part 7: A proposal Business Benchmark helps students get ahead fast with their Business English vocabulary and skills and gives them grammar practice in business contexts. It also helps students prepare for an internationally recognised Cambridge ESOL Business English exam, using real exam papers from Cambridge ESOL. Teachers can choose from the BEC edition or the BULATS edition at the right level for their students. | A proposal Getting started Discuss these questions in small groups. 1 Why might a company decide to extend or diversify its product range 2 When should a company decide not to extend its product range Think about extensions of the same basic product competitors activities diversification and market changes the company s skills base brand identity marketing and product development costs company expansion versus specialisation Extending the product range Listening You will hear a conversation between Devika Chowdry CEO of a dotcom company and Naseem Bakhtiar the company s marketing manager. 14 1 Listen and complete the notes Naseem took during the conversation. r U KH H fir f proposal extending our 2. n-for new activity demand-from 3 . in proposal. for adding o product range e g s ocK-control tools online ordering applications etc i e staff etc CWeds 2 Discuss these questions with a partner. 1 What information should the proposal include 2 Who is going to read it 3 Should it be in a formal or an informal style 36 A proposal Please purchase PDF Split-Merge on to remove this watermark. Reading 1 Read Naseem s proposal below. Has he covered all the points in Dovika s instructions Ignore the gaps at this stage. Proposal for adding to our product range 1 Purpose The aim of this proposal is to suggest new products we could add to our existing product range and to 1. .w. ways in which the products could be developed. 5 Our current product range At the moment our company produces accounting software for small retail outlets the purpose of which is to take managers of small businesses 2the process of producing legally acceptable accounts step-by-step while at 10 the same time producing VAT returns and where necessary the payroll. The need for new products While we know from the feedback that we are achieving high levels of customer our existing products we 15 have to recognise that we operate in a dynamic and swiftly changing market. Furthermore more
