BUSINESS REPORT商务英语写作.docx

BUSINESS REPORT商务英语写作.docx

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BUSINESSREPORT商务英语写作

BUSINESSREPORT

INCREASINGTHEDEPARTMENTSTORE’SPROFITS

FOR

INCREASINGTHEDEPARTMENTSTORE’SPROFITS

Preparedfor

JohnSmith

GeneralManager

HARRODSdepartmentstore

Preparedby

PeterAlbert

Chiefadvisor

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

•Setupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.

•ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.

•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

17%

19%

14%

16%

20%

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,weshoulddoaseriesoftrainingstoimprove