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　　品牌全球化Introduction

　　This proposal sets out to examine options forthe successful globalisation of ourˉBorders brand.The initial marker under consideration isContinental Europe. For the purposes of thisproposal, we will be considering three aspect of thebrand, namely our logo, the ˉBorders concept andfinally, the product itself, ˉBorders wellington boots.

　　Findings

　　The following findings summarise our keyfindings.

　　It was found that our existing logo, a pair of wellington boots encircled by the wordˉBorders, is visual enough to be used in markets where English is not widely spoken.

　　Attitudes to outerwear differ throughout Europe and our boots are likely to appeal todifferent market sectors in different areas. This has serious implications for the benefits we wishto publicise. Although Danish farmers would be willing to purchase such a high qualityproduct, farmers in some countries are unlikely to choose a British brand over a domesticproduct. However, the very Britishness of the product would appeal to the style-consciouselements of the French and Italian markets, summoning up images of the English upper classesand country houses.

　　Our current product is multi-purpose and as such would not need adapting to suit differentsectors of the European market.

　　Conclusions

　　It was agreed that although the present logo and product are suitable for globalisation asthey stand, we propose that the Borders concept be adapted for different markets.

　　Recommendations

　　We recommend that further studies be carried out into the marketing strategies bestsuited to different European regions.

　　供應商建議Introduction

　　The aim of the report is to recommend asupplier for our new range of leisurewear. Acommittee from the Purchasing Department waspresented with a shortlist of five potential suppliersto select from. The criteria considered was price,quality, delivery and flexibility.

　　Findings

　　It was found that, taking the companies' overallratings into consideration, there was negligibledifference between suppliers. Consequently, thecommittee decided to narrow its focus to the area considered to be of major importance forQuayWest's image, namely quality and price.

　　Consort Trading Despite offering the best deal financially, the company is unable toguarantee garments compliant with EU standards.

　　Samokovska Although it produces goods of an extremely high quality for exclusivemarkets, this supplier charge high prices,part of which would necessarily be passed on tocustomers.

　　Namlong Sportswear The poor standards of craftsmanship make it difficult to justify payingthe prices quoted.

　　Shiva Trading Sample items from this supplier show an acceptable quality level.Furthermore, the deals currently on offer make it an attractive option.

　　Hai Xin Group There is some doubt as to whether garments produced by this companywould meet EU standards. In view of this, the prices appear unreasonably high.

　　Conclusions

　　It was felt to be unwise to risk compromising the company's image by using suppliers oflow quality goods. Similarly, using an expensive supplier could affect QuayWest's reputationfor value for money.

　　Recommendations

　　Consequently, it is suggested that QuayWest negotiates a contract with Shiva Trading.

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