National Economics University

Class:Financial Economics -
FEG3

Portfolio of
Business English 4

DinhThi.Quych Daysee
 Unit 1: Communication
I. Background

Company W.C.
Hooper Inc (WCH)

Activity
Manyactures and distributor
of
his tech electronic products

Based in Seattle
Problem:

CEO William
Connection between Hooper and Sale Manager vs Week, Hooper
Hooper the SM didn't know
conelessly informed information by phone,
Lawrence was the UIP customer
of the company.
key problem Internal and external communication problems impacting on performance

Cell became hot and about to

phone very expload
Products
dejectand key
related Customer service
dept. sentreplacementphone, butdid not nijoun Marketing or Rand D

Phone withdrawn number similar complaints

after a
of

Stores
lawience Discount Richard Lawrence best and oldest customers
one
of WCH's
Lawrence told Hooper he would probably order 5000 EX-10s, excutive toys
(teach this expression)
Hooper injouned Regional Sales
Manager (RSM) by phone.
later, sales manager said itw as of stock.
out
When Lawance ordered 5
weeks

his given polity

complained
Hooler
lawsence to that order was not

RSM said that he was

waiting for confirmation.

II. Recommendatio n
1. Problem 1:Internal communication

=> Heads of Department should send weekly reports to the Board of Directors. This would enable Directors
the
to keep in touch with by developments in company.
Problem 2:Sales ups/Headoyic.
devices and instruct reps
=> Issue all sales eeps w/ Black Berry
to send
daily reports to the SD

Problem 3:Customer Services Department

=> Any complaintabout the product which has health and soyety implication should be powarded
immediately to the following departments:Marketing, Research and Development, Public Relations

Writing

Dear Mr. Word,

here at
Following your report on communications problems WCH, the
directors have now discussed your recommendations.

On internal communications, the

weekly reports from the head of departmentwouldbe too time consuming in relation to any benefits they mightbeing. However,
consensus was that

directors have approved the

the idea of
appointing Key Accounts Manager, and we will be advertising this position soon.
a

With
daily reports on their activities to Head office.
regard communication between sales Rep and Head Ojic, ithas been decided to issue Black Bosies to all reps, who will file
to

Following lengthy discussion, the directors also approved your accommendation of a new procedure for dealing with products complaints thathave health and
soyety implication.
All complaints of this
nature will now be
systematically souwarded to the Marketing, RAD and PR departments.
due
Thank
you again for undertaking your report as you see, most of your accommendations have been approved. I'll let
you know the effects of these changes in course.
-

Sinavely,

Di
DINA THI QUINHRRANG

Communications Director, WCH.

 Unit 2: International Marketing
I. Background
1. Background of the
Company
Name:Henri-Clause Cosmetic (HCC)
Cosmetics and Personal care
Activity:
Based in:Fauce

Product
2. Background of the
Name: Physicque
Sales:HcC's best selling product
Ingredients:redwood, odor, spices, presh, woody, long-lasting
aroma

Peicing:Premium, top-end
France
30-40 audienced in
target:men aged
Qualities:Men feel confident, attractive, sophisticated, very appealing to women

launch plans tobe launch in to countries

next year
Global
Aim:international recognition
Man"
Campaign theme: "Physique for
the Veban

II. Recommendatio n

Marketing plan.Physique
and product
Targetcountries
1. name

better
are
Original tongetcountries
suitable. Various alternative product name
suggested, butn o home
sounds
2.
Positioning and
Packaging
monket overcrowded
planned positioning of productproblematic premium
the -

going with aged 30 to 35

mass market:Men

be taken down market.

Packaging design to

taking the
beaunstorming emerged at the
ideas that meeting further in with
conjunction our
design consultancy.
3. Price and distribution
be adduced 40% Asianmass market retailers be contacted.
Recommended retail piece to
by Major to

4. Promotion
take personal change of
there are male French stone who are well-known worldwide. Our die executive
agreed to

finding suitable ambassador (s) jo Physique.

5. Slogan
and cultural acceptability of them indifferentlanguages and with shortlist
research
AD to linguistic come
up a

with
o ur
your possible slogans, conjunction advertising agency.
in
of

6.
Manyacturing control of the
planned, keep goulas
agreed to keep monbyacturing of Physiques Gasse, originally
so as to
in
It was

and the process despite lower costs elsewhere

build stocks for launch

production requirements up product
with to
PT to co-ordinate production department on

in September next year.

Writing

minutes:Physique
Marketing meeting action
Date: sed November

Venue: Room is, Head ofic, passe

Present:Pierce Martin Excutive),

(Chief Carla Fernandez C
Global Marketing Manager), Anne Durmont(Monluting Assistant)
Action By
1,2 Target and
countries productname
but
It was agreed that original
are suitable. Various alternative
targetcountries product names suggested, no ⑤
-

better name
sound.

