BUSINESS ENGLISH 2

An English Handbook
for 4st Semester Students of D3 Program
Business Administration Department
State Polytechnic of Malang

Oleh:
Titien Indrianti
Rizka Rahmawati
Bambang Suryanto

POLITEKNIK NEGERI MALANG

2020
 APPROVAL SHEET
BUSINESS ENGLISH II MODULE

Module Title : Business English II

Used for : Business English II course
Semester : 4th semester
Main author
Name : Titien Indrianti, S.Pd, M.Pd
NIP : 197311072003122001
Rank/ Position : Lektor
Study Program : DIV Marketing Management
Department : Business Administration
Second Author
Name : Rizka Rahmawati S.S., M.Pd
NIDK : 0011038801
Rank/ Position : -
Study Program : DIII Business Administration
Department : Business Administration
Field of the Study : English for Special Purposes

Malang, October 2020

Approved by
Business Administration Head Program Main Author

Drs. Joni Dwi Pribadi, M.AB Titien Indrianti, S.Pd., M.Pd

NIP. 19630109199403003 NIP. 197311072003122001
Known by
Vise Director 1

Supriatna Adhisuwignjo, ST., MT

NIP. 197101081999031001
 FOREWORD

This handbook aims to assist the fourth-semester students of Business

Administration Department of State Polytechnic of Malang who will be learning
English as a Foreign Language at intermediate level. In each part of the unit,
readings and other relevant materials on the discussed topic are given followed by
exercises, practices, tasks and projects the students should accomplish.
The students’ activities are a combination of receptive and productive skills,
comprising reading, listening, writing and speaking. However, the students’
discussions and presentations are given more emphasis. The language focus
concentrates on grammatical points and vocabulary enrichment.
A variety of sources is compiled to support the materials needed. In
addition, those materials are adjusted and adapted in order to link all elements of
language in each unit so that they still refer to the topic of the unit.
This handbook will not be possible to come out into its present form
without the help and support of several parties. Therefore, first of all the deep
gratitude goes to the Lord for all His blessings and mercy. Secondly, the writers’
gratefulness is addressed to the Head of Business Administration Department and
the Head of Diploma III Study Program, for giving them a chance to make this
handbook. The last but not the least, we are greatly indebted to our colleagues and
staffs in the department, for their valuable cooperation from the beginning to the
completion of this handbook.
We acknowledge that this handbook is still far for being perfect. Thus, all
criticism, inputs and comments are welcome to make this handbook even more
complete and perfect.
At last, this handbook is expected to be of a benefit to all users, both the
English instructors and the students.

The Writers
Contents
UNIT 1: TYPES OF COMPANY .............................................................................................. 5
UNIT 2: THE COMPANY INDENTITY/ BUSINESS DETAILS ................................................... 18
UNIT 3: COMPANY OBJECTIVES ........................................................................................ 36
UNIT 4: COMPANY HISTORY ............................................................................................. 41
UNIT 5: ORGANIZATIONAL STRUCTURE ........................................................................... 46
UNIT 6: MANAGEMENT PROFILE ...................................................................................... 53
UNIT 7: PRODUCT AND SERVICES ..................................................................................... 59
UNIT 8: COMPANY PROFILE ............................................................................................. 63
UNIT 9: MARKET RESEARCH ............................................................................................. 66
UNIT 10: ADVERTISING..................................................................................................... 73
REFERENCES ..................................................................................................................... 78
UNIT 1: TYPES OF COMPANY

Learning Outcome:
After completing this unit, the learners are expected to be able
to:
understand and use general terms commonly used in
company and business
explain types of company in correct English.
 Business [ˈbɪznəs] is defined as the activity of producing, buying, and selling goods
and services. Then, company [ˈkʌmp(ə)ni] can mean an organization made up of people
who work together for purposes of business or trade. Some related terms referring to
company are as follows. Firm [fəːm] is a business company. Concern [kənˈsəːn] is a
business company. Enterprise [ˈɛntəprʌɪz] is a business company emphasizing the use of
money to take a risk.
Meanwhile, corporation [kɔːpəˈreɪʃ(ə)n] refers to a business taking risk with legal
entity. It is a large company or group of companies authorized to act as a single entity and
recognized as such in law. It is the most common form of business organization, and one
which is chartered by a state and given many legal rights as an entity separate from its
owners. This form of business is characterized by the limited liability of its owners, the
issuance of shares of easily transferable stock, and existence as a going concern. It is one
of the most complex business types.

GENERAL TYPES OF COMPANY

Companies may have various types as described in the following picture.

Sole Trader

Private
Limited
Partnership Company
(Ltd.)

Types of
Business
Public
Limited
Multinational Company
Company
(Plc.)

Franchise

Sole Proprietorship is the simplest type of business owned and operated by an

individual for his/her own benefit. It is a non-limited company. The proprietor undertakes
the risks of the business to the extent of his/her assets. A sole trader/sole owner
(BrE)/PTY (proprietory)--formal/official use-- is to work for one-self, not belonging to a
company. The owner controls all because he/she is the only person knowing the business.
Thus, the government intervention is less. The examples of sole proprietorship
businesses are grocery and retailer.
Single proprietors include professional people, service providers, and retailers. In
informal term, it is also called as freelancer/self-employed person. Freelancer,
or freelance worker, are terms commonly used for a person who is self-employed and not
necessarily committed to a particular employer long-term. Freelance workers are
sometimes represented by a company or a temporary agency that resells freelance labor
to clients; others work independently or use professional associations or websites to get
work. Freelancers must be able to manage time and fund/money wisely.

NB: In Indonesian context, UD (Usaha Dagang) is a business not having liability, unlimited,
and individual ownership. It can belong to sole proprietor.

Partnership (Non-limited company) is made up of two or more partners in which

they agree on how the business will be operated, and all are responsible for the debts
and profits and losses which are shared between them. In all forms of partnerships, each
partner must contribute resources, e.g. property, money, skills, or labor to share in the
business’ profits and losses. All partnerships should have an agreement that specifies how
to make business decisions, including how to split profits and losses, resolve conflicts,
alter ownership structure, and how to close the business if necessary. It is usually for
professionals who want to establish a firm. This business is quite easy and inexpensive.
Some partnerships include individuals who work in the business, while
other partnerships may include partners who have limited participation and also limited
liability for the business's debts and any lawsuits filed against it.
A partnership, as opposed to a corporation, is not a separate entity from the
individual owners. A partnership is similar to a sole proprietor or independent
contractor business because in both of those types of businesses, the business isn't
separate from the owners for liability purposes.
Such a business type is common for practices that offer services such as
accountants, dentists, doctors, solicitors and so on. In other words, it is usually
established due to similar professional background.
 There may be junior and senior partners. These partnership types may have
different duties, responsibilities, and levels of input and investment requirements.
General Partnership
The general partners oversee and run the business. The partners participate in managing
the partnership and often have liability for partnership debts and obligations.
Limited Partnership
It is a business partnership, often between business operators and investors (limited
partners). The limited partners invest in management but they do not partake (take a
part)/participate in managing the business. It is almost similar to ltd., but smaller in the
scope, in terms of capital.
Private Limited Company (Ltd.) is one that is owned privately by a group of private
individuals. Most of the shareholders in a private limited company will consist of very
close groups of relatives or friends. A private limited company cannot list its shares in the
stock exchanges, (but, a limited company’s shares are listed in the stock exchange and
any person can buy and sell it). If at all a shareholder in a private limited company wants
to transfer the shares, he should have the approval of other shareholders. It has two
different types. First, Privatecompanylimited by shares is the company owned by
shareholders. The liability of each shareholder is limited to the original value of the shares
issued to them. If a company goes out of business, shares will be considered based on the
amount of money they have contributed. Second, Privatecompanylimitedbyguaranteeiswhen
a private company is limited by guarantee. It has members who act as its guarantors.
These members contribute a previously agreed amount to support the company in times
of trouble.
There is usually a separate position of those as owners (shareholders) and board of
directors. There is also normally + 50 millions of capital.
Ltd is a standard abbreviation for "limited," a form of corporate structure available
in countries including the U.K., Ireland, and Canada. A limited liability company (LLC) is
the US-specific form of a private limited company. In the United States, a limited
company is also more commonly known as a corporation (corp.) or with the suffix
incorporated (inc.). PTE.Ltd (Private Limited Company) is a term for Singaporean
companies. Sdn. Bhd (Sendirian Berhad) is for Malaysian companies.
Public Limited Company (PLC) is owned by the general public. The legal existence
of a Public Limited Company is separate from its members (shareholders) and the liability
of its members is also limited. Its existence is thus not affected by the retirement or
death of its shareholders. A minimum of 7 members is needed to form a Public Limited
company but there is no maximum limit on this. The company collects its capital by the
sale of its shares to the shareholders. The shareholders of a company do not have the
right to participate in the day-to-day management of the company, thus separating
ownership from management. All the major decisions of the company are taken by the
Board of Directors. PLC, or public limited company, is the British equivalent of the U.S.
corporation, or Inc.
Franchise is a type of license that grants a franchisee access to a franchisor's
proprietary business knowledge, processes, trademarks, branding and products; thus
allowing the franchisee to sell a product or service under the franchisor's business name.
In exchange for acquiring a franchise, the franchisee usually pays the franchisor an initial
start-up fee and annual licensing fees. Ongoing royalties paid to franchisors vary by
industry and can range between 4.6% and 12.5%.
Multinational Company A multinational company is a business that operates in
many different countries at the same time. In other words, it’s a company that has
business activities in more than one country. Therefore, the true definition of a
multinational company isn’t that it manufactures in other countries, however; the true
meaning is that the business has operations in multiple countries. This can take form in
many different ways besides manufacturing. Take McDonalds for example. They have
almost 35,000 restaurants located in 119 countries around the world. This means that it
does not only operate the physical restaurants, but it also operates supply chains to
deliver the beef and other products required to keep their locations working properly.
C Corporations, or “C Corps” as they’re commonly known, are the primary format
of publicly held companies. Their shares can be easily bought and sold on public stock
exchanges since there is no limit on the number of shareholders they can have.
C Corp status enables a business to function as a separate legal entity, able to
enter into contracts, borrow money, hire employees and perform all other business
functions without personal guarantees from its shareholders. This separation enables
shareholders to participate in the company’s profits, but without the potential liability
that a sole proprietor or partner would have in the event of liabilities, lawsuits and
income tax obligations.
 S Corporations, or “S Corps” (Subchapter corporations), are similar to C Corps in
that they are owned by shareholders, and provide all the same legal protections from
debts, lawsuits and other company liabilities. They can also conduct business as a
separate legal entity from their shareholders, including the hiring of employees.
Holding company-(having several companies under the group) is a company that
owns the outstanding stock of other companies. A holding company usually does not
produce goods or services itself. Its purpose is to own shares of other companies to form
a corporate group. However, in many jurisdictions around the world, holding companies
are usually called parent companies, which, besides holding stock in other companies,
can conduct trade and other business activities themselves.

