BUKU KERJA

BAHASA INGGRIS 1
(INTERNATIONAL TRADE PROGRAM)

KEMENTERIAN PERINDUSTRIAN

PUSAT PENDIDIKAN DAN PELATIHAN INDUSTRI

POLITEKNIK APP

Jl. Timbul no. 34 Cipedak, Jagakarsa, Jakarta Selatan

 Kata Pengantar

Dengan menyebut nama Allah SWT yang Maha Pengasih lagi Maha
Penyayang, saya panjatkan puja dan puji syukur atas kehadirat-Nya, yang telah
melimpahkan rahmat, hidayah, dan inayah-Nya, sehingga saya dapat
menyelesaikan tugas Praktik Bahasa Inggris pada semester ini. Buku kerja ini
telah saya susun dengan sungguh-sungguh dan mendapatkan bantuan dari
berbagai pihak untuk kategori tugas kelompok. Untuk itu saya menyampaikan
banyak terima kasih. Terlepas dari semua itu, saya meyadari sepenuhnya bahwa
masih banyak kekurangan. Oleh karena itu dengan tangan terbuka saya
menerima segala saran dan kritik, agar saya dapat memperbaiki Buku Kerja ini.
Akhir kata saya berharap semoga Buku Kerja ini dapat memberikan manfaat
maupun inspirasi terhadap pembaca.

Jakarta Selatan, 25 Januari 2023

 Unit 1
Communication

A. Practice Tasks
Command : Answer the questions below.
Completion Time : 50 minutes

Questions

1. Is communication between companies and their customers better now than in the
past and are there ways of improving it further?
Answer: yes, it's better because nowadays communication is easier with advances in technology,
there is by evaluating the communication between the company and customers on a regular basis

2. Can you gave us examples of some really good communication between companies
and their customers?
Answer: good communication in my opinion, both parties are active in providing information,
suggestions and criticisms to avoid miscommunication

3. Can you think of any example of when a breakdown in communication has seriously
affected a business?
Answer: loss of trust, cooperative relations are not optimally established

Discuss these questions.

1. What forms of written and spoken communication do you like using? Why?
Answer: Written: whatsapp, line (because its features are getting more complete and easier),
Spoken: presentation (for me, the presentation can be used as a place to exchange ideas during a
question and answer session)
2. What problems can people have with the different forms of communication? Answer:
Communication is ineffective and conflicts arise
3. How do you think those problems can be solved?
Answer: Listening to each other's communication, using language that is easy to understand
B. What makes a good communicator? Choose the three most important factors
from this list.

1. fluency in the language

2. grammatical accuracy
3. an awareness of body language
4. an extensive vocabulary
5. being a good listener
6. not being afraid of making mistakes
7. a sense of humour
8. physical appearance
9. no strong accent
 What other factors are important for communication?
Answer: credibility, because with trust, the message/information given can be understood
well.

C. Complete the definitions with adjectives from the box.

Articulate coherent eloquent fluent hesitant

Inhibited lucid persuasive responsive succinct

Someone who

1. is good at persuading others is Persuasive

2. speaks in a way that i logical and without contradictions is Coherent and Lucid
3. feels shy about speaking and is worried about the effect of what they might say is
Hesitant and Inhibited
4. expresses their ideas briefly and to the point is Succinct
5. can expresses difficult ideas clearly is Articulate
6. is ready to act in a useful or helpful way and openly shows their feelings about something is
Responsive
7. speaks without hesitating, or speaks a foreign language without difficulty, is Fluent / Eloquent
D. Now use some of these adjectives to complete the sentences below. Choose the best
alternative from the words in brackets.

1. Customers can ring freephone numbers from any of the nine European countries in
which Gateway trades. They are answered in Dublin by a native or (articulate / fluent
/ persuasive) speaker.
2. They are the literate, (articulate / coherent / succinct), middle-class professionals such
as lawyers, academics, politicians and senior civil servants.
3. If you remember the 1960s, they say, you weren’t there. Anita Pallenberg famously
was there, but her recollections are amazingly detailed and (hesitant / lucid /
responsive).
4. If you feel (coherent / eloquent / inhibited) in the way you move and express yourself,
going to a workshop with a trained dance therapist may provide the help you need.
5. Many chapters conclude with useful sources of further information, and there is even
a (eloquent / lucid / succinct) but comprehensive glossary.
6. The government should be more (articulate / fluent / responsive) to people and less
preoccupied with special interest groups.

E. Problems solving

Two weeks ago, you ordered some books over the Internet from books-to-you.com.
They were supposed to be delivered within 48 hours.

Your credit card has been debited, but the books have not arrived. You have
phoned books-to-you three times, but no one answered the phone.

1. Write an e-mail to books-to-you.com to complain and ask what they are going to do
about the problem.
 Answer:

From: balqisqurrotaayun@gmail.com

To: books-to-you.com

Date: 17 september 2022 21:10

Good morning, I am one of the book buyers in your online store, I want to give
a complaint because of the delay in the arrival of the book, the book should
have arrived in two days, but the book did not arrive at the appointed time,
even though I ordered the book as a gift for my sister on the day his birthday,
due to the long waiting time, the gift is no longer special for my sister, that's
why I want your online store to immediately address the delay in the order so
that the arrival time is not too long, thank you

2. You are the Customer Services Manager at books-to-you.com. Reply to the e-mail,
apologizing and saying what you are going to do.

Answer: Yes, i see. I know you are frustrated. Calm down and we will sort it out.
Thank you for bringing the issue to our attention. It is the high season and we are
very busy with all buyers. Please contact this email address to make a refund and
to avoid the unpleasent experience. Very sorry for the inconvinience. I will talk to
my manager to see what we can offer as the solution. thank you

F. Discuss these question.

1. Which of the forms of written and spoken communication below do you use most :

a). In your own language? in written form I usually use email and spoken
I use presentation because I'm used to using it in my daily life
b). In English it's usually written, I like to use notes and spoken I like to use
meetings because it can make it easier for us to speak English

Written Spoken
e-mails Conversations
faxes letters Interviews
memos Meetings
minutes reports Negotiations Phone
calls presentations

E. Problems 2 : Necessity, usually for repair or improvement

1. Incorrect : The rug needs cleaned before we move in.

Correct : The rug needs clean before we move in

2. Incorrect : Her watch needed repaired.

Correct : Her watch needs to be repaired
 3. Incorrect : The hem of this dress needs mended before I wear it again.
Correct :The hem of this dress needs mended before I wear it again

Problems 3 : Past custom

1. Incorrect : We use to go to the movies quite

frequently.
Correct : We used to go to the movies quite frequently

2. Incorrect : She was used to get up early Correct

: She was used to getting up early

3. Incorrect : She used to speaking in public.Correct

: she used to be speak in public

F (Reading)

Group 2:
1. Agnea Sofi Malika
2. Balqis Qurrotaayun
3. Devista Putri Sahadah
CASE STUDY 1
Creating a sense of identity
Background
The international construction and engineering group KMB is based in Munich, Germany and
has manufacturing subsidiaries and associated companies throughout the word. Its company
magazine is published five times a year and is distributed by post to staff worldwide. The
following letter, sent by a member of staff in its Brazilian sales office, appeared in the
magazine’s latest issue.

Dear editor,

I know I’m not the only one who feels uninformed about what’s going on in KMB worldwide.

When I was at our recent sales conference in Munich several other people from overseas
subsidiaries said they felt a lack of involvement and wanted more information from head
office about new developments within the group. For example, why has KMB bought a major
civil engineering company in Australia? How does this acquisition fit into our overall
strategy? Unfortunately we could only guess at the reasons.
 We also think it’s essential to share best practice among our subsidiaries. We must know
about ideas for improving efficiency as soon as possible. For example, if a marketing
technique has been successful in one market, other areas of our business should be told.

We all agreed that the new Global Communications Director should overhaul KMB.s
communication system so that all members of staff are kept fully informed – both about
overall strategy, and about news from overseas subsidiaries. What’s the use of a worldwide
network if no one knows what’s going on?