3.5Positioningandpackagito
ng productproblematic premium go overcrowded. We decide
market to with
mass AD 30 Nov

market:menaged3otbs.packagingdesign downmarlet take

taken well beansing
the
be rese
a

6-7peice and distribution

CF 15DeC
40%. Mayor Asian be contacted
market retailers to
be reduced
Decommended retail price to by mass

⑧ Promotion

There male French stars who well-known worldwide. Our

are are
die excutive
agreed to take PM 31 Jan
personal change of finding suitable abassador (s) for Physique.

9 Slogan

suggestions made atmeeting. All to research linguistic of them

various and cultural acceptability AD 15 Feb
shortlist
in diferent languages and come
up with a
of your possible slogans, in
conjunction with
our
advertising agency.

no Manacturing
Itwas agreed keep manufacturing
to
of Physique Glasse, as originally planned, so as
in to
keep control PT 15DeC
the lower elsewhere. It to co-ordinate with production
of formula and the
process despite costs

department on production requirements to build

upproduct
stocks for launch in
September next
year.
 Unit 3: Building Relationships
I. Background
1) Basic information
Company:Al-Munis Hotel and Go Group
Counties,Oman and United Arab Emirates

schultz
Dierctor of Customer Relations:Vanessa

He task:Building better relationships with potential questwho use the hotels

2) Problems and Plans

The has
-

Company Problems: group run over

galler by 2290
has dropped from 81% to 62%
-
The group's room occupancy late

hotels
with the
Customer surveys have indicated
increasing disatisfaction
- the retention rate
of guests
has fallen from 25% to 0%
Vanessa's plan:Building longterm rela ul quest
Reasons: (given by automess)
the

1. The hotel doesn't have special meal to vegetation and children

2. The
expensive of quests are not valued they are not treated as individual
3. There's no facility you making coffee.
4. The to solve the
stays are not
efficient enough problems.
5. No individual attention.

6. Children areal services required

7. The not open all
business center is day
8. More useful info aboutthe hotel
9. Says are not motivated.

II. Recommendation

1. The Al-MuniHotel and Spa Group need to provide special teachings for their personal. The stay 'll be
taughthow
to deal guests and how
with to
satisfy their needs.

2. To make staff more motivated the Arab hotel group need to date an atmosphere of competition between the stays. For
the form
the month and provide him with various focuses in
example, to defore the best employee of of salary, social
package and other facilitis.

3. To improve customer loyalty and get back your star hotel

eating, the needs to provide sacilities for bidscleate a special
kid's and the rooms. Also, the
Al Muni Hotel and the
SPA group should collect jedback from their
onea, menu jurniture in
leave hotel and respond much quickly and possitiely
the to customers request.
guests after they

III. Conclusion-Less on to learn

want to build better relationships

The Al-Muni Hotel and Spa Group needs to have more accurate information about is they up
customers and
with getthem coming
hotel stay need to respond much more
back. Moreover, the
quickly and possitively to
request stay mustknow who are returning quest and who are
new ones.
Writing
Dear Ms. Wise,

I to the
very pleased represent Al-Munis Hotel and Spa Group to
express our
deep geatitude for your generous support the past few years. It's honor to
am over
my

you have been chosen

that
inform you as
of very few selected customers to be received
very special offers.
First
of all, we are delighted infoto on
you of your new diamond member sand, which is the highest level
of our card
system. This could will provide you

Premetur
with services
given by one Hotel and
Al Muni Spa Group. For detail, all of your
bills will be
directly discounted by not in
every restaurant, spa
hotel and chain provided by our
group. Moreover, you can use our newest facilities without change the
just week when they are available. Acknowledge
gym for

your profile
on our
very best wishes for your
website, we wish you the
upcoming birthday. In addition, we have
given you a NO voucher.

Your card and voucher will be sent to the receptionist's desk. If you have I
any question, am pleased answer you
to
by mail and nothin

Again, we are pleased to serve

you.
We're
looking yourand to
building an
ongoing relationship with the
you in future.

Your sincerely,
Dinh Thi Quynh Teong
 Unit 4: Success
I. Background

1. Basic information
Recent performance:Today, it's in the Primier Division and has reached the third sound European
-
in and place of the
has million joins in the UK and 40 million
Champion league and the club's success brought it
o ver
your
Asia.
in

Recentbusiness performance:
The club's making a lot
of money because they own a travel
agency, they have a jointventure with
an

their
insurance company and they run
teaching sources on
leadership in
colgnence center.

