字幕列表 影片播放 列印英文字幕 [Music] on behalf of vision corporation I'd like to call this meeting to order this is a meeting of some of the key players in our company our top managers our purpose this morning is to hear a presentation about a new initiative for outreach and marketing and to discuss this plan with all of you this is a presentation that all of us have looked forward to this initiative marks a new milestone in the evolution of our company first it serves as an assessment of where our company is now in terms of communicating its message to its customers domestically and abroad furthermore this plan has the potential to drive our company forward by transforming our corporate outreach and marketing strategies we are delighted that all of the major contributors to this initiative are here today they will use their unique perspectives to talk about the current state of affairs in terms of outreach and marketing give details about the new proposed initiative and outline the path for implementation native rate of speech okay everybody please take a seat let's get started I've called this meeting of our top salespeople so that all of you get a chance to hear about the new plan to get our company out there in order to reach more of our potential market first we'll hear a presentation from the team that has been working on this then we'll discuss it to get your feedback and put our heads together to see if there are any other ideas while the team is getting set up let me say a few words what does this new plan mean for our company first it's a reality check on where we are right now in terms of getting our message to our customers second this plan has the potential to move the company forward one of our main challenges as you all know is staying relevant in this changing market today's presentation has some really innovative ideas about how we can do this in this lesson we learned about starting or calling at a normal rate of speech before we begin I would like to take a moment to introduce the participants who have graciously agreed to share their time with us today I believe that all of you already know me Alex Arora the CEO of vision corporation on my immediate right is Miss Hannah Graf the account representative from a marketing consulting firm she has been a visionary leader in coordinating the focus groups and helping us identify our target market on my far right the gentleman in the gray suit is mr. Chris Banda who is the senior vice president of product development over the past few months he has shown great flexibility and willingness to adapt his product features to better meet our customers needs and last but not least I'd like to introduce our senior vice president of marketing mr. Sean Edwards he has been coordinating our marketing efforts for the past seven years and his hard work is culminating in today's presentation with that I'll turn it over to our senior vice president of marketing Sean Edwards who will lead the proceedings today thank you to all of you for being here and welcome now that we have a better understand or Mille speed before we dive into the presentation I should probably start by saying that I'm Alex Arora the CEO of vision corporation just in case there is anyone here who hasn't met me in person before today could I please get our key team members to introduce themselves Hannah why don't we start with you sure I'm Hannah Graff an Account Representative from the marketing firm that has been doing the focus groups today I'll be talking about your target market it's my pleasure to join all of you today I'm Christopher Hanson the senior vice president of product development I've been tweaking our products so that it's a better fit for what our customers are looking for hi everybody I'm Sean Edwards senior VP of Marketing I've spent the past few months trying to keep up with all the great work that Hanna and Chris have been doing great thanks now I'm going to turn it over to Sean who will be running the show today I hope this normal speed thank you Alex and thank you to everyone who's here today as you know today's presentation is designed to present our recommendations about how vision corporation can increase its market share by reaching more of its potential market you should each have a copy of our handouts in front of you that corresponds to the slides up here on the screen the first slide shows our agenda for the day first I will begin with an overview of how our market share has been declining during the past 12 months and the reasons for that decline then ms graph will present the data that she gathered from the focus groups and her ideas for clarifying our target market she will be followed by mr. Hansen who will discuss adapting our product to meet market needs and he'll conclude with our main recommendations since we have limited time today please hold your questions until the end of the presentation hopefully not a stir native rate alright let me start by a saying thanks to all of you for your interest in this presentation does everyone have the printed handouts great let's start by taking a look at what we're going to cover today as you can see in this outline here we'll start off by talking about how our market share has been falling over the past year and the reasons why after that Hannah's going to tell you about the focus group she conducted and what we can learn from them she'll also share her ideas about who our target market really should be we'll finish off with Chris talking about how his team has been able to change our product so that it has more appeal to our customers then he'll wrap things up with our team's recommendations any questions so far if you have questions later on during the presentation please feel free to interrupt me at any time this time at a native rate of speech as I mentioned our market share has been sliding for the past year naturally vision corporation is alarmed by these changes and wants to understand the underlying reasons the truth is we're not entirely sure why we're losing market share but we have identified three factors that may contribute to the cause a growing number of competitors our products features and poor advertising first the number of competitors in our industry has doubled in the past year to counter this we must learn to differentiate vision corporation from the other companies second our product lacks some of the features that