Source:
https://www.bing.com/images/search?view=definition+of+holding+comap&simid

Manufacturing Company is a company that uses raw materials and employee labor
hours to create finished products. Manufacturers mainly focus on production and
creating products or finished goods. Manufacturers rarely sell their products directly to
consumers or the end users of the products. Instead, manufactures usually sell their
products to other businesses down the chain like a retailer, dealer, or wholesaler.
Service Company is a business that generates income by providing services instead
of selling physical products. There are many businesses that are in the service industry.
 BUSINESS ENTITY TYPES IN INDONESIA

State Owned Company (BUMN) is a business entity whose capital is wholly or

partly owned by the government. There are two types of BUMN in Indonesia right now,
namely Perum and Persero.
Public Company (Perum-Perusahaan Umum) is not oriented toward public service
but toward profit. Employee status is civil servants. Several Perums were still losing
money, so the government was forced to sell some shares to the public (go public) and
change its status to Company Limited.
The characteristics of public companies (Perum) are, among others:
1. An ultimate goal of serving the public interest as well as seeking profits
2. State-owned capital with proceeds derived from loans
3. Led by directors
4. Has a state facility
5. Employees are employees of state enterprises
6. Moves on vital business
7. Has a socioeconomic function
8. It is a legal entity and may prosecute or be prosecuted under civil law
An examples of a company that is a business entity liability company is Perum Damri.
Liability Company (Persero) is one that has all of its capital in the form of stock. The
company is managed by a professional team. Typically, these companies put shares into
the stock exchange to be traded. The main purpose of a Persero is to gain profit and to
provide services to the public. Founding capital is derived partly or wholly from state
assets that are separated in the form of shares. (Here you can read about how to
establish liability company in Indonesia
Here are the traits of a Liability Company (Persero):
1. The main objective is profit ( Commercial )
2. Capital is partly or entirely derived from the wealth of a country that offered the
stocks
3. Led by directors
4. Employee status is private employees
5. The business entity is written as PT (name of company) (Limited)
6. Not obtained through the state
Examples of companies that are liability companies include: PT Garuda Indonesia (
Persero ), PT Angkasa Pura ( Persero )
Private Owned Company (BUMS) is established and financed by a person or group
of people. There are three forms of BUMS, namely Firma (Fa), Commanditaire
Vennootschap or CV, and company limited (PT).
Firma (Fa) is a business entity established by two or more persons. Each of the
members is solely responsible for the company’s obligations. The establishment of a firm
is done by executing an agreement deed before a notary. The agreement shall contain
the name of the founder of the firm, the profit distribution, as well as the terms for the
beginning and the termination of the agreement.
Firm characteristics include:
1. Formed between two or more people using a shared name
2. Responsibility of member firms is not limited
3. Capital obtained is from the submission of some or all personal property
The benefits of a firm are:
1. Easy to establish
2. Greater financial capability<
3. Every decision is made jointly making better decisions possible
4. Clear legal status
5. Division of labor among member in accordance with skills and expertise
Disadvantages of a firm are:
1. The existence of unlimited liability for the debts of the company
2. Continuity of a firm is less reliable because if a member is released, the firm is
disbanded
3. Internal conflict, namely tension between members, can threaten the survival of the
company.
Commanditaire Vennotschap – CV is an enterprise that is established by two or
more persons as partners, either active partners or silent partners. Active partners are
those that provide capital as well as run the business, while silent partners are those who
provide venture capital. Active partners have full responsibility for all the company assets
and liabilities, and silent partners are responsible only for the capital paid. The procedure
for establishing a CV is the same as establishing a firm.
The characteristics of a CV include:
 1. Formed between one or more people who provide capital and/or run the business
2. Consists of silent partners and active partners
3. A silent partner is the person who provides capital and does not manage the
company
4. An active or general partner is the person who runs the company
5. The responsibility of silent partners is limited to capital invested
The advantages of a CV are:
1. Easy to establish
2. Can amass large amounts of capital
3. Ability to get more credit
4. Greater expansion opportunity
5. Management can be verified
The disadvantages of a CV are:
1. Responsibility is not limited for the general partners
2. Survival of the company is less reliable
3. It is difficult to pull back its investment

Company Limited (PT) is a business entity whose capital is divided into stocks
(shares). The responsibility for liabilities/debt for the company is limited to the owners of
holdings. There are two types of limited companies, namely a closed PT and an open PT.
A closed PT is one whose shareholders are limited, for example among families. An open
PT (often called PT going public) is a PT whose common shares are sold to the public.
The characteristics of a limited company (PT):
1. Main goal is profit

2. Have commercial and economic functions

3. Not obtained through the state

4. Led by directors

5. Employees’ status is private

6. The government is a shareholder

7. Business relationships are governed by civil law

The advantages of a PT include:

1. Limitation liability for company debts
2. Company’s survival is guaranteed
3. Stock ownership can be limited to a particular group
4. Shares are traded easily
5. Easy to attract capital from the public
The disadvantages of a PT include:
1. Relatively high establishment cost

2. Must make tax reports to the government

3. Have no effective means to protect the interests of shareholders

4. Need a special permit to open

(Adapted from “Indonesian Business Entities” by Cekindo Team, 2020)

Stakeholders: parties who have interest in the organization or relationship (either giving
influence or being influenced). The following is the list of stakeholders.

Source:
https://www.bing.com/images/search?view=detailV2&ccid=slidesharecdn.com%2fbusinessobjectivesandstak
eholders

Activity:

Please read the types of the company above. Find the difficult words in
your dictionary or you can consult to your lecturer if you still do not
understand.

The lecturer groups the students into six groups that consist of 5-6 people
and each group discuss the types of company that will be used.
Language Focus: Noun
Compare these two lists of nouns:

A coin detail suitcase job Chair

B money information luggage work furniture
The words in list A are names of things you can count. They are countable noun. The
words in list B are names of materials or things we see as ‘mass’, and not as separate
items. You cannot count them, they are uncountable.

Countable Noun

Countable nouns have a singular amd plural form. Most plural forms of countable nouns
end in -s or -es:

Minute/minutes Boy/boys
Brother/ brothers Brush/ brushes

Some plural forms are irregular:

Child/ children Mouse/ mice

Woman/ women Man/ men

Some countable nouns have the same form for both singular and plural:

A sheep/ nine sheep One salmon/ three salmon

countable uncountable

many --> how many much --> how much

use a/an if singular no number as
and s/es for plural determiner
use number can use quantity (a
a few bottle, a piece, a
litre, etc)
a little

Some and Any

We use some in affirmative sentences for uncountable noun and plural countable nouns:

• There is some water in the bottle.

• Some friends are coming round tonight.

We use any in negative sentence:

• He hasn’t got any money or any friends.

• There isn’t any milk left.
We can use either some or any in questions. We usually use any in request for
information:

• Have you got any notes from the last lesson?

• Is there any milk left?

We usually use some in offers and requests:

• Would you like some fruit?

• Can I have some sugar, please?

A. Complete the sentences with a, an, some or any.

1. I haven’t got ..any.. money.
2. Jack hasn’t got ….. sister and he hasn’t got … brothers either.
3. He wanted to use the computer to see … emails he was expecting.
4. I need to buy … toothpaste before I go on holiday.
5. I don’t normally have lunch except for … sandwich.
6. You don’t need to take … food on the trip.
7. You’ve got … great films in your DVD collection.
8. We went skiing this weekend but there wasn’t … snow.
9. I found …insect in my salad so we left the restaurant.
10. I’d like … bread, please.

