Английский язык. Практический курс для решения бизнес-задач Пусенкова Нина
5. double-digit a – двузначный
6. operating earnings – операционный доход
7. acquisition n – поглощение; приобретение
acquire v – поглощать; приобретать
8. emerging market – развивающийся рынок
9. asset n – актив
10. merchandise n – товары, торгуемые в розницу
11. chain of command – цепочка (иерархия) подчиненности
12. entrepreneur n – предприниматель
entrepreneurship n – предпринимательство
entrepreneurial a – предпринимательский
13.lever n – рычаг
14. agenda n – повестка дня
15. division n – подразделение, деление; разделение
16. creativity n – творчество
create v – создавать
creative a – творческий
17.borrowing n – заимствование
borrower n – заемщик
borrow v – заимствовать
borrowed a – заемный
18. gap n – разрыв
19. gain n – повышение, рост (курса акций, цены); прибыль, доход, выгода
gain v – зарабатывать, добывать, выгадывать, выигрывать; получать, приобретать, достигать, добиваться
gainful a – доходный, прибыльный, выгодный; оплачиваемый
20. implementation n – претворение в жизнь
implement v – претворять в жизнь
21. equipment n – оборудование
equip v – оборудовать
22. approval n – одобрение, утверждение
approve v – одобрять, утверждать
23. return on investment (ROI) – доходность инвестиций
24. facility n – (производственная) мощность, здание; кредитная линия, схема кредитования
25. report n – отчет, доклад; подотчетное лицо
report v – отчитываться, докладывать; быть подотчетным
26. average v – в среднем равняться
average a – средний
27. headquarters n – штаб-квартира
28. maintenance n – поддержание в рабочем состоянии, ремонт; эксплуатационные расходы
maintain v – поддерживать в рабочем состоянии, ремонтировать
29. revenue n – выручка
30. negotiation n – переговоры
negotiator n – переговорщик
negotiate v – вести переговоры
31. defense n – оборона; оборонная промышленность
32. bond n – зд. облигация
33. human relations (HR) – отношения с сотрудниками
34. job evaluation – оценка результатов работы сотрудника
35. stock option – опцион на акции
36. vice-president (VP) – вице-президент
37. base salary – базовая зарплата
38. exercise n – упражнение; осуществление, использование (права), исполнение опциона
exercise v – упражняться; осуществлять, использовать (право), исполнять опцион
39. stock market – фондовый рынок
40. Сhief Financial Officer (CFO) – главный финансовый директор
41. assignment n – задание; уступка; назначение; поручение
assign v – назначать; поручать; уступать
42. appointment n – назначение; должность; встреча, прием
appoint v – назначать, утверждать; договариваться (о встрече), назначать встречу; предназначать, отводить
43. staff n – штат, персонал
Jack Welch’s Leadership Principles
– Face reality as it is, not as it was or as you wish it were;
– Be candid with everyone;
– Don’t manage, lead;
– Change before you have to;
– If you do not have a competitive advantage, do not compete;
– Control your own destiny, or someone else will.
Exercise 1. Answer the following questions.
1. Why is Jack Welch considered the greatest corporate leader of the 20th century? 2. How did he achieve such a tremendous success in creating shareholder value? 3. What was he focused on? 4. How did he manage to combine a small-company environment with big-company resources? 5. Was Welch a firm believer in human creativity? 6. What is Six Sigma program and what benefits did it bring to GE? 7. How did Welch interact with his people? 8. How did he use rewards to drive performance? 9. How did Welch promote people?
Exercise 2. Describe a great manager that you know or that you’ve read about and identify features and characteristics that make him or her great.
Exercise 3*. Answer the following multiple-choice question.
What makes the following persons world-famous?
