Caferoma
case study_caferoma
What’s the reasons?
Brand loyalty Price
Copycat products
Brand image
Page 5
Байду номын сангаас
What should we do?
Page 6
It’s time to:
Take some actions Halt further decline
Page 8
Your task:
1. divide into seven groups 2. each group to discuss one topic 3. give your opinion: whether it is acceptable or feasible its advantages and disadvantages
The Brand Crisis of
Caferoma
English Case Study
Page 1
Background
It is a well-known brand of coffee. What is Caferoma? It is based is Caferoma based? Where in Turin, Italy. It is promoted as an exclusive promoted gourmets(美食家) What is Caferoma ground coffee foras? Its image is its an Italian-style What isthat ofimage? coffee. Whatstrong full-bodied flavour and a slightly its coffee? It has a is the characteristic of bitter taste. It costs more per 100 grams than set every other ground How does Caferoma almostits price? coffee product on the supermarket shelves.
商务英语综合教程3答案
商务英语综合教程3答案【篇一：商务英语综合教程3】ss=txt>一、基本信息课程编号: 024222007课程名称：体验商务英语综合教程3英文名称:intermediate business english course book课程性质: 专业基础课总学时：72学时学分：4学分适用对象：商务英语专业本科3年级学生先修课程：综合英语二、编写说明（一）课程的性质《体验商务英语综合教程》是为商务英语专业学生开设的一门专业基础课。
这门课程始于二年级下学期，与之前的综合英语课程衔接，使学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目的。
本课程横跨三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
（二）课程教学目标和基本要求本课程作为商务英语专业的基础必修课之一，从培养高级应用型商务英语人才的目标出发，理论联系实际，旨在帮助学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目标。
本课程要求学生能够掌握重点词汇的英文表达，熟悉现代市场经济条件下商务活动的各个方面和时代课题，如全球化、国际营销、技术创新、营销策略、企业文化、市场竞争、经营风险、危机管理、电子商务等等。
为了达到这些目标，本课程要求学生积极参与课堂讨论，在阅读的基础上，通过角色扮演和案例学习等方式，在完成交际任务中复用所学语言知识，提高交际能力，将自己的经历和观点融入交际活动之中。
（三）课程的重点和难点本课程的讲授时间为三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
每册的学习量均为12个单元，单元设计以语言和商务技能为主线，商务词汇、语法的学习与讨论相结合，听力和阅读部分配有角色扮演等交际活动，最后是案例分析或技能运用。
本课程重点涉及体验式的教学和学习方式，学生在形式多样的任务活动中，掌握相关的商务词汇、提高商务英语的听力、阅读和写作能力，达到语言水平和商务技能的同时提高。
商务英语
1.There are too many examples in aviation and other sectors of what has happenedto companies that have tried to do that.在航空业和其他行业中想要原地踏步而以失败告终的例子比比皆是2.People are much more likely to express anger over the phone, rather than inwriting or face to face.和书信及面对面交流比起来，人们更容易在电话上发火。
3.The problem, he says, is not just that employees at Boeing think of other countriesas being exotic.他说问题是波音公司员工不仅认为其他国家是异国他乡，与己无关。
4. A journalist from the Eastern Economist Review suggested recently that thecompany could become the target of a takeover if it didn’t sort out its problems soon. 一个来自东方经济评论的记者近来建议说如果公司不能尽快解决问题，它就会成为其他公司收购的目标。
5.It would not repeat earlier mistakes such as attempting to enter the train orboat-building business.它将不会再犯以前试图进入火车或船舶制造业的错误了。
