Read the background.

Make or break

Your company has been developing an ultra-modern product which has several revolutionary features. You are confident it will be a world-beater!

Unfortunately, you have spent a fortune on the development costs of the project. Because of this, the company is on the verge of going bankrupt. You need a lot more money to finance the final stage of the project and to ensure that the launch of the product will be successful.

In desperation, you approach a number of banks but they are not willing to lend you the money. Finally you contact a small but well-known bank which sometimes provides development capital for small firms like yours. The bank, Bristol and Owen Associates, receives many requests for financial assistance. If they like what they hear, they will make a loan to a firm or invest money in it in return for a shareholding.

2. Three or four members of the class should play the roles of executives from Bristol and Owen Associates. The rest of the class should divide into groups of three or four, each group representing a company which is desperately seeking a loan from the bank.

Study your respective role-cards and then do the following:

The executives from Bristol and Owen Associates should meet each of the companies in turn and listen to their presentations. The bank's executives should then ask relevant questions. Finally, the bank's executives should discuss the merits of each company's application and then choose one company to whom it will lend the money (see Speaking File pp. 223-227).

THE COMPANY

You work for a company which is developing an exciting and revolutionary new product. Choose any product you wish. Your job is to make a convincing presentation of your product to Bristol and Owen Associates (see Speaking File pp. 229-230).

Prepare your presentation carefully.

Your presentation should take the following form: 1. Introduce the members of your management team (Managing Director, Financial Director, Marketing Director, R&D Director etc.) 2. Give a brief presentation of your company: company mission, strategy, product range, markets, turnover, pre-tax profits, size of work-force etc. 3. Give details about the new product you are developing: general description, revolutionary features, target consumer, price, marketing plans etc. 4. Explain to the bank how you see your company developing in the future. 5. Tell the bank how much money you need and on what terms.

BRISTOL AND OWEN ASSOCIATES

You work for Bristol and Owen Associates. It is your job to listen to each company's presentation and to question each team about their project, either during and/or after their presentation. Remember, your bank is not a charity! Before you meet the companies, discuss together how you are going to conduct the meetings, what questions to ask. After meeting all the companies, decide which one you are going to lend the money to. Finally, make a formal announcement to the class, giving the reasons for your choice (Speaking File pp. 227-228).

3. The bank has lent you the money and now your products are ready to be put onto the market. The marketing departments of each company have to create suitable advertisements for the products, which will be placed in newspapers and/or specialist magazines.

Work in groups of two or three. Plan an advertisement for the product you are responsible for. Draft the written text of the advertisement, and if possible provide some rough artwork. Try to give a clear impression of how it will look when it is presented in printed form. When you have finished, present your advertisement to the rest of the class (see Speaking File pp. 228-230).

Finally, examine the other groups' advertisements critically and discuss whether or not they are effective. Suggest any changes to the advertisements which you feel would increase their impact.

Дата добавления: 2015-08-27