Henry Ford I
1. He invented and introduced an assembly line.
2. He began to pay his workers $5 per hour thus creating potential consumers of his cars.
3. He drastically improved productivity and cut costs in his enterprises.
4. He believed that the more you criticize your people the worse they work.
5. All of the above.
6. None of the above.
Pavel Tretiakov
1. He headed a highly profitable timber-processing factory.
2. He was a major sponsor of art.
3. He developed and commercialized nylon.
4. He acquired oil fields in Baku from the Nobel family.
Lee Iacocca
1. He is the pioneer of venture capitalism in the US.
2. He developed the U.S. anti-monopoly legislation.
3. He turned Chrysler around and saved it from bankruptcy.
4. He launched the first mini computer.
Steve Jobs
1. He founded Apple Computers.
2. He was the richest tycoon in the world.
3. He was CFO of General Motors.
4. He developed and promoted equity theory of motivation.
Vagit Alekperov
1. He is CEO of one of the biggest Russian oil companies.
2. He was at the helm of LUKOIL for two decades.
3. He was very successful in internationalizing LUKOIL’s business activities.
4. He is one of the most influential business leaders in Russia.
5. All of the above.
6. None of the above.
Exercise 4*. Fill in the blanks using terms given below.
Who is Jack Welch?
Jack Welch is the most admired……. in the world. His 20-year reign as the head of General Electric………. the company from the bureaucratic behemoth to dynamic and revered powerhouse. During his tenure, GE……… grew from $13 billion to $500 billion. In the process, Welch’s management………. have made him the most influential business leader of his era.
In April 1981, Welch assumed the helm of GE and it was here that his… would begin. First, he adopted a strategy that each…….. must be #1 or #2 in their markets – or in his memorable phrase, they would need to «fix it, sell it, or close it.» Within five years, one of every four people would leave the GE………, 118,000 people in all, including 37,000 employees in businesses that were sold. The……… and closures that resulted earned him the now well-known moniker, «Neutron Jack.»
While the media attacked his policies, Welch remained……… on the job at hand. After visiting a Japanese manufacturing plant in the mid-1970’s he found himself awed by their……. The awe gave way to fear that the Japanese would be a threat, as they tore apart the…… in industry after industry. It was the search for a business safe from the perceived Japanese threat that led Welch to…… RCA for $6.3 billion in 1985.
Welch made GE a people company where ideas flourished and boundaries disappeared. Welch pressed his theory of a «Boundryless» culture in which all levels of the company participated in innovation and………. Ironically, in growing this people culture, he adopted a way of……… his employees that could seem brutal. He ordered all 4,000 managers in the company to make……….. annually. Everyone was to identify the top 20% of…….. to be nurtured and strongly………..; the middle 70% were the strong workers who were the heart and soul of operations; and the remaining 10% were those that either needed to be improved or eliminated.
In his second decade, Welch focused on four basic initiatives: Globalization, Services, Six Sigma, and e-business. During globalization, Welch traveled the world…………. in such countries as China, in Japan, in India, and in Hungary. The services division, meanwhile, grew from $8 billion in 1995 to $19 billion in 2001 under Welch’s……….. The Six Sigma effort, a mathematically grounded program that improves processes, decreases variance, and creates more perfect products while………, was……….. in 1996. Finally, in e-business, Welch came to recognize the enormous impact this technology would have on the company as it allowed GE to expand its markets, find new…………, and make its…………. more global.
Terms:
leadership, customers, payroll, rewarded, CEO, closing deals, reducing costs, acquire, focused, job evaluations, innovations, division, layoffs, cost structure, problem solving, differentiating, launched, suppliers base, market value, staff, efficiency, transformed, legacy
Exercise 5. Translate into English (continued from lesson 3).
Ли Якокка эффективно возродил «Крайслер». В течение трех лет он сократил 33 из 35 вице-президентов. Ему пришлось уменьшить размеры компании, уволив множество рабочих, менеджеров и бо€льшую часть центрального аппарата, при этом устранив несколько уровней управления. Когда дела в компании шли особенно плохо, чтобы показать, что все находятся в одной лодке, Ли Якокка урезал свою зарплату до символического 1 доллара в год, до тех пор пока финансовое положение компании не улучшится.