B. Complete the question with much or many.

1. How ..much.. time have you got at the moment?
2. How … trains into town are there in a Sunday?
3. How … pens do you take when you have an exam?
4. How … orange juice have you had today?
5. How … people are there in your class?
6. How … kilometers do you run each week?
7. How … children has she got?
8. How … homework do you get?
9. How … food do we need?
10. How … pairs of shoes does she own?

C. Match the phrases on the left with the uncountable nouns on the right.
1. A tube of a. Cream
2. A beam of b. Paper
3. A bottle of c. Advice
4. A carton of d. Toothpaste
5. A loaf of e. Light
6. A sheet of f. Bread
7. A piece of g. coke

D. Complete the sentences with the phrases from the previous exercise.
1. Is there a chemist near here where I can buy ..a tube of toothpaste ..?
2. When I get home after school I always get … from the fridge because I am thirsty.
3. Can you buy … on your way home to go with the strawberries?
4. We need … to make the sandwiches for everyone.
5. You will need … to write this down on.
6. Here’s … for you. Never ask friends for money.
7. We could see his face in the … from the torch.
UNIT 2: THE COMPANY INDENTITY/ BUSINESS DETAILS

Learning Outcome:
After completing this unit, the learners are expected to be able
to:
understand the components of a company profile
make a company profile in English
use expressions discussed in this unit in their own sentences
present a company profile
The Business Details
Every company should have its details that may be written down in a company profile.
The following items should appear at the beginning of your company profile. Make sure to keep
them accurate and up-to-date.
1. Company name
2. Established date
3. Physical address per location
4. Phone and fax numbers
5. Website URL
6. Email address

The Company Basics

Besides business details, it is also advisable to have some basic information inserted in
the company profile. The following basics will vary depending on your business type. So, just
keep in mind that they may not all apply to your company, but you should include those that do.
1. Vision and Mission
2. Logo
3. Motto/Slogan
4. Description of Products/Services
5. History, expansion, and growth
6. Organizational Structure
7. Job Description
8. Public Relation
9. Advertising
10. Industry Information
11. Safety, Health, and Environmental Policies
12. Core Team Details (with Personal Profiles)

The Highlights
The next set of items also will not apply to every company. These are some of the types
of notable achievements and accomplishments that you are recommended to include.
1. Awards
2. Certifications
3. Special Programs and Projects
4. Testimonials
5. News or Media Recognition

Optional Items
You may see the following items in other company profiles or within the samples and
templates below. If you feel that any of these is noteworthy for your business, then you should
include them.
1. Annual Sales
2. Financial Targets
3. Number of Employees
4. Partners
5. Photographs
Source: https://www.makeuseof.com/tag/company-profile-templates/

COMPANY NAMES

One of the most vital decisions in your business is creating a business name. Even though
it looks simple, but the business name has a tremendous impact on how customers and
investors see your business. Here are some useful tips to choose a business name.
1. Brand Yourself. Define your goal in your business plan and mission statement or decide what
you want your company to communicate to others about itself. For instance, a software
company might want to emphasize the quality and simplicity of its product while an
accounting firm might want to emphasize its accuracy.
2. Address Your Customer Base. You have to understand your prospective customers’ demand.
You can ask the following questions: “who are you trying to reach? Who is your market?
Who are the people that you want to bring in closely? What do they tend to enjoy hearing or
seeing in other brands that they like?”. For example, if your target customers are wealthy,
you might want to have a name that caters to their upscale tastes. If your target customers
are working mothers who don’t have time to clean house, you will want to consider for
cleanliness and order, or both.
3. Try a simple name. The shorter in length, the better. You can even make it either into only
one-word name or limit it to two syllables. Trendy upscale restaurants will often have short,
punchy names that emphasize simplicity and quality, like “Fig” or “Feast. Likewise,
“Timberland” shoe specializes in producing boots. Their simple, earthbound name reflects
 their product nicely. “Tom’s” emphasizes its personal human touch. K-Mart, a famous chain
store in US, is quite simple. It takes “K” from the initial of its founder, Kresge (Sebastian S.
Kresge). DHL, an international courier business, is the last initials of its founders Dalsey,
Hillblom, and Lynn (Adrian Dasley, Larry Hillblom, and Robert Lynn). It is similar to AT&T,
which stands for American Telephone and Telegraph. You can also come up with simple
adjective-noun phrases, like “Black Cyprus”, “North Face”, “Urban Outfitters”, “Gorgeous
Apparel”. They sound evocative and versatile. In addition, one noun and one modifier allow
for both simplicity and accuracy. Try also a gerund verb phrase. This tends to make your
business sound active and fun, like: “Laughing Planet”, “Turning Leaf”. You can also use a
proper name, as in “McDonald”; or play with words, as in “ K-Dee’s Coffee”.
4. Make a unique and unforgettable name. The business name which is unique and
unforgettable sticks to the minds of people. The “sticky” name will stand out from the crowd
because it is catchy and memorable. This is a challenge; moreover, from time to time trends
change.

What is the right name for my business?

Black Star? White Star? Blue Star?

5. Make it easy to remember. Shorter names are easier to remember than longer ones. Besides,
easy spelling and pronunciation will make your company name is retained easily in your
customers’ brain. Skip the acronyms, which mean nothing to most people. When choosing
an identity for a company or a product, choose simple and straight forward names. Some
company names have become so famous that their names belong to many people in the
world. Then they use it as verbs, for example, “Google” and “Xerox” in sentences “You can
google it, if you can’t find in the dictionary.” “After you print the report, xerox it.”
6. Pick a name that applies anywhere. Geographically-specific names will lock your business into
a particular position that will require changing the company name if it grows outside that
niche. "Kentucky Fried Chicken" officially changed its name to "KFC" recently for this
very reason.
7. Make sure the name is available. For legal purposes, avoid the same name with available
business in your area, country, even in other country, and in the internet. So check the
availability of the name you choose.
Source: https://www.wikihow.com/Create-a-Business-Name
After the company name, there is usually a typical abbreviation showing the type of
company business. Here are some examples:
Ltd (Limited) — commonly used in UK, US, South Africa, Ireland
PT (Perusahaan Terbatas) — Indonesia
Tbk (Terbuka) — Indonesia
Pte (Private) — Singapore
Pty (Proprietary) — Australia, South Africa
Inc (Incorporated) — United States of America
CV (Commanditaine Vennootschap) — Netherlands
LLC (Limited Liability Company) — Middle East
plc (Public Limited Company) — United Kingdom
Sdn.Bhd (Sendirian Berhad) — Malaysia
* Elaborate the definition of quality, simplicity, and accuracy in the reading about company
name above.

* Pay attention to the underlined or bold-faced words/phrases in the above

readings and find their definition

Activity
1. Some brands are very famous and become words like “Google” and “Xerox”. Find
other similar examples and explain what their meanings are.
2. Mention five famous company names that are taken from initials like DHL and AT&T.
3. Now, you can try to brainstorm names for your company. When found, try to explain
why you choose that name.

COMPANY ADDRESS

As a part of company profile, it is also important to include the company address. In

English speaking countries, the addresses are often written in abbreviated forms. Here
are some examples of them:
Abbreviation Street Types Abbreviation Street Types
Ave Avenue Hwy Highway
Bvd Boulevard Jnc Junction
Cres Crescent Lane Lane
Dr Drive Pl Place
Esp Esplanage Rd Road
 Sq Square St Street
Tce Terrace Sbwy Subway
Wkwy Walkway Upas Underpass
Fwy Freeway Bdg Bridge

There are two versions of writing address, that you can adopt for your company
address as below. Identify the difference.
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
321 Roseboom St Jl. Soekarno Hatta No. 9
MELBOURNE Vic 3000 Malang
Wrong Address Writing:
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
Street Roseboom 321 9 Soekarno Hatta Street
MELBOURNE Vic 3000 Malang

COMPANY LOGO
A logo is a mark that describes origin, identity, pride, vision, hope, or ownership. A
logo has the objective of being recognized. A right logo design can strengthen the company
brand image and give advantages. Studying the logos we see on media and in shopping
areas, we can find their characteristics.
SYMBOL OR ICON
This type of logo represents the company in a simple but strong manner. In most
cases, the image is abstract and stylized to give visual interest. Most companies that use
this type of logo will have a very simple main logo, but may modify alternative versions.
The human mind can easily remember a simple form much easier than a complex one. It’s
best to use a simple symbol or icon if you plan on building a large business. You probably
recognize symbol logos like Apple, Shell and Mercedes•Benz.
WORD MARK
These are uniquely styled text logos that spell out the company or brand name.
Some examples include Facebook, Disney and Sony.

LETTER MARK
The lettermark style uses a symbol representing the company through the use of
its initials or the brands first letter. Many companies choose to use this type of logo
because their initials can better graphically illustrate the company better than the full
name. Some companies and organizations that use lettermarks include Hewlett•Packard,
Chanel and General Electric.

