Week 11 – Unit 15: Competition Quote of the Week –Competition brings out the best in products & worst in people. - David Sarnoff ( ), American business leader

Week 11 – Unit 15: Competition Definitions of Competition – –

Week 11 – Unit 15: Competition Discussion - Starting Up –Do a quiz on how competitive you are ? Find out your score on p. 155 »Compare your score with a partner

Week 11 – Unit 15: Competition Discussion – Additional Resources –The Faculty of Economics and Business at Monash University, Australia –A excellent introductory guide to Marketing Theory and Practice » x.html#topicshttp:// x.html#topics –Market segmentation » segment.htmlhttp:// segment.html –Product positioning » tioning.htmlhttp:// tioning.html –Example of the repositioning of Swiss sports watch company TAGHeuer, a prestige brand competing with Cartier and Rolex »

Week 11 – Unit 15: Competition Discussion – Additional Resources –Lycos Small Business offers some excellent small business web guides –Marketing your product, which provides a good basic introduction to key concepts and strategies » &docNumber=P03_0101http:// &docNumber=P03_0101 –Product-development strategy » mber=P03_4003http:// mber=P03_4003 –An accessible introduction to positioning strategy and finding a niche for your product » &docNumber=P03_4009http:// &docNumber=P03_4009

Week 11 – Unit 15: Competition Language Review – Vocabulary: Describing competition »Exercise A –Market leader –Market challenger –Market follower –Market niche »Exercise B »Exercise C »Exercise D, word partnership with competition »Exercise E

Week 11 – Unit 15: Competition Texts - Reading: Competitive advantage (Wal Mart, Caterpillar, Lexus) –Strategies to gain a competitive advantage "Three Strategies to gain a competitive advantage" »Exercise A »Exercise B »Exercise C »Exercise D »Exercise E »Exercise F »Exercise G

Week 10 – Unit 14: Leadership Texts - Listening: Competition and the market –An interview with a senior executive about competition, Kevin Warren, Vice President at Coca-Cola & Schweppes Beverages (UK) »Exercise A, 1 st part of interview, 15.1 »Exercise B, 2 nd part of interview, 15.2 »Exercise C »Exercise D, 3 rd part of interview, 15.3

Week 11 – Unit 15: Competition Language Review - Talking about the future Going to 'll Present continuous Present simple –We use going to to talk about what we intend to do or what someone else has already decided to do. –We use ‘ll to make a spontaneous promise or offer to do something. –We use the present continuous to talk about fixed plans or arrangements. –We use the present simple to talk about a schedule. »Exercise A »Exercise B

Week 11 – Unit 15: Competition Discussion - Competitive strategy –Blues Fight The Reds –Fly Me, I'm Cheap

Week 11 – Unit 15: Competition Skills - Negotiating Skills - Useful language –We must talk about price first –There's no way we can give you any credit –I want a discount –I won't lower my price –Can you alter the specifications ? –Your price is far too high »Exercise A »Exercise B

Week 11 – Unit 15: Competition Texts - Additional Reading –Entreworld Designed as a resource for entrepreneurs, and provides excellent practical introductory business information on a variety of business and management topics – The section on niche marketing offers a list of useful articles – ghttp://entreworld.lycos.com/Default.cfm?Topic=Niche+Marketin g Practical examples of different aspects of niche marketing –All the World's a Niche » –Prospering in a Niche Market » –The Two Faces of Niche Marketing »

Week 11 – Unit 15: Competition Texts - Additional Reading –The BusinessWeek online –An interesting article, Central Europe's New Consumers, which looks at consumer trends in Central Europe and competition between multinationals to capture their business » mhttp:// m –An article which charts the failure of companies like Nike, Pepsi Cola, Levi Strauss to appeal to the new Generation Y youth market »

Week 11 – Unit 15: Competition Case Study - City Plaza Hotel –Work out a new competitive strategy for a hotel Task –Make advice »Analyze & interpret the data »Discuss each option »Decide on a strategy & note down reasons »Make an action plan

Week 11 – Unit 15: Competition Case Study - Writing: report –Short report about recommendation Background Analysis of the data Recommended action, with reasons