LB160 Professional Communication Skills for Business Studies

Mid-Term Assessment

First Semester 2012-2013

ANSWER KEY AND MARKING GUIDE

Student's Full Name: ______

Student's ID: ______

Tutor's Name: ______

Section Number: ______

EXAM COMPONENTS, GRADES AND TIME YOU ARE ADVISED TO SPEND ON EACH SECTION:

SECTION / MINUTES / TOTAL POINTS / EARNED POINTS*
PART I: DEFINITIONS / 10 / 5
PART II: SHORT ANSWER QUESTIONS / 40 / 12
PART III: ESSAY QUESTIONS / 70 / 13
TOTAL / 120 / 30
TUTOR REMARKS *
Tutor's comments: ______
______
______

* To be filled by tutor.

PART I / DEFINITIONS
  1. Briefly explain only 3 of the following terms: (3 points)
  1. High level information: Information about the general situation.
  2. Writer: is one of the features of a case study which answers the question if it is a business studies lecturer or a journalist?
  3. Explain: make something clear or give reasons for something.
  1. Compare:To look at the similarities between two things. For example, a comparison of the sales growth or the management policies of two companies.
  1. Essay: Is a particular type of text written by students as a way of learning or for assessment purposes.
  1. For each of the expressions below in the left column, circle the expression in the right column that is similar in meaning. Then, fill in the blanks with the appropriate expression from the left column. (2 points)

Abusive / a. Renewed b. Exploitative c. International d. Development
Working conditions / a. Management practices b. Publicity c. Vendor organisations d. Rate of pay
Consumer boycott / a. Working conditions b. Management practice c. Press release d. Shopper protest
Denounce / a. Join b. See c. Criticise d. Call for

Despite this, the company came in for renewed criticism from development campaigners in 2002. The campaign group Africa Forum joined together with Unite, the international union of textile workers, to publicise and denounce what they saw as ‘abusive working conditions - a combination of long hours, low pay, health hazards and exploitative management practice- among Gap’s suppliers in at least six countries. In a press release the campaigners called for a consumer boycott during the run-up to Christmas 2002.

RB1, p.139, Extract D

PART II / SHORT ANSWER QUESTIONS
  1. Below is an extract of a case study. Identify the 6 features of a case study that best describe this extract. (3 points)

Handy Snack (Distributing) Co. is a food and drink distribution company with more than 1500 employees and gross annual sales in excess of $52 million. The company purchases snack foods (peanuts, crisps, etc.) as well as bottled and tinned drinks (ranging from fruit juices to exotic alcoholic drinks), and distributes them to independent retailers throughout the UK and Ireland. Competition in the industry is intense and competitors (like Sunflower Incorporated) are continually updating product lines in a bid to gain market share.

RB1, Extract 1.2, p.5

  1. Content: organisation
  2. Organisation: description
  3. Language: Formal/impersonal
  4. Writer: Lecturer
  5. Reader: Student
  6. Purpose: Education
  1. From the below essay introduction, write down in the blank column words which contribute to a good introduction.(4 points)

Explain why Nike is the biggest training shoe company in the world.

For Nike to compete with other brands of training shoe it has developed a marketing strategy brand highly desirable. The technique of communicating an ‘image’ is paramount in promoting the symbolic status of the goods it is selling. The marketing of the Nike brand draws upon an emotional appeal for the product that indicates individual success, personal achievement and self-fulfillment. The use of the famous ‘Just do it’ advertisement slogan epitomizes this marketing technique by initiating, in a vague manner, that with Nike shoes on your feet, anything is possible. Nike’s advertising companies seek to ‘shift the selling point away from the product itself and into a world of their own making’.

RB2, Extract 1.3, p. 5

Words that contribute to a good introduction / Examples
Words which link back to the title / Nike, training shoe,
Words which identify the key concepts in the essay / Communicating an image
Words which state the central argument of the essay / Nike’s advertising companies seek to ‘shift the selling point away from the product itself and into a world of their own making.
Words which say how the essay will be organized / None
  1. Read the extract carefully and apply the problem-solution pattern of analysis to it. (5 points)

Extract A

Recognising the importance of the supply chain
In many respects, Gap’s long term success depends upon its supply chain. However, as the case study points out, Gap clothing was produced in three thousand factories in over fifty countries in 2002. For a multinational corporation such as Gap, the selection process is perhaps manageable but with so many factories to oversee, the monitoring process would require an army of vendor compliance officers. Reducing the number of suppliers that the company uses might overcome this problem (see Toyota case study, Study Guide, Module 3) but a better way would be to try to integrate external suppliers into the Gap ‘system’. Obviously, when one part of the system fails, it has adverse effects on other parts so it is in Gap’s interest to integrate external vendors into its own system of production, distribution, standards and ethics. In this sense, the supply chain is not just about what Gap does but also about the way that it does it.

