20240318 09:00-09:40 1 active Dilemma: Harley Davidson - Innovating & rejuvenating your brand image By the end of this session you will have studied print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Unit 3 Strategy pg 26 ex 1 2 vocab Breaking into a new market intelligent_business_intermediate_students_book_pg23-26_the_big_picture_nike.pdf video The Rise And Fall Of Harley-Davidson Harley-Davidson is the most well-known American motorcycle brand in the world, but that status may be preventing the company’s future growth. Its core customers helped the company reach new heights, but Harley is facing challenges reaching new customers. And without new riders, the company might slowly erode. → watch the following video (8'45min) Business Insider https://www.youtube.com/watch?v=zwud-2RKwA0 smartphone or tablet device print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Case study: Harley's Angels pg 30 reading Brief intelligent_business_intermediate_students_book_pg30_case_study_harley_s_angels.pdf vznaniya meeting Vznaniya meeting details https://webinar.vznaniya.ru/b/dun-5oc-kbz-fgl ]]> Intelligent Business B1 active textbook ✓ a Harley Davidson (...) Isn't the image of Harley biker a bit old-fashioned? 〆not particularly eco-friendly 〆not related to ethics 〆identifies rather with WASP (white, Anglo-Saxon Protestant) (...) ]]> 1 The Rise And Fall Of Harley-Davidson active edit_ol_qa pix/icons8-collaboration-100_white.png The Rise And Fall Of Harley-Davidson (8'45min) Harley-Davidson is the most well-known American motorcycle brand in the world, but that status may be preventing the company’s future growth. Its core customers helped the company reach new heights, but Harley is facing challenges reaching new customers. And without new riders, the company might slowly erode. Business Insider https://www.youtube.com/watch?v=zwud-2RKwA0 → answer the questions]]> the_rise_and_fall_of_harley_davidson_zwud-2RKwA0_f248.mp4 Why did sales of Harley Davidson plummet? ✓ economic crisis to plummet = to fall suddenly and quickly from a high level or position When did the Harley Davidson make a reputation for its reliability? ✓ 60 000 bikes for the US military during World War 2 = a machine of war What did veterans want once they got back from WW2? ✓ live on their own terms ✓ mobility ✓ freedom ✓ attitude = counter culture attitude = confident, sometimes aggressive behaviour that shows you do not care about other people's opinions and that you want to do things in an individual way What made the Harley Davidson really popular? ✓ Hollywood e.g. The Wild One e.g. Easy Rider What role did the baby-boomers play? ✓ promoted cool image ✓ strong community → sold a lifestyle baby-boomer = member of the baby boom generation in the 1950s-1964 How did Harley Davidson try to recover from the 86% drop due to the Great Recession (in 2007)? ✓ reach emerging markets ✓ sell to a younger population ✓ attract women → design beginner models → introduce smaller, more fuel-efficient bikes (...) 〆measures failed → refocused on selling loud bikes to plunge = to fall suddenly and quickly from a high level or position What is happening to Harley Davidson's core customer base? = ageing ✓ 27 years old in 1985 〆50 years old in 2018 What other criticism is Harley Davidson facing? 〆expensive bikes at an average of USD 20 000 〆not practical = pricey toys What strategical choice should Harley Davidson make? ✓ captivate millennials OR ✓ rely on ageing, but loyal, customer base to captivate = to keep sb's close attention by being extremely interesting, attractive, etc What steps is Harley Davidson now taking? ✓ buy-back programme to help upgrade your bike → reach out to new riders ✓ produce electric bikes → attract an ecology-oriented generation ✓ rely on valuable brand equity active textbook tmp_pdf/intelligent_business_intermediate_students_book_pg30_case_study_harley_s_angels.pdf Brief - reading T / Cl How would you deal with the ageing target group? ✓ launch a new product line to appeal to a younger generation ✓ offer cheaper, more accessible models to compete with Asian competition (...) pg 143 Unit 3 - Harley Davidson proposals for strategic leadership council meeting reading T / Cl Which approach(es) do you recommend? Why? Why not? → product development approach 〆slow & heavy, cruising