customers are looking for we need to improve our product and make it the best market offering third our advertising has been ineffective in reaching our potential customers we need to rethink our marketing campaigns and make sure that we're targeting the right market now I'm going to turn things over to MS Graf who will discuss the findings of her focus groups now that you better understand the this time when he's speaking more quickly as I said a moment ago our market share has taken a nosedive in the last year why we think it's a combination of three things one there's a lot more competition now than there was a year ago to our product isn't meeting the needs of the market and three our advertising is speaking to the wrong customers these are some pretty serious but not insurmountable problems so let's take a look at the solutions we've come up with first we're facing twice as many competitors as we were a year ago so we need to make sure that the customers know that vision Corp is the best in the business second we need to make sure that our product has all the bells and whistles that our customers have come to expect and third we have to revamp our marketing efforts and make sure that our ads appeal to the right group of customers Hannah can you take over now and tell us what you learned from the focus groups now you know some of the beddin native rate of speech Thank You mr. Edwards we conducted eight focus groups each with 10 to 12 people who currently use the product in this pie chart the yellow shaded areas represent those participants who buy the product from vision corporation and they comprised only 13% of the people we spoke with that's consistent with vision corporations market share segment we ask the participants what features they wanted when purchasing the product and this table shows their answers in descending order of importance as you can see across this row and down this column vision corporations current product offering includes only one of the top three most desired features finally we ask the participants to rank the product offered by vision corporation against those of the top four competitors and the results are shown in this bar chart vision corporation received the best rankings for affordability but suffered in all other categories this line graph shows that these figures have held steady over the four months we've conducted these focus groups we believe this means that your company would be justified in raising the price of its product and using the additional revenue to improve the products features or quickly thanks Shawn each of the eight focus groups we spoke with had 10 to 12 participants who are users of the product although not necessarily the one offered by Vision Corp in this table you can see that the proportion of people who use your company's product compared to the total market is fairly small at only 13% this of course means your competitors have a big leg up on the market with over 85% we asked participants what kinds of things they look for when deciding which product to buy let me walk you through this chart with my laser pointer you can see that the most important features are listed alphabetically under the header important features unfortunately your current product is only one of three most sought-after features that may be one important reason why customers are buying your product finally take a look at this bar chart which shows how your products features stack up against those of your competitors your product has good affordability but the truth is that your customers aren't that concerned about price you could easily raise your prices and use the extra money from sales to better match your product with what customers are looking for now that we've list this time when he's speaking a little bit more quickly using all of the information that ms Graf has just presented as a starting point my product development team has been trying to enhance our product to include more of the customers desired features our specific proposals were described in detail in the memo that was circulated last week so I see no reason to cover them in depth at this point in time however we do need to open a dialogue about which changes were going to implement and a timeline for doing so so as our presentation concludes I want to repeat the key points first our market share is showing a downward trend second our marketing campaign isn't appropriate for our target audience third many key features are missing from our product our recommendations are to revamp our marketing campaign and redesign our product we're facing some serious problems and we need your input in order to deal with them as quickly as possible without further ado I'd like to open the floor for discussion Shaun will be our moderator at an informal meeting this time at regular speed our product development team has been busy trying to synthesize all the data that Hannah's just presented in order to create a better product for our customers we sent out a memo last week that described our specific ideas and based on all the signatures on the routing slip it looks like most of you have already seen it so I won't repeat everything in a minute we're going to ask you to help us brainstorm even more ideas before you get your creative juices flowing let's just briefly recap the main points of this presentation our market share has taken a beating and we're missing the mark with our marketing and our product to tackle these problems we recommend creating a better marketing campaign and creating a new version of our product we're asking for your best ideas during the discussion Shawn will you take the helm now that we've gone speech when you have a question please raise your hand this will allow me to call on people one at a time and avoid having people talk over each other also please make sure that your questions are on topic who would like to begin I need to voice my concern about how the focus groups were not asked about color or design I think this would have these pardon my interruption but with all due respect mr. Hansen I completely disagree with you I understand your concern but in our experience those part of characteristics pale in comparison next to affordability and ease of use I don't have time to address your concern fully but most customers aren't interested in design as much if I may offer my opinion I believe mr. Hansen has a