B 1, p. 173

a)What is the starting situation?

Gap clothing was produced in three thousand factories in over fifty countries in 2002

b)What is the problem?

Gap has found it difficult to manage the vendors successfully

c)What solution has been proposed?

2 solutions are suggested: 1.Reducing the number of suppliers that the company uses might overcome this problem 2.but a better way would beto try to integrate external suppliers into the Gap ‘system’

d)What is the evaluation of the solution?

Trying to integrate external suppliers into the Gap ‘system’ is better than reducing the number of suppliers.

e) What is the justification of the solution?

when one part of the system fails, it has adverse effects on other parts so it is in Gap’s interest to integrate external vendors into its own system of production, distribution, standards and ethics. In this sense, the supply chain is not just about what Gap does but also about the way that it does it.

PART III / ESSAY QUESTIONS

A. Carry out a SWOT analysis on the following business extract

1. Fill chart A to identify each of the factors(2 points)

2. Use the information in Chart A to write a 150 word essay (5 points)

Gap, the Californian-based fashion chain which started as a single shop in 1969, is by all accounts a retail phenomenon. Trading under the three labels Gap, Old Navy and Banana Republic, its worldwide estate extends to 3,157 stores. With 130 stores, Britain is its largest international market, well ahead of Japan, Canada and France. About 153,000 people work for the company worldwide.

But after a long decline, the future of the American fashion chain is in doubt as its founders consider a sale or a break-up of the retail empire. The company has been suffering falling sales ever since 2004. Gap has admitted a ‘disappointing customer response’ to its products over the last few years. Its shares are less than half the level of their peak in 2000. Such results contrast sharply with the growing popularity and success of lower-priced high street fashion chains with which it is unable to compete.

Some people suggest that Gap started to lose its sharp sense of customers’ tastes especially when long-serving chief executive Mickey Drexler left in 2002. He was replaced by a former Disney’s theme parks, Paul Pressler whose background is in marketing rather than fashion. Retail analyst David Stoddard argues that ‘if you look at {Gap’s} advertising and marketing, the strong message you get is that it doesn’t know what it is or who we are’

In its aggressive bid to restore credibility and a once – greatly-coveted market share, Gap in the US is now focusing on its traditional strengths- jeans, T-shirts, hooded sweatshirts and khakis-to win back customers. It is also improving the quality of its fabrics. Gap which once was at the centre of sweat labor claims is now greatly admired for its supply-chain management. It is also part of the charitable Red initiative with 50 percent of profits on certain items going to organizations fighting Aids in Africa. But this may be too little, too late.

(Resource book 1 pp. 58, 59)

Chart A(2 points)

Strengths
Gap is by all accounts a retail phenomenon
traditional strengths- jeans, T-shirts, hooded sweatshirts and khakis
Gap is now greatly admired for its supply-chain management
It is part of the charitable Red initiative with 50 percent of profits on certain items going to organizations fighting Aids in Africa / Weaknesses
the future of the American fashion chain is in doubt as its founders consider a sale or a break-up of the retail empire
The company has been suffering falling sales ever since 2004
Its shares are less than half the level of their peak in 2000
Gap started to lose its sharp sense of customers’ tastes
Gap … once was at the centre of sweat labor claims
Opportunities
… its aggressive bid to restore credibility& market share
Gap is improving the quality of its fabrics
Gap is now greatly admired for its supply-chain management / Threats
The growing popularity and success of lower-priced high street fashion chains with which Gap is unable to compete.