Aldo Renato

SAO PAULO, BRAZIL

The new Global Communications Director, Dominique Lapierre, sent the following email to
the Chief Executive of KMB after Aldo Renato’s letter had been discussed at board meeting.

New Message 1

Sent Monday, 11 September, 9.53am

To Franz Zimmermann
Subject Poor group communication

It seems this complaint is quite common. Overseas staff don’t think they get enough
information about developments within the group, or about our latest acquisitions, etc.
ideas about best practice aren’t shared either.

We urgently need to improve our communication system to show that we value staff, and to
strengthen their sense of common purpose within the organization globally.

Task

You are members of the working group which will discuss suggestions for improving KMB’s
communication system.

1. Brainstorm ideas of your own which you could add to the draft agenda.
2. Choose the three best ideas and add them to the agenda.
3. Then, hold an informal meeting. Discuss the advantages. Also consider the cost
implications of each proposal. Finally, work out an action plan for improving
communications within the company.

AGENDA (DRAFT)

Suggestions for improving communications:

i) Introduce an employee of the month scheme

 ii) Establish and develop a platform as a forum for criticism and suggestions for the
parent and subsidiary companies to improve to be even better in the future
iii) Understand the culture, learn local customs, provide basic English language training to
staff at subsidiaries, see the country differences between parent and subsidiary
companies
iv) Conduct regular evaluations of each subsidiary, such as monitoring/supervising the
running of the company and work results

Writing
As a member of the working group, write a memo to the heads of all of KMB’s subsidiaries.
This should inform them that the meeting took place and should outline the plan of action
agreed. Finally, the memo should ask for their cooperation in implementing the suggestions.

Answer:
To: All Chairman of KMB Subsidiaries
From: MEMBER WORKING GROUP
Date: Saturday, 17th September 2022
Subject: The solution to the problem of lack of information from the parent company
To whom it may concren, We as members of the working group have discussed the best way
to deal with the problems that are happening now. the best solutions is Establish and
develop a platform as a forum for criticism and suggestions for the parent and subsidiary
companies to improve to be even better in the future, Reason for choosing best the bestest
solution of Because the platform can be accessed by anyone and can provide criticism, and
suggestions at any time so that improvements can be made as quickly as possible.

Case Study
Creating a sense of identity
In this case study, the Ss look at the communication problems in an international engineering
group with offices all over the world, and suggest solutions.

Stage 1
Company KMB
Activity Producing finished goods from raw materials using
tools, equipment, production machines, and so on on a
large production scale
Based in -The parent company is located in Munich, Germany
-The subsidiary is located in Sao Paulo, Brazil
Structure - Chief executive : Franz Zimmeman
- Director : Dominique Lapierre
- Staff : Aldo Renato
Key points of Aldo The staff members of the subsidiary who felt a lack of
Renato’s letter to information about what was happening in KMB around
the editor of the the World
company
magazine

Key points of Complaints from overseas staff because they feel that
Communication they do not know information about developments in
Director’s e-mail to the group, and the parent company needs to improve
KMB’s Chief the communication system so that all staff members
Executive
are fully informed

G. LISTENING
A Listen to a conversation between Isobel Reed, an HR manager, and her assistant
Joyce Payne. Look at her Current diary page below and then answer the question about
her new schedule. You will hear the conversation twice.

Mon Tue Wed Thu Fri

17 18 19 20 21
08:00 Directors’ 10:00 09:00 10:00
Meeting Meet with Departmental Briefing for new
Production - 12:30 Meeting management
discuss Lunch with trainees
recruitment Stephanie Banks 15:00
Meet with legal
15:30 team-go trough
Meet with employment
Pietro and contracts
Irena
-finalise
Monthly
1. Where will Isobel travel to this week?
Answer: going to meet the directors in Tokyo office Japan
2. Which days will she be away? Answer: Thursday
3. What day and time does Isobel want to reschedule the departmental meeting to?
Answer: Wednesday, 2pm at afternoon
4. Whats else does Isobel ask Joyce to check about this meeting? Answer: email
everybody and check if it is okay
5. Whats is the new deadline for the monthly report? Answer: Lunch on Wednesday
6. What day and time does Isobel suggest holding the meeting with Joyce and
Terry?

Day: : Wednesday
Time : 09.30
7. What order rearrangement must be dealt with urgently?
Answer: Briefing meeting for new management trainees
8. When should Joyce tell the trainees about the changes?
Answer: Next Monday, and let the trainees as soon as possible
9. How is meeting with the legal team being changed? Answer: reschedule the
meeting for next week
10. When will Isobel be available to discuss other changes? Answer: After lunch

Lembar Evaluasi Tugas Praktik Unit 1

Apakah semua pertanyaan Tugas Teori Unit 1 dijawab dengan benar dengan waktu yang
telah ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1. WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
 A

2. Reading (Case Study)

No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
F

3. Listening
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
G

Catatan Penilai :
 Unit 2 Success

A. What makes people successful? Add four more words to the list below. Then choose the five
most important.
Charisma dedication discipline drive

imagination looks nepotism luck money

ruthlessness

Four Factor I added: self confident, dare to take risk, have creativity, and have careful planning

Five Most Important that makes people successful: Charisma, Dedication, Discipline, Luck,
Imagination

B. Write down about a person you know who is successful. Why are they/he/she successful?
Answer: Putri Tanjung, behind his name, his success did not come from the wealth of
his father, Chairul Tanjung, who was a prominent businessman.
Putri started her business when she was 15 years old without any financial support from her
father. Putri also had a bitter experience starting from being belittled, rejected by several
companies. However, Putri continues her love of entrepreneurship, armed with her
experience and confidence, she is involved in creative industry projects and businesses that
involve many young Indonesians with the aim of making the nation's generation contribute
to the surrounding environment. Currently, Putri has succeeded in establishing CXO Media
under the auspices of CT.CORP

C. Complete these statements with the words from the list below. Then discuss with a partner
which three statements are the best indicators of a successful business.

Brand customer headquarters

Innovation leader people

Profit shares subsidiaries

workforce

A successful business ...........

1. is always making money and increasing its profit

2. is often the market leader
3. is moving forward and interested in innovation 4. has a motivated workforce
5. has a loyal customer base.
6. has a world-famous brand and an instantly recognisable logo.
7. issues people which are worth millions on the stock market.
8. has its headquarters in a prestigious location.
9. has branches and subsidiaries all over the world.
10. treats its employees well and is shares -orientated.
CASE STUDY 4 Camden FC

Group 2: 1. Agnea sofi malika

2. Balqis Qurrotaayun
3. Devista putri s

Background
Camden Football Club is one of the great success stories in English football. Today, it is third
in the Premier Division (the top division) and has reached the quarter finals of the European
Champions League competition, which is held every year. They get huge crowds at their ground
and their polish manager, Cristos Sroda, is idolized by their fans. Camden is also a great
commercial success and is very profitable.

What has brought about their success? Firstly, their manager Cristos had a clear strategy for
the team from the start. He developed young players who had come through the club’s youth
training scheme. The team was also strengthened by one or two carefully chosen foreign
players.

The extraordinary commercial success of Camden is due to their Commercial. Director,

Sophie Legrange. She greatly increased profits from the club’s main business areas: corporate
hospitality. Advertising, sponsorship and conferences and banqueting.

At the same time, she skilfully exploited the Camden brand and diversified into other areas:
a travel agency for fans and also for companies using the club’s hospitality facilities; a joint
venture with an insurance agency to provide financial products for the club’s corporate clients;
and finally, training courses in the club’s conference rooms run by local companies. Turnover
increased by over 400% to £70m and profits leapt to £15m. TV rights, soon to be renegotiated,
will provide another very lucrative source of income.

Current Situation
Camden’s current four-year sponsorship deal with an insurance company is about to finish.
Shopie Legrange is considering a new and better deal with United Media plc, the powerful
publishing, TV production and mobile phone group. It is not only the increased money from
sponsorship which appeals to Camden, however. United Media’s broad range of business
activities would offer many other opportunities to increase revenue.