COMBINATION MARK
These logos combine a wordmark and a symbol or icon to give the flexibility for the
use of either or both elements. One famous example is Adidas.

EMBLEM
An emblem logo puts the company name within the design. Some examples
include Starbucks and Harley•Davidson Motorcycles.
The Meaning behind Company Logos
For ordinary people, company logos are just symbols of identification to be
different from others. However, some logos have meanings in them. The following are
discussions about the company logo meanings.

In the Amazon’s logo there is an arrow that looks like a smiling face. The arrow starts from
letter A and ends in letter Z. It means that Amazon retails a wide range of items .

The idea of Apple logo comes from the story of Adam and Eve. The bitten apple represents
the fruit from the “Tree of Knowledge”.

When we look closely at the space between E and X, it shows an arrow pointing forward.
It represents moving forward toward the future.

The points of the star represent the Mercedes company domination over the land, sea, and
air.
The Volkswagen logo is very simple. It is the letter art of V (Volks) and W (Wagen). Volks
means “folks” and Wagen means “car”.

Similar to FedEx, this Yoga Australia logo “hides” Australian continent between the
woman’s raised leg and back.

Toyota logo consists of three ellipses. Each ellipse represents a heart. They are the heart
of the customer, the heart of the product, and the heart of technological progress.

Source:http://wonderfulengineering.com/10•famous•logos•that•have•a•hidden•meaning/ and
http://stocklogos.com/topic/fantastic•logos•hidden•meaning)

The Meanings of Color in Company Logo

According to research complied by web design and marketing company
WebPageFX, people make a subconscious judgment about a product in less than 90
seconds of viewing, and a majority of these people make judgments based on color alone.
In fact, almost 85% of consumers state that color as the primary reason they buy a
particular product, and 80% of people believe color encourages people to stick to particular
product, and 80% of people believe color increases brand recognition. Based on the
research these are the findings about each main color:
RED
Red is often associated with the heat of sun and fire and is considered a high-
arousal color, often stimulating people to take risks. Red has also been shown to stimulate
the senses and raise blood pressure, and it may arouse feelings of power, energy, passion,
love, aggression, or danger.
YELLOW
Yellow is often associated with the heat of sun and fire and is considered a high-
arousal color. It may stimulate feelings of optimism and hope or cowardice and betrayal.
BLUE
Blue is often associated with the coolness of the sea and sky. It has been shown to
calm the senses and lower blood pressure. It may stimulate feelings of trust, security,
order, and cleanliness.
ORANGE
Orange is often associated with the heat of sun and fire and is considered a high-
arousal color. It may stimulate feelings of energy, balance, and warmth.
GREEN
Green is often associated with the coolness of leaves. People often associate it
with nature, health, good luck, and jealousy.
PURPLE
Purple is generally considered a low-arousal color. It may stimulate feelings of
spirituality, mystery, royalty, or arrogance.

Adapted from What Your Logo’s Color Says about Your Company (Infographic) by Rachel Gillet

Activity

1.Identify the following logos based on the classification in the above information.
2.Then, check the meaning of those logos on internet and explain to the class
3. Watch : https://www.youtube.com/watch?v=RBTiTcHm_ac
 WWF

COMPANY MOTTO/SLOGAN/TAGLINE
What Is a Business Motto?

“Let’s get the feeling”.

“The power of
dreams”.
“Connecting people”.
“City never sleeps”.

COMPANY MOTTO

Motto is a phrase or sentence that contains a belief or an ideal (expressing a rule

of conduct or philosophy of life).. It is used to remind all company members/employees
about a guiding principle in the company so that they all will keep motivated. Mottos serve
to protect the identity of a company and to make them appear distinct from others. For
employees, it is the company purpose and culture. It should inspire staff to behave in ways
that support the company operation. And expectedly it can make the employees take pride
in working for the company. Can you imagine if the company has a very plain and un-
inspirational motto like “Nothing special” or “We are just ordinary bakery”?. Those mottos
sound modest and humble, but it does not give any encouragement for the employees and
prospective customers.
For customers, motto is an expression of value that the company creates in its
business practices. Company mottoes can also attract customers’ interest. A motto can
also a company brand.
 The motto above does not only promote the quality but also promote the
improvement of daily life quality. The motto seems to tell that good food causes good life.
It suggests that the customers concern not only with good product but also good life style.
You can also take a look at the following mottos.
• Time is money
• Honesty is the best policy
• Time and money wait for none
• Do not do unto others what others don’t want to do unto you
• Be brave
A motto has always been a permanent, important fixture (as opposed to taglines and slogans).

Slogan
A slogan is a catchy phrase or sentence used mostly by businesses, organizations, and
political parties to attract new members and clients. A slogan can be a very powerful
marketing tool as it can appeal to the customers of a company in such a manner that they
support the brand and be loyal to it. In other words, slogans are used by the companies to
promote their products and their images Slogans are simple but impressive in the sense
that they can be understood by all.
Take a look at the slogans of some of the popular companies.
• Life is good (LG)
• Think different (Apple)
• Rebel by choice’ (Harley Davidson)
Tagline/Punchline
It is short, snappy and representative of your brand and what you aim to achieve without
explicitly mentioning your product or service. Taglines are front-facing. They’re essential for
building a brand. You want to get your tagline to become so recognizable that when people
hear those three or four words, they instantly think of you. Take a look at the following
tagline.

• KFC’s “Finger Lickin’ Good

• McDonald’s “I’m Lovin’ It”
• Nike’s “Just Do It”
• L’Oréal’s “Because You’re Worth It”
• Chevron Editing’s “Excellence For You”

What is the difference between Motto, Slogan and Tagline?

Motto Slogan Tagline
Reflect the belief or ideal and Simpler than mottos Represent brand
help in motivating people
 Can be of individuals,
organizations, and even
countries
Catchy sentences that help Front-facing
companies have loyal
customers
Used to label their distinct Used to build a brand
quality or feature to attract
customers
Represent a single product or A tagline captures the
as a part of advertising spirit of a brand’s
campaign (embodies specific
campaign goal)
More specific than tagline
More temporary and more
particular aspects of branding

Source:https://www.differencebetween.com/difference-between-motto-and-vs-slogan/
❖ Pay attention to the underlined or bold-faced words/phrases and define their
meanings

STUDENTS’ TASK
Below are a set of company mottos, slogans, and/or taglines. Match them to the right
column containing company names. To do it faster, browse in the net.
For examples:
1. Finger lickin’ good! KFC
2. Let your fingers do the walking Yellow Pages
No. Motto/Slogan/Tagline No. Company
1 Fly the friendly skies 1 Adobe
2 It just tastes better 2 AIG
3 It keeps going, and going, and going 3 American Airlines
4 A diamond is forever 4 American Express
5 Always low prices 5 Apple
6 American by birth. Rebel by choice 6 Audi
7 At the heart of the image 7 BMW
8 Because I’m worth it 8 British Airways
9 Better by Adobe 9 Burger King
10 Better snacking 10 Calvin Klein
11 Between love and madness lies obsession 11 Camel
12 Choose freedom 12 CNN
13 CocaCola refreshes you best 13 CocaCola
14 Come to Marlboro Country 14 DeBeers
15 Connecting people 15 Dell Computer
16 Don’t leave home without it 16 DHL
17 Easy as Dell 17 Disneyland
18 Enjoy the ride 18 Dunkin Donuts
19 Fair and balanced 19 eBay
20 For life 20 Electrolux
21 Free enterprise with every issue 21 Energizer Batteries
22 Get a piece of the rock 22 FedEx
23 Get the feeling 23 Fox News
24 How well do you share? 24 General Electric
25 I’d walk a mile for a camel 25 Gillette
26 I’m lovin’ it 26 Harley Davidson
27 Intel Inside 27 Hewlett Packard
28 Invent 28 Holiday Inn
29 It gives you wings 29 Honda
30 It’s everywhere you want to be 30 IBM
31 Just do it 31 Intel
32 Lucky Strike means fine tobacco 32 Jaguar
33 Must see TV 33 Kodak
34 Never follow 34 L’Oréal
35 Nothing sucks like an Electrolux 35 Lucky Strike
36 Obey your thirst 36 Marlboro
37 Passion for the road 37 Mazda
38 Pleasing people the world over 38 McDonald’s
39 Share moments Share life 39 Microsoft
40 Slightly ahead of its time 40 Mitsubishi Motors
41 Solutions for a small planet 41 NBC
42 Something special in the air 42 Nike
43 The art of performance 43 Nikon
44 The best a man can get 44 Nissan
45 The best kept automotive secret in America 45 Nokia
46 The fun develops instantly 46 Panasonic
47 The happiest place on earth 47 Pepsi
48 The most trusted name in news 48 Peugeot
49 The power of dreams 49 Polaroid
50 The taste of a new generation 50 Prudential
51 The ultimate driving machine 51 Redbull
52 The way to fly 52 Ricoh
53 The world on time 53 Sprite
54 The world’s online marketplace 54 Sunkist
55 Think different 55 The Economist
56 Think small 56 Toshiba
57 Time to make the doughnuts 57 Toyota
58 Wake up and drive 58 United Airlines
59 We bring good things to life 59 VISA
60 We know money 60 Volkswagen
61 We move the world 61 Volvo
 62 We’re moving beyond documents 62 WalMart
63 Western Airlines the only way to fly 63 Wendy’s
64 Where’s the beef? 64 Western Airlines
65 Your potential Our passion 65 Xerox

1. Find two mottos from two different companies of the same business line (for example,
Blackberry and Samsung, Yamaha and Honda, and Nike and Adidas). Explain their
meanings and tell which one you prefer with your reasons.