Content (3 points)

Language and Organization (2 points)

Organization: The essay should include:

  • An introductory section with a thesis statement that clearly expresses the main idea and tells the reader what to expect
  • The Support should be developed in body paragraphs each of which states a clear idea in the topic sentence and sufficiently supports it
  • Use of relevant ideas/supporting sentences and vocabulary to support the thesis statement
  • Transition/linking words
  • Concluding section that clearly restates the main idea and has a clear concluding/closing signal

Language: the following linguistic elements should be observed:

  • Sentence grammatical structure: [verb forms, tenses, s-v-agreement, etc.]
  • Mechanics of writing: punctuation, spelling, and overall paragraph format/layout

B. Write a well organized essay of 150 words on ONE of the following topics. (5 points). Fill chart B before you write the introduction (1 point)

Chart B (1 point)

Words that contribute to a good introduction / Examples
Words which link back to the title
Words which identify the key concepts in the essay
Words which state the central argument of the essay
Words which say how the essay will be organized

1. Carry out a STEP analysis on theextract about trainer companies.

While Nike, Adidas and Reebok all aim for athletic credibility, the design of their shoes must incorporate the influences and styles of popular culture.They are also able to profit from beneficial trade and tariff agreements, whenever they exist. The ‘messages’ they use to communicate with various groups of consumers need to be tailored to suit the different market sectors for which they manufacture shoes, while maintaining the integrity of their brand identity. Sales of full-priced trainers have also been threatened by supermarket chains importing goods from unauthorized suppliers and selling them at a big discount.Trainer manufacturers have also responded to the growth in e-commerce- ales of training shoes via the internet. Nike sells shoes via its own website, Nike.com, and also owns internet shoe retailer FogDog.

RB1, Extract 2.1, p.26

Content (3 points)

Sociological:

While Nike, Adidas and Reebok all aim for athletic credibility, the design of their shoes must incorporate the influences and styles of popular culture.

The ‘messages’ they use to communicate with various groups of consumers need to be tailored to suit the different market sectors for which they manufacture shoes, while maintaining the integrity of their brand identity.

Technological:

Trainer manufacturers have also responded to the growth in e-commerce- ales of training shoes via the internet. Nike sells shoes via its own website, Nike.com, and also owns internet shoe retailer FogDog.

Economic:

The ‘messages’ they use to communicate with various groups of consumers need to be tailored to suit the different market sectors for which they manufacture shoes, while maintaining the integrity of their brand identity.

Sales of full-priced trainers have also been threatened by supermarket chains importing goods from unauthorized suppliers and selling them at a big discount.

Political:

They are also able to profit from beneficial trade and tariff agreements, whenever they exist.

Language and Organization (2 points)

Organization: The essay should include:

  • An introductory section with a thesis statement that clearly expresses the main idea and tells the reader what to expect
  • The Support should be developed in body paragraphs each of which states a clear idea in the topic sentence and sufficiently supports it
  • Use of relevant ideas/supporting sentences and vocabulary to support the thesis statement
  • Transition/linking words
  • Concluding section that clearly restates the main idea and has a clear concluding/closing signal

Language: the following linguistic elements should be observed:

  • Sentence grammatical structure: [verb forms, tenses, s-v-agreement, etc.]
  • Mechanics of writing: punctuation, spelling, and overall paragraph format/layout

OR

  1. What is a problem? Write briefly explaining the relationship between problem and perception. Give appropriate examples.

Content (3 points)

  • A problem describes a negative situation – a situation which threatens or challenges an individual, a group or an organization.
  • Problems are a matter of perception.
  • One person may perceive a situation as a problem while someone else may be quite satisfied with the same situation.
  • While the administrator in Scenario A is struggling to adapt to the increased pressures of her new job, another person in a similar situation might thrive on the same challenges.
  • While the newspaper journalist in Scenario B finds the noise levels of the open-plan distracting to his work, someone else might consider the ‘buzz’ of this kind of environment energizing and productive.
  • While the middle manager in scenario C feels undervalued and demotivated, another person could be happy with the routine familiarity of the same work and would not welcome the increased responsibility that a promotion might bring.
  • In scenario D, while the threat of redundancy is understandably a concern, particularly if alternative employment opportunities are scarce, people who already had plans to leave, or who were close to retirement, could consider the offer of redundancy pay a welcome bonus.

Language and Organization (2 points)

Organization: The essay should include:

  • An introductory section with a thesis statement that clearly expresses the main idea and tells the reader what to expect
  • The Support should be developed in body paragraphs each of which states a clear idea in the topic sentence and sufficiently supports it
  • Use of relevant ideas/supporting sentences and vocabulary to support the thesis statement
  • Transition/linking words
  • Concluding section that clearly restates the main idea and has a clear concluding/closing signal

Language: the following linguistic elements should be observed:

  • Sentence grammatical structure: [verb forms, tenses, s-v-agreement, etc.]

Mechanics of writing: punctuation, spelling, and overall paragraph format/layout

1