6.He is impressed, he says, by the way in which oil companies have benefited fromlosing national images.他说，石油公司通过舍弃民族形象而获益的方法给他留下了深刻印象。
什么是拿铁什么是卡布奇诺什么是蓝山
拿铁咖啡(Caffe Latte)拿铁是最为国人熟悉的意式咖啡品项，它是在沉厚浓郁的Es presso中加进等比例,甚至更多牛奶的花式咖啡。
有了牛奶的温润调味,让原本甘苦的咖啡变得柔滑香甜，甘美浓郁,就连不习惯喝咖啡的人,也难敌拿铁芳美的滋味。
和卡布奇诺一样,拿铁因为含有多量的牛奶而适合在早晨饮用。
意大利人也喜欢拿它来暖胃,搭配早餐用。
意大利人早晨的厨房里，照得到阳光的炉子上通常会同时煮着咖啡和牛奶。
喝拿铁的意大利人，与其说他们喜欢意大利浓缩咖啡，不如说他们喜欢牛奶，也只有Espresso才能给普普通通的牛奶带来让人难以忘怀的味道。
【意大利式拿铁咖啡】需要一小杯Espresso和一杯牛奶(15 0～200毫升)，拿铁咖啡中牛奶多而咖啡少，这与Cappuccino有很大不同。
拿铁咖啡做法极其简单，就是在刚刚做好的意大利浓缩咖啡中倒入接近沸腾的牛奶。
事实上，加入多少牛奶没有一定之规，可依个人口味自由调配。
如果在热牛奶上再加上一些打成泡沫的冷牛奶，就成了一杯【美式拿铁咖啡】。
星巴克的美式拿铁就是用这种方法制成的，底部是意大利浓缩咖啡，中间是加热到65～75℃的牛奶，最后是一层不超过半厘米的冷的牛奶泡沫。
欧蕾咖啡(Café Au Lait)法国人是欧蕾咖啡最热情的拥护者，你在法国入的早餐桌上会看到肚子圆圆的欧蕾杯，里面盛的是他们一天好心情的源泉。
有趣的是，比较所有的咖啡杯，可能法国人用来盛欧蕾咖啡的杯子是最大号的。
欧蕾咖啡的做法也很简单，就是把一杯意大利浓缩咖啡和一大杯热热的牛奶同时倒入一个大杯子，最后在液体表面放两勺打成泡沫的奶油。
欧蕾咖啡可以被看成是欧式的拿铁咖啡，与美式拿铁和意式拿铁都不太相同。
欧蕾咖啡区别于美式拿铁和意式拿铁最大的特点就是它要求牛奶和浓缩咖啡一同注入杯中，牛奶和咖啡在第一时间相遇，碰撞出的是一种闲适自由的心情。
很多人搞不清楚拿铁和欧蕾之间的关系,其实拿铁是意大利式的年奶咖啡,以机器蒸汽的方式来蒸热牛奶,而欧蕾则是法式咖啡,他们用火将牛奶煮热,口感都是一样的温润滑美.作法:使用器具与材料. 深烘焙的咖啡豆适量. 牛奶适量(咖啡\鲜奶的比例为:1:1)1.以热水浸泡杯子(温杯),使其温度上升后,再倒掉多余的水分使用.2.将深烘焙的咖啡豆研磨后,将咖啡粉倒进填压器内,用压棒将咖啡粉压平,再将填压器扣住意式咖啡机萃取口,萃取出Espresso(咖啡\鲜奶的比例为1:1).3.取适量牛奶,将其置于意式浓缩咖啡机的蒸汽喷嘴下,使其蒸成热牛奶.4.将蒸热的牛奶倒进杯中.5.将杯子上下摇晃,使奶泡上升6.最后将Espresso缓缓地倒进杯中即可.维也纳咖啡（Viennese）此乃奥地利最著名的咖啡，是一个名叫爱因·舒伯纳的马车夫发明的，也许是由于这个原因，今天，人们偶尔也会称维也纳咖啡为“单头马车”。
商务英语Unit2参考答案
商务英语Unit2参考答案Unit 2 BrandsPart I Business V ocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.C1 A brand can be a name, a term or a symbol. It is used to ______________ a product from competitors’ products.A differB competeC differentiateD compareB2 Brands should add value to products. It’s a _______________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration D3 The better-known the brand name, the more people want to _______ it _______.A copy…offB send…offC break…offD rip…offA4 In the past Calvin Klein took a relatively passive _______________ to the counterfeit problem.A approachB methodC wayD modeB5 But as sales and brand ________________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyaltyD6 I’m worried about the sales of the range of fragrances we ________________ two years ago.A soldB mountedC impoundedD launchedB7 The advert stated – jokingly – that 7 million points were needed for someone to ____________ the jet.A declareB claimC announceD specifyB8 A business student, John Leonard, intends to take Pepsi Cola to_______________ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD officeD9 Customers have become less loyal to brands and are more willing to____________ to lower-priced coffee products.A trade inB trade forC trade upD trade downC10 It is ________________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD soldA11 Thank you for the _____________ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD captionC12 Y our order will be ready for shipment by February 28 and be packed _________ seaworthy containers.A byB throughC inD withinD13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen ______________ a carton.A inB atC14 Each carton is ____________ with a polythene sheet and secured by overall strapping.A liningB lineC linedD to lineB15 In addition, the packing is light ________ weight and therefore easy to handle.A toB inC atD forA16 Since a polythene bag is used for each raincoat, it is attractive and _________ for window display.A all readyB alreadyC all readinessD readinessB 17 ____________ regard to packing in cartons for your order, we would like to give you our comments as follows.A AsB WithC ForD AtA18 Cartons lined with plastic sheets can be well protected ____________ moisture, for they can be secured by overall strapping.A againstB forC byD throughC19 Since the trace of pilferage is ___________ more evident, it is easier to file a claim against the insurance company.A manyB lotC muchD fewerB20 Therefore, cartons are convenient ____________ handle and quite suitable for ocean transportation.A forB toPart II Phrase Translation 1 国际品牌International brand2 民族品牌National brand3 品牌商品Branded goods4 品牌管理Brand management5 ⾼档品牌luxury brand6 经典品牌Classic brand7 品牌知名度Brand awareness8 品牌形象Brand image9 品牌忠实Brand loyalty10 品牌延伸Brand stretching11 物有所值V alue for money12 公司战略Corporate strategy13 许可权利Licensing right14 时装设计师Fashion designer15 快餐公司Fast food company16 ⼴告宣传活动Advertising campaign17 研磨咖啡Ground coffee18 市场份额Market share19 消费者调查Consumer survey20 细分市场market SegmentPart III Sentence Translation1.The aim of the advertising campaign is to enhance brand awareness so thatconsumers become more familiar with our coffee products.⼴告宣传活动的⽬的是提⾼品牌知名度以便于消费者更加熟悉我们的咖啡产品。
商务英语unit 2 caferoma (3)
Copycat products
Competing brands of Italian-style ground coffee at prices 30% to 40% lower than Caferoma's price have cut into Caferoma's market share.
solution 3: differentiated value
the traditional hand grinding process
solution 2: Improve product quality
imports are the most authentic coffee beans
brewing out fragrance thich Italia-style coffee flavor
Enjoy
Coffee is a kind of mood, a kind of emotional appeal. It is not enough to eat not to the cold, but it can help your spirit and comfort your taste buds, and your spirit is satisfied...
problems
brand loyalty
Consumers have become less loyal to brand and are more willing to trade down to lower-priced coffee products.