legitimate concern and I'm glad he asked that question but MS Graf may be right about the importance of listening to our customers however this topic is outside the scope of my expertise is a little faster let's get this show on the road this is an open discussion so who wants to start off Hana even though I've been knee-deep in your data for months there's something I have to get off my chest why didn't you ask the focus groups about our products color and design I can see your point Chris but based on past experience we know that customers mostly consider affordability and ease of use when deciding which product to buy I can't go into this in detail now but most customers just want reliability and the design is secondary Chris you've brought up an interesting point but I think Hanna is right don't take this the wrong way Chris but the interests of Engineers and our customers aren't the same but of course I'm not a marketing expert by any means again this time at a faster rate of speech mr. Hanson was MS Graf able to allay your concern good now we have time for only two more questions MS Graf my question is for mr. Hansen I was wondering whether you could expand on the section regarding product design am I correct in assuming that you want to offer the product in more colors let me see if I can shed better light on that although colors may not be as important to consumers we're of the opinion that having more variety will increase sales is that the only reason please let me finish my thought another reason which may be beyond the scope of your question is that the increase in our cost will be small have I answered your question yes certainly Chris you've made it clear for all of us and now for our final question mr. Aurora given the growing competition is it possible for us to drop this product and move into a different market can you speak to the implications this would have on our strategy we did consider that option but we quickly dismissed it we believe that we should stick to our core competencies and improve the product we currently have in at a normal speed I'm afraid we're running out of time let's take two more questions let me jump in with a question for Chris Chris I think your memo hit the nail on the head but let me play devil's advocate for a minute our focus groups weren't very interested in design why are you suggesting that we offer the product in more colors I can see your point but we think that having more colors will raise sales at least a little bit and we can do it very inexpensively oh I see that clears things up for me thanks Alex did you have your hand up I did thanks Sean what I'd like to know is whether your team has thought about developing an entirely new product and entering a different market speech unfortunately our time together is drawing to a close and we won't be able to take any more questions today I've been very favourably impressed by today's discussion but a great deal of work remains to be done I propose that we form two committees to focus on the major outstanding issues ms graf i would like you to head the first committee which is charged with developing a new marketing campaign that will help us reach our target market mr. Hansen you will be the chairperson of the second committee which will begin making the proposed product changes ASAP I would also like to establish a regular meeting schedule so that we can convene and have the committee's report back to the larger group about their progress if this time slot is convenient for everyone I propose that we meet at this time every Tuesday for the next two months at that point we can re-evaluate our situation and determine whether we would like to continue with the meetings now let's listen when he's speaking at a native rate we're almost out of time so we need to end our question-and-answer session I think we're heading down the right path with today's discussion but we still have a lot of work ahead of us for us to move ahead with these changes we'll need to create two committees one for our new marketing campaign and one for improving our product Hanna and Chris I'd like you to be in charge of each of these committees it will be important for everyone to get together regularly so that we can monitor the committee's progress let's plan on meeting once a week does this time on Tuesday work for everyone let's try it for two months and then we can make a decision as to whether we'd like to continue meeting so frequently speak more quickly Sean on behalf of all the attendees I want to thank you for leading such an interesting and productive meeting I think we have all learned something here today and we have a clear action plan for the next steps our secretary will type up the minutes for today's meeting and we'll distribute them via email for comments she will also reserve a conference room for next Tuesday's meeting and you'll be apprised of the location as soon as we know it please sign your names on this sheet of paper before leaving today so that we'll have a record of who was at today's meeting our secretary will type up a list with your contact information and will disseminate the participant list to all of you for now I'm a journey this meeting we will see each other again next Tuesday thank you to all of you for your participation and so our formal meeting has ended and with Alex speaking at a native rate of speech Sean thank you for organizing this meeting we all appreciate you telling us about the work that your team has done the new committees have a lot on their plate over the coming weeks and months our Secretary will send an email with the minutes for today's meeting please read them and let us know if you have any Corrections or additions she'll also try to find us a meeting space for next Tuesday and she'll send a reminder with that info a few days before the meeting before you leave I'm passing around this with contact information for all of you please check off your name once you've double-checked that it's correct you'll get a copy of this list within a few days so that we can all keep in touch between meetings okay everybody that's a wrap thanks for your attention see you on Tuesday and that's a wrap for our 10:00
B1 中級 美國腔 [ 中英字幕] 實用商業會議英文 English for Business Meetings( 區分正式/非正會議,各階段看時間軌 )([ 中英字幕] 實用商業會議英文 English for Business Meetings( 區分正式/非正會議,各階段看時間軌 )) 158 8 josh chen 發佈於 2023 年 12 月 17 日 更多分享 分享 收藏 回報 影片單字