BUSINESSREPORT商务英语写作Word格式.docx
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TWCB
July15,2013
MEMO
DATE:
07/15/2013
TO:
JohnSmith
FROM:
PeterAlbert
SUBJECT:
INCREASINGPROFITS
HereisthereportyourequestedonJul.12,2013onthedepartmentstore’sprofits.
Youruneasinesswasright.Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,thentheprofitsfellsharply.
Thesolutionstotheproblemareclear.Weneedtotakesomecaresinothermarketing.
•Setupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.
•ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.
•Maketransitionofservicemodetofollowtheconsumerdemands.
Thankyouforgivingmetheopportunitytoworkonthisassignment.Ifyouhaveanyquestionsaboutthereport,pleasecallme.
ExecutiveSummary
Inthepastsixmonths,theprofitsofHarrodsdepartmentstore’sfellsharply.Asaresult,severalsimilarfamousstoregroupsarenowheavilyindebt.Thereportstudiesthecauseofthefellandrecommendssolutionstotheproblems.
Causesofthefell
Wehavefoundthreecausesrelatingtothefell:
•MarketPositioningisinflexible.
•TheForeignmarketdidn’tdevelopwell.
•Serviceconceptwasoutofdate.
Somepositionsandserviceconceptsareoutofdate,it’slowercustomersatisfaction.Wealsofoundthatalargenumberofstaffnumbersandmanagerslackawarenesstofollowwithcustomer’sconsumptionconcept.Harrodsdepartmentstoremaystarttrainingtheirstafftokeepupwithmoderncustomer’sidea.
MeasurestoIncreasetheProfits
•Trainingstaff.Maketransitionofservicemodetofollowtheconsumerdemands.
EstimatesforImplementingtheProposal
Mostoftheexpensesofimplementingthemeasureswillbeonsetupnewstoresandexpandforeignretailchains.Theyareestimatedtobe25,0000pounds.
TableofContents
ExecutiveSummaryⅲ
Introduction1
Purpose,Scope,andChallenges1
Methods2
TheDecreasingProfitsinHarrodsDepartmentStore2
25%Decreasingcomparedwith20112
Competition’sAverageProfitsin2011&
20132
MajorCausesoftheDecreasing3
ImpactonHarrodsDepartmentstore4
MoreFundsNeededtoIncreasingProfits4
JeopardizingtheHarrods’BrandReputation4
MethodsforIncreasingtheProfits5
ThreeWaystoIncreasingtheProfits5
TheFundNeededtoCarryOuttheMeasures6
ConclusionsandRecommendations6
SupplementaryParts7
Appendix7
Bibliography8
PartOne
Introduction
Inlastseveralmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Ourcompany,TWCB,asrequestedthesolutionbyHarrodsdepartmentstore’smanager,weimmediatelylookedintothematterandfoundthreeproblemswhichmayhavecausedthedecreasing.Thefiscalthirdquarterofthisfiscalyearwillendintwomonths.Wewilldoeverythingtosolvetheproblemsbeforecustomersswitchandnevertoreturn.
Inthisreport,Iwilldescribetheproblemswefoundinthedepartmentstoreandproposethreepossiblemeasurestosolvethemandtheestimatedcost.
1.Purpose,Scope,andChallenges
·
Purpose:
thepurposeofthisreportistoanalyzewhatcausedtheproblemandhowcanwesolveitassoonaspossible.Thereportgivestheresultoftheinvestigation.
Scope:
weimmediatelyformedtwoteams,oneofwhichcheckedthedepartmentstoreregularlyandtheotherconductedasurveyoncustomer.Thefirstteamhangsaroundthestorefor7daysinarowandconstantlydoessomeshoppingtoseehowtheservicefeelslike.Thesecondteamdesignedquestionnairescollectingcustomer’scommentsonthestore.Theresultwasnotasbadaswehadexpected.Butthestoreshoulddosomethingbeforeitbecomesarealproblem.
Challenges:
thedepartmentstorehasbeenfacingtremendouschallengesandpressureasthenumberofcompetitionsgrowsathighspeedeachyear.Forinstance,somecustomersselectonestorevisitregularlyoutoften.Ourstoreisfacingincreasingcompetitivepressure.
2.Methods
Weconductedtheinvestigationthroughtwomethods:
interviewsandquestionnaires.Wesentout1000questionnairesand800customersrespondedtothem.300customerschosenrandomlyfromcustomerquestionnaire’snumberswereinterviewed.
PartTwo
TheDecreasingProfitsinHarrodsDepartmentStore
Inlastsixmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Wedidresearchonthedecreasingproblem.