Adidas Nike
“Impossible is nothing” “Just do it”

Langauge Focus: ADJECTIVE

A. Put the words in the right order.
1. (new/ live in/ house/ they/ a) ..They live in a new house..
2. (like/ jacket/ I / that/ green) …
3. (music/ like/ do/ classical/ you/?)
4. (had/ wonderful/ a/ I/ holiday)
5. (went to/ restaurant/ a/ Japanese/we)

B. The words in the box are adjectives or noun. Use an adjective and a noun to complete
each sentence.
Air clouds Foreign holiday Job languages sharp
black Dangerous fresh Hot knife long Water

1. Do you speak any …foreign language…?

2. Look at those … . It’s going to rain.
3. Sue works very hard, and she’s very tired. She needs a …
4. I would like to have a shower, but there is no…
5. Can you open the window? We need some …
6. I need a … to cut these onions.
7. Fire-fighting is a …
C. Write sentences for the pictures. Choose from the boxes.

D. A and B don’t agree. Complete B’s sentences. Use feel/ look etc.

Sometimes we want to use two or more adjective before a noun. Adjectives which
express opinion always go before other adjectives. Other adjectives usually fo in the
order given below:
Opinion size shape age color Origin material purpose noun
a/an Lovely Old English Sheep dog
Atractive large round wooden Table
Interesting Scientific experi
ecnce
Beautiful red Italian sports Car

tall American basketball player

Put the adjectives in italics into the most natural order

We visited this ..
temple. 1000-year-old incredible
The hotel was full of
paintings. 1960s unusual
We stayed in a …hut.
beach wooden delightful
She lives in a …house.
by the sea old lovely white-washed
They bought me these …
dolls as souvenir silver and gold plastic Disgusting
Our tour guide was wearing a pair of …trousers
leather amazing bright-pink
UNIT 3: COMPANY OBJECTIVES

Learning Outcome:

After completing this unit, the learners are expected to be able to:

1.understand the components of a company profile

2. make a company profile in English

3. use expressions discussed in this unit in their own sentences

4.present a company profile

 CORPORATE VISION & MISSION

Do you

Have

a vision?

The leaders of a company need to explain their organization’s purpose and direction through
statements. When those statements are expressed clearly and concisely, they can motivate the
team, or the organization as a whole, with an inspiring vision of the future.

More specifically, vision and mission statements tell people what the business is, what the
business offers to the public, and how the business performs. Vision statements tell about how the
company look ahead and what the company goals and aspirations are. It is future-oriented. This is
the direction and inspiration for the company. Vision statements are timeless: even if the
organization changes its strategy, the vision will often stay the same.

See the examples of vision below:

Disney To make people happy.

Microsoft A computer on every desk and in every home; all running Microsoft software.

Nike To be the number one athletic company in the world.

Wal-Mart Become a $125 billion company by the year 2000.

Ford To become the world’s leading Consumer Company for automotive products and
services.

Ikea To create a better everyday life for the many people.

What is

Your

mission?

Your mission statement explains what your business must do every day to make your vision
statement come into reality. It is practical and focuses on the present time. This is just like the
answer to questions such as ”What should I do today? How should I act today?. In other words,
mission is about doing or daily operations. It explains the practical things to achieve the vision.
Mission statements tend to be short, clear and powerful. Here are the example of missions.
Bristol-Myers Squibb

Company (Pharmaceuticals) → To discover, develop, and deliver innovative medicines that

help patients prevail over serious diseases.

Nike → To bring inspiration and innovation to every athlete in the world

The Dow Chemical Company  Become the most innovative, customer-centric, inclusive and
sustainable Materials Science Company in the world

PT Garuda Indonesia  delivering excellent Indonesian hospitality and world best experiences
to customers

Exercise

❖ Pay attention to the underlined or bold-faced words/phrases and define their meanings.

Activity

Try to find visions and missions of a well-known company (can be either from
Indonesia or overseas) and identify what the company wants to tell to people.

Make the vision and mission of your own company.

LANGUAGE FOCUS: ADVERB

A. Look at the pictures and complete the sentences with these adverbs:

B. Complete the sentences. Choose from the boxes.

C. Which is right?
UNIT 4: COMPANY HISTORY

Learning Outcome:
After completing this unit, the learners are expected to be able to:
understand the components of a company profile
make a company profile in English
use expressions discussed in this unit in their own sentences
present a company profile
 COMPANY HISTORY

Every company has a story to tell. The company history features the most compelling
stories throughout the company establishment. Along with those stories, all significant
achievements such as patents or major contracts won must be included. The message
behind your corporate milestones can even become the cornerstone of your brand.
Below is what should be included in the company history.
1. When and why your company was started.
2. A brief profile of the founders.
3. Major turning points in your company’s life.
4. Amusing and inspirational events that have occurred along the way.
A company history can be presented into two ways/styles. Look at the table of Harley
Davidson company that presents its history in two styles.

Timelines
1870
Birth of William A. Davidson, Milwauke
e.
1876
Birth of Walter Davidson, Milwaukee.
1880
Birth of William S. Harley, Milwaukee.
1881
Birth of Arthur Davidson, Milwaukee.
1903
Harley and Arthur Davidson built the fi
rst production Harley•Davidson in 190
3. It features a
3•1/8•inch bore and a 3•1/2•inch strok
e yielding 7.07 cubic inches (116cc). Th
ey made a
more powerful motor with the assista
nce of Ole Evinrude.
Harley and Davidson work in a 10 x 15•
foot shed on Chestnut Street (later ren
amed Juneau Avenue) which is still the
address of Harley-Davidson’s head
office.
Essay
The history of Harley Davidson company
cannot be separated from the births of a
couple of brothers: William A. Davidson
(1870), Walter Davidson (1876), William
S. Harley (1880), and Arthur Davidson
(1881) in Milwaukee.
In 1901 William S. Harley (21) completed
a blueprint for an engine designed to fit
into a bicycle.
Harley and Arthur Davidson built
the first production of the Harley
Davidson in 1930. It featured a
3•1/8•inch bore and a 3•1/2•inch stroke y
ielding 7.07 cubic inches (116cc). They m
ade a powerful motor with the
assistance of Ole Evinrude.
Harley and Davidson worked in a 10 x 15
•foot shed on Chestnut Street (later rena
med Juneau Avenue) which is still the
address of Harley-Davidson’s head
office.

Source: http://www.motorcycle.com/manufacturer/history•harley•davidson•motorcycle.html

https://www.business.com/articles/writing-a-company-history/
Generally, a company history is written in past forms, but it is possible we can find some
companies write it in simple present form although it happened in the past.
For students to do the exercise in writing a company history, it is advisable they write it in
simple past forms. The following vocabulary can be used in telling the history of a
company:
Found A year later In the beginning
Built established Later
Achieved reached won

Exercise:

❖ Pay attention to the underlined or bold-faced words/phrases and define their

meanings.

Activity

Watch: https://www.youtube.com/watch?v=5b18LXBpVDo. It is a video about

Coca Cola Company, try to analyze how they make the time line of history in
terms of video.
Try to find an example of a history of a well-known company (either from
Indonesia or overseas), and give comments on the style it is written, the
language it is used, and the milestones it is included.

LANGUAGE FOCUS: COMPARATIVE AND SUPERLATIVE ADJECTIVE

Form
One-syllable adjectives
To form the comparative, add -er and to form superlative add -est to basic adjectives
such as cheap, dark, light, small, slow and tall.
Tall taller tallest

Add -r or -st to adjective ending in -e: large, late, strange, nice, safe
Large larger largest

Double the final consonant and add -er or -est to adjectives ending in one vowel and one
consonant: hot, fat, sad, big, wet.
Hot hotter hottest

Regular adjective with two syllables and more

Change the -y and add -er or -est to adjectives ending in -y: easy, lazy, noisy, happy,
funny, silly.
easy easier easiest
Use more and most in front of all adjectives with more than two syllables: beautiful,
intelligent, comfortable, interesting, and expensive
expensive More expensive The most expensive

Irregular adjectives:
good better The best
Bad worse The worst
far Farther/ further The farthest/ the furthest

USE
We use comparative and superlative adjectives to show how people or things are
different in some wat. We normally use comparative to compare two things. Comparative
shows more of a quality or characteristics. We use than in sentences where two people
or things are compared using a comparative adjective.

I am faster than John. She is taller than me.

Berlin is larger than Hamburg. It’s hotter today than yesterday.

We use superlative to talk about a person or thing who has more of a particular quality
than all others if their type. We always use the definite article the before superlative
forms and we don’t use than.