Ли Якокка изменил принципы работы компании с дилерами, наладив сотрудничество между ними и сбытовиками «Крайслера». Он успешно использовал новаторский маркетинговый прием – продавал автомобили фирмам, сдающим машины напрокат, тем самым обеспечивая себе косвенную рекламу среди клиентов, которые брали их в аренду.
Веря в то, что все производственные операции сводятся к людям, продукту и прибыли, причем на первом месте стоят люди, Якокка сколотил надежную команду единомышленников. Он понимал, что для успеха компании необходимо построить действительно высококачественную машину, установить на нее конкурентоспособную цену и обеспечить хорошее послепродажное обслуживание – только тогда покупатели устремятся в демонстрационные залы.
Ли Яккока разработал и претворил в жизнь «Программу качества», донеся до всех сотрудников, что качество автомобилей теперь является первоочередным приоритетом «Крайслера» и меры по улучшению качества одновременно способствовали повышению производительности труда. Ли Якокка позаимствовал японскую систему «точно в срок» для сокращения издержек производства и уменьшения запасов.
Он рационализировал структуру концерна, продав подразделение по производству танков, единственное подразделение концерна, которое генерировало прибыль, поскольку считал необходимым сфокусироваться на производстве профильной для «Крайслера» продукции и поскольку компании срочно были нужны наличные для расчетов с поставщиками.
Ли Якокка добился активного участия рекламного агентства «Кенион энд Экхард» в создании новых моделей автомобилей и подписал с ним пятилетний контракт вместо стандартных краткосрочных контрактов, распространенных в автомобильной промышленности. Агентство разработало отличный маркетинговый прием – гарантийный возврат денег за купленный автомобиль после 30 дней пользования, если он по какой-то причине не понравится покупателю.
Важнейшим достижением Ли Якокки можно считать его обращение к правительству США с просьбой выступить гарантом займов компании у банков – это был единственный способ спасти компанию от банкротства. В тот период правительство, деловые круги и население все более отчетливо понимали неэффективность государственного вмешательства в экономику, и большой популярностью пользовался лозунг «Никаких федеральных подачек! (handouts)». Ли Якокке удалось доказать Конгрессу, что банкротство «Крайслера» привело бы к потере десятков тысяч рабочих мест и обошлось бы налогоплательщикам в 16 млрд долл. в виде пособий по безработице, социальных выплат и других расходов и что Америка не стала бы лучше без компании «Крайслер».
В 1982 году «Крайслер» впервые за многие годы заработал прибыль, а в 1983 году досрочно погасил весь банковский заем. Это произошло ровно через пять лет после того, как Ли Якокка был уволен из «Форда».
Источник: по материалам книги Ли Якокки «Карьера менеджера»
Lesson 6
Corporate Strategy
Read and translate the text and learn terms from the Essential Vocabulary.
Carly’s Challenge
The relief at Hewlett-Packard Co.’s headquarters was palpable. On Nov. 16, 2004, just 96 days after its biggest quarterly earnings miss in more than a decade, HP celebrated the company’s 2004 Q4 results. The 66-year-old technology giant had rebounded nicely, reporting a 27% hike in profits, to $1.1 billion, while sales jumped 8%, to $21.4 billion. The market was happy, and HP’s stock rose a solid 8%.
But the next day, cheers gave way to sighs. Certainly the company improved its performance from the disastrous third quarter. But investors were quick to discover the vulnerabilities behind the cheery numbers. HP continued to rely heavily on its superstar printing business while its mammoth PC and server businesses struggled to generate profits. Much of the profit growth stemmed from cuts in R&D, and from a lower tax rate. Without these savings, HP’s profits would have grown only 10% – not 27%.
It has been more than five years since Carleton S. Fiorina hit town with bold plans to reinvent the Silicon Valley icon, and she’s still struggling. The charismatic CEO has zealously pursued a bigger-is-better strategy, with hopes of creating a technology world-beater. Thanks largely to its $19 billion acquisition of Compaq Computer in 2002, HP has doubled its sales in the past five years and become a competitor in an unprecedented number of markets.