1.25%Decreasingcomparedwith2011
Aftertheresearch,wefoundthatunderthestrategyofHarrods,toofferawidechoiceofproductsandpersonalizedservice,thedepartmentstorehasworkedwelluntilrecently.Lastyear,however,profitsfellsharplyandresultsforthefirstsixmonthsofthisyearhavebeendisappointing.Thenwedidacomparingwiththisstore’sprofitsfromJanuarytoJunein2011and2013,thereisthechart:
Jan.
Feb.
Mar.
Apr.
May.
Jun.
Total
2011
21%
23%
18%
20%
25%
17%
-25%
2013
19%
14%
16%
13%
2.Competition’sAverageProfitsin2011&
2013
Aftercomparedwithourownstore’sprofitsin2011,oneofourteamdidresearchonourcompetition’saverageprofitsin2011&
2013.Hereisthetable(onnextpage):
Fromthetable,wecanseethat,whenHarrodsdepartmentstore’sprofitsdecreasingsharplyinthistwoyear,thecompetitionhasgrownalot;
itgivesusagreatcompetitivepressureatnowandfuture.Weneedtodosomethingtochangethebadsituation.
3.MajorCausesoftheDecreasing
Fromtheresearch,wecanseethemajorproblemswhichcausedthedecreasing,andwesummarizedthemasfollows:
•Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,ourmarketpositioningisinflexible.
•Aseconomicglobalizationbecomesstrong,ourforeignmarketshoulddevelopmoredeepandwidely.
•Ourstrategyisgood,butitdidn’tpayattentiontonowadaysshoppingfashion.Serviceconceptwasoutofdate.
Wemusttakeconcretemeasurestosolvealltheproblems.
PartThree
ImpactonHarrodsDepartmentstore
ThedecreasingoftheprofitsnotonlymadedamagetotheeconomicinterestsofHarrodsdepartmentstore,itwillsalsojeopardizingtheHarrods’brandreputationandthenwhenweneedmorefundstoincreasetheprofitswillbeveryhard.
1.MoreFundsNeededtoIncreasingProfits
Indeedtoincreasingthedepartmentstore’sprofits,weshoulddoalotofresearchandwork.Tomakeaperfectsolution,alltheprojectswillspendalotofmoneytogetthemostaccurateanswer.Duringthewholethings,wewillcooperatewithmanyfamouscompaniesoninvestigationordoingbusinessexpanding.Tomakesureeverythingismovingonscheduleandiswithinthebudget,wewillmakeanaccurateexpense,andexpecttocompletetheprojectwithoutexceedingthebudget.
2.JeopardizingtheHarrods’BrandReputation
Withtheresultofourquestionnaire,wecanseethat:
amongthe800customers,650areemployeesandrestsofthemareteenagersandseniorcitizens.Intheemployeesgroup,25%ofthemwithanannualincomeof100,0000£ormore,andothersannualincomeisabout30,000to80,000£.Thehighincomegroupdidn’tshowanyunsatisfactorytotheserviceandproduct.Butinthemiddleincomegroup,manyofthemwantvalueformoneyandtofeeltheyhavegotabargainandserviceswhichmakelifeeasierorsavetime,whichtheythinkHarrodscan’tservewell.
PartFour
MethodsforIncreasingtheProfits
Theworkingteamhasworkedoutmethodstoincreasetheprofitsofthedepartmentstore.Wewilldependonmarketingpositioning,foreignmarket,andtrainingnewserviceconceptasourmainapproachestoourcustomers.
ThreeWaystoIncreasingtheProfits
•Toattractcustomerswewillrebuildourdepartmentstoretomakeaplaceforsomediscountgoods.Andinothercityarea,likecommunitiesandshoppingmall,wewillsetupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.Butasthelonghistoryandspecialbrandcharmwehas,ourstoreswillbeverydifferentfromothers.Wewilldevelopanewmessagetoourpotentialcustomers,that“LuxuryculturealsocanbeanApproachableculture.”Themessagetogetherwithpicturesshowingfeaturesofournewstoreswillbeadvertisedinthelocalpapers,magazines,andournewcatalogs.
•AlthoughHARODDSisasuccessfuldepartmentstoreinLondonandhasmanychainstoresinNewYorkandItalian,wecan’tignorethemegaconsumermarketinsomeAsiancountries,likeChinaandJapan.Thesecountriesownalargeconsumerpopulation,whichmakesthemconsumermarketswithgreatpotentials.Soweshouldtrytoconnectwiththoselocalbusinessmentoexpandourforeignretailchainsanddevelopforeignmarkets.
•Withasurveyshowsthat:
astheEnglishpopulationages,oldergroupswillprovideopportunitiesforsalesgrowth.AndnowadaystheEnglishconsumerswantvalueformoneyandtofeeltheyhavegotabargain.Britainismovingfromaluxuryculturetoaconvenienceculture.Peoplewantserviceswhichmakelifeeasierorsavetime.Sotheoldserviceconceptwasoutofdate,weshoulddoas