I am the most intelligent students in the class.
Who is the richest person in the world?
Rio de Janeiro is one of the most beautiful
cities in the world.
NOT I am the more intelligent student..
The USA is the most powerful country in the
world.
He is the worst teacher I know.

A. Write the comparative and superlative forms of the adjectives.

Adjective Comparative Superlative
1. Quiet ..quieter.. ..the quietest..
2. Economical
3. Easy
4. Quick
5. Noisy
6. Clever
7. Exciting
8. Soft
9. Smooth
10. Comfortable

B. Write the opposites using the adjectives in the box.

difficult cheap old noisy light narrow Slow
cool clean far beautiful sad dangerous Interesting

1. Easier ..more difficult.. 2. Warmer

3. Quieter 4. Wider
 5. Dirtier 6. Happier
7. Uglier 8. Faster
9. More boring 10.More expensive
11.Heavier 12.Safer
13.nearer 14.Younger

C. Study the information about three countries.

Complete the sentences with the comparative or superlative form of the adjective in
brackets.
1. India is ..smaller.. than ..Brazil… (small)
2. The coastline of … is … than the coastline of Brazil. (long)
3. … has … population. (big)
4. Brazil and India have … population than … . (young)
5. … has … birth-rate. (high)
6. People in … have … lives than people in Brazil. (short)
7. … is … country of the three. (poor)
8. The economy of … has … growth rate. (slow)
UNIT 5: ORGANIZATIONAL STRUCTURE

Learning Outcome:
After completing this unit, the learners are expected to be able:
1. understand the components of a company profile
2. make a company profile in English
3. use expressions discussed in this unit in their own
sentences
4. present a company profile
 COMPANY ORGANIZATIONAL STRUCTURE
Types of Business Organizational Structures
Every company, large or small, should have a defined organizational structure. The good
organizational structure clarifies the relationships within the organization so that the flow
of work can be smooth. Let’s study five common organizational structures.

1. Matrix Organizational Structure

(taken from Types of Business Organizational Structure pingboard.com)

A matrix structure provides for reporting levels both horizontally and vertically. With this
structure the employees from different departments working together to develop a new
product line. A challenge for this structure arise when employees are given direction from
two different managers who demands priotrity. This structure can also be present in book
publishing companies that have to produce books with several titles together at the same
period.
2. Functional Organizational Structure
Director

Marketing Purchasin Office HRD Financial

Manager g Manager Manager Manager
Manager

The most common organizational structure is functional structure. It has departments

with specific functions. Managers of each department report to one director. The
director is responsible for all operation areas. The problem is present when different
departments focus only on their own responbsibility and are unwilling to support others.
3. Product Organizational Structure
PT. FOOD
HOLDING

Noodle Dairy Beverages Snacks Bakery

This structure consists of different product lines. It organizes products by category but
can create completely separate processes from other product lines within the
organization. Another company of this type can be a media corporation that produces
newspaper, tabloids, magazines, and online publication.

4. Customer Organizational Structure

Healthcare industries usually adopt customer organizational structure for better service
to the public. This structure ensures customized service for the customers according to
the patients’ special need.

Hospital
Director

Medical Outpatien Employee Inpatient Volunteer

Staff Vice t Vice s Vice Vice Vice
President President President President President

(adapted from Types of Business Organizational Structure pingboard.com)

5. Geographic Organizational Structure

Mobile
Phone
Company
President

Sumatra Java Bali Kalimanta Sulawesi NTT, NTB,

Region Region n Region Maluku and
Region Papua
Region

Organizational structure is suitable for the company that covers a wide span of
geographic regions. It supports logistical demands in geographic customer needs.
Solid and Dotted Line Reporting Relationship
Lines in an organization chart can be in the forms of solid lines or dotted lines. The dotted
line is also referred to as a broken line or dashed line. They represent different types of
reporting relationships. The weight of the line is meant to represent the level of power
and influence of the different managers.
1. The solid line reporting relationship is similar to a traditional line management
role. The solid line manager tends to look after the goal setting and performance
evaluation processes and in the event of a dispute. The solid line manager is also
the manager to whom the individual will tend to defer. The solid line role is often
given to either the functional manager or a manager who is geographically close
to the individual. This is aimed at easier oversight.
2. The dotted line relationship is weaker than solid line relationship. The dotted line
manager still has a formal right to some part of the individual's time and
attention and will usually set some goals.
For example, a special assistant to the CEO who also reports to the board of directors.
The assistant's direct supervisor is CEO. The reporting relationship between the assistant
and board is represented by a dotted line in org chart.
Another example is the reporting relationship between Human Resources director and
mangers from other departments.

Source: https://www.edrawsoft.com/add-dotted-lines.html#
Activity:

❖ Pay attention to the underlined words/phrases, and determine their definitions.

JOB DESCRIPTION

Job descriptions are essential parts of hiring and managing staffs in a company. They can
help employees understand their roles, jobs, and responsibilities. They are in the form of
summaries.
A job description should be practical, clear and accurate to effectively define your needs
with proper language. About the grammatical form, because the job title has been the
subject of the job description, it may be eliminated, only pertaining the verb, object, and
adverbs of the sentence. For example, a job description of a secretary might read:
- Receive, direct and relay telephone messages and fax messages
- Maintain the general filing system and file all correspondence
- Assist in the planning and preparation of meetings and conferences
The present forms of verbs should be used, and the verbs used in the job description
must be parallel, if the first description uses “verb 1”, so the following description must
use “verb 1” as the example above.
If the first description uses “verb + ing”, so the following description must use “verb +
ing” as the example below:
- Receiving, directing and relaying telephone messages and fax messages
- Maintaining the general filing system and file all correspondence
- Assisting in the planning and preparation of meetings and conferences

If the first description uses “verb + s”, so the following description must use “verb + s” as
the example below:
- Receives, directs and relays telephone messages and fax messages
- Maintains the general filing system and file all correspondence
- Assists in the planning and preparation of meetings and conferences
For better understanding, it is advisable to learn the common verbs used in job
descriptions below:

accommodate compute hire process report

achieve conduct identify program research
acquire confer illustrate provide resolve
address consolidate implement purchase review
adjust contact improve quantify schedule
administer construct evaluate receive search
advise consult execute maintain select

Activity

1. Watch https://www.youtube.com/watch?v=wO_-MtWejRM and

https://www.youtube.com/watch?v=Vbcpr1TS9NM.
2. Discuss with your friends in your group about the organizational structure that you
think is the most suitable for your company.
LANGUAGE FOCUS: COMPOUND ADJECTIVE

Definition
Compound adjective is formed when two or more adjectives are joined together to
modify some noun. These terms should be hyphenated (-) to avoid confusion or
ambiguity. For example:
➢ Diana submitted a 6-page document
➢ She adopted a two-year-old cat.
➢ Daniella is a part-time worker.
➢ This is an all-too-common error.

NOTE:
Combining an adverb and adjective does not create a compound adjective. No hyphen is
required because it is already clear that the adverb modifies the adjective rather than the
subsequent noun. For example:
➢ It was a terribly hot day.
➢ It is an amazingly good idea.

Taken from https://www.teach-this.com/images/resources/compound-adjective-practice.pdf

A. Describe the noun with compound adjective.

1. A walk that takes ten minutes .. a ten-minute walk..
2. A building that has twelve stories
3. A boy who is five years old
4. A report that is thirty pages long
5. Students in high spirits
6. Children who behave well
7. A monster with green eyes
8. A man who has short hair
9. A lady with a kind heart
10. An app that saves time
11. A dessert that makes your mouth water
12. A woman who has a strong will
13. Traffic that moves slowly
14. A man who looks good
15. Medicine that lasts a long time
B. Match the words together to make a compound adjective.

C. Use the compound adjectives from the previous exercise to complete the sentences.
UNIT 6: MANAGEMENT PROFILE

Learning Outcome:

After completing this unit, the learners are expected to be able:

1. understand about management profile

2. make their own management profile
3. use expressions discussed in this unit in their own sentences
4. present a management profile
 PERSONAL PROFILE
A management profile is presented briefly by emphasizing on each personal profile’s
description of the capabilities (skills and behaviors) and attitudes. The management
profile is important to introduce the executives who are in charge in the management
board. In some cases, investors have funded start-up companies primarily on the basis of
the people who will run them. Long-term business success depends, above all, on the
quality of the team providing the leadership, direction, and vision.
Summarize each key person’s profile into a description of no longer than one-half page,
following these tips:
• When describing team members, include everything that’s relevant to the
potential success of your business. But keep each biographical description brief,
to the point, and less than a half page in length.
• If yours is a single-person operation, you don’t have to spend too much time
describing yourself in your plan, but do have a resume highlighting your
education, experience, and accomplishments ready for when the information is
requested by a banker, supplier, or prospective investor.
• If you’re running a larger business, feature biographies of up to five top managers
in your business plan, including all the big Cs: CEO (Chief Executive Officer), COO
(Chief Operating Officer), CFO (Chief Financial Officer), and CTO or CIO (Chief
Technology Officer or Chief Information Officer).
• Depending on the size of your company, you may also want to include brief
descriptions of the members of your Board of Directors, Board of Advisors, or
consultants who play a major role in making your business a success
The following is the key items that can help you write management’ profiles

.
Source:
https://www.dummies.com/business/start-a-business/business-plans/how-to-describe-the-
management-team-in-your-business-plan/
The examples of personal profile description.

