BUSINESS-REPORT商务英语写作

文档文档BUSINESSREPORTINCREASINGTHEDEPARTMENTSTORE’SPROFITSFORINCREASINGTHEDEPARTMENTSTORE’SPROFITSPreparedforJohnSmithGeneralManagerHARRODSdepartmentstorePreparedbyPeterAlbertChiefTWCBJuly15,2013MEMODATE: 07/15/2013TO: JohnSmithFROM: PeterAlbertSUBJECT: INCREASINGPROFITSHereisthereportyourequestedonJul.12,2013onthedepartmentstore’sprofits.Youruneasinesswasright.Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,thentheprofitsfellsharply.Thesolutionstotheproblemareclear.Weneedtotakesomecaresinothermarketing.Setupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.Maketransitionofservicemodetofollowtheconsumerdemands.Thankyouforgivingmetheopportunitytoworkonthisassignment.Ifyouhaveanyquestionsaboutthereport,pleasecallme.ExecutiveSummaryInthepastsixmonths,theprofitsofHarrodsdepartmentstore’sfellsharply.Asaresult,severalsimilarfamousstoregroupsarenowheavilyindebt.Thereportstudiesthecauseofthefellandrecommendssolutionstotheproblems.CausesofthefellWehavefoundthreecausesrelatingtothefell:MarketPositioningisinflexible.TheForeignmarketdevelopwell.Serviceconceptwasoutofdate.Somepositionsandserviceconceptsareoutofdate,itlowercustomersatisfaction.Wealsofoundthatalargenumberofstaffnumbersandmanagers lack awareness to follow with concept.Harrodsdepartmentstoremaystarttrainingtheirstafftokeepupwithmodernidea.MeasurestoIncreasetheProfitsSetupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.Training staff. Make transition of service mode to follow consumerdemands.EstimatesforImplementingtheProposalMostoftheexpensesof implementingthemeasureswillbeonsetupnewstoresandexpandforeignretailchains.Theyareestimatedtobe25,0000pounds.TableofContentsExecutiveSummary ⅲIntroduction 1Purpose,Scope,andChallenges 1Methods 2TheDecreasingProfitsinHarrodsDepartmentStore 225%Decreasingcomparedwith2011 2AverageProfitsin2011&2013 2MajorCausesoftheDecreasing 3ImpactonHarrodsDepartmentstore 4MoreFundsNeededtoIncreasingProfits 4JeopardizingtheBrandReputation 4MethodsforIncreasingtheProfits 5ThreeWaystoIncreasingtheProfits 5TheFundNeededtoCarryOuttheMeasures 6ConclusionsandRecommendations 6SupplementaryParts 7Appendix 7Bibliography 8PAGEPAGE8PartOneIntroductionInlastseveralmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Ourcompany,TWCB,asrequestedthesolutionbyHarrodsdepartmentstore’smanager,weimmediatelylookedintothematterandfoundthreeproblemswhichmayhavecausedthedecreasing.Thefiscalthirdquarterofthisfiscalyearwillendintwomonths.Wewilldoeverythingtosolvetheproblemsbeforecustomersswitchandnevertoreturn.Inthisreport,Iwilldescribetheproblemswefoundinthedepartmentstoreandproposethreepossiblemeasurestosolvethemandtheestimatedcost.Purpose,Scope,andChallengesPurpose:thepurposeofthisreportistoanalyzewhatcausedtheproblemandhowcanwesolveitassoonaspossible.Thereportgivestheresultoftheinvestigation.Scope:weimmediatelyformedtwoteams,oneofwhichcheckedthedepartmentstoreregularlyandtheotherconductedasurveyoncustomer.Thefirstteamhangsaroundthestorefor7daysinarowandconstantlydoessomeshoppingtoseehowtheservicefeelslike.The second team designed questionnaires collecting commentsonthestore.Theresultwasnotasbadaswehadexpected.Butthestoreshoulddosomethingbeforeitbecomesarealproblem.Challenges: the department store has been facing tremendouschallengesandpressureasthenumberofcompetitionsgrowsathighspeedeachyear.Forinstance,somecustomersselectonestorevisitregularlyout of ten.Our storeis facingincreasingcompetitivepressure.MethodsWeconductedtheinvestigationthroughtwomethods:interviewsandquestionnaires.Wesentout1000questionnairesand800customersrespondedtothem.300customerschosenrandomlyfromcustomerquestionnaire’snumberswereinterviewed.PartTwoTheDecreasingProfitsinHarrodsDepartmentStoreInlastsixmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Wedidresearchonthedecreasingproblem.25%Decreasingcomparedwith2011Total-25%Aftertheresearch,wefoundthatunderthestrategyofHarrods,toofferawidechoiceofproductsandpersonalizedservice,thedepartmentstorehasworkedwelluntilrecently.Lastyear,however,profitsfellsharplyandresultsforthefirstsixmonthsofthisyearhavebeendisappointing.ThenwedidacomparingwiththisprofitsfromJanuarytoJunein2011and2013,thereistheTotal-25%MonthJan.Feb.Mar.Apr.May.Jun.Year201121%23%18%20%25%17%201317%19%14%16%20%13%AverageProfitsin2011&2013Aftercomparedwithourownprofitsin2011,oneofourteamdidresearchonourcompetition’saverageprofitsin2011&2013.Hereisthetable(onnextpage):32.521.545%40%45%40%35%30%25%20%2013201115%10%5%0%Q1Q2Q3Q40.50Fromthetable,wecanseethat,whenHarrodsdepartmentstore’sprofitsdecreasingsharplyinthistwoyear,thecompetitionhasgrownalot;itgivesusagreatcompetitivepressureatnowandfuture.Weneedtodosomethingtochangethebadsituation.MajorCausesoftheDecreasingFromtheresearch,wecanseethemajorproblemswhichcausedthedecreasing,andwesummarizedthemasfollows:Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,ourmarketpositioningisinflexible.As economic globalization becomes strong, our foreign marketshoulddevelopmoredeepandwidely.Our strategyis good, but it didn’t pay attentionto shoppingfashion.Serviceconceptwasoutofdate.Wemusttakeconcretemeasurestosolvealltheproblems.PartThreeImpactonHarrodsDepartmentstoreThedecreasingoftheprofitsnotonlymadedamagetotheeconomicinterestsofHarrodsdepartmentstore,itwillsalsojeopardizingtheHarrods’brandreputationandthenwhenweneedmorefundstoincreasetheprofitswillbeveryhard.MoreFundsNeededtoIncreasingProfitsIndeedtoincreasingthedepartmentprofits,weshoulddoalotofresearchandwork.Tomakeaperfectsolution,alltheprojectswillspendalotofmoneytogetthemostaccurateanswer.Duringthewholethings,wewillcooperatewithmanyfamouscompaniesoninvestigationordoingbusinessexpanding.Tomakesureeverythingismovingonscheduleandiswithinthebudget,wewillmakeanaccurateexpense,andexpecttocompletetheprojectwithoutexceedingthebudget.JeopardizingtheBrandReputationWiththeresultofourquestionnaire,wecanseethat:amongthe800customers,650areemployeesandrestsofthemareteenagersandseniorcitizens.Intheemployeesgroup,25%ofthemwithanannualincomeof100,0000￡ormore,andothersannualincomeisabout30,000to80,000￡.Thehighincomegroupdidn’tshowanyunsatisfactorytotheserviceandproduct.Butinthemiddleincomegroup,manyofthemwantvalueformoneyandtofeeltheyhavegotabargainandserviceswhichmakelifeeasierorsavetime,whichtheythinkHarrodscan’tservewell.MethodsforIncreasingtheProfits