United Media are interested in Camden because the club’s success has brought it over 4m
fans in the UK and 40m in the Far East. Camden played a friendly match recently in China which
was watched live by a Chinese audience of over 250m.

Representatives of Camden and United Media are meeting shortly to discuss a possible
sponsorship deal. The following factors will influence the negotiation:

1. Because of their recent successes, Camden feel they are in a strong position to negotiate a
valuable four-year contract.
2. Some experts say Camden were lucky to win their last European Cup match, and that they rely
too much on their star South American player, Paolo Rosetti. Now aged 30, he has a rumoured
to have marital and drink problems.
3. Shopie Legrange has full negotiating rights over sponsorship. She will only choose United
Media as a sponsor if she can negotiate a good dear for the club.
Task
You are members of the negotiating team of either: Camden FC or United Media plc. Read your card
and prepare for the negotiation. Work out your objectives, priorities, strategy and tactics. Think
carefully about what concessions you are willing to make. An agenda has been prepared in advance
of the meeting.

Answer:

Objectives achieve the best results, create mutually beneficial relationships between Camden
FC and United Media, and create an agreement between the two parties, namely Camden FC
and United Media

Priority

Total value of the contract, Timing of payments, Control of players and club activities, Other
commercial opportunities, Fringe benefits for players and company

Strategy

1.make contracts and agreements

2.public speaking and deepening of the proposal material

because the sponsors are more confident in us

3.maintain good interaction and communication

4.the legality of the agreement

5.do research

Tactics

1.know who you are dealing with

2.Dare to ask for more items and don't bid too low

3.Be realistic about prices

4.confirm the decision at the end of the negotiation

5.note the important factors of the negotiation

result

AGENDA
Date: 10 May

Time: 10am

Venue: Conference room, Camden Football Ground

1. Total value of the contarct

2. Timing of payments
 3. Advertising
4. Control of players and club activities
5. Paolo Rosetti
6. Official supplier of Camden football boots
7. Other commercial opportunities
8. Fringe benefits for players
9. Other point Answer:
AGENDA
1. Total value of the contract

- The contract lasts for 5 years

- 4,5 trillion for a 5 year contract
- If we break the contract we will be fined
- The fine we agreed 50% of the contract

2. Timing of payment

900 billion per 1 season

3. Advertising
As the main sponsor we put the united media logo on the front shirt the Camden FC shirt

4. Control of players and club acitivities

- Have a license to play soccer professionally
- Meet the required medical conditions
- Willing to obey the rules made by the club
- Have the will to improve self-ability

5. Paolo Rosetti
Paolo Rosetti is given the opportunity to play for 1 season on the condition that he does not commit
a new scandal, if he violates he will be given a sanction in the form of dismissal from a member of
the Camden FC club.

6. Official supplier of Camden Football Boots

Adidas

7. Other commercial opportunities

- Ball (adidas), why we choose because this brand has FIFA standard
- Jersey (Nike), why we choose because of the quality of the material
- Shoe (Puma), why we choose because the model is simple and light

8. Fringe benefits for players

We want the players to play optimally, therefore the health of the athletes must be guaranteed by
eating nutritious food and having regular health checks

9. Other point
If we violate the contract with united media, we will pay a fine of 50% of the agreed contract
Writing
1. If the negotiation was successful, write a press release from the point of view of either
Camden FC or United Media outlining the main points of the organization your represent. The
tone and style of the message should express pleasure and optimism.
2. If the negotiation was unsuccessful, write a letter to your opposite number in the negotiation
expressing your regret that you were unable to make a deal. However, you should indicate
that you might be willing to reopen negotiation in the future as clearly there could be areas
of mutual benefit.
Answer:
Press Release
Camden FC LONDON, UK

CAMDEN FC and United Media plchave found a mutually beneficial agreement in London, 10
October 2022.
Hereby united media plc has officially become a sponsor for Camden fc. London, 10 October 2022
United media will take part in organizing Total value of the contract, Timing of payments,
Advertising, Control of players and club activities, Paolo Rosetti, Official supplier of Camden football
boots, Other commercial opportunities, Fringe benefits for players.
On behalf of the cooperation that we have agreed on, CAMDEN FC and United Media plc would like
to thank you for a good and useful, and profitable cooperation for both parties in the future.

Case Study
Camden FC
Ss study information about Camden FC and take part in the negotiations between the club and a big
media company about future broadcasting rights and other issues.

Stage 1
Background: Camden FC

Recent perfomance in football Third in the premier division (top division) and has reacher the
quarter finals of the Europian Champions League Competition

Recent perfomance in - Get huge crowds at their ground

business
Footballing success due to
Commercial success due to
- Their police manager is idolized by their fans
- Great comercual succes & very profitable
- Developed young players who had come through the club’s
youth trainning scheme
- Strengthend by one or two carefully choosen foreign
players
Director, Sophie Legrange. She greatly increased profits from the
club’s main business areas: corporate hospitality. Advertising,
sponsorship and conferences and banqueting. At the same time,
she skilfully exploited the Camden brand and diversified into
other areas
Turnover (= sales)
Profits
One lucrative source of
income
Current situation
Current sponsorship deal with
Possible new deal with
Other income from United
Media’s interest in Camden
due to United Media’s
Key factors in negotiations
between Camden and United
Media
- Travel agency for fans & companies using the club’s
hospitality facilities
- A join venture with an insurance agency to provide finansial
product for the club’s corporate clients
- Training courses in the club conference rooms run by local
companies
£15m
Increased profits from: corporate hospitality, advertising,
sponsorship, conferences, banqueting
an insurance company
United Media are interested in Camden because the club’s success
has brought it over 4m fans in the UK and 40m in the Far East.
- Because of their recent successes, Camden feel they are in a
strong position to negotiate a valuable four-year contract.
- Some experts say Camden were lucky to win their last
European Cup match, and that they rely too much on their
star South American player, Paolo Rosetti. Now aged 30, he
has a rumoured to have marital and drink problems.
- Shopie Legrange has full negotiating rights over
sponsorship. She will only choose United Media as a
sponsor if she can negotiate a good dear for the club.
LISTENING
Listen to an interview with Vie Wurzel, CEO of Chapman Laney, a financial services firm. Choose the
best word(s), a, ,b, or, c, to complete these sentences.

1. Viu Wurzel arrived at Chapman Lancy ………… a crisis.

a) before b) during c) after

2. Chapman Lancy was originally …………

a) a management consultant b) an investment bank c) a corporate advisor

3. Chapman Lancy had problems because it took too many ……..

a) risks b) loans c) losses

4. When he arrived, Wurzel …….. 500 employees.

a) Fired b) hired c) transferre

5. Chapman Lancy was founded in ………..

a) 1935 b) 1945 c) 1954

6. Wurzel wants to ……….. the rik his company takes.

a) increase b) decrease c) maintain

7. From 2003 to 2006, the company was trying to achieve ………

a) Spectacular profits b) steady growth c) huge cost reductions

8. The company lost …….. in 2007.

a) $ 5.3bn b) $ 3.5bn c) $ 350m

9. Chapman Laney’s situation improved after …….. Roberts Ferguson.

a) It was taken over by b) it rejected a takeover bid by c) it took over

10. Wurzel says the opportunities like the Roberts Ferguson takeover are ………
a) unusual b) common c) rarely successful

Lembar Evaluasi Tugas Praktik Unit 2

 Apakah semua pertanyaan Tugas Teori Unit 2 dijawab dengan benar dengan waktu yang telah
ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1. WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
A

2. Reading (Case Study)

No Benar Salah Paraf Paraf

Dosen/Asdos Mahasiswa/i
E

3.Listening
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
F

Catatan Penilai :
UNIT 3
International Marketing

A. Practice Tasks
Command : Answer the questions below.
Completion Time : 50 minutes

Questions (Answer the questions below.)

