• Text A
Wal-Mart’s Foreign Expansion
─ Critical reading and thinking
• Supplementary information • Overview • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
Text A
Critical reading and thinking
supplementary information
Market development
• Market development (市场开发 ) is the name given to a growth strategy where the business seeks to sell its existing products into new markets.
e.g. Maintain or increase the market share of current products; Restructure a mature market by driving out competitors;
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Unit 3 Corporate Strategies
Critical reading and thinking
supplementary information
Market penetration
• Market penetration (市场渗透 ) is the name given to a growth strategy where the business focuses on selling existing products into existing markets.
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Unit 3 Corporate Strategies
Text A
Critical reading and thinking
supplementary information
Ansoff Growth Matrix (安索夫矩阵 )
• The Ansoff Growth matrix is a tool that helps businesses decide their product and market growth strategy.
• Lead-in
Activity
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Unit 3 Corporate Strategies
Activity
• Visit the official Wal-Mart website /AboutUs.
Scan the webpages and fill in the following table.
• Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.
学术英语 管理
Corporate Strategies
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Corporate Strategies
Corporate strategies are vital for the success of a business, and different businesses have different strategies. Wal-Mart — a multinational retailer, Starbucks — a coffee chain store, and Facebook — a social networking service and website, for example,
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Unit 3 Corporate Strategies
Text A
Critical reading and thinking
supplementary information
Ansoff Growth Matrix Michael Porter’s three generic strategies Market penetration Market development Product development Diversification
Lead-in
Numbmployees
Number of countries that have Wal-Mart stores
Fiscal year 2012 sales
Wal-Mart purpose
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Unit 3 Corporate Strategies
Unit Contents
• Lead-in • Text A • Text B • Text C • Listening • Writing • Speaking
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Unit 3 Corporate Strategies
have very different strategies to ensure their respective success.
There is, however, something common to all successful corporate
strategies despite the seeming differences. You can find it out by yourself after reading the three stories in this unit.
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Unit 3 Corporate Strategies
Text A
Critical reading and thinking
supplementary information
Ansoff growth matrix
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Unit 3 Corporate Strategies
Text A