RETHINKING BUSINESS  4

THINK AND DISCUSS

Answers will vary. Possible answers:

1. Some of the most successful businesses in my country are tech related, such as businesses that develop apps for the public.

2. These businesses have been successful because they are very innovative. They are different to other companies in that they are prepared to take risks and try something new.

EXPLORE THE THEME

A 1. China exports the most clothing. Australians spend the most on clothing.

2. Answers will vary. Possible answers: I find it interesting that Australians spend the most money yearly on clothes. I thought it was going to be the Japanese because I once read an article about how

much young people in Tokyo spend on clothes.

B apparel, retail, profit, rival

Reading

PREPARING TO READ

A 1. competitive

2. found

3. executive

4. brand

5. headquarters (Note: The word headquarters is both a singular and a plural noun.)

B 1. Marketing

2. competitor

3. outsources

4. shortage

5. merchandise

6. supply chain

C Answers will vary. Possible answers:

1. Uniqlo, H&M, Gucci, Chanel, Modparade

2. I think Chanel was founded in France around 100 years ago. I guess their headquarters are in France, too.

D Answers will vary. Possible answer:

Most of the brands of clothing I like are affordable, which is why I buy them. But my favorite brand is Modparade, which is special

because it makes unique clothes. It’s a smaller brand from my home country of Singapore.

E Answers will vary. Actual answers:

B

UNDERSTANDING THE READING

A b

B a (Paragraph F); d (Paragraph E); f (Paragraph C)

C 1. b; so most of Zara’s marketing serves as a reminder for shoppers to visit the stores. (Paragraph D)

2. b; In contrast, Zara once again deviated from the norm. By concentrating more than half of its production in-house … (Paragraph E)

3. b; Because of the greater flexibility and speed this approach affords, Zara does not worry about missing the boat when it comes to trends.

(Paragraph F)

4. a; Also, it runs its supply chain like clockwork with a fast but predictable rhythm: … (Paragraph F)

5. a; … “but I would have to knock my company down and rebuild it from scratch.” (Paragraph G)

D 1. around 6 (Explanation: In paragraph A, we learn that: Since its initial public offering (IPO) in 2001, Inditex … has quadrupled its sales to US$25.7 billion.If sales have quadrupled to $25.7 billion since 2001, then in 2001 sales must have been roughly a quarter of this figure, that is, just over 6.)

2. 17 (Explanation: In London, shoppers visit the average store four times a year, but frequent Zara 17 times.) (Paragraph C)

3. around 20 (Explanation: Zara makes and offers shoppers about 20,000 different items per year, about triple what stores like Gap do.) (Paragraph C)

4. 0.3 (Explanation: It devotes just 0.3 percent of its sales to ads.) (Paragraph D)

5. Zara: 15, Competitors: 60 (Explanation: This means it can design, produce, and deliver a new item of clothing to its stores in a mere 15 days, a pace that is unheard of in the industry. The best speed most of its

rivals can achieve is two months.) (Paragraph E)

6. Zara: 15, Industry Average: 40 (Explanation: The industry average is to offer 40 percent discounts across all merchandise. In contrast, Zara’s ability to design and make new clothes quickly means shorter

lead times and an ever-changing inventory. So it sells more at full price, and—when it discounts— averages only 15 percent.) (Paragraph E)

DEVELOPING READING SKILLS

A Paragraph C: From Zara’s point of view … ; At Zara, … ; By giving just a short window of opportunity to purchase a limited quantity of

merchandise, … ; In London, … ; “At Gap, …”; “Buying from Zara, …”

Paragraph D: Traditionally, …

Paragraph E: In contrast, … ; By concentrating more than half of its production in-house, … ; In contrast, …

Paragraph F: By producing products in large quantities, … ; Because of the greater flexibility and speed this approach affords, … ; When new

trends emerge; From Spain, …

B   1. a    2. a    3. b    4. b

Video

BEFORE VIEWING

A Answers will vary. Possible answers:

I know the designer Stella McCartney is known for being an animal activist in addition to being a famous fashion designer. She doesn’t use fur or leather or other materials from animals in her designs.