 1. What product do you know that are marketed internationally? Answer: Clothing product, ERIGO
2. Discuss these questions.
a) What are the advantages for a company of expanding beyond its domestic market?
Answer: The product can be better known and maybe get a bigger profit
b) What kind of problem do companies face when the go international?
Answer: In my opinion, the demand for foreign markets is large but the domestic production
capacity is lacking, so it requires more capital

c) What methods can companies use to enter overseas markets?

Answer: do research for foreign market and make a mature plan in communication
3. Coca-Cola have had several successful slogans. For example, I’d like o buy the world a Coke;
Can’t beat the feeling; Coke adds life. What slogans for product have impressed you? Explain why
Answer: NIKE – Just Do It, the reason is, the slogan is easy to remember and motivates people
who are hesitant in making decisions

4. Choose three product and discuss ideas for slogans which could be used throughout the world.
Answer: Yakult – “Each Sip Is Healthy”
Tolak angin – “The Joy Of Tasting Natural”

Indomie – “Brew It Crazy”

VOCABULARY MARKETING COLLOCATIONS

B. Complete the statements with suitable marketing expressions from the box.
Buying habits economic situation

Government bureaucracy income distribution

Monetary regulations political satbility

1. Because of tight Monetary regulations Company profits could not be taken out of the country.
2. Red tape and other example of Government bureaucracy hinder a company’s entry into a
market.
3. The country is attractive to exporters because it has enjoyed Political stability for the last 50
years
4. The purchasing behavior of consumers can be described as their Buying habits
5. The Economic situation is improving leading to a riein employment.
6. Income Distribution is a term used by economists to describe how wealth is shared in a country

C. Discuss these questions.

 1. What are some of the main benefits of political stability?
Answer: equitable and increasing economic growth
2. How would you describe the present economic situation of your country compared to 20
years ago?
Answer: In the past, economic growth only relied on production factors in the form of money
and land, but now labor with knowledge or human capital has become the main and key factor
in achieving economic growth, a weapon for a country to win global competition.

3. Would you like to see a more equal income distribution in your country? Explain why or
why not.
Answer: Yes, I want all people to feel the benefits of fair and equitable development

D. Look at the words and phrases below. Underline the odd one out.

1. a) growing market c) expanding market

b) developing market d) declining market
2. a) swamp a market c) flood a market
b) corner a market d) saturate a market
3. a) opinion poll c) spot check
b) focus group d) survey
4. a) market sector c) market segment
b) market potential d) market nice
5. a) international market c) domestic market
b) overseas market d) worldwide market
6. a) launch a product c) bring out a product
b) introduce a product d) exhibit a product
7. a) sluggish market c) stable market
b) flat market d) volatile market
8. a) point of sale c) end user
b) retail outlet d) sales network
9. a) special offer c) discount
b) free sample d) slogan
10. a) intermediary c) wholesaler
 b) distributor d) exporter

CASE STUDY 2 Zumo-creating a global brand

Group 2:

1. Balqis Qurrotaayun
2. Devista Putri Sahadah
3. Agnea Sofi Malika

Background
The best selling sports drink, Zumo, is produced by Zumospa, a food and drinks company based
in Valencia, Spain. In the last financial year, Zumo contributed €30 million to Zumospa’s annual sales
revenue, accounting for 20% of the company’s total turnover, and €4.5 million in profits. It is, I fact,
Zumospa’s cash cow, generating more revenue than any other of its products.

At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly
growing segment of the world beverage market. Zumospa would like to make Zumo a global brand,
even though the market is very competitive, with major companies such as Cola-Cola, Pepsi Cola and
Heinz fighting for market share.

Marketing
• Launched in the mid 1980s. Positioned as an energy product for fitness-conscious people,
especially sportsmen and women between the ages of 20 and 45.
• Distributed mainly through grocery stores, convenience stores and supermarkets. Also through
sports clubs. Also, sales generated through contracts with professional leagues, such as football,
golf and tennis associations.
• Press, TV and radio advertising is backed up by endorsement contracts with famous European
footballers and tennis stars.
• Zumo is offered in four flavours and its price is in the medium range.

Developing a global brand

Zumospa needs to reposition Zumo for the global market. Initial research suggests that Zumo is
perceived as a Spanish drink, and its close identification with Spain may not be suitable when developing
a global brand.

Zumospa would like to launch a global campaign focussing first on South America, Mexico, the
Southern states of the US and Japan, where they have regional offices. A decision has been taken to use
a standardised advertising theme in these markets, although the copy of the advertisements and
language of the TV and radio commercials will be adapted to local needs.
 Before setting up focus groups in these areas and commissioning market surveys, the Marketing
Department of Zumospa have organized an informal departmental meeting to brainstorm ideas for their
global marketing strategy.

Brainstorming Session
1. Does Zumo need a new name? If so, what? Answer: Yes requires, with new name "Pocca"
2. Introduce new Zumo varieties for different market segments eg. Diet Zumo? Other versions?
Answer: another version with new name: Pocca soft drink, Pocca fermented milk drink

3. Re-design Zumo bottle/can? If so, how?

Answer:

4. Create a new slogan? Suggestions?

Answer: New slogan: "feel good, feel pure"

5. Ideas for TV or radio advertisement? Also, newspapers and magazines?

Answer: Ideas for advertising on Television:

- choose product packaging as attractive as possible

- use simple but attractive product photos
- use catchy slogans that are relevant to the product - display attractive and competitive
prices

Media for advertising:

- Social media (Instagram, Tiktok)

- Market places (Shopee, Tokopedia)
- Brochure
- Billboard
- Posters
- Google Ads
- Online forums 6. Price – Medium range? Answer: 4.5 U$D
 7. How to compete against similar product from Coke, Pepsi, Hemz, etc?
Answer: How to compete with similar products:

- know competitors and customers

- analysis of business opportunities and target markets
- pay attention to old customers
- explore collaboration opportunities
- take advantage of digital marketing or build an attractive website
- show the uniqueness of the product and keep innovating
8. New market opportunities for Zumo?
9. Create a special division to market Zumo worldwide?
10. Apply to be official sponsor at next Olympic Games?

Task
You are members of the Marketing Department of Zumospa. Work in groups and brainstorm the
points listed in the rough notes. Then meet as one group and select of the best suggestions for
further study.
Writing
As Marketing Manager for Zumospa, write a memo to the directors of the company informing them
of the key ideas which came out of the brainstorming session you attended. You should indicate
which ideas you favour and why. (Writing file page 140)

Answer:

To : company director

From : Marketing Manager

Subject : main ideas from the brainstorming session we attended

From the ideas we got, it seems that the name zumo is better changed, because it is less attractive
and less suitable for energy drinks, and we suggest that the replacement name is "POCCA" and we
make the new slogan "feel good feel pure" more suitable and attractive because in this day and age
consumers like the interesting and unique. We will also change the design of the product to attract
consumer interest. And we suggest new Zumo products such as fermented milk drink pocca or soft
drink pocca for different market segments.

Thankyou
Case Study
Zumo – creating a global brand
A multinational company based in Spain wants to develop one of its existing products, currently sold
only in Europe, for the global market. Stage 1
Background: Zumospa
Company food and drinks company
Activity selling sports drink, Zumo
Based in Valencia, Spain
History Zumospa develops nationally then does global development

Methods • Launched in the mid 1980s. Positioned as an energy product for

fitnessconscious people, especially sportsmen and women between the ages
of 20 and 45.
• Distributed mainly through grocery stores, convenience stores
andsupermarkets. Also through sports clubs. Also, sales generated through
contracts with professional leagues, such as football, golf and tennis
associations.
• Press, TV and radio advertising is backed up by endorsement
contracts withfamous European footballers and tennis stars.
• Zumo is offered in four flavours and its price is in the medium range.
Products Zumo sports drink

Background: Zumo
Sales €30 million

Profit €4.5 million

Position in Zumospa’s Cash cow
product portofolio

Ambitions To make zumo go international

Global competitors Cola-Cola, Pepsi Cola and Heinz
Lembar Evaluasi Tugas Praktik Unit 3

Apakah semua pertanyaan Tugas Teori Unit 3 dijawab dengan benar dengan waktu yang telah
ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1) WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
A
 B

2) Reading (Case Study)

No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
E

Catatan Penilai :
Nama : Balqis Qurrotaayun
Kelas : PI1A NIM :
220204097
Unit 8
Job Satisfaction

A. Which of these factors would motivate you to work harder? Choose your top five and
rank them in order of priority. Explain your priorities.

bonus more responsibility working for a successful company

bigger salary threat of redundancy better working environment
commission hard-working boss promotion opportunities
praise supportive colleagues more time off
important job title perks more flexible working hours
Answer:

1. Supportive colleagues, will have a good impact on the company, workers feel comfortable and
their performance increases
2. bigger salary, motivate employees to work better
3. more flexible working hours, workers do not need to think about the time and costs spent
commuting to the office
4. better working environment, a good work environment can improve the mood, motivation,
and overall performance of workers to achieve targets.
5. more responsibility, will build strong relationships with people in the work environment, both
with superiors and colleagues

B. Discuss these questions.

How true do you think these statements are?

a) Only successful people can have a good work-life balance.

