acquiring Metrot

Action minutes
Minutes of the management meeting
Date 26 April
Venue Cornerstone Group, Conference Room 3A
Present Group A (Whitman and new managers)
Group B (Senior Executives of Metrot)
1 Problem Background Action Deadline
The problems that needs to be resolved with clear Group A and B 30 April
communication and avoiding misunderstanding in
factory inspection, redundancies, further changes,
and management style.

2 Practical Suggestions
There are four problems and each group should Group A and B 30 April
contribute two suggestions for each problem. Group
A should voted for suggestions from Group B and
vice versa.

3 Efficient change management

It shows that there is lack of communication and HRM, Group A 30 April
employee motivation. and B
Next meeting: May 3, 2010

Action plan
The below action plan stages planned as per suggestions and discussions made:
May October
 Training and awareness on goals, objectives  Surveying employee
and strategy, and opportunities in European satisfaction and complains or
market suggestions
 Training employees on change management  Results comparison with
for adaptation and improvement previous survey
 Communication defining and management
style adapting
June November
 Surveying employee satisfaction, motivation  Redo actions similar actions
and redundancy rate in July
 Evaluating effectiveness of
trainings delivered

July December
 Results evaluation and outcome analysis  Employee loyalty bonus and
 Action implementation for increasing celebration
employee motivation and retention with
reduction in complain rate
August
 Measure turnover and termination rate prior

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 English for Business: Case Studies
to awareness sessions and status

Unit 5 Money: Case Study on Angel Investments

From: employee@angelinvestments.com To: ceo@angelinvestments.com

Subject: Investment Recommendations
Attachment: Business Analyst Report & Share Price Data

Dear Mr. Richmond,

The recommended companies in potential ranking as per discussion with the

directors are Technoprint, Unibrand and OLF.

AV not recommended because the company is having debts and their previous
performance was unfavourable.

However, it is risky to make investment in OLF but due to their plans and initiatives, it
can be included due to expected boost in their business performance.

Technoprint and Unibrand are ranking high with potential growth due to their
tremendous continuous achievements during the last 3 years. Both the companies
are meeting and exceeding their sales targets with yearly definite profits and good
earning per share.

I will look forward to read your feedback and approval on our decisions.

Thank you.

Yours faithfully,

Angel Investments Director

Angel Investments
Enclosure: Business Analyst Report & Share Price Data

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 English for Business: Case Studies

Unit 6 Advertising: Case Study on Focus Advertising

 Key message: The key message is to avoid eating unhealthy food or junk food
and select the best restaurant offering healthy food for personal or professional
dinning.
 The foods offered at Country Restaurant are healthy that are consisting of
vegetarian and low fat dishes. The offering is in very clean and smoke free
environment showing the sign of healthy living.
 Unique Selling Point: Change the way you eat and bring on healthy life. You can
do better in your personal and professional life and Country Restaurant is the
best place you can dine with your friends and family. You will pay reasonable and
live with practically healthy heart and brain fitness.
 Media use:
TV Commercials The commercial will show young sick person working and
returning home tired after eating in unknown restaurant.
While healthy old man conducting business meeting at
Country Restaurant displaying firm hand shaking proving
the well-being of old man due to healthy eating. Flashing
Country Restaurant logo and slogan “Eat health, Live
healthy at Country Restaurant”.
Internet The restaurant’s website is the source with detailed
information on menus, images, price and discounts or
coupons. The website will contain online diet checker
where customers can fill it to determine best match of
dishes for lunch or dinner.
Cinema Flashing mouth watering dishes (salad, appetizer, meal,
sweet, etc.) and restaurant slogan and logo.
 During the start of the campaign, there will be 50 VIP coupons for visitors of
couple including children to redeem during their second visit. There will be normal
check-up (BP, Sugar, etc.) in the booth or stall for making suggestions of healthy
and suitable dishes meeting specific need.

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 English for Business: Case Studies

Unit 7 Cultures: Case Study on Visitors from China

From: employee@toyworld.com To: chung@toymanufacturing.com

Subject: Visit Programme

Dear Mr. Chung,

你好吗？

We are delighted to know about conformation of your visit. Our team worked
together to develop daily programme and eagerly looking forward to meet you.

Programme Timing Briefing

Arrival gathering and trip to 09: 30 am Introduction of Senior Managers
Toyworld offices
Mini-Presentation 11:30 am Get to know more on Toyworld and
1st day, introduction snacks or coffee / tea
2nd day, business plans
3rd day, business performance
and forecasts
4th day, a word from Mr. Chung
Lunch 12:30 pm Lunch gathering with Senior
Managers
Thanks god, nothing to do after 01:00 pm End of the day
lunch and get to explore US
locations or tourist areas…

I will look forward to read your opinion on drafted programme and looking forward to
meet you soon.

谢谢。.

Kind regards,

Marketing Manager
Toyworld

NOTE: The above translation indicates 你好吗？as How are you? and 谢谢。. as
Thank you.

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