bikes are not popular any more ✓ R&D have probably some new, hybrid bikes (i.e. eco-friendly) 〆time consuming & expensive → acquisition approach ✓ faster to deploy ✓ penetration into new markets → marketing approach ✓ a must to enter any new market 〆clothing & accessories account only for 20% of income 〆made-in-America label is synonymous of 'expensive' → distribution approach ✓ contract out new outlets 〆risk of counterfeit production in India & China (...) pg 30 decision pg 30 listening intelligent_business_the_economist_longman/intelligent_business_intermediate/intelligent_business_intermediate_audio_cd01/intelligent_business_intermediate_cd01_8.ogg T / Cl Feedback * Harley Davidson need to innovate & rejuvenate their brand image 〆don't rely on a single customer group 〆don't turn off existing customers ✓ introduce new models ✓ diversify (e.g. manufacture lawn-mowers?) → new generation can buy into the Harley experience → draw in new customers 〆no certification in Taiwan 〆need to find a Chinese partner who could be trusted → make alliances = marketing & distribution approaches ]]> to erode = to gradually destroy sth or make it weaker over a period of time; to be destroyed or made weaker in this way to plummet = to fall suddenly and quickly from a high level or position to plunge = to fall suddenly and quickly from a high level or position brand equity = value of a particular brand for the company that makes it: attitude = confident, sometimes aggressive behaviour that shows you do not care about other people's opinions and that you want to do things in an individual way baby-boomer = member of the baby boom generation in the 1950s-1964 to captivate = to keep sb's close attention by being extremely interesting, attractive, etc acquisition = company, piece of land, etc. bought by sb, especially another company; the act of doing so to turn off = to cause to feel intense dislike or distaste; to put off to draw in = to attract, appeal to rejuvenate = to make sb/sth look or feel younger or more lively 20240313 09:00-10:00 1.5 active Nike's Goddess By the end of this session you will have studied print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Unit 3 Strategy pg 26 ex 3 reading pg 25 Nike's Goddess intelligent_business_intermediate_students_book_pg23-26_the_big_picture_nike.pdf vznaniya meeting Vznaniya meeting details https://webinar.vznaniya.ru/b/dun-5oc-kbz-fgl ]]> active wip textbook ]]> 1 Strengths, weaknesses, opportunities and threats active deck_shuffled_lines_halign active wip textbook T / Cl What has galvanised♣ you recently? ♣ galvanise = to motivate ✓ the impact you had on your business at both company & market levels What is your Achilles' heel? ✓ long lead time (due to logistics) Could seniority be an obstacle to deploying a restructuring / marketing strategy? ✓ the board may not be willing to take risks 〆elder managers might be resistance to change T / Cl Are you keen on fashionable looking shoes or do you prefer comfort? ✓ need an assortment of both for all situations set for homework pg 26 ex 1 2 vocab Breaking into a new market T / Cl What product or solution are you working on at present? → describe it using a SWOT analysis ]]> 3 SWOT analysis 20230907 hw20230403 Preparing & delivering a SWOT analysis pix/icons8-lecturer-100_white.png active wip prep_2columns_2qa edit_2columns_2qa Strengths
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]]> ✓ dealing with tangible assets is usually just a decision depending on financial means → sales forecasts may be reliable 〆managing human resources may threaten a company's viability more than volumes of production 〆lack of competent subject-matter experts to work with 〆risk averse outsourced auditors 〆don't want to own a project = being responsible → provide timely rather than delayed feedback → change corporate culture SWOT analysis = strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning legislation /ˌledʒɪsˈleɪʃən/ = law or a set of laws passed by a parliament harsh = too strong and rough and likely to damage sth; cruel, severe and unkind undisputed = that cannot be questioned or proved to be false Achilles' heel /ə'kili:z/ = weak point or fault in sb's character, which can be attacked by other people HQ = head-quarters, place from which a commander performs the functions