Answer: Not always, because work life balance is not specified only for successful people

b) Job satisfaction is about personality , not external factors.

Answer: True, because if satisfaction does not come from personal but because of other
people, it will burden the work being done.

c) Job satisfaction increases with age.

Answer: maybe yes because quite a lot of needs are issued with age

d) Improvements in technology lead to greater job satisfaction.

 Answer: True, because the increase in technology makes it easy for people to compete in
achieving more tangible benefits

e) Job sharing and job rotation are not good for motivation.
Answer: it is possible, if viewed from a negative side, it will result in self-dependence on the
help of others by sharing work

C. Complete this extract with passive forms of the verbs in brackets.

Over time, job satisfaction has been defined 1 (define) in a number of ways. Edwin Locke
said that job satisfaction was determined 2 (determine) by the difference between what one
wants in a job and what one has in a job. Herzberg states that satisfaction and dissatisfaction
are driven 3 (drive) by different things - motivation and 'hygiene' factors (such as pay),
respectively . Motivation can be seen 4 (can /see) as an inner force that drives people to
perform. One of the most famous ways of measuring job satisfaction is the Minnesota Job
Satisfaction Questionnaire, which was created 5 (create) in 1963. Some researchers say that
people who are satisfied 6 (satisfy) with life tend to satisfied 7 (satisfy) with their job.

D. Match the news extract a) – h) to the tenses 1 – 8

1. Present simple 4. Past perfect 7. Modal verb with passives
2. Past simple 5. Present continuous 8. Passive infinitives
3. Present perfect 6. Future simple

a). The report says supervisors should be trained to manage telecommuters and should define
the hours and tasks expected of them. Modal verb with passives

b). Those least happy with their work/life balance were the ones who felt they had been forced
to choose between work and home. Past perfect

c). Campaigners for paternity leave say it is particulary needed in the UK where men work the
longest hours in the EU. Present simple

d). Half-term is being seen as an increasingly attractive break by working parents in their late 30s
and early 40s. Present continuous

e). A survey of workers in 13 industrialised countries found the desire for a decent work/life
balance was rated more highly than a good salary. Past simple

f). It used to be argued that women had not achieved pay equality because descrimination kept
them in more junior jobs. Passive infinitives

g). Efforts to encourage more women to return to work after having children will be hampered if
employers force staff to stick to rigid hours and limit their time off. Future simple

h). Some smaller businesses have been founded on the principle that work/life balance makes for
commercial success. Present perfect
E. Look at the sentences below. Underline the words or phrases which can be replaced with
an item from the box without a change in meaning.

assessment breakdown empowerment fringe benefits

red tape remuneration severance payment
Take industrial action

1. If employees become too discontent, they may go on strike. Take industrial action"
2. Most people like to have control over their work and therefore put autonomy near the top of
their list of motivating factors. Empowerment
3. Dealing with bureaucracy is a very time-consuming, demotivating problem which affects large
businesses and organisations. Red tape
4. Overwork can lead to burnout if not spotted early. Breakdown
5. Many job satisfaction studies, perhaps surprisingly, have found that often a compensation
package is not the most motivating factor for many employees.
remuneration

6. Offering perks rather than a salary increase can be a way of retaining employees in traditionally
high staff turnover industries. Fringe benefit
7. He received a very generous golden handshake when he left the company. Severance payment
8. One way for managers to monitor and develop staff is by using appraisal interviews.
Assessment

F. Listening
1. Listen to three people talking about their motivation at work. Which of the factors in
Exercise A do they mention? Who do/would you agree with?

2. Listen to the conversation again and complete these sentences.

1. I was given your name by Edward Zhang, I believe you know him quite well.
2. He suggested I call you. He thought you might be interested in a Position that's
become vacant at KB Financial Services.
3. Would you like to meet to find out a bit more about the job?
4. I don't think there's any point in us meeting, I'm very happy in this job .
5. OK, I quite understand. Can you recommend anyone I could contactAnd sound them
out about the job?
6. Great, I would I’d appreciate that. My number's 020 7644 8981
G. CASE STUDY 9
GROUP 2:
1. Agnea Sofi Malika
2. Balqis Qurrotaayun
3. Devista Putri Sahadah
Office attraction
Background
Karl Jansen, Managing Director at London based Crawford PLC, has always believed that employees
perform better in a relaxed working atmosphere. The staff rule book is slim and he’d like to keep it
that way. However, recent events have made him wonder whether the company cukture has
become a little too casual. It could be because staff are working later at night and at weekends, or
because fierce competition is causing more stress. Whatever the reason, close relationships
between colleagues are definitely becoming more common.

Memo URGENT AND CONFIDENTIAL

From Karl Jansen, Managing Director

To Jenny Cunningham, Human Resources Director

Date 30 June
Policy on office relationships
I’m extremely concerned about the growing number of close relationships between members of
staff. This is having a very bad effect on both performance and morale.

As you know, there have been three cases recently where employees have developed personal
relationships which seriously affected both their own performance and their colleagues’.
Furthermore, I’ve heard this morning that one of the individuals concerned is threatening the
company with legal action.

As a result, I’d like the Human Resources Department to review in detail each of the three cases and
advise how to proceed. These are:

1. The appointment of Tania Jordan

2. The re-assigenment of John Goodman
3. Complaints against Derek Hartman

The details
1. Appointment of Tania Jordan
A few mounth ago, Karl and two other directors, Marcus Ball and Julia Kovacs,
appointed a new manager. There were three excellent candidates. Finally Tania Jordan was
selected – mainly because Marcus had argued strongly in her favour. Karl discovered later that
she and Marcus started living together. When Karl told him he should have withdrawn from
the selection process, Marcus said angrily, ‘Listen, I didn’t knoe her so well at the time. In
 anycase, it’s my private life. I supported Tania because she was the best person for the job’.
Karl discussed the matter with Jenny. They decided to take no further action.

2. Re-assignment of John Goodman

A few weeks later, a problem arose in the Finance Department. The FinancialDirector
and her ambitions deputy, John Goodman, had formed a very close relationship.
Unfortunately, the relationship went sour and they had bitter rows in public. Because of these
problems, serious mistakes were made in the annual report and the morale of the whole
department was affected.
Karl and the other directors decided to move John to another department. However, John’s
new position is less challenging with little opportunity for promotion. He believes he’s been
very badly treated by the management and is threatening to take his case to an industrial
tribunal.

3. Complaints against Derek Hartman

A week ago, a part-time employee in the General Office, Claudia Northcott, e-mailed
Karl asking for a private meeting with him. When they met, he found out that she was
representing all the part-time staff in the department. According to her, the Office Manager,
Derek Hartman, is showing favouritism towards one of his staff, Petra Palmer, and this is
upsetting everyone in the office. Karl asked for more details.

Specific questions
Later on in his memo, Karl asked Jenny and her team to consider the following questions.