B 1. The company makes apparel for men and women. They are particularly known for their cashmere sweaters.

2. Answers will vary: I think a fashion brand has to make quality products while staying on trend or be forward thinking enough to be the one to

influence those trends.

C 1. eponymous

2. high-end

3. enlightened

4. artisan

WHILE VIEWING

A a, b

B 1. Staff get a 90-minute break for lunch, their workday ends at 5:30, and they are not allowed to check e-mail after they leave the office.

2. He has funded a theater, library, and school in the village.

AFTER VIEWING

A Answers will vary. Possible answer:

I think he means that taking time to enjoy beauty and nature keeps us fulfilled and makes us better workers.

B Answers will vary. Possible answers:

Both companies operate quite differently than most other fashion companies. They are similar in that they are both based in small towns instead of big cities, and they keep production local. Unlike Zara, Brunello Cucinelli is made for a high-end market. We didn’t learn a lot about how Zara treats its employees, so perhaps they are different

in this regard too.

Writing

EXPLORING WRITTEN ENGLISH

LANGUAGE FOR WRITING

A Similarities: both, equally, have in common, in the same way (that), likewise, similarly, the same is true for

Differences: although, conversely, however, in contrast (to), instead (of), on the contrary, on the other hand, whereas, unlike

B Answers will vary. Possible answers:

1. When H&M opened for business in 1947, it only sold women’s clothes.

2. In 2009, Karl-Johan Persson became H&M’s CEO.

3. Until the spring of 1971, BRS distributed shoes for a Japanese shoemaker.

4. When BRS’s relationship with the Japanese shoemaker ended, the company’s name was changed to Nike.

WRITING SKILL

C Answers will vary. Possible answers:

Organization method: Block

Notes for introduction: Apple and Samsung are both highly successful tech companies; Apple founded in Silicon Valley; Samsung founded in

Korea

Thesis statement: Although Apple and Samsung are both highly successful, these tech companies have each taken a different approach

in reaching that success.

Body Paragraph 1

Topic sentence: Apple’s approach to marketing and developing new products has worked well for the company.

Details: direct marketing, taking time to create innovative products

Body Paragraph 2

Topic sentence: Samsung refined its own unique approach to marketing and product development, which has also led to success.

Details: social media, celebrity endorsements; respond quickly to consumer interest

Notes for conclusion: quite a different approach to marketing and product development; both have been successful

WRITING TASK

A Answers will vary. Possible answers:

Industry: Technology

Company 1: Apple

Company 2: Samsung

Similarities: household names, dominate mobile phone industry

Differences: marketing strategies, product development

B Answers will vary. Possible answers:

Organization Method: block

Notes for Introduction: products, history

Thesis Statement: Although the two companies have certain features in common, they differ in terms of history, marketing styles, and the way

they develop their products.

Body Paragraph 1

Topic Sentence: Apple is a hugely influential company in the tech world.

Details: history (Silicon Valley), marketing strategies (TV ads), product development (takes long time)

Body Paragraph 2

Topic Sentence: Today, as a large conglomerate owning multiple companies, Samsung is one of the largest businesses in Korea.

Details: history (trading company), marketing strategies (celebrity endorsements), product development (quicker than Apple)

Notes for conclusion: both leaders, but different strategies; they challenge each other to make better products

REVISING PRACTICE

1. b, c, a

2. a. Founded in 1976 in the heart of Silicon Valley,Apple …

b. Founded in 1938 by Lee Byung-Chul, …

c. Finally, likewise whereas / while …

EDITING PRACTICE

1. In 1975, Steve Wozniak and Steve Jobs built the first Apple computer.

2. Founded in 1949, Adidas is now one of the world’s leading sports brands.

3. Offering innovative tech products, Samsung is one of the most successful business in Korea.

UNIT REVIEW

Answers will vary. Possible answers:

1. Zara’s headquarters are in a small town. Zara embraces stock shortages. Zara’s advertising is minimal. Zara does not outsource production. Zara produces items in small quantities.

2. Brunello Cucinelli is a high-end brand. Brunello Cucinelli’s main product is cashmere.

3. the block method and the point-by-point method

4. Answers will vary.