Yet in too many of the businesses, HP is losing steam. Sure, its $24 billion printing division generates impressive profits. But the rest of HP is an underachiever. In personal computers, it’s no match for Dell. And HP is too often outgunned by IBM in the global markets for corporate computing. Fiorina’s team faces steep operational challenges as it tries to cope with HP’s huge portfolio of businesses. «It requires entirely different strategies to compete with Dell and IBM,» says analyst Bill Shope of J.P. Morgan. «Judging by HP’s performance, they haven’t been able to do either.»
Analysts estimate the stand-alone value of its printing business as slightly less than the entire company’s $61 billion capitalization. That means that the rest of HP’s businesses, which generate $56 billion in revenues, are being valued at next to nothing.
Still, HP is hardly insolvent. Its 2005 profits are expected to reach $4.5 billion, with sales climbing 6%, to $85 billion. Trouble is, HP has earned a reputation of not meeting expectations. Over the past 20 quarters, HP has missed analysts’ profit estimates seven times. «(HP is) trying to do 100 things. It’s hard to do everything well,» says Joseph Tucci, CEO of EMC Corp., a rival in the storage business.
Louder Drumbeat. Investors aren’t impressed, and Wall Street is insisting on a simple solution: break the company up. The CEO strongly resists the idea. The BoD continues to discuss such a move, but directors support Fiorina’s commitment to hold the company together. Still, the calls to split apart the consumer and corporate businesses, or to sell off the printer division, are bound to grow if she fails to light a fire under HP’s underperformers. The breakup options could certainly appeal to investors. Analyst Steven Milunovich of Merrill Lynch estimates that the total value of HP’s businesses could increase by 25% to 45% if it were split into printing and nonprinting operations. The printing business could expand its market and partner with HP’s computing rivals, including IBM and Dell.
And managers of the computing company, with its divisions in software, PCs, servers, and tech services, would have to struggle to make profits. No longer subsidized by the printer division, they would have no choice but to perform. Merrill assesses that the spin-off would create $15 billion to $27 billion in incremental value.
For now, Fiorina continues to bet on bulk. She contends that HP’s scope pays off in added sales and lower costs. Consumers and corporations, for example, often shop for both printers and computers at the same time. And HP does benefit from economies of scale. After the Compaq merger, the company cut $3.5 billion in annual expenses, in part by squeezing components suppliers for lower prices.
Broad Reach. Fiorina insists that HP needs the broadest possible scale to capitalize on her vision of technology’s future. A former executive at AT&T, Fiorina has become a leading evangelist for the converged digital world. She describes how the Information Revolution will transform corporations and electrify entertainment, with the whole world becoming «digital and mobile and virtual and personal». In line with this vision, she has assembled a giant corporation that is far broader than Dell or IBM. HP makes everything from calculators and cameras to supercomputers, and competes with Sony, Canon, Samsung, EDS, just about everyone in tech.
Fiorina carries the solid Q4 results into an analysts’ day in Boston on Dec. 7. This eases the pressure for her to take dramatic action. But the latest numbers merit a second look. During the period, HP’s tax rate fell to 15%, down from 19% a year earlier. In addition, R&D decreased to 4% of sales, down from 4.6% the year before. This pumped up profits. Investors who are excited about a sustained, profitable growth from HP should be wary. «You can’t simply keep cutting R&D and the tax rate to boost profits,» says analyst Richard Chu of SG Cowen Securities.
HP acknowledges the point. CFO Robert P. Wayman said that the decline in the tax rate was primarily a result of the favorable resolution of a state tax audit and that the tax rate would probably rise to 20% in the coming year. HP officials have said that they expected R&D spending to diminish, because of the elimination of redundancies from the Compaq merger and its efforts to place fewer, more focused research bets.
As analysts appraise HP’s Q4 numbers, other questions arise. During the period, its receivables surged by $1.8 billion, to $10.2 billion. HP defends the increase saying that it shipped extra units to support several product launches.
