Unit 3：Strategy Intelligent Business

UNIT OBJECTIVE Reading: Nike’s goddess Language: Future forms Vocabulary: Strategy Career skills: Short presentations Culture at work: Attitudes to timing Dilemma & Decision: Harley’s angels(memo)

Focus of Unit This unit focuses on strategy, in particular the strategy of companies behind well-known brands like Nike and Harley Davidson.

Keynotes What do you think the picture and title mean in relation to the topic of the unit? The picture shows a chess game, a game involving strategic thinking. Words: strategy strategic competition competitor competitive threat threaten

Listening 1. SWOT 2. Strengths: 3 4 Weaknesses: 1 6 Opportunities: 5 8 Threats: 2 7

Reading 1 Strengths: Leader in sports marketing Weakness: Unappealing to women, Niketown stores are dark, noisy and harsh, fashion and shoe cycles do not match Opportunities: To use the targeting of women as an opportunity to redefine/re-energise the entire brand Threats: Competition

Reading 2 Opened stores aimed specifically at women, redesigned shoes and clothes, worked in twelve-month cycles to keep up with fashion trends. Reading 3 1 Phil Knight 2 Skechers 3 John Hoke 4 Mindy Grossman 5 Phil Knight 6 Jackie Thomas

Vocabulary 1 Vocabulary 2 2 concept 3 leaders 4 opportunity 5 threat 6 trends Vocabulary 2 diverse/diversity inspire/inspired/uninspired/inspiration opportune/opportunity design/designer public/publicity/publicise commerce/commercial/uncommercial revolution/revolutionary/revolutionise repute/reputation/reputed/reputable/disreputable comfort/discomfort/comfortable/uncomfortable retail/retailing/retailer

Language Check 1 d 2 b 3 e 4 a 5 c

Listening 2 Change of venue to Mandarin Palace Centre, increase of registration fee to $1,700, Alisdair Ross and Jimmy Tan will exchange the time of their talks, Giulietta Bertoni to be replaced by Carla Marisco

Practice 1 1 conclusion 2 introduction 3 development 4 introduction 5 development 6 introduction 7 conclusion 8 development