THE UNIVERSITY OF FOREIGN LANGUAGES AND STUDIES

THE UNIVERSITY OF DANANG

ENGLISH FOR SPECIFIC PURPOSES DEPARTMENT

Subject: B2.3 Business

Case study 6

Supervisor: Mrs Nguyen Thi Chau Ha

Group 02:
1. Ho Thao Nguyen
2. Tran Thi Ngoc Huong
3. Tran Thi My Duyen
4. Van Nguyen Thuy Duong
5. Nguyen Thi Minh Ngoc (leader)
 Monday, April 3rd, 2023

THE THANKS
“First of all, our group wants to thank you for your dedicated
instructions that help us conduct our group work.”
Role - play
● Ho Thao Nguyen: Prairie Smith

● Tran Thi Ngoc Huong: Harley Wilson

● Tran Thi My Duyen: D.March Norman

● Van Nguyen Thuy Duong: Lusi Bennett

● Nguyen Thi Minh Ngoc: Janet Anderson

Introduction
Janet: 

Good morning teacher! Good morning everyone! We are group 2 and it’s our honor
to be here today to bring our presentation of Case study 6 to all of you. We hope you
will enjoy it. Today is the meeting between NeoTech’s managers and the three best
employees. 

Janet: 

Our company provides products and services in a variety of aspects and always
initiates in new business sectors. In the coming time, we’re going to launch a project
with completely new ideas about inventions useful for people’s daily life. Here are
the three best employees who have come up with interesting thoughts. And our
meeting here today is to find out the best one to launch one's product.

 Right! Let’s get down to business. I’ve sent you the emails. Have you received it yet?
OK. Prairie, could you please summarize the meeting agenda and point out three
products for all of us?

Prairie : (Meeting agenda)

OK. Good morning team. I’m the finance manager of our company.  So, now I’ll
introduce for all of the members here the meeting agenda and three products that
we will discuss today. 

OK. Our meeting agenda starts from 9:00 AM to 9:30 AM. We have to check in at the
beginning, then we get acquainted with all of the members, we will share the section
that comes from three employees. We will have a tea break in the middle of the
hour. Ms Janet and I will choose one project to proceed with the implementation. Of
course three employees here have to persuade us to choose your idea. That’s the
main purpose of this meeting. 

And now I will tell you three products that we will discuss in today's meeting. 

Our products are:  Anti Wrinkle cream, On the Spot car cleaning and Fresh Lunch
Box With Cooler. 

Prairie : 

Three products are undertaken by three employees. Ms DMarch will present for
Anti Wrinkle, she will tell us all of the information and the benefits when we invest
for this project. 

And we have the presentation of Holic Lunch Box With Cooler product by Ms Lusi. 

Last, Ms Harley will let us know exactly the details of On the Spot Car cleaning. I’m
very excited about her project.

OK. Now we move on to the presentation of Ms D.March with the Anti Wrinkle
product. 

DMarch, let us know about your project…

1. Anti Wrinkle Cream (PATE Cream)

DMarch:

PATE Anti-wrinkle cream is a type of cream that is based on a secret formula. This
cream helps decrease wrinkles on your face. And the product will be aimed at
women over 30 because it is very necessary to use anti-wrinkle cream to support
their skin.

Janet:

I see that this product has taken you a great deal of time and effort. What gives you
the inspiration for it?
DMarch: 

The inspiration for Anti-wrinkle is very accidental. Last year, I had a chance to tribe
in the Amazon jungle. I considered that the women here have beautiful skin, and I
know that the reason is the cream they are putting on their faces. I was taught how
to make the cream from them. After that, PATE Anti-wrinkle cream appeared.   

Lusi: 

Wow, sounds great. But how can you make sure your product is really effective?

Janet:

I'm sorry Lusi. What you say is very helpful, I'm sure, but could you let DMarch
finish please? You'll get your turn to give your opinion.

Lusi:

Sorry for interrupting you, March. Please go on.

DMarch:

I just want to say that I was taught how to make the cream from them. After that,
PATE Anti-wrinkle cream appeared. 