of command apparel /əˈpærəl/ = (especially AmE) clothing, when it is being sold in shops/stores crucial = vital turnoff = demotivating factor to galvanise = to stimulate to action; to shock into finding a solution 20240228 09:00-10:00 09:00-09:40 1 1.5 active Communicating the big picture - choosing a strategy Nike's Goddess By the end of this session you will have studied print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Unit 3 Strategy pg 24 ex 1 reading pg 25 Nike's Goddess intelligent_business_intermediate_students_book_pg23-26_the_big_picture_nike.pdf vznaniya meeting Vznaniya meeting details https://webinar.vznaniya.ru/b/dun-5oc-kbz-fgl ]]> active textbook
picture 1 Why does he look unhappy? visual aid
picture 2 visual aid
picture 3 Can you tell what is going on by now, or do you need more information to get the complete picture? visual aid
picture 4 Is she suffering? visual aid
picture 5 How different is the big picture from your predictions? visual aid → live concert
T / Cl Imagine you have to start a new product or service. How do you communicate the big picture? ✓ analyse market ✓ assess competition ✓ identify opportunities for growth ✓ recognise threats → set strategic objectives pg 23 keynotes The big picture ]]> active textbook tmp_pdf/intelligent_business_intermediate_students_book_pg23-26_the_big_picture_nike.pdf SWOT analysis ✓ rank competitors at the top → check why & how to sell ✓ keep financial viability high on the agenda → can investment pay off? pg 24 preview How can you map out the best strategy for a given business? → use a SWOT analysis ✓ strengths ✓ weaknesses ✓ opportunities ✓ threats pg 24 ex 1 listening intelligent_business_the_economist_longman/intelligent_business_intermediate/intelligent_business_intermediate_audio_cd01/intelligent_business_intermediate_cd01_6.ogg pg 24 ex 2 listening (reading) pg 24 ex 1 reading pg 25 Nike's Goddess ]]> SWOT analysis = strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning legislation /ˌledʒɪsˈleɪʃən/ = law or a set of laws passed by a parliament harsh = too strong and rough and likely to damage sth; cruel, severe and unkind undisputed = that cannot be questioned or proved to be false Achilles' heel /ə'kili:z/ = weak point or fault in sb's character, which can be attacked by other people HQ = head-quarters, place from which a commander performs the functions of command apparel /əˈpærəl/ = (especially AmE) clothing, when it is being sold in shops/stores crucial = vital turnoff = demotivating factor to galvanise = to stimulate to action; to shock into finding a solution threat /θret/ strength /s'treŋkθ/ analysis /əˈnæləsɪs/ analyses /ə'nælə,si:z/ 20230929 15:30-16:30 15:45-16:45 1.5 1666 active Dilemma: Striking a balance (Camisea) By the end of this session you will have studied print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Unit 5 Development Dilemma: Striking a balance (Camisea) pg 48 reading Brief intelligent_business_intermediate_students_book_pg41-48_142_138_144_unit5_development_prosperity_or_preservation_gas_for_peru_dilemma_camisea.pdf zoom_meeting.png Zoom meeting details S.Kabanov - Duncan Potter's Zoom Meeting Meeting ID: 719 7908 9976 Passcode: Jg9s29 https://us04web.zoom.us/j/71979089976?pwd=lIWdN2LkSbZPtVpZXPQBaarApipZMp.1 ]]> active textbook pg 47 ex 2 listening intelligent_business_the_economist_longman/intelligent_business_intermediate/intelligent_business_intermediate_audio_cd01/intelligent_business_intermediate_cd01_14.ogg pg 47 speaking → practise modals of likelihood from pg 45 Functional language: Dealing with unclear situations pg 47 Culture at work T / Cl How do you deal with unclear situations? Have you got fixed rules or do you tolerate unclear answers? ✓ avoid unclear situations when much is at stake ✓ tolerate vague solutions when more time available (...) How do you identify your interlocutor's expectations? ✓ ask targeted questions to agree on well-defined objectives 〆avoid vague, though possibly promising, topics when brainstorming What kind of questions (open or do you build to understand requests better? ✓ closed 〆open questions needed only for brainstorming [Can | Could] you prepare a presentation for Monday 8am? → polite request or question? ✓ can = question ✓ could = polite request → also depends on intonation! [Do you want