Footballing success due to:they are not having footballing success

Commercial success due to:Ingid Tauber, because she's been responsible for the club.

2. Problems
The present
team is not
good atall.
that win matches
-

they lack a real star player who can score

goals
-

Problem to the
clists and its gains

- The club
reputation of the
it is
being housing by joins.

3. Plans
an insurance company is aboutto finish
- dealt with
Gantsponsorship Kensington's sent yes posorship deal to

dub's commercial Director, is and better deal with

-

Possible new broadcasting:Inque Tauber, the considering a new

Universal Communication plc, the powerful media group.

in negotiations between ICU and UC: The audience that

attacts Asia would
KV in help us to boost
-

key factor
sales if it's mobile phone Asia
in

II. Recommendation

Universal Communications wall stand, north side of the

the station
1. Kensington agreed to
United put the
advertisement
of
on
by
more stand to
the be stand.
at the entences. We'll name
and on the soy billbounds, and fly flags
United will Universal Communications when
with we contact with clubs who have a
sponsorshipwith competitors of UC
2. Kensington informs

3.
Kensington United'll continue to deal with spiritplc.
bonus
4. Players who achieve to goals in a season will get = 20000 as a for each goal
Universal communication.
above 20 goals from

J. Kensington United'll receiveteam buses from Universal communications.

 Unit 5: Job Satisfaction
I. Background
1. Basic
normation
-

Company: San Diego-based TechnoG1

CEO:Patrick Mc
-

quie
Industry:is facing problem caused by the highly competitive nature of the industry
Nature IT a
It
of
-

hours and their The employees have been longer than previously
-Working effect: working much hours
and
often over weekends. As a result, s u m have developed close, personal
of stays a

rela with each other.

Company culture with relaxatmosphere.

company
-

very
is a a

-
Close cla between members of stays: stays are
encouraged to socialized
during their for time.

2. Problems
behavior
to
give employees guidelines
concerning their work.
at

3. chronology
-

Patrick McGuire decided to develop a company policy about close rela

-
There were between
I sit
collegues in which personal rela have affected stay performance and morale.
-

Employees have been working much hours than

longer previously and often over weekends.

II. Recommendation
all the and
-

Mustcreate a set
of
cules in case
of a close rela between employees. To do
this, need to
gather stays
this speaks aboutit.
discuss problem,so that everyone
doc and understand thatit'll the
bentnot only butalso
each
If employee arranges this they company,
whole, most such
likely incidents'll stop.
the entire rooms as a
 Unit 6: Winton Cat Mining

Winton Carter
Mining:Risk report.

I, Executive Summary.
WCM
will be
going public early next
year and wants to persuade the
buy share
publicto in the
company.

mining in Africa. A
However, WCM considering
is contract with ATEand starting
signing a

meeting was held to analyze the risks of the contract anddecide mention the project
to in

the prospectus.
#) Introduction
This report will look at:
-

Risks of
mining in
Africa
·

Evaluate risks (scale)

-
The decision to include the project in the prospectus.
It) Findings:
5 considerable risks were sound in mining in Africa:
1. The exploitation risk, potential sites foundin Kango on the other hand do guarantee
the deposit will be profitable.
2. The
security risk, that civil
is disturbance has been happening in the area as a result

mining companies have been attackedby the robber some workers have lost their lives
gangs of and

3. The health risk,

of mining
the area, could result in workers' and inhabitants'
suffering
because
of
industrial emissions. The water has been contaminated, so is not drinkable.

4. The economic risk, the economy of Africa istremendously volatile. An election will be
held in 6 months.

5. The financial
risk, the
exchange the local currency, paunting.
is New machines will
of of
be expensive.

IV) Conclusion.
Important aspects were commentedon in the meeting and possible recommendations were

elaboratedon
 Unit 7: Selig and Lind

I. Background
1.BG the
of company
Selig range electronics productfor higher income
and lind the
is Danish
company, which produces top of
Sand I has has 500 stones worldwide. However, an international
group. expanded internationally and now over

team, which was assembled carry

to out a
project, has run into
difficultbecauseof disagreements
with the

manager. It has been decided to him with

someone else who has more suitable
presentproject replace
management stabble.

2.Problem

The problem is to choose the most suitable candidate.

3. Cast of characters
·

Selig and Pedal find gounders of Sand L

Paul
Johnstone-presentprojectmanages
-

Ruth, candidate 1, SM
Faado,- 2, Manager (M)
-

-Katwo,-3, M
Martina - 4, M
-1.