In the last two years,caferoma's share of the European quality ground coffee market has declined by almost 25%.There are several reasons for this:
商务英语综合教程2 writting作文
Case Study1.Choose one case and write a paper according to the requirements.2.Submit your paper in hard copy.3.At least 500 words.4.Deadline: Week 145.NO PLAGIARISMCase 1 - Valentino ChocolatesBackgroundValentino Chocolates are made in Turin. They are luxury products with a unique taste, and have won many international awards.ExpansionThe company has expanded rapidly over the past ten years. It now has almost 300 employees, 75 company-owned shops, and a turnover of €90 million. However, in the last two years, sales growth has slowed down and costs have risen. This has caused a fall in profits.Reasons for falling profitsPricesProductionDemandStaff moraleListen to a excerpt from a board meeting. Make notes under the four headings above. Valentino's main products (as a % of turnover)1.Valentino Classic Bars 25%2.Raw chocolate 8%3.Packaged chocolates 55%4.Exclusive handmade chocolates 5%5.Chocolate drinks 6%6.Biscuits and cakes 1%The futureValentino's owners have set aside €1.5 million to invest in their company so that it continues to expand and becomes an international business. Here is an excerpt from acompany profile that a business journal did recently:" Valentino can continue to grow, but only if it develops new products and finds new markets."So, the problem is: how should Valentino invest the €1.5 million? Chart 1 lists the ways in which it could do that.Chart 1 Investment optionsOption Cost Benefit1. Buy new machinery €200,000 End the delays caused by the old machinesbreaking down2. Invest in more research and development €200,000 Develop new products such as a low-fat chocolate drink, new biscuits / cakes3. Buy out a localcompetitor€1.5 million Reduce local competition4. Set up a factory in the US €1.3 million Manufacture chocolates in a major new market5. Finance a market survey and research trips to the US €100,000 Assess the market potential for Valentino products Contact agents6. Invest in an existing group of cafés €500,000 Become a partner in cafés which sell and promote Valentino chocolates7. Set up online sales €150,000 Increase sales and profits8. Buy a new fleet of cars €500,000 Increase motivation of the sales staff TaskYou are directors of Valentino. In order to solve the current problems of the company and enable Valentino to become a competitive international business, please write an investment plan to your CEO to analyze how to invest €1.5 million. You have to:list the investment options you have chosenGive arguments for each option, as well as cost and anticipated benefit.Case 2 - CaferomaBackgroundCaferoma, a well-known brand of coffee, is owned by PEFD, a company based in Turin, Italy. It is promoted as an exclusive product for people who love ground coffee. Its image is of an Italian-style coffee. It has a strong and slightly bitter taste, and costs more than almost every other ground coffee product on the market.ProblemsIn the last two years, Caferoma's share of the quality ground coffee market has declined by almost 30%. There are several reasons for this:A) Brand loyalty: Consumers have become less loyal to brands and more price conscious. They are willing to buy lower-priced coffee products.B) Price: Supermarkets are selling, under their own label, similar products to Caferoma at much lower prices.C) "Copycat" products: Competing products of Italian-style ground coffee are selling at prices 30 to 40% lower than Caferoma.D) Brand image: the Caferoma brand no longer seems to be exciting and up-to-date.Market share European quality ground coffee Top fiveEuropean coffeebrandsOther brands Supermarket ownlabel brandsCaferomaTop fiveEuropean coffeebrandsOther brands Supermarket ownlabel brandsCaferomaSales outlets as a (%) percentage of Caferoma sales 0102030405060H o t e l sR e s t a u r a n t s S u p e r m a r k e t s S p e c i a l i s t s h o p s 2 years ago last year2 years agoLast yearFocus group resultsDo you think Caferoma is ... % of people answering "yes" Expensive? 60Value for money? 43Good quality? 70Old-fashioned? 80Exciting? 23Exclusive? 