to | Would you like to] intervene now? → question or invitation? ✓ Do you want to = question Would you like to = invitation (polite question) → also depends on intonation! What precautions can you take to avoid unclear situations? → use fixed expressions to explain your point of view ✓ Let's call a spade a spade ✓ Let's apply the KISS principle (keep it short & simple) ✓ Let's be a bit cunning / smarter ✓ Let's try to achieve a win-win outcome ✓ Let's just agree to disagree ]]> active textbook Brief pg 48 task 1 2 pg 144 group A - consortium representatives pg 142 group B - Peruvian government representatives pg 138 group C - Amazon Watch pg 48 task 3 4 ]]> 3 SWOT analysis Preparing & delivering a SWOT analysis pix/icons8-lecturer-100_white.png active prep_2columns_2qa edit_2columns_2qa How will you conduct construction works for a pipeline across the Amazon Forest with endangering this unique eco-system? What guarantees can the consortium provide to ensure future FDI won't bring about social changes to the detriment of the local community? → use a SWOT analysis → add arguments under each category ]]> Strengths
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]]> Strengths
Consortium representatives & Peruvian governments • creation of new jobs • further economic development • tax income
Weaknesses
Amazon Watch • social change with communities being replaced by outside workers • long term disruption of the region by other new industries (logging & agriculture) •
Opportunities
Consortium representatives & Peruvian governments • improved standard of living for the local people • transfer of technology & know-how • cheaper electricity supply
Threats
Amazon Watch • local tribes might catch diseases brought in by outsiders • local fishing industry may be endangered by possible pollution •
]]> active textbook tmp_pdf/intelligent_business_intermediate_students_book_pg41-48_142_138_144_unit5_development_prosperity_or_preservation_gas_for_peru_dilemma_camisea.pdf pg 48 listening intelligent_business_the_economist_longman/intelligent_business_intermediate/intelligent_business_intermediate_audio_cd01/intelligent_business_intermediate_cd01_15.ogg T / Cl Feedback What mistakes have been made? 〆insufficient guidelines on construction procedures 〆poor quality control of work on the ground 〆lack of communication with local people 〆no evaluation of the impact on the local communities & environment What lessons are to be learnt? Amazon Rainforest = sensitive area ✓ not possible to proceed with such projects without respecting international guidelines ✓ ought to observe accepted international standards for construction & development in sensitive areas Who can be blamed for such mismanagement? What should be done about it? ✓ no single organisation can be held accountable → should take into account precise guidelines laid down by the World Bank ]]> active textbook Writing pg 48 writing Write a report → outline key issues → recap stakeholders' views → make recommendations Paste your assignment in a Googledoc. (send the link to your google doc (in edit mode!) ]]> to hold out = wait uncompromisingly for something desirable to call a spade a spade = call a person or thing a name that is true but not polite; speak bluntly; use the plainest language KISS principle = keep it short & simple cunning = marked by skill in deception, showing inventiveness and skill consortium = group of people, countries, companies, etc. who are working together on a particular project GDP = gross domestic product foreign direct investment (FDI) = refers to purchase of an asset in another country, such that it gives direct control to the purchaser over the asset (e.g. purchase of land and building). In other words, it is an investment in the form of a controlling ownership in a business, in real estate or in productive assets such as factories in one country by an entity based in another country.