BUSINESSREPORT商务英语写作Word格式.docx

1、TWCB July 15, 2013MEMODATE: 07/15/2013TO: John SmithFROM: Peter AlbertSUBJECT: INCREASING PROFITSHere is the report you requested on Jul.12, 2013 on the department stores profits.Your uneasiness was right. As we only focused on some high-quality products, we cant expand market share in other aspects

2、, then the profits fell sharply.The solutions to the problem are clear. We need to take some cares in other marketing. Set up some convenience stores, discount stores and speciality stores as competition did. Expand foreign retail chains in some economically potent states like China and Japan. Make

3、transition of service mode to follow the consumer demands.Thank you for giving me the opportunity to work on this assignment. If you have any questions about the report, please call me. Executive SummaryIn the past six months, the profits of Harrods department stores fell sharply. As a result, sever

4、al similar famous store groups are now heavily in debt. The report studies the cause of the fell and recommends solutions to the problems.Causes of the fellWe have found three causes relating to the fell: Market Positioning is inflexible. The Foreign market didnt develop well. Service concept was ou

5、t of date.Some positions and service concepts are out of date, its lower customer satisfaction. We also found that a large number of staff numbers and managers lack awareness to follow with customers consumption concept. Harrods department store may start training their staff to keep up with modern

6、customers idea.Measures to Increase the Profits Training staff. Make transition of service mode to follow the consumer demands.Estimates for Implementing the ProposalMost of the expenses of implementing the measures will be on set up new stores and expand foreign retail chains. They are estimated to

7、 be 25, 0000 pounds.Table of ContentsExecutive Summary Introduction 1 Purpose, Scope, and Challenges 1 Methods 2The Decreasing Profits in Harrods Department Store 2 25% Decreasing compared with 2011 2 Competitions Average Profits in 2011&2013 2 Major Causes of the Decreasing 3Impact on Harrods Depar

8、tment store 4 More Funds Needed to Increasing Profits 4 Jeopardizing the Harrods Brand Reputation 4Methods for Increasing the Profits 5 Three Ways to Increasing the Profits 5The Fund Needed to Carry Out the Measures 6Conclusions and Recommendations 6Supplementary Parts 7 Appendix 7 Bibliography 8Par

9、t OneIntroductionIn last several months, theres sharply profits fell showed on the financial reporting form Harrods department store. Our company, TWCB, as requested the solution by Harrods department stores manager, we immediately looked into the matter and found three problems which may have cause

10、d the decreasing. The fiscal third quarter of this fiscal year will end in two months. We will do everything to solve the problems before customers switch and never to return.In this report, I will describe the problems we found in the department store and propose three possible measures to solve th

11、em and the estimated cost.1. Purpose, Scope, and Challenges Purpose: the purpose of this report is to analyze what caused the problem and how can we solve it as soon as possible. The report gives the result of the investigation. Scope: we immediately formed two teams, one of which checked the depart

12、ment store regularly and the other conducted a survey on customer. The first team hangs around the store for 7 days in a row and constantly does some shopping to see how the service feels like. The second team designed questionnaires collecting customers comments on the store. The result was not as

13、bad as we had expected. But the store should do something before it becomes a real problem. Challenges: the department store has been facing tremendous challenges and pressure as the number of competitions grows at high speed each year. For instance, some customers select one store visit regularly o

14、ut of ten. Our store is facing increasing competitive pressure.2. MethodsWe conducted the investigation through two methods: interviews and questionnaires. We sent out 1000 questionnaires and 800 customers responded to them. 300 customers chosen randomly from customer questionnaires numbers were int

15、erviewed.Part Two The Decreasing Profits in Harrods Department StoreIn last six months, theres sharply profits fell showed on the financial reporting form Harrods department store. We did research on the decreasing problem.1. 25% Decreasing compared with 2011After the research, we found that under t

16、he strategy of Harrods, to offer a wide choice of products and personalized service, the department store has worked well until recently. Last year, however, profits fell sharply and results for the first six months of this year have been disappointing. Then we did a comparing with this stores profi

17、ts from January to June in 2011 and 2013, there is the chart:Jan.Feb.Mar.Apr.May.Jun.Total201121%23%18%20%25%17%-25%201319%14%16%13%2. Competitions Average Profits in 2011&2013 After compared with our own stores profits in 2011, one of our team did research on our competitions average profits in 201

18、1&2013. Here is the table （on next page）:From the table, we can see that, when Harrods department stores profits decreasing sharply in this two year, the competition has grown a lot; it gives us a great competitive pressure at now and future. We need to do something to change the bad situation.3. Ma

19、jor Causes of the DecreasingFrom the research, we can see the major problems which caused the decreasing, and we summarized them as follows: As we only focused on some high-quality products, we cant expand market share in other aspects, our market positioning is inflexible. As economic globalization

20、 becomes strong, our foreign market should develop more deep and widely. Our strategy is good, but it didnt pay attention to nowadays shopping fashion. Service concept was out of date.We must take concrete measures to solve all the problems.Part ThreeImpact on Harrods Department storeThe decreasing

21、of the profits not only made damage to the economic interests of Harrods department store, it wills also jeopardizing the Harrods brand reputation and then when we need more funds to increase the profits will be very hard.1. More Funds Needed to Increasing ProfitsIndeed to increasing the department

22、stores profits, we should do a lot of research and work. To make a perfect solution, all the projects will spend a lot of money to get the most accurate answer. During the whole things, we will cooperate with many famous companies on investigation or doing business expanding. To make sure everything

23、 is moving on schedule and is within the budget, we will make an accurate expense, and expect to complete the project without exceeding the budget.2. Jeopardizing the Harrods Brand ReputationWith the result of our questionnaire, we can see that: among the 800 customers, 650 are employees and rests o

24、f them are teenagers and senior citizens. In the employees group, 25% of them with an annual income of 100, 0000or more, and others annual income is about 30, 000 to 80,000. The high income group didnt show any unsatisfactory to the service and product. But in the middle income group, many of them w

25、ant value for money and to feel they have got a bargain and services which make life easier or save time, which they think Harrods cant serve well.Part FourMethods for Increasing the Profits The working team has worked out methods to increase the profits of the department store. We will depend on ma

26、rketing positioning, foreign market, and training new service concept as our main approaches to our customers.Three Ways to Increasing the Profits To attract customers we will rebuild our department store to make a place for some discount goods. And in other city area, like communities and shopping

27、mall, we will set up some convenience stores, discount stores and speciality stores as competition did. But as the long history and special brand charm we has, our stores will be very different from others. We will develop a new message to our potential customers, that “Luxury culture also can be an

28、 Approachable culture.” The message together with pictures showing features of our new stores will be advertised in the local papers, magazines, and our new catalogs. Although HARODDS is a successful department store in London and has many chain stores in New York and Italian, we cant ignore the meg

29、a consumer market in some Asian countries, like China and Japan. These countries own a large consumer population, which makes them consumer markets with great potentials. So we should try to connect with those local business men to expand our foreign retail chains and develop foreign markets. With a

30、 survey shows that: as the English population ages, older groups will provide opportunities for sales growth. And nowadays the English consumers want value for money and to feel they have got a bargain. Britain is moving from a luxury culture to a convenience culture. People want services which make life easier or save time. So the old service concept was out of date, we should do a s