55Possible solutions1.Repositioning the productChange Caferoma's image to appeal to a different market segment. (Which segment? What changes to taste, quality, packaging, logo, labeling, distribution?)2.PricingReduce the price by, say, 20% to 30% so that it is in the medium range of prices.3.AdvertisingDevelop a new advertising campaign to relaunch the brand.4.Multiple brandsSell Caferoma, which small changes to product, under different brand names at lower prices.5.Own brand label productsAllow supermarkets and hypermarkets to sell Caferoma under the supermarkets' own brand labels. Continue to market the Caferoma brand at the same time.6.A new productBring out an instant coffee or decaffeinated product under the Caferoma brand as soon as possible.7.Stretching the brandAllow some makers of coffee equipment ( cafetieres, percolators, coffee machines, etc.) to use the Caferoma brand on their goods, for a licensing fee.Listen to the latest newsClaudia, Caferoma's Marketing Manager, has some recent news from one of Caferoma's biggest customers, Majestic Hotels, a major European hotel chain. She discusses the news with Caferoma's Sales Director, Pietro. Listen to their conversation. How does this new information affect your decisions?TaskYou are a member of PEFD's marketing team. Please write a report to Caferoma's Managing Director, Mario Cumino. You may analyze the advantages and disadvantages of each solution. Then decide what to do to stop the decline in the product's market share and to increase profits.。
cafeteria词根词缀
cafeteria词根词缀Cafeteria（自助餐厅）一词的词根词缀来源于法语“café”和拉丁语“cafeterium”。
这个词根词缀在英语中被广泛使用，形成了一系列词汇，涉及到餐饮、咖啡和休闲等领域。
在本文中，我们将探讨这个词根词缀的含义和应用。
一、词根词缀的含义"Cafeteria"一词的词根词缀“caf”和“teria”具有不同的含义。
前者来自法语“café”，意为咖啡馆或休闲场所；后者来自拉丁语“cafeterium”，指的是公共食堂或供应饮食的场所。
因此，“cafeteria”这个词同时包含了咖啡馆和自助餐厅的意义。
二、应用领域1. 餐饮业：词根词缀“cafeteria”在餐饮业中被广泛运用。
它可以用于命名各种类型的餐厅，例如咖啡馆、餐馆和自助餐厅。
这些场所提供各种食品和饮料选择，顾客可以自由选择。
自助餐厅尤其受欢迎，因为它们提供了更多的选择和灵活性。
2. 教育机构：在学校和大学中，cafeteria常被用作学生就餐的场所。
学生在自助餐厅享用营养均衡的饭菜，以满足他们的日常能量需求。
此外，这些场所还提供了一个社交空间，学生可以在这里与朋友聚会和放松。
3. 公共机构：许多机构和组织在其内部设有cafeteria，为员工和访客提供方便的用餐选择。
这些公共机构的cafeteria往往提供各种菜肴，以适应不同人的口味和饮食习惯。
4. 娱乐场所：一些娱乐场所也设有cafeteria，以满足游客在游玩中的用餐需求。
这些场所可以是主题公园、电影院、剧院或体育场馆。
游客可以在参观或观看表演时，在cafeteria享用美食和饮料。
5. 其他领域：除了上述领域，cafeteria的概念也可以用于类似的场所，如航空公司提供的餐食服务、医院提供的病人饮食选择等。
这些地方使用cafeteria的概念，为用户提供便利和多样化的选择。
三、总结通过对cafeteria词根词缀的探讨，我们了解到它来源于法语和拉丁语，意为咖啡馆和自助餐厅。
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Solutions
Pricing Reduce the price by, say, 20% to 30% to make it more competitive. (Consumers are more willing to trade down to lower-priced coffee products.)
Thank you!
Caferoma
Class: Electronic Commerce Student ID: Speaker:
Background
Caferoma, a well-known brand of coffee, is owned by the Pan European Food and Drink Company(PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong full-bodied flavour and a slightly bitter taste. It costs more per 100 grams than almost every other ground coffee product on the supermarket shelves.
Other brands Supermarket own label brands Caferoma Top five European coffee brands
Last year
This year
Reasons
Brand loyalty: Consumers have become less loyal to brands and are more willing to trade down to lowerpriced coffee products. Price: Supermarkets have been producing, under their own label, similar products to Caferoma at much lower prices.
Reasons
‘Copycat’ products: Competing brands of Italianstyle ground coffee at prices 30% to 40% lower than Caferoma’s price have cut into Caferoma’s market share. Brand image: Consumers surveys show that the Caferoma brand no longer conveys a feeling of excitement and enthusiasm, and that it does not give the impression of being up-to-date and contemporary.
Problems
In the last two years, Caferoma’s share of the European quality ground coffee market has declined by almost 25%.
Market share,European quality ground cofsing Devise a new advertising campaign that contains new message and special promotion. (Advertising is one of the most important part in market share. So we should strengthen the advertising promotion.)
Solutions
Brands Improving the brand image. (We should establish and improving the brand image and arouse the customers’ brand awareness. We can select manufactures of coffee equipment to use the brand on their goods – for a licensing fee, of course.)