1. Did we make the right decision concerning Marcus Ball and john Goodman? What further
action, if any, should we take in each case?
Answer: No, for the Marcus Ball case, at least a fair re-appointment is made based on the
talents/abilities of each candidate, without any persuasion from Marcus Ball. As for John
Goodman's case, moving him to another department wouldn't be such a bad idea, but still
giving him the same position but with an agreement that contained an agreement not to mix
personal relationships with work to cause serious problems. If repeated, the risk that John
Goodman could possibly be more fatal, such as dismissal.

2. If the accusation against Derek Hartman is true, what action should we take?
Answer: If true, Derek Haritman needs to be disciplined and transferred to another
department that is different from Petra Palmer

3. Should the company have a written policy on close relationship at work? If so, what should be
the main guidelines for staff? What sanctions should there be for staff who don’t follow the
guidelines?
Answer: yes, they have to, even though their work is increased because they have the
motivation to achieve their achievements, conditions like this have the potential to pose a
risk to work and interfere with performance.

The guidelines for staff are:

- Prohibition of dating with a colleague

 - it is permissible to have close relations but the divisions are different
- Prohibition of husband and wife relations in a company and one of them must resign
Sanctions for staff who do not follow the guidelines:

- Get a warning or warning (SP)

- If you have received a warning of up to 3 times, it will potentially be issued

4. How can we avoid someone gaining an unfair advantage from having a close relationship with
another member of staff? Are there any specific examples of bad practice that could be
written into the policy document?
Answer: report to the superior so that such a thing does not happen. For example, a
company leader has a close relationship with his staff which gives rise to favoritism and
special service, this can cause other staff to feel that they are being done unfairly and feel
uncomfortable in their work environment.

Task
You are members of the Human Resources Department at Crawford PLC. Discuss the questions in
Karl’s memo and agree what action to take. One of you should take the role of Jenny and chair the
meeting.

DIALOG DISCUSSION (IN WORD)

Jenny : We’re here today to Discuss problems that occur in the office environment. Let me just
summarize the main points of this meeting. We are here to discuss the Marcus Ball and John
Goodman cases, the allegations against Derek Hartman, written policies on close relationships in
the workplace, and gaining an unfair advantage.

A : In my opinion, For the Marcus ball case, at least a fair re-appointment is made based on the
talents/abilities of each candidate, without any persuasion from Marcus ball.

B : I strongly agree about that, and for John Goodman's case, moving him to another department
wouldn't be such a bad idea, but still giving him the same position but with an agreement that
contained an agreement not to mix personal relationships with work to cause serious problems.

A : If repeated, the risk that John Goodman could possibly be more fatal, such as dismissal. I think
that's enough for the cases of Marcus Ball and John Hartman

Jenny : Well it looks like doing a fair reappointment and moving John Goodman to another
department and giving the deal is enough to sort this out, And what about the allegations against
Derek Hartman?

B : and If it true, Derek Haritman needs to be disciplined and transferred to another department
that is different from Petra Palmer

Jenny : okey good idea, So if that proves to be true Derek Hartman and Petra Palmer will be placed
in separate departments. Do we need our company to have a written close relations policy in the
workplace?
B : yes, we have to, even though their work is increased because they have the motivation to
achieve their achievements, conditions like this have the potential to pose a risk to work and
interfere with performance.

A : I agree to it, I think we have to make a written policy like Prohibition of dating with a
colleague, it is permissible to have close relations but the divisions are different, and Prohibition
of husband and wife relations in a company and one of them must resign

Jenny : and what about the sanctions?

A : and the sanctions for employees who break the rules are Get a warning or warning (SP) And If
they have received a warning of up to 3 times, it will potentially be issued

Jenny : well that sounds good and i agree, so how do we avoid someone getting an unfair
advantage by having a relationship with another staff member? do you guys have any case
examples?

B : report to the superior so that such a thing does not happen. For example, a company leader
has a close relationship with his staff which gives rise to favoritism and special service, this can
cause other staff to feel that they are being done unfairly and feel uncomfortable in their work
environment.

Jenny : I think this is enough up here, Thank you everyone for your input. Hopefully with this no
problems will recur in the future.

A : You're welcome

B : You're welcome

Writing
As a member of the Human Resources Department, write a set of guidelines which could be used as
a discussion document at the next board meeting. (Writing file page 142)

Answer:

DATE : Monday, November 28 2022

SUBJECT : Set Guidelines For The Next Board Meeting

1. Discuss the solution to the conflicts of Tania Jordan, John Goodman, and Derek Hartman
2. Each personnel contributed brilliant ideas and criticism to determine the best path
3. Written company policy and sanctions that will be given to violators
4. Discussion about someone who gets an unfair advantage because of having a relationship with
other staff
Case Study Office attraction
A managing director is worried about close relationships between employees and their effect on the
company. Ss role play members of the Human Resources Departement and suggest what action the
company should take.
Stage 1
Working atmhosphere Relaxed
preferred by
Karl Jansen, MD

Staff rule book Slim

Company culture Casual/too casual

Working hours Long

Competition with other Fierce, causing stress among employees

companies and its effect

Close relationships between Increasingly common

members of
staff

• Get the Ss to read the memo and meanwhile write the points on the left of the table below on
the board. When the Ss have finished reading, elicit information about the points on the left,
and write them up

Subject Policy on office relationship

Main point Karl Jansen is concern about relationship between members of staff

Result of three recent Damaged performance of those concerned as well as that of

relationships colleagues

Names of those involved and 1. Tania Jordan (appointment)

nature of problem
2. John Goodman (re – assignment)
3. Derek Hartman (compaints)

Lembar Evaluasi Tugas Praktik Unit 8

Apakah semua pertanyaan Tugas Teori Unit 8 dijawab dengan benar dengan waktu yang telah
ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1. WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
 A

2. Listening
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
F.

3. Reading (Case Study)

No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
G

Catatan Penilai :
Nama: Balqis Qurrotaayun
Kelas: PIWAR 1A
NIM: 220204097
Unit 10 Building
Relationships

A. Answer these questions?

1) What are the most important relationships for you ? Answer: Family, friendship
2) What benefits do you get from each relationship? Answer: Create good communication, build
trust

B. Ask each other the questions in the quiz. Then to find out how good you are at building
relationships.
1) You are in a room with a group of people who don't know each other. Do you:
a) introduce yourself?
Answer: Yes, I will introduce myself first

b) introduce a topic of conversation?

Answer: no, because I'm not used to starting the topic of conversation especially with
people I don't know

c) wait for someone to say something?

Answer: yes, because it will be easier for me to continue the conversation then invite
others to actively participate in the conversation

2) Do you prefer:
a) to socialise with colleagues only if you have to Answer: no, I don’t
b) to socialise often with colleagues?
Answer: yes, I do

c) not to socialise with colleagues? Answer: no, I don’t

3) When you are introduced to people, do you remember their:

a) name? Yes, sometimes
b) face? Yes, always
c) clothes? Not really

4) Do you like to have conversations with:

a) people who share your interests?
Answer: yes, I do

b) almost anyone?
Answer: no, I don’t

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
 c) people who are your social equals? Answer: not really

C. Complete the table below with these verbs, which are often used with the word relations.
break off build up cement cloud
cut off develop disrupt encourage
establish impair improve jeopardise
maintain promote restore resume
sever sour strengthen spoil

D. Choose the correct verb in each sentence.

1) Sales staff who are impolite to customers disrupt / damage the reputation of a company.
2) We are planning to promote / establish branch offices in Spain next year.
3) By merging with a US company, we greatly strengthened /maintained our sales force.
4) Relations with customers have been fostered / undermined recently by poor a aftersales
service.
5) Thanks to a new communications system, we are souring /improving relations with suppliers.
6) A strike at our factory last year resumed / disrupted production for several weeks.
7) We could not agree on several points, so we broke off /cut off talks regarding a joint venture.
8) The success of our new product launch was cemented /jeopardised by an unimaginative
advertising campaign.
9) In order to gain market share in China, we are building up / cutting off relationships with
local agents.
10) Business relations between the two countries have been severed /fostered by official visit
and trade delegations.
E. Match these sentence halves. Then make five more sentences with the verbs in
Exercises A and B. b. have cemented relations between the
two companies.
1. Widespread rumours of a hostile takeover c. its close relations with several major
bid are certain (E) foreign investors have been
2. The Accounts Department's very slow jeopardised.
payment of invoices (D) d. is causing stormy relations with some of
3. The long-term contracts, which will run for the company's suppliers.
the next five years, (B) e. to strain relations between the two
4. The excellent relations the company leading French software companies
enjoys with the local co mmunity (A)
5. As a result of the government's im position
of currency controls, (C)
a. are a credit to its highly effective PR
Department.

