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Business English

Business English. ---BY Wang Yangmei International Business Dep. Of Business School. UNIT 2a Company History. ---Talking about company history and structure. ---key points: Reading. Volkswagen ---A company with story. Background Information.

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Business English

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  1. Business English ---BY Wang Yangmei International Business Dep. Of Business School

  2. UNIT 2a Company History ---Talking about company history and structure. ---key points: Reading

  3. Volkswagen ---A company with story

  4. Background Information • A successful German car company. • Size: worldwide • Products: GOLF, SANTANA, PASSAT, POLO, BEETLE, JETTA • Slogan: On the road of life…… More is less

  5. How to succeed in reading? the history of a car company details The structure and main idea The topic car company Your general knowledge about the topic Your prediction history

  6. “The Road of VW ” 1938 VW was founded • 1934-1938 • Ferdinand Porsche • learnt about • car production • in America. • 1934 • Ferdinand Porsche • received money • from the government. • At present • VW is Europe’s largest • car-maker • with two of the world • most successful cars • ---the Beetle and the Golf. From 1957 VW began its Globalization in Australia, Nigeria, Japan, USA, Spain, China. • 1982 • VW • expanded • its market • to central • Europe • because of • political events • 1981 • the 20 • million • Beetle • rolled off. 1945 the company felt into British hands 1949 Withthe first exports to USA, Beetle legend was born • After the war • Heinrich Nordhoff • took over the company • success story began.

  7. Own leading products An excellent leader Economic basis What contribute to a successful company ? Professional knowledge A wide vision The grasp of good opportunities

  8. Models of beetle

  9. Models of golf

  10. Product differentiation Volvo--- safe Perdue--- fresh and tender Tide---Clean Diaopai---harmless Service differentiation Sakura---oil absorber What’s your leading products How to create your own leading products?

  11. A book---Built to Last: Successful Habits of Visionary Companies (by JamesC.Collins)<<基业长青>>---有志创造伟大公司的经理人必读的书 • 不变的信仰 (vision) • 应变的技能 (techniques) • A company A person

  12. Thanks for your time and suggestions!

  13. That’s why VW could share the car market with Benz & BMW. • Why didn’t Ferdinand Porsche establish the car company directly? • Why didn’t Ferdinand Porsche study car production in Germany, but in America? • working on • the “People’s car” • (positioning) “Ford” in America • Economy of scale • (stream line)

  14. How did VW create beetle legend? • The historical environment (opportunity) --- after the war • Be themselves • Pursue a happy, colorful & comfortable life • Show personality

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