[1] It is thus distinguished from a foreign portfolio investment or foreign indirect investment by a notion of direct control to international guidelines ...during improving the improvement of this project ]]> 20230922 15:30-16:30 15:45-16:45 1.5 1666 active Prosperity or preservation By the end of this session you will have studied print Download onto your tablet or print the following pdf for our next lesson. Intelligent Business Intermediate Unit 5 Development pg 42 ex 1 2 reading pg 43 Gas for Peru vs green imperialism intelligent_business_intermediate_students_book_pg41-48_142_138_144_unit5_development_prosperity_or_preservation_gas_for_peru_dilemma_camisea.pdf zoom_meeting.png Zoom meeting details S.Kabanov - Duncan Potter's Zoom Meeting Meeting ID: 719 7908 9976 Passcode: Jg9s29 https://us04web.zoom.us/j/71979089976?pwd=lIWdN2LkSbZPtVpZXPQBaarApipZMp.1 ]]> active textbook ✓ contribute to reducing carbon footprint perhaps only on a small scale ✓ have a rather questionable impact on climate change → are your efforts worthwhile? → try at least to set a good example, especially for developing economies = not to repeat mistakes made by developed economies since the industrial revolution Does prosperity take place at the cost of preservation? ✓ industrial revolution ✓ boom of consumer society 〆plans taking into account sustainability are relatively recent pg 41 keynotes Prosperity or preservation? T / Cl Will standards of living change as a result of people's endangered health & depletion of natural resources? ✓ standards will change, though not necessarily to the worse → NGOs & government should support & invest in alternative economic development projects ✓ more recycling has become a sign of a higher standard of living Lexical material: Economic development pg 42 preview → discuss T / Cl Is a sign of economic development the growth of a consumption society? ✓ greater demand for consumer goods & household appliances stimulates economic development ✓ new interests in recycling waste suggests a new kind of economic development → efforts to adopt a waste-to-taste approach result in new economic models (circular vs linear) Is sustainable economic development the result of government intervention in market regulation, or does it also depend on compliance with international agreements? → depends on ✓ international pressure ✓ role on the international, political scene ✓ political will ✓ GDP ✓ poverty reduction ✓ preservation of the environment (...) ]]> active textbook tmp_pdf/intelligent_business_intermediate_students_book_pg41-48_142_138_144_unit5_development_prosperity_or_preservation_gas_for_peru_dilemma_camisea.pdf intelligent_business_the_economist_longman/intelligent_business_intermediate/intelligent_business_intermediate_audio_cd01/intelligent_business_intermediate_cd01_13.ogg pg 42 ex 1 reading for gist pg 43 Gas for Peru vs green imperialism pg 42 ex 2 3 reading for detail pg 42 speaking ]]> 20230914-1102 Pronunciation of verb & noun active grammar active textbook ✓ unemployment ✓ lack of education ✓ war pg 44 ex 1 2 vocab 1 pg 44 ex 3 vocab Lexical material: Development & the environment pg 44 ex 1 vocab 2 ]]> 20230919-1138 Modal verbs of likelihood active grammar 1 Modal verbs active decks deck_of_phrases_modal_verbs_b202.csv 20230130-1907 active review active textbook Grammar: Modal verbs of likelihood pg 45 language check pg 45 ex 1 practice pg 46 ex 2 grammar The future of the world's natural energy resources pg 46 ex 1 2 speaking → practise modals of likelihood from pg 45 ]]> MEDC = more economically developed country LEDC = less economically developed country p.a = per annum, per year GDP = gross domestic product disastrous = catastrophic to halve = divide into two halves or parts to argue = to exchange views or opinions, especially heatedly or contentiously sustainable = which can be maintained without endangering future generations to deplete = to reduce in numbers or quantity, to empty to endanger = to threaten facilities = equipment, or the resources for doing something to oppose = to set oneself against, resist, argue against species /'spi:ʃi:z/ = (n - pl the same) class of things having some common characteristics logging /ˈlɔɡɪŋ/ = work of cutting down trees for timber upstream = supply of items for production downstream = supply of finished products to consumers to campaign = an organized course of action for a particular purpose, esp. to arouse public interest to fuel = to increase sth; to make sth stronger; to make a bad situation worse to loan = to lend sth to sb, especially money keep for pass on to our kids They announced about this You need to take into considerations consideration the needs of developing economies ]]>