Hari Teguh is the managing director of PT. Terang

Sejahtera. He is also the founder of the company. He
studied business in Polinema and has innovative visions
that make this company survive and develop well until
now.

Juanita Rahman is the financial manager of PT. Terang

Sejahtera. Together with Mr. Hari Teguh she built the strong
foundation of this company. Her expertise in financial matters
helps the company survive monetary crises in Indonesia.

Putra Yudha is a computer expert and had 3 years of

experience working in a multimedia company before joining PT.
Terang Sejahtera as the IT specialist. His creative visions are
very crucial to drive the company’s promotion campaign and
products packaging.

Activity:
❖ Pay attention to the underlined words or phrases from the above reading. Try to
find the meaning of them.
1. The executives
2. The management board
3. Long-term business success
4. Biographical description
5. Feature (verb)

❖ Match the description in the left columns to the famous businemen figures as
follows:
Oprah Winfrey Tim Berners-Lee Donald Trump
Estee Lauder Ted Turner Phil Knight
Richard Branson Coco Chanel Henry Ford
Thomas Edison Steve Jobs Bill Gates

No. DESCRIPTIONS
1 He filed over 1,000 patents during his life. He made a fortune throught the
electric light bulb and phonograph.
2 He was a high school drop out. He founded the Virgin group of more than 400
companies. It all grew out of a small record shop in London. He said that he
became an entrepreneur by chance because he wanted to have some fun and
do things better than existing firms.
 3 He was the co•founder of Apple Computers. He also oversaw the development
of key innovations in the mobile technology revolution such as iPhone, iPod and
iPad.

4 He is the co•founder of Microsoft. He helped the revolution of operating system

for personal computers and became one of richest persons in the world. He now
works full-time for his charitable foundation.
5 He pioneered the use of mass production for motor cars. He helped to reduce
the price and make cars affordable for the average American consumer.
6 She was a French designer and costume maker. She defined feminine style and
dress in the 20th Century.
7 She was an influential talk show host, who has also created a
successful business empire, including her highly famous book
club. She is considered one of the most influential women in the world.
8 He is a British computer scientist who is credited with inventing World Wide
Web (WWW). He enabled a system to be able to view web pages (hypertext
documents) through the internet. He is also a director for WWW Consortium
(W3C).
9 He is a real estate and media mogul. He is outspoken and controversial. He is
frequently put as a center of attention by media.
10 With her husband, she created America’s biggest cosmetic company in 1946. It
specializes in skin care and beauty creams.
11 He is an American media mogul. He is the founder of 24 hour news channel
CNN. He is also one of the largest landowners in the US.
12 He is the founder and CEO of Nike, a famous sport and fitness company. He is
from Oregon, USA. He loves sport. He has a tattoo of his company logo on his
left leg. He is interested in Asia, especially Japan. His company headquarters are
located in Beaverton, Oregon.

Source: http://www.biographyonline.net/business/top•10•entrepreneurs.html

Activity

Watch https://www.youtube.com/watch?v=j6k2AWpQySQ
There are many prominent entrepreneurs in our country. Choose one of them.
Tell about his / her success story and also your reasons to choose him as the
figure of your report.

LANGUAGE FOCUS: DESCRIPTIVE WRITING

Definition
Descriptive writing describes a person, place, or thing in a way that enables the reader to
visualize it. Describing people usually starts with describing appearances in certain kinds
of details such as hair, face, skin, height, build and also some general appearance. The
following are the example of the adjective that can be used:
Examples:

Taken from https://www.voanews.com/MediaAssets2/classroom/article_media/efl2_teacher.pdf

A. From these jumbled words, find combination for describing people. Some
combination are hyphenated. You can use the words more than once.

B. WANTED! MISSING! Complete the gaps in these police posters.

Taken from http://assets.cambridge.org/97805216/64356/excerpt/9780521664356_excerpt.pdf

UNIT 7: PRODUCT AND SERVICES

Learning outcomes:
After learning this chapter the students are able to:
1. Describe the details of products and services
2. Create and produce a clear and well-printed product catalog
 Product or Service
A product can be classified as tangible or intangible. A tangible product is a physical or
discernible object that can be perceived by touch such as a building, vehicle, gadget, or
clothing. An intangible product is a product that can only be perceived indirectly such as
an insurance policy. Services can be broadly classified under intangible products which
can be durable or non-durable.

Sometimes, services are difficult to identify because they are closely associated with a
good; such as the combination of a diagnosis with the administration of a medicine or a
car buyer who buys a comprehensive bundle of service benefits, in addition to the
tangible components of the car.

However, there is a distinct difference between them and it is important to establish

some working definitions. One way to think of them is from the clients’ point of view.
When a client asks "what can you make for me?" they are asking about products; when a
client asks "what can you do for me?" they are asking about services. While a product is
something that can be measured and counted, a service is less concrete and is the result
of the application of skills and expertise towards an identified need. A product is
something you can point at, whereas a service, as The Economist defines it, is any activity
"you can't drop on your foot" although this definition doesn't hold up when the products
are digital in form – weightless objects that have no mass or material definition aside
from the physical media on which they exist. Nonetheless, even in file-based workflows,
there is a distinction between a product being produced and a service provided to fill a
need.

A company may produce and offer several products or services with different brand
names. A food company, for instance, produces various types of food and beverage with
different brands because they want to cover a wide diverse range of customers of all
ages. The product variety can be in the form of noodles, dairy, snacks, seasonings and
beverages. Furthermore, the noodle product may vary in forms. The company may
produce bag noodles, cup noodles and egg noodles. For beverages, it may produce tea,
soda, mineral water, or milk. Another example is the shampoo product. The company
may produce shampoo in different bottle sizes. A service company, say a hotel, may
provide interesting offers of room types, special rates, sport facilities, entertainment
facilities, spa, sauna, tour guide, pick up service, and wedding package.
 Source:
https://en.wikipedia.org/wiki/Product_(business)
https://www.archives.gov/preservation/products/definitions/products-services.html

Activity:
❖ Pay attention to the underlined words/phrases and find their definition for your
vocabulary enrichment

Taken from https://publications-us-en.ikea.com/ikea_catalog/page/8-9

Activity

1. Watch https://www.youtube.com/watch?v=SOQyJeTBmnA about catalogue

service
2. Find an example of product or service catalogs from a well-known company,
either from Indonesia or overseas.
3. Determine sorts of specifications described in the catalog.
4. Make catalogue about your company product or services.

A product catalog is a type of marketing collateral that lists essential product details that
help buyers make a purchase decision. These details include product features,
descriptions, dimensions, price, weight, availability, color, customer reviews, and more.
Source: https://www.paperflite.com/blogs/product-catalog

LANGUAGE FOCUS: DESCRIBING PRODUCT / SERVICE

A product description is the marketing copy that explains what a product is and why it’s
worth purchasing. The purpose of a product description is to supply customers with
important information about the features and benefits of the product so they are
compelled to buy.
How to write a product or service that sell?
1. Focus on your ideal buyer
The best product/ service description address your target audience directly and
personally. You ask and answer questions as if you are having a conversation with
them. You choose words your ideal buyer uses. Start by imagining your ideal buyer.
2. Entice with benefits
Potential buyer are not as interested in mundane features and specs. They know
what is in it for them. That is why you need to highlight the benefits of each feature.
3. Justify using superlative
If your product/ service is really the best, provide specific proof why this is the case.
Otherwise, tone your product/ service copy down or quote a customer who says
your product is the most wonderful they have ever used.
4. Appeal to your reader’s imagination
To practice this copywriting technique start a sentence with the word imagine, and
finish your sentence (or paragraph) by explaining how your reader will feel when
owning and using your product.
5. Seduce with sensory words
Adjectives are tricky words. Often, they don’t add meaning to your sentences, and
you’re better off deleting them. However, sensory adjectives are power words
because they make your reader experience your copy while reading.
Dazzle your readers with vivid product descriptions. Think about words like velvety,
smooth, crisp, and bright.
6. Tempt with social proof
When your web visitors are unsure about which product to purchase, they look for
suggestions what to buy. They’re often swayed to buy a product with the highest
number of positive reviews. But there are other ways to sneak social proof into your
product descriptions.

Taken form https://www.shopify.co.id/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell

UNIT 8: COMPANY PROFILE

Learning outcomes:
After learning this chapter the students are able to:
1. Make a business plan
2. Create and produce a clear and well-printed company profile
3. Present their company information comprehensively.
 Business English 1 Project Timeline
Making Company

STUDENTS’ PROJECT

Work together with a group of 5 to 6 (members) to discuss and plan your business.
Follow the given steps.

STEP 1. Start your business plan by deciding type, name, address, logo and
meanings, vision and mission, and motto/slogan of your company.
STEP 2. Continue writing your company history.
STEP 3. Determine your organizational structure, job descriptions of each
management position and management profiles.
STEP 4. Write and design the product / service descriptions for your catalog of
product/service
STEP 5. Compile all the points of your business plans and put them into a well-
designed company profile and product catalog
STEP 6. Present your company profile in front of the class and provide your
presentation with good and interesting PPt.