PartFourTheworkingteamhasworkedoutmethodstoincreasetheprofitsofthedepartmentstore.Wewilldependonmarketingpositioning,foreignmarket,andtrainingnewserviceconceptasourmainapproachestoourcustomers.ThreeWaystoIncreasingtheProfitsToattractcustomerswewillrebuildourdepartmentstoretomakeaplace for some discount goods. And in other city area, likecommunitiesandshoppingmall,wewillsetupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.Butasthelonghistoryandspecialbrandcharmwehas,ourstoreswillbeverydifferentfromothers.Wewilldevelopanewmessagetoourpotential customers, that “Luxury culture also can be anApproachableThemessagetogetherwithpicturesshowingfeaturesofournewstoreswillbeadvertisedinthelocalpapers,magazines,andournewcatalogs.AlthoughHARODDSisasuccessfuldepartmentstoreinLondonandhasmanychainstoresinNewYorkandItalian,wecan ’tignorethemegaconsumermarketinsomeAsiancountries,likeChinaandJapan.Thesecountriesownalargeconsumerpopulation,whichmakesthemconsumermarketswithgreatpotentials.Soweshouldtrytoconnectwiththoselocalbusinessmentoexpandourforeignretailchainsanddevelopforeignmarkets.Withasurveyshowsthat:astheEnglishpopulationages,oldergroupswillprovideopportunitiesforsalesgrowth.AndnowadaystheEnglishconsumerswantvalueformoneyandtofeeltheyhavegotabargain.Britainismovingfromaluxuryculturetoaconvenienceculture.Peoplewantserviceswhichmakelifeeasierorsavetime.Sotheoldserviceconceptwasoutofdate,weshoulddoaseriesoftrainingstoimproveawarenessoftheshoppingfashionandtheircompetenceincompetinginthemarket.Thetrainingmainlyfocusesonhowtoservecustomerinapleasantway.Thenmostofpotentialcustomerswillswitchtoourstores.PartFiveTheFundNeededtoCarryOuttheMeasuresTheestimatedcostsforthemeasuresaresummarizedbelow:Trainingstaff 5,0000￡Rebuilddepartmentstore& 12,0000￡SetupnewstoresExpandingforeignretailchains 8,0000￡ConclusionsandRecommendations

PartSixAlthough problems exist,greatbusiness potentialis waiting to beexploited.Wehavecalculatedthatallthemeasuresshouldbringanincreaseinprofitsby23%inthreemonths.Underaimprovedserviceconceptandcreateamorecomfortableshoppingenvironment,Harrodscanremainhighinprofitabilityandoffsetthethreats.TheOfficehasworkedoutthreerecommendations:Set up a committee (composed of managers, representativesandgovernmentstaff)tomonitortheservice.Carryouttrainingforthestaffandmanagers.Advertisethefeaturechangesofthestoreonthelocalnewspapers.SupplementaryParts

PartSevenAppendixQUESTIONNAIREOFTHEHARRODS’GOODSANDSERVICESThisquestionnaireisdesignedforHarrodsdepartmentstore’sproblemsandfutureimprovementonitsgoodsandservices.Andwe’dliketocollectyourfeedback.Youdonothavetowriteyournameonthem.Youareaskedtofillinscalesandwriteconstructivesuggestionstoimproveit.Weappreciateyourtimeandeffortsverymuch!Selectyouranswersasfollows:5isahighlypositiveresponsetoaparticul