2020上半年商务英语初级段落写作指导（8）

　　Sample 1 H3 test 1 市场分析

　　your company would like to break into new overseas market with your new range of sports goods. You have been asked by the managing director to investigate ways to doing this.

　　Requirements

　　How you carried out your research into the market

　　The existing competition

　　Your target customers

　　Ways of promoting the products in the new market.

　　Report On Potential Market in City of Beijing

　　Introduction

　　This report set out to evaluate an oversea market which we are planning to break into and offer proper recommendations for expansion.

　　Basis of the findings

　　In order to have a thorough understanding of the target market, we have conducted a survey in collaboration with a local accredited research agency. Information was gathered through questionnaires randomly sent to more than 1000 people of different age ranges and field tours to high streets and outlets and premises. A few findings are developed as follows.

　　Existing competition

　　According to the survey, there are three major brands competing for a similar group of customers with us. They are Addias, Rebeek and X-sports, among which Addias takes the largest market share(15%) followed by Rebeek(10%) and X-sports(8%). They provide a wide range of sports goods with the pricing ranging from 300 to 1500RMB, targeting at ammeter players.

　　Target customers

　　Competition seems stiff but we will still get a chance to succeed there if we could focus on the niche market of professional athletes. Survey found that those people pursue higher quality and reliability, which our new product range would certainly provide, and more important is, they are often more willing to pay a premium for an upscale product.

　　Ways of promoting the product in new market

　　As a political center, Beijing frequently holds all kinds of sports events, some of which are quite popular and influential. Thus, the first choice to consider should be sponsoring some of these events, for example, offering sportswear and instruments to participants. And this should be complemented by intensive TV advertising and endorsement of famous sport stars of China. These measures will help us strengthen brand identity and gain fast appeal to customers.

　　Sample 2 H3 test 3 new site

　　you work for a supermarket chain and have been asked by the board of directors to write a report on a site where the company is considering building a new supermarket.

　　Requirements

　　A description of the site, including its location

　　The advantages and disadvantages of the site

　　Your opinion as to whether the site is suitable.

　　Report On Wakefield

　　Introduction:

　　This report sets out to evaluate the suitability of Wakefield as the site for our new supermarkets. All the analysis here below is based on the thorough research we conducted recently.

　　Overview

　　Wakefield is located in the largest business park in the centre of the city, surrounded by a number of shops and hotels. It allows for a large parking space and offers a number of leisure facilities.

　　SWOT analysis

　　Wakefield has a long history of being chosen as a site for opening outlets, and it particularly impressed us for the following reasons: Firstly, it is perfectly placed for road and rail networks, just 10 minutes walk to the grand station, which is convenient for both the customers and employees. A further attraction is the ready availability of a skilled workforce. There are more than 233,000 people available for work within an hour’s journey and an enormous catchment population of 20 million within two hours’ travel. However, there are also some less satisfactory aspects. Since it is a prime site, the land price could be sky-high. Our survey shows that overall cost for a is approx.5% higher than that of sites in other business centres. This means we have to absorb this extra expenditure by higher sales volume. In addition, the competition is stiff as there have been enormous supermarkets and shopping malls, who will be competing for the same customers with us.

　　Conclusion and recommendation

　　Based on the findings above, I have to urge caution in building our new supermarket in Wakefield since it would involve a large sum of investment with uncertain profitability. Thus, I recommend we examine our accounts carefully before making the final decision.

　　Band 4 SAMPLE

　　The aim of this report is to decide the consideration of building a new supermarket.

　　Description

　　At first I'll make a short description of the site. The location of the planed supermarket is very close to the city centre and surrounded by a lot of smaller shops. Concerning the infrastructure it is very well located because it can be reached by nearly all means of transport.

　　Advantages

　　As I already mentioned, the infrastructure is very good and you have good connections of public means of transport. Another positive aspect for building the supermarket is the competition. Our supermarket can offer much cheaper prices than all the surrounding little shops so we are very competitive.

　　Disadvantages

　　The first thing I want to put forward is that it is very cost intensive to set up a new supermarket in this area because the land prices are very high. The second disadvantage which I want to point out is that there is not enough space for parking and might be very expensive to build a garage under the building.

　　Personal opinion

　　To summarise, it is a very expensive location with less space for building a parking area but you have good chances for getting a high profit in the long term. Although there are a lot of smaller shops nearby the supermarket, there is no doubt in being the most competitive! Finally I think that this will be a very profitable location for building a new supermarket.

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