Unwieldy System. Still, HP suffers from poor positioning. In its PC business, HP runs two systems that often operate at odds with each other. One is a direct-sales, built-to-order model to compete with Dell, which carries virtually no inventory. The other is HP’s traditional, higher-inventory model for units that it ships through its sales partners. Operating in both worlds leaves HP doubly exposed.
Yet if the company pushes more business into direct sales, it risks angering HP’s traditional retailers and resellers. And HP needs their help to sell its printers and ink. A break-up would help to resolve this dilemma, freeing the computer division to adopt the Dell approach. For now, HP keeps both systems intact – and loses ground in PCs. Following the Compaq merger, HP briefly rose to the No. 1 in PCs. But the company slipped to No. 2, with 15.7% share, behind Dell, which has an 18.3% share. Operating margins in 2004 were a meager 0.9%, miles behind Dell’s 8.8%.
HP also appears overmatched in its rivalry with IBM. Big Blue has put together a more lucrative portfolio of corporate computing products. They span everything from software to servers to chips, and they generate overall 11% operating margins. By comparison, HP’s non-printing businesses managed operating margins of 3% in 2004. The disparity is especially clear in the profit-rich software business. In IBM’s third quarter, its software biz generated $3.6 billion and operating margins of 25%. HP reported $277 million in software sales for its Q4, posting a small operating loss.
At times, HP’s push for synergies has gotten in the way. Take storage. After buying Compaq’s market-leading storage unit, HP integrated it into its enterprise group, which also includes servers and software. Along the way, HP fired many storage-sales specialists in favor of sales reps with a broad knowledge of HP offerings. Key storage execs followed them out the door. Soon, competitors such as EMC began to nab customers from HP. Storage revenues dropped 5% in 2003 and a further 7% in 2004. Even loyal HP customers chose EMC when buying storage gear earlier this year. Although HP recognizes the error and is hiring back storage specialists, it cautions that a turnaround in storage could take time.
Other customers have even more serious complaints. For instance, HP has developed customized Web sites for customers where they can place and manage orders. However, these business-to-business sites have frequently cratered – erasing accounts, losing orders, and shipping the wrong products. An HP sales representative complained to his superiors about the disappearance of 70 customers from the B2B systems: «I can’t even evaluate how many relationships… have been burned with this new site.» HP has no comment on the B2B issue.
Patchwork Quilt. Similar problems have hamstrung HP’s efforts to compete with IBM in large corporate computing deals. The technology supporting HP’s corporate-computing sales remains a patchwork of overlapping and poorly fitting systems despite recent efforts at streamlining. HP sales reps spend only 30% to 35% of their working time with customers and partners, compared with 55% to 60% at well-run organizations. «I would stress how difficult it is to do business inside HP,» says Paul Gerrard, HP’s former vice-president. «There are terrible inefficiencies in the system.»
To pull off a big sales deal at HP often requires delicate diplomacy. Putting together a package involving servers, printers, and software, a sales rep has to reach an agreement with each division. If one unit is unwilling to lower its price, the whole deal can fall through. The company lacks an effective process to resolve conflicts. Fiorina helps broker some deals, but she has time only for the biggest accounts.
These problems have fueled calls within HP for hiring a trouble-shooting operations chief. Fiorina is categorically against a COO, saying that a strong CEO should keep a grip on operations. Many analysts rate Fiorina very highly as an inspiring speaker and salesperson, but either lacking the skills or stretched too thin to solve HP’s operations challenges.
If Fiorina continues to struggle, pressure is sure to mount for her to spin off the printing and imaging division. It boosted its sales by 7% in 2004, to $24.2 billion. And it’s a cash geyser, providing 76% of HP’s operating profits, derived from just 30% of total sales. Analysts speculate that freedom from broad corporate management could improve the printer group’s performance. Separating from the printing division could protect HP from its most dangerous long-term threat in the printing business, Dell.
Although it’s unlikely Dell would exit the printer business if HP spun off its printer operation, Dell would have much less incentive to wage price wars, making life easier for the stand-alone HP printing business. And rivals such as IBM and Dell could resell HP’s equipment or license its technology. «If HP separated their businesses today, and the imaging and printing business was its own entity, I would bet we would be partners because they’re a source of technology,» says Tim Peters, VP at Dell.