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
F. Listening
1. Alison Ward is Head of Global Corporate Responsibility at Cadbury, the chocolate maker.
Listen to the first part of the interview and complete this information about Cadbury's
Cocoa Partnership.

Launched 1. 2008

% Cadbury cocoa beans from Ghana 2. 70%

% yield from the land 3. 40%

Average age of farmers 4. 50

Cadbury partners in Ghana 5.

United Nations Development
Programme, Care, VSO,
World Vision
2. Listen to the second part and complete these extracts with up to three words in each gap.

1. Well, we're really proud that we've achieved Fairtrade for our Cadbury Dairy Milk brand
certification

2 So it means that people around the world can now make an ethical and choice
3 Fairtrade's an interesting marque in that it's not only very powerful in consumer markets - it's very
well . understood - but it also has great power back in cocoa farming communities
3. Two executives are talking about building relationships with clients. Put the conversation in
the correct order. Then listen and check your answers.

a) They were both annoyed. My contact thought I had let him down, and his boss simplydecided
not to turn up at the meeting. We'd set up a meeting in Brussels by e-mail, but he called it off
at the last minute. I'd already checked in at the hotel.
b) Oh, what went wrong?
c) Well, I'm going to carry on working until about six. We could meet after that.
d) How did you turn it round?
e) It's fine now, but at the start of the year, it was disastrous.

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
 f) So, how's the relationship with To yota going?
g) Well, I went over my contact's head and went directly to his boss at Toyota MotorsEurope. I
was really trying to clinch a deal.
h) Glad it worked out. Anyway, are you free for a drink later?
i) Well, I had to build up my relationship with my original contact again. At first, he kept putting
me off. But eventually we met up and I focused on our relationship, not the next sale. Now we
get on really well and sometimes play golf together.
j) Was he annoyed?
Answer:

1. F
2. E
3. B
4. G
5. J
6. A
7. D
8. I
9. H
10. C
Group 2:

1. Agnea sofi malika (22020476)

2. Balqis qurrotaayun (220204097)
3. Devista putri sahadah (220204102)

G. CASE STUDY 10 Getting to know you

Background
Kimsoong, a korean car manufacturer, has its European headquarters near Paris. It has retail sales
franchises in most European countries which not only sell cars and motor accessories but also have
servicing facilities. The larger outlets also offer fast-fitting of tyres and exhausts, and deal in used
cars.

Over the last ten years Kimsoong, with its reputation for reliability at low prices, has built up
market share at the lower end of the market. Their basic models include many ‘extras’ which other
manufacturers charge for. Kimsoong also makes large donations to environmental groups and is
seen as an organisation with a social conscience. Furthermore, its R&D Departement is developing
an ‘eco-car’ which uses an alternative power source.

Problems

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
Intense competition is forcing Kimsoong to consider new ways of generating business. Management
believe that if the company looks after existing customers well, they may buy three or four
Kimsoong vehicles over a ten-years period. Therefore, Kimsoong’s new strategy is to hold on existing
customers and increase customer loyalty. They also hope to develop a more accurate buyer profile.
(At present, dat is from questionnaires sent to customers following sales but only 40% are returned.)
However, because of pressure on profits, they need to achieve these objectives at a low cost.

Solutions

A customer loyalty programme will be developed by the Customer Services Departement at head
office. It will be available to all European franchises and costs will be shared 50/50 with head office.
Its aims are:

• to build up long-term customer relationships, thereby increasing profits

• to increase customer loyalty
• to draw up an accurate buyer profile
• to encourage staff to be more active in building up good customer relations.

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
TASK ANSWER:
1. Inform the customer that Kimsoong is holding an exhibition for the Introduction of
Kimsoang's new car products and provides special discounts to customers who purchase
cars at the exhibition
• Customers will get information about the latest cars from Kimsoong and will get a
discount, it's good if a customer buys a car at an exhibition
2. Customers will get a free life insurance facility for 3 months after purchasing a car at
Kimsoong Car
• After purchasing a car at Kimsong Car, the customer will immediately be registered to
get a free 3-month life insurance facility
3. generous terms when customers trade in old models
• For customers who are interested in buying a car, Kimsoong can serve as an exchange
service for old cars with new cars for a certain period of time.

WRITING ANSWER:

From: Kimsoong

Date : Friday, 9 December 2022 To:

Roger Eastwood

Dear Mr. Roger Eastwood

With this letter, we, as a company engaged in car manufacturing, would like to make an offer to Mr.
Roger Eastwood as our priority customer to come to our shop, because there is a new type of car
show with a more sophisticated system with the right budget directly proportional to the quality.
Maybe if you are interested you can come directly to our store. Thank you for your attention

Case Study
Getting to know you
Kimsoong, a Korean car manufacturer, wants to strengthen customer loyalty as a way of dealing
with increasing competition.

Stage 1
Background

Company Kimsoong, a Korean manufacturer

Activity car manufacturer

Based in - Korea
- European countries
- European headquarters near Paris

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
 Structure - Retail Franchises in most European countries
- Tire and exhaust – fitting services

Special features of the Reliability at low prices, basic model include many features that
company are usually extras, environment aware, makes large donations to
environmental groups and is seen as an organisation with a social
conscience. Furthermore, its R&D Departement is developing an
‘eco-car’ which uses an alternative power source.

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
 Lembar Evaluasi Tugas Praktik Unit 10

Apakah semua pertanyaan Tugas Teori Unit 10 dijawab dengan benar dengan waktu yang telah
ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1. WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
A

2. Listening
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
F1

3. Reading (Case Study)

No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
G

Catatan Penilai :

Teaching Material for PIWAR Students 2021. References : Market Leader ; Bill Mascull
 .

Teaching Material for PIWAR Students 2021 References : Market Leader ; Bill Mascull
 Unit 6 E-commerce

A. Discuss these questions.

1. Do you use the internet? If so, what do you use it for?

Answer: Using, to communicate, to socialize and make it easier to access all information

2. What goods or services have you bought over the net? What would you prefer not to buy over
the Net?
Answer: Clothing, skincare, shoes, perfume. What is not purchased over the net, namely
electronically

3. What kind of products or services are best sold on the Net?

Answer: Clothing, due to the different market share and consumer interests, makes it
possible to sell well

4. ‘The e-commerce revolution will be as significant as the industrial revolution or perhaps even
more so... . Do you agree?
Answer: Agree, because the more advanced e-commerce, the demand in the industry is also
increasing

B.