And about Ms Lusi’s question, well, in this regard I can assure you. I tested the PATE
anti-wrinkle cream with 200 women volunteers and as a result, 90% said the cream
smoothed their skin and got rid of their wrinkles.

Prairie :

OK Ms DMarch, I see your point and know exactly what you want to show. But I
want to understand more about your target market. Can you describe it for me? 

And after you have the market for your product, what is the target customer that
you are looking for?

DMarch:

The target customers that I am looking for are women over the age of 30. Because at
this age the skin begins to show a lot of wrinkles. 

Harley:
Sorry, but can I add something here?

Janet:

Please, go ahead!

Harley:

Well, I agree with Ms DMarch on the upward trend of using anti-aging products in
popularity, but … DMarch, have you considered the ethical questions of the beauty
industry over the years?

There are persistent problems of false claims, misleading advertisements,

irresponsible sourcing, etc. I suppose that launching PATE Anti wrinkle cream is
completely interlinked with these issues. 

DMarch:  

I greatly appreciate your comments. But before launching this anti-wrinkle cream,
we conducted research to test the product's safety for the environment and got
approval from the Food, Cosmetic, and Drugs Testing Center. 

Janet:

Uhm, good preparation. Give me a persuasive reason why you need money. 

DMarch: 

The amount I want to invest is $400,000 for my business. I see the potential of my
product, anti-wrinkle really will be a promising product. So I need investment to
manufacture, launch, and market the product so that many customers both at home
and abroad know more. 

Harley: 

I see where your idea is coming from, but maybe we should change the direction a
little bit. The biggest challenge I see for the skin care industry is overcrowding and
proliferation of products. Are you positive that PATE can earn customer loyalty in
such a highly competitive market?

Lusi:
I agree with Ms Harley as it takes such a long time to gain profit. 

DMarch: 

I completely disagree with this view. The result must be tied to the process. It is
impossible to remove all wrinkles in just one use. “No!”. You need to have patience
and the right schedule. That helps us to have loyal customers.

Janet:

Alright. Thank you for all of your comments.  From my perspective, I approve of
Ms.Harley’s opinion. Clearly, the skincare market is extremely competitive. There is
no possibility that your product can compete with the others. I can’t see any unique
points compared with those on the market.

Besides, as mentioned, other competitors in this aspect have created their own
reputation. This challenge may bring significant risk for our company.

Prairie: 

I see your point of view. But in my opinion, challenges in this aspect will bring a
great deal of profit for our company. The bigger risk means we have enormous
commercial advantage. It’s clear that the more we spend, the more we get.

I would say that this project is very promising. Instead of worrying about the risk,
we need to discuss more about how to plan the market. 

Janet: 

Uhm, you’re right. Maybe I was careless to jump to conclusions. And now we will
move to the second product - a lunch box with a cooler. Ms.Lusi, it’s your turn!
 2. Lunch Box with cooler (Holic Boxes)
Lusi: 

Well, Hello everyone I’m Lusi and I’m delighted to be here today to tell you about my
project, it’s named Holic Boxes.  From my first day at school,  I carried a really big
and bulky lunch box.  And that's an inspiration to come up with the idea of
launching a lunch box with a cooler.

Our product has an exclusive design and an eye-catching shape, suitable for all ages.
We currently have cash flow issues to introduce and advertise new products. I
require additional funding. 

Harley:

For all ages? Sorry for interrupting? I don't think I understand it clearly.

DMarch: 

Yeah, I'm with Harley on this. Ms Lusi do you think the demand for this cooler lunch
box will be low?

For example, office workers, only a very small number in the company, can get up
early to cook to bring lunch. Instead, now most people will prioritize fast food
delivery services such as Shopee food which is convenient, diverse, and fast.

 Hence, it may not be necessary.

Lusi: 

I see! But there are a lot of people who are more health-focused today and that
means people tend to prepare their own rations instead of eating out. Do you know
what it means? It’s our opportunity to sell products.

Prairie : 

OK Lusi, I agree with you about this problem. But What’s material do you use for the
lunch box? There are many people concerned about the low quality material, so
what’s suitable for? 
Lusi: 

The material of the product is important to the ability to retain heat as well as safety
for users. Currently, it’s our patent to provide: primary plastic and stainless steel. 

Janet: 

Do you have a business plan? Tell me deeply about how you're gonna market and
launch this product.

Lusi: 

Before coming up with my idea, I used to cooperate with dairy companies to

promote Holic Boxes. We gained a positive profit of 1.7 million.

Janet:  I can see that your product has great potential. However, it doesn’t seem that
it can compete with the others. The product isn’t really unique while this sector of
the lunch box is quite saturated.

Prairie : 

Yeah! I totally agree with Ms Janet. We can't make sure that this product can
compete with the others. A competitive project of many businesses trading similar
products and your products are not breakthrough. 

Janet:

OK! Let’s move on to the next one.  On-the-Spot Car Cleaning presented by
Ms.Harley.
 3. On-the-Spot Car Cleaning (Festa Car-wash)
Harley: 

Thank you, Ms Janet. It’s my pleasure to speak at this meeting. I appreciate you
giving me the opportunity to present my project. We are Festa Car-Wash and we
help drivers keep their cars clean, shiny, and dry on the spot by providing a modern
car cleaning service. We offer exterior wash packages and interior cleaning services
to keep your car shining from the inside out.

If you are looking for a fast, professional, and eco-friendly car wash, Festa Car is
your go-to local for the Atlanta areas. 

Janet:

What are your ideals and visions?

Harley: 

Our vision is to become the market leader in Georgia in selected customer groups
with desirable brands combined with life-cycle customer care.

Besides, the Festar car provides work for unemployed people. It’s our effort to
contribute to local communities and society.

DMarch: 

Wait a minute! You provided work for unemployed people? I find it too expensive to
pay for modern equipment and hiring (untrained). Why do you think you should
choose untrained workers? This will cost you a lot of money. 

Harley: 

Well, I agree with you in principle, but our hiring process is one of the indispensable
factors that distinguish Festa from competitors.

Prairie :  

How about your current turnover and profit?

Harley:

Revenue growth rate has been positive in recent years. Our company reported a
profit of 0.3 million, compared with 0.12 last time.  And turnover is estimated to
reach over 2.5 million USD this year. 

Prairie :

OK. I see your point but your expected revenue doesn’t grow over the years.
Moreover we have to pay the salary for employees and that can go bankrupt in a
short time in the future.

Lusi: 

Sorry for interrupting. How can you manage environmental issues?

Harley: 

Everything we use to wash your car is Hi-Tech equipment that has been carefully
selected to provide the cleanest, and shiniest car possible. Besides, our mission has
always been to provide planet-friendly alternatives in a quality car wash. In fact, we
recycle up to 50% of the water used with our Simply Clean Process. 

Janet:  Thank you for your presentation. Your idea is very meaningful and it may
help the community a lot. However, in terms of preparation, especially the garage
for this business, it costs tons of money. So I’m sorry that I won’t choose you.

(Discussion time)

Janet: 

Alright. After our little discussion, we have decided that Anti-wrinkle cream of
Ms.DMarch is the best product and will be the initiation of our next project. I could
say that this product has completely impressed us. It’s true that there may be risks
when applying in the beauty market which has already been challenging, but the
plus points of the quality and reputation far outweigh any drawbacks. That’s the
reason why she is chosen.
Prairie : 

I’m so sorry for not deciding on the project of Ms Harley and Ms Lusi. There are
some reasons that we don’t choose both of you.

With Ms Harley, your expected revenue doesn’t grow over the years. We have to pay
the salary for employees and can go bankrupt in a short time in the future. 

We don’t choose Ms Lusi because you don’t show us how to deal with competitive
projects of many businesses trading similar products. And even more, your products
are not breakthrough. 

Janet: 

DMarch! Next week you will have a meeting with the Production to get closer about
the raw material and technology. 

DMarch:

Thank you for this opportunity to work on this project with you. I have several ideas
to discuss at the meeting next week and look forward to your input.

Janet: 

I am looking forward to it! And now we’ll end up here.

Thank you for your attention!