Going Shopping? HP’s corporate computing businesses could also benefit from standing on their own. Although investors are valuing the nonprinting operations at next to nothing now, these units generated $1.4 billion in operating profit in 2004. Merrill Lynch’s Milunovich figures that the businesses, if they were independent, could be worth $18 billion to $21 billion. Milunovich predicts that without the protection of the cash-cow printing business, managers would respond to acute pressure to revamp its sales, upgrade tech systems, and divest declining businesses.
HP’s services division also needs a lift. With $14 billion in revenues, this group helps corporate customers manage new information systems. Yet HP struggles in services against IBM, whose service division is three times bigger. While more than 60% of HP’s services business comes from low-end customer support and maintenance, some 70% of Big Blue’s service revenues come from business consulting and strategic outsourcing, really high-margin deals. IBM strengthened its high-end consulting services through the $3.5 billion purchase of PricewaterhouseCoopers Consulting in 2002 – a purchase Fiorina rejected at a lower price.
As Fiorina completes a half-decade atop HP, the excitement of the early years has faded. The charismatic and determined CEO who set out to build a titan has now assumed a defensive posture and is working to keep her creation in one piece. For success, she must tackle HP’s stubborn operational glitches. This will require every ounce of her guile, passion, and boldness. But at this point, her choices are stark: The only way to defend the sprawling HP she has built is to fix it. Until she does, the calls for the breakup of a Silicon Valley icon will only grow louder.
Source: Business Week (online), December 13, 2004 (abridged)
Essential Vocabulary
1. rebound n – отскок, отдача, реакция; восстановление
rebound v – отскакивать; иметь обратное действие; воспрянуть, оживиться
2. tax rate – налоговая ставка
3. underachiever n – достигающий более низких результатов по сравнению со своими возможностями
underachieve v – достигать более низких результатов по сравнению со своими возможностями
4. portfolio n – портфель
portfolio a – портфельный
5. stand-alone value – ценность отдельно взятого предприятия в рамках компании
6. capitalization n – капитализация
7. revenue(s) n – выручка, доходы
8. synergy n – синергия
synergetic a – синергетический
9. insolvency n – неплатежеспособность
insolvent a – неплатежеспособный
10. breakup n – разделение (компании), разрыв
break up v – разделять, разрывать
11. Board of Directors (BoD) – Совет директоров
12. underperformer n – демонстрирующий результаты ниже возможных (или ниже рынка)
underperform v – демонстрировать результаты ниже возможных (или ниже рынка)
13. option n – опцион, вариант выбора
14. rival n – соперник
rivalry n – соперничество
rival v – соперничать
15. subsidy n – субсидия
subsidize v – субсидировать
16. spin-off n – отпочкование, отделение (создание самостоятельной компании на основе части производства существующей компании)
spin off v – отпочковываться, отделяться
17. increment n – увеличение, прирост, приращение
incremental a – увеличивающийся, прирастающий
18. bulk n – величина, масса, объем, большие количества; основная масса, бо€льшая часть
19. scope n – пределы, границы, рамки; масштаб; размах
20. economies of scale – экономия на масштабах производства
21. merger n – слияние
merge v – сливаться
22. expense n – расходы, затраты
23. scale n – масштаб, размах, охват; шкала, уровень
24. capitalize (on) v – капитализировать, использовать что-то в своих интересах
25. convergence n – конвергенция, сближение
converge v – сближаться
26.sustain v – поддерживать; выдерживать; испытывать
sustained a – длительный, поддерживаемый, непрерывный
sustainable a – устойчивый
27. boost n – поддержка, проталкивание; повышение, ускорение
boost v – поднимать, подпихивать; рекламировать; повышать, ускорять
28. receivables n – дебиторская задолженность
29. shipment n – отгрузка, отправка
ship v – отгружать, отправлять
30. positioning n – позиционирование
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