评论
打印
OK, Martin, I asked you to prepare the case study of Ralcona, the soft-drinks manufacturer.
好的，马丁，我让你准备了软饮料制造商Ralcona的案例研究。
Let's work through the main issues together. Now, I assume you've looked at the background? Can you give me a summary?
让我们一起来看看主要问题。现在，你已经了解了它的背景吧？你能总结一下么？
Yeah, well, Ralcona are a UK company who had one very famous drink -- Jista -- which was selling well world-wide.
当然，Ralcona是一家英国公司，他们有一款非常著名的饮料—Jista—在全世界销售。
But two years ago, when the new Chairman arrived, he decided to exploit that popularity to expand the product range.
但是两年前，当时的新董事长上任了，他决定利用这个机会扩张产品范围。
Ralcona had introduced jista into markets in Japan, Australia and several South-East Asian countries.
Ralcona将Jista引入了日本、澳大利亚和几个东南亚国家市场。
But there's recently been a slide in sales, despite the fact that jista is still holding up reasonably well against some stiff competition from other multinationals.
但是近期其销量一直在下滑，虽然jista仍抵住了来自其他跨国公司的一些激烈竞争。
OK, stop there, because I want to fill you in on the discussions that took place in the planning of this new product range -- they were very interesting.
好的，就说到这里，因为我想跟你讲一下关于这个新产品范围的计划中发生的讨论—他们非常有趣。
Inevitably, the various interested parties in the company all had very different ideas, but they all advocated caution.
公司各相关方必然有非常不同的想法，但是他们都主张谨慎。
So, for example, the finance department wanted to test the markets closer to home first,
例如，财务部想要首先对国内附近的市场进行测试，
while the marketing team were worried any new drinks would dilute the image of the core brand and so were looking at new names,
但市场团队则担心任何新推出的饮品都会稀释核心品牌的形象，因此他们正在寻找新的名字，
But across the board, the people at the top favoured launching each product separately at different times to get maximum impact for each product.
但高层想要分别在不同时期推出每一款产品以寻求每款产品的最大影响。
So that's what happened. All right, go on.
所以以上就是所发生的事情。好的，继续。