4. Issues

Unpleasant behavior with the team

-

Disinterest employee's options.

in

No jodbacks
·

No challenging tasks

II. Recomme ndat ion

Faodo is the best candidate. He will satisfy all needs to project team. Hehas qualities
From a no
my pointof view,
previous projectManage. Moreover, he has lots of good qualities as a manager.
thatthe team disliked to
 Unit 8: Motivating the sales team
I. Background

1.Aboutthe Company
Designer Kitchen Products (DKP) is based in Lucester, England. It sells a
range of high class hitches one to store across

Europe. A year
ago, the company
hired a new SM, David Seymore, to improve the sales avenue a create a
high-performing team.

2. Problems

Maybe the sales team is not efficientenough

David should do more
you the team.

There is no balance tram energy department.

is

lack of motivation according to their efforts

lack of beaining on teamwork despite diences

their
win time.
a certain
lack
of ability
to projectsales geals
Need a
self-confidence
sela.
training building good
customer
Need of

II. Recomme ndat ion

Clarify goals and purposes

-
Establish each one's cole in
achieving goals.
pay attention conflictwhen they arise
to
.

Search way to resolve conflicts.

-
Remember theleadership role.
meetings.
Interact with your team at
-
 Unit 10: Customer Service

I. Background
1) Basic information
-

Name:Hurrah airlines
-

Field:Airline services.

-
location:SFK airport, New York.
2) Problems:
Harrah airlines open andprovide in expensive tickets but limitedservice for customer who are
have flight to Europe. The low ticket rates are set by sees for extras like meals, priority broading
ozy
seat selection and excess luggage....
-> It ledto a large number of customers being unsatisfied with the airline's services

and
providing unflasorable comments on the level
of service providedby the airline.
3) Plan company applying. is

Schedule a meeting withthe customer service Marger andthe assistant customer services.
The goal of this meeting to
is the written
read
community hear the telephone call, listen
the recordedmessage
to and take note on the main point address right away as a

matter of priority andwhich to

postpone.

II. Recomme ndat ion

Problem 1:Misunderstandings about why curbine

tickets are cheap.
Problem 2: Publications game's hornyic imagery surfaced.
devouring the
-> Handle crisis communication quidly. Offering a sericence apology andpromise
to
sixthe existing problems.

III. Conclusion-Less on to learn

-

To prevent difficulties with criticism, badpublic reactions that might damage the

reputations of the
game and launch issues.

Handle crisis communication quickly and

effectively. Moreover, provide honest and
-

truthful respone.
 Unit 11: Crisis Management
I. Background

4
1. Basic in

Name:In Range
Field:video game

2. Problems

study
A recent on the brutality video
in
games and its impact on
young people has disrupted
blockbuster video game. "In
release the range"on October 30
plans to

The
key conclusion made by progeson Carl
David-a
psychologistspecializing in the
UK and Us

there has been harsh condemnation of

the film and its new
game from the
media

author and developer.

setback forthe video game's
This is another

II. Recomme ndat ion

Problem 1. Negative reactions because scenes

of intense
violent
of
4 solution
Reply slightly these
to critism from us senator, Principal of a
large international school
While also solutions and
Police financed and children's charity spokes person. presenting ways

apply them
to to lesson the game's violence.

Problem a:Publication game's hoogic imagery surfaced.

denouncing the
↳ solution
Handle crisis communication
quickly. Offering a sincere
apology and
fixthe
promise to
Do not take action such delete reporting cuticles but should post articles
existing problems. as

company's
the
about response negative
to reactions from general public.

III. Conclusion-Less on to learn

client to the must be

Misunderstanding concerning beard's
the
pricing
and
service present.
Pay close attention to all comments, feedbacks and act promptly.
client
 Unit 12: Mergers and Acquisitions
I. Background
1. Basic 4
in

Name:Dinnova International Inc (RI)

Field:Comestic, gagance and skin come.

2. Problems

Products:innovan has to make more

acting edge cosmetic items and provide a large selection of products

such as those you health and haircare.

South America are low

Markets:Sales in

its international markets, it employs exclusive agents.

Distribution channels:In solely
Production facilities:All of its goods are producted in
expensive American factories.

II. Rec ommend atio n

↓ Products
·

RI should choose Mumbai Herbal

needing diversity products. acquire. This
to
↳ Sol.Because of to products
case and houcase with
has skin solid posture in shower and bath items.
company
2. Markets

↳ So1:Because of sales in SAand SAn one now low, RImay grow inSouth Asian marketby
the just focusing
South American.
on India, the biggest in South Asia and
market subsequently

3. Distribution channel

4 Sol:
Set
up through exclusive distribution chanel, as
possible tosupply good to other merchants, supermarkets,
comestic showroom atm ore aggoidable pricing
4. Production facilities
4 81:
India
set
up
new
factory in

III. Conclusion-Less on to learn

Asisition of small business can help the

company expand
its market share without taking too much time.