The following checklist may help you monitor your work in establishing your imaginary
company.
 CHECKLIST OF COMPANY PROFILE

No Topics Sub Under 50% 50% to Completed

75%
1 Company Identity Name √
Address √
Logo √
Logo
Meanings
Motto/Slogan
2 Vision and Mission Vision(s)
Missions
3 History
4 Organizational
Structure
5 Job Descriptions
6 Management
Profiles
7 Products Types
Brands
Taglines
Pricing
Etc.

Gather all your company profile data in one good file folder.
UNIT 9: MARKET RESEARCH

Learning outcomes
By the end of this chapter, it is expected that the students:
1. Know the definition of market research
2. Know the important of market research
3. Be able to make questionnaire used for market research
4. Be able to make report of a marketing research
Market Research
Definition: the process of gathering, analyzing and interpreting information about a
market, about a product or service to be offered for sale in that market, and about the
past, present and potential customers for the product or service; research into the
characteristics, spending habits, location and needs of your business’s target market,
industry as a whole, and the particular competitors you face.
Market research involves two types of data:
• Primary information. This is research you compile yourself or hire someone to
gather for you.
• Secondary information. This type of research is already compiled and organized
for you. Examples of secondary information include reports and studies by
government agencies, trade associations or other businesses within your
industry. Most of the research you gather will most likely be secondary.
When conducting primary research, you can gather two basic types of information:
exploratory or specific. Exploratory research is open-ended, helps you define a specific
problem, and usually involves detailed, unstructured interviews in which lengthy answers
are solicited from a small group of respondents. Specific research, on the other hand, is
precise in scope and is used to solve a problem that exploratory research has identified.
Interviews are structured and formal in approach. Of the two, specific research is the
more expensive.
If you choose a direct-mail questionnaire, the following guidelines will increase your
response rate:
• Questions that are short and to the point
• A questionnaire that is addressed to specific individuals and is of interest to the
respondent
• A questionnaire of no more than two pages
• A professionally-prepared cover letter that adequately explains why you're doing
this questionnaire
• A postage-paid, self-addressed envelope to return the questionnaire in. Postage-
paid envelopes are available from the post office
• An incentive, such as "10 percent off your next purchase," to complete the
questionnaire
The following listening activity will give you a good point of view about how to
do a market research.

A. The marketing team at Euphony, a telecoms company, wants to research for mobile
phones made specifically for children. Listen to the following discussion between
three members of the team and make a note of the six data collection methods they
mention.

Data collection methods:

1. Postal survey
2. …
3. …
4. …
5. …
6. …

B. Listen to the dialogue again and find words to fit the following definition.
a) Useful answer
b) A survey group which is not a typical of a target
group
c) Model of a product in development
d) Percentage of people who complete a survey
e) The group of people a company wants to sell to
f) Information known about the company

C. Heike, one of the member of Euphony’s marketing team, is calling Greg at inside the
Market, a market research firm in the UK. Listen to the conversation and complete
Greg’s notes.

Heike- Euphony
• Need survey for ….1
• ….2 Survey is the best
• …3 TArget group
• QuAlitAtive And …4 dAtA:
- Price And …5 the phone should HAVe
- Number of people interested, wHAT willing to pAy
• BAsic demogrAphic informAtion:
- ….6 And …7
• CAll Heike bAck on …8
D. The marketing research firm has prepared the following script for the telephone
survey. Work in pairs to ask and answer the questions.

E. Now decide whether the statements below are true or false. Correct the false
statements.
1. One goal of the survey was to see how interested people are in a mobile phone
for children.
2. Parents want their children to be able to dial any number.
3. People without children are also interested in buying mobile phone for children.
4. People think that mobile phones might be harmful to children.
5. Respondents said they want the phone to be small and last along time without
heart breaking.
F. Greg has presented the following summary of result. Read it through and match the
headings from the box to the sections.

LANGUAGE FOCUS: QUESTIONS

Types of Yes/ No Question
question Formula: Aux/to be/ modal +S +Verb/ adj/ adv?

WH Question
Formula: WH + aux/to be/ modal/ + S + Verb/
adj/ adv?
There is an exception in question asking about Subject of the sentence.
• Who + Predicate (verb/to be adj/ to be adv)?

Person • Who made this cookies?

• Who is taking a bath now?

• What + Predicate(verb/to be adj/ to be adv)?

Thing • What is out there?

• What is running above our ceiling?

The questions below were taken from a survey. Use the words in brackets (and the
correct tense) to complete them.

There are 6 main types of questions used in questionnaire:

• Open-ended questions
• Close-ended questions
• Nominal questions
• Likert scale questions
• Rating scale (or ordinal) questions
• Yes/No questions

Here are some example of questionnaire:

 Customer Service Questionnaire Example
Plea.se help us improve our patient sen’ices by coi»pIeting this questionnaire
Do not .sign your name. Please glace in the “Smey Box" u/hen completed.

Laboratory Customer Service Ouastlonnelre

Your age: tour genaer: we Femaie

loo. Question Please nrele your answer
i Please rate your overall experience with Excelleni Nor very good
your visit today.
Good Poor
Satisfactory
2 rtow long id you nave to wat' NO W81t

a was everytning explained clearly * FRS

If NO, please explain:

s were you treaieo witn courtesy am caring : xes
If NO, please explain:
o was tne waiting comtortable ' i es
If NO, please explain:
o was tne panent room ciean '
If NO, please explain:
? \Yas I easy to 1›na uie laboratory ' TLS

If NO, please explain:

h it you naa a neeale st cc (ventpuncture j was t com1ortao\e ' Yes, not painful

If NO, or painful, please explain:

UNIT 10: ADVERTISING

Learning outcomes:
By the end of this chapter, the students:
• Know more about how to advertise their product
• Know kinds of advertising campaign suitable for their product/
service
• Create their own advertising campaign for their product/ service
Martin is the marketing manager of a telecommunication company. He is telling his
colleagues about the marketing mix for a new product.

Listen and take notes on the four Ps.

Product Have everything you need to connect to the internet,

Price

Placement

Promotion

Which words in the box are used to talk about P? Sort them into the correct category.

Use the following chart to make notes on the four Ps of one of your company’s products
or services.
Activity:
Access this following website and then try to discuss about what kind of
marketing media you are going to use to advertise your product or service:

Watch these following examples of campaign done by some well-known

brand:

• https://www.youtube.com/watch?v=XhMVWzVXNNk.
•
cHqgCbIRy2lobx0a42KOe53a- a.
•
XcHqgCbIRy2lobx0a42KOe53a- a&index=3.
•
XcHqgCbIRy2lobx0a42KOe53a- a&index=5.
•
XcHqgCbIRy2lobx0a42KOe53a- a&index=4.
LANGUAGE FOCUS: PARALLELISM
A. Revise the following sentences to correct faulty parallelism:
REFERENCES:

https://www.bing.com/images/search?view=definition+of+holding+comap&simid
Indonesian Business Entities by Cekindo Team, 2020
https://www.inc.com/encyclopedia/c-corporation.html
www.investorwords.com/article/c-corporation-vs-s-corporation.html
https://en.wikipedia.org/wiki/Limited_liability_company
https://en.wikipedia.org/wiki/holding_company#
https://www.feedough.com
https://en.wikipedia.org/wiki/Freelancer
https://www.myaccountingcourse.com/accounting-dictionary/multinational-
company
https://www.bing.com/images/search?view=detailV2&ccid=slidesharecdn.com%2
fbusinessobjectivesandstakeholders
https://www.volusion.com/blog/business-types/
https://www.makeuseof.com/tag/company-profile-templates/
https://www.wikihow.com/Create-a-Business-Name
http://wonderfulengineering.com/10•famous•logos•that•have•a•hidden•meaning/
and
http://stocklogos.com/topic/fantastic•logos•hidden•meaning)
What Your Logo’s Color Says about Your Company (Infographic) by Rachel Gillet
https://www.differencebetween.com/difference-between-motto-and-vs-slogan/
http://www.motorcycle.com/manufacturer/history•harley•davidson•motorcycle.html
https://www.business.com/articles/writing-a-company-history/
Types of Business Organizational Structure pingboard.com
https://www.edrawsoft.com/add-dotted-lines.html#
https://www.hr.pitt.edu/sites/default/files/JobDescriptionWritingGuide.pdf
https://www.dummies.com/business/start-a-business/business-plans/how-to-
describe-the-management-team-in-your-business-plan/
http://www.biographyonline.net/business/top•10•entrepreneurs.html
https://en.wikipedia.org/wiki/Product_(business)
https://www.archives.gov/preservation/products/definitions/products-
services.html
https://www.paperflite.com/blogs/product-catalog
http://writing.umn.edu/sws/assets/pdf/quicktips/parallelism.pdf
https://www.fandm.edu/uploads/files/700783120199848266-parallelism.pdf
Gore, S. English for Marketing and Advertising. Oxford Business English: Oxford
Clarke, S. 2008. Macmillan English Grammar: In Context. Macmillan.