Answer:
- Browse: explore virtual worlds or the internet
- Directories: folder or file storage area
- Hits: current or on the rise
- Key word: words that users type in search engines to find information
- Locate: location/place where someone is
- Net: top level domain or internet name
- On- line: the words ON and LINE which mean active or ongoing in a network
- Search: browse information
- Search engines: web-based search engine accessed on the internet
- Site: name address of a website
- Surfers: the activity of exploring web pages to find the desired information. - Traffic: the
number of people visiting the website
C. Complete the beginning of sentences below with the appropriate endings.
1 An intranet operates (B) a Outside a company or organisation and is open to
 the the public . (2)

2 The Internet operates (A) b Inside a company or organisation. (1)

3 An extranet operates (C) c Outside a company or organisation, but is not open
to the public. (3)

D. Match sentences 1 – 12 to the six headings below.

Promise invitation/request speculating about the future

Bargaining reflecting on the past advice / warning/ threat

1. They would’ve gone bust if they’d taken his advice. Speculating about the future
2. If I were you, I’d redesign your website. Advice
3. We’ll deliver within 24 hours if you order online. Warning
4. We’ll be able to expand if they come up with the finance. Request
5. If you reduced your price by 8%, we’d increase our order substantially. Request
6. Your money back if not 100% satisfied. Threat
7. If we go online our overheads will fall. Threat
8. If you would like to apply, call Human Resources on 02077533420. Invitation
9. If you order by the end of the month we can give you a discount. Promise
10. I wouldn’t do that If I were you. Advice
11. If we’d had a better website, we’d have attacted more customers. Speculating about the
future
12. I would be grateful if you would advise your staff as soon as possible. Warning

CASE STUDY 7 KGV Europe

Group 2:

1. Agnea Sofi Malika (220204076

2. Balqis Qurrotaayun (220204097)
3. Devista Putri Sahadah (220204102)

Background
KGV is a traditional high-street music retailer. Based in Amsterdam, it has 12 stores in the
Netherlands, three of which are megastores. Some years ago, it expanded into the rest of Europe
and now owns 65 stores – eight of these are megastores.

The company is at present going through a difficult period. Over, the last three years, profits have
steadily fallen, from €450m to €290m. The megastores’ sales have risen by 8%, accounting for 55%
of the company’s turnover, but the increased revenue has been achieved only by heavy expenditure
on advertising and promotion. Fierce competition, a narrow product range and a lack of innovation
are some of the reasons for KGV’s poor perfomance. The management are concerned, especially,
that they are not exploiting the opportunities offered by selling through the Internet.

Market study
A study by KGV’s Marketing Departement was recently carried out and it produced the following
findings:
1 It is estimated that, in five years’ time, 50% of all music products will be bought through the
Internet.
2 65% of consumers under the age of 30 prefer to do their shopping on the Internet.
3 KGV’s customers would like stores to provide a wider product range (see chart I).
4 Average spending per month in KGV’s medium-sized stores is highest among the 41-60 age group
(see chart 2).
5 Spending on music products by the over 60 age group will increase significantly in the next ten
years in Europe.
6 The various age groups have clear preferences as to the type of music they enjoy and purchase
(see chart 3).

Listen to a conversation between Michael Johnson, a director of KGV, and Hanna Driessen, the
recently appointed Financial Director of the company. They are discussing the company’s
strategy before a forthcoming management meeting about KGV’s future. Make short notes on
the opinions they express.

Listening answer:

Short Notes

Michael:
1. We have serious problems and need radical solution.
2. We should get out of high street retailing altogether.
3. We should go completely online and sell all the stores.
4. We are not bringing in the younger ones.
5. Staying where we are is not an option.

Hanna:
1. Going online is not simple. We have no experience.
2. What's wrong is that we are not promoting goods properly. We need to outsource advertising
and promotion.
3. We need to pay more attention to the findings and studies done by marketing departments.
4. We should get a consultant to look at our product range.
5. We must stay in the high street.

Chart 1: Preferences for additional products / services

(% of respondents for each category)

Age 18-40 Age 41 +

spoken word (talking books) 4 44
computer games holiday 62 15
information computer 35 48
software banking services 58 32
concert tickets 25 12
70 75

Chart 2: Average spending

per month in a 70 medium -sized
store 60
50
40
30
20
10
0
18 - 25 26 - 40 41 - 60 60+
Age
Task

You are member of KGV’s management. Hold a

meeting with other managers and discuss
these agenda items. Decide what action
KGV should take concerning their future startegy.
1. Should KGV keep some of their stores but
sell at least 50% of their goods through the internet?
2. Should they close all their stores and offer a
total on-line services? If so:
a) what risks would be involved?
b) how would the costs of the business
change?
c) what organisational changes would the
company have to make?
3. Should KGV stay as it is, but follow Hanna’s
advice:
d) outsource advertising and promotion
e) hire a consultant to look at the product
mix
f) consider targeting new segments of
the market.
4. What are the consequance of the
chosen strategy? How can the problems
be minimised?

Task Answer:

1. Yes, it is necessary to sell goods via the internet as well because selling on the internet will
expand the market and people outside the sales area can view and buy goods sold via the internet.

2. You don't have to close all the shops, because musical instruments need to be stored
specifically so they don't get damaged, besides that, having a shop is also necessary because it's not
uncommon for buyers to want to see first hand the condition of goods before buying, having a shop
will give more confidence to buyers and add to the professional impression buyer's eyes.
a. If closing all the stores for storing musical instruments will be more difficult, because musical
instruments cannot be stored or placed in any place because they will be damaged more easily, if
damaged it can cause losses and price reductions
b. Using the internet can reduce the company's advertising costs because the internet will
further expand the market even outside the shop area or country.
c. The company must form a division that focuses on developing the company via the internet.
For example, the social media account management division so that customers outside the store area
can always be updated with what the company has.

3. KGV can follow some of the suggestions given by Hannah because some of them can be profitable
and are a good solution, but not all of Hannah's suggestions can be implemented.

a. Reducing the outsourcing of advertising and products can be made, because using the internet
can reduce costs in spending on advertising and promotion costs, besides that the market that will be
reached via the internet will be wider.
b. hiring a consultant to look at the product mix is a good idea as KGV Customers want stores to
stock a wider range of products so hiring a consultant would be very helpful.
c. It is better to focus on existing markets because KGV is in a transition period, if there are too
many projects at one time it is feared that it will have a negative impact on the company.

4. The consequence of the chosen strategy is that when you open a shop via the internet, it is
definitely not as stable as a store in the real world, because you have to go through a period of
adjustment and introduction of new customers to old and new customers that KGV now has e
commerce, but in the long term with having a store that is actively selling online will also have many
advantages and not be outdated.

The problem of large costs in spending on advertising and promotion costs can be minimized
because you can carry out promotions via the internet in an effort to reduce advertising and
production costs. Besides that, KGV also doesn't need to close all of its stores, because it's better if
the company operates on two sides, namely online and offline.

Writing
You are the Managing Director of KGV. Write a memo to a director of the company who was unable
to attend the management meeting. In the memo, summarise the discussion and decisions of the
meeting and ask the director for his/her coments.

Writing answer:

from : Managing Director of KGV

to : director of the company

regarding the results of the meeting it can be interpreted that the solution of closing all shops and
moving only in the online environment is not a good decision, because storing musical instruments
will be more difficult, besides that musical instruments cannot be stored or placed anywhere
because they will be damaged more easily, if damaged they can only cause losses and price
reductions
KGV can make sales online by using the internet. With that, KGV can reduce company costs in
advertising expenses because with the internet, it can expand the market even outside the store
area or country to reach a wider market.

The consequence of the chosen strategy is that when you open a shop via the internet, it is definitely
not as stable as a store in the real world, because you have to go through a period of adjustment and
introduction of new customers to old and new customers, that KGV now has e-commerce, but in the
long term, having a store that actively selling online will also have many advantages in the future and
not be outdated.

Case Study
KGV Europe
A traditional retailer studies the possibility of getting into e-commerce.

Stage 1: Background
Company type traditional high-street music retailer

Stores KGV

Profits profits have steadily fallen, from €450m to €290m

Megastore sales The megastores’ sales have risen by 8%, accounting for 55% of the
company’s turnover, but the increased revenue has been achieved
only by heavy expenditure on advertising and promotion

Problems / Weaknesses Fierce competition, a narrow product range and a lack of

innovation are some of the reasons for KGV’s poor perfomance.
Lembar Evaluasi Tugas Praktik Unit 12

Apakah semua pertanyaan Tugas Teori Unit 12 dijawab dengan benar dengan waktu yang telah
ditentukan? Semua kesalahan harus diperbaiki terlebih dahulu sebelum paraf.

1. WRITTING
No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
A

2. Reading (Case Study)

No Benar Salah Paraf Paraf
Dosen/Asdos Mahasiswa/i
E

Catatan Penilai: