MEMO

To：

From：

Date:

Subject:

Over the years, ‘Caferoma’ has been known for its high quality and authenticity. Though in the past two years, ‘Caferoma’ suffers substantial loss of profits and market shares. There are several issues involved and an emergency meeting was called. Participants have reached an agreement on new marketing strategies outlined below, aiming at increasing sales as well as boosting market share.

Advertising

Judging by the consumer survey results, our brand image has failed to deliver our core values to consumers. In order to maintain the brand awareness as well as getting through to the target audience, we suggest to implement a series of new advertising campaigns, targeting specifically at groups such as young urban professionals (known as ‘Yuppies’), people with very distinct taste for fashion and known as the major quality coffee consumers. The advertising campaign may include sponsoring popular shows, celebrity endorsement, even collaborating with fashion designers to promote youth, enthusiasm and excitement as part of the brand nature. Multiple Brands

By and large, ‘Caferoma’ comes under threat not only from lower-priced products and so-called ‘copycat’ products, similar products with a cheaper price, but also from top five European coffee brands. Reducing price is a straightforward way to boost sales, though in our opinion, blindly lowering price of ‘Caferoma’ would do more harm than good. As previously mentioned, ‘Caferoma’ has been known as a prestigious coffee brand for years; a price drop would damage the brand image significantly, not to mention the potential shrink of profit margin. Alternatively, we recommend the company to come up with a new product line with a new name. It would extend its product lines to the lower-end market, taking advantage of ‘Caferoma’ brand awareness to compete directly against ‘copycat’ and supermarket own brand products. Instead of ‘yuppies’ as major target audience of ‘Caferoma’, this new product should be targeted at those of who is more price-sensitive.

As number speaks for itself, we believe the major issue here from the company’s prospective is the failure of delivery. It failed to deliver brand’s core values to the audience; it also failed to deliver the right product to the right group of people. Through advertising campaign to the major quality coffee consumers, as well as introducing a new product line to the market will not only rebuild the brand image, it will also help for the company to compete in the lower-end market to gain market share and profit margin, in other words, regain the dominating power in the market. Mario Cumino European Marketing Team Group 2 28 Oct Problems Solving of Caferoma

第二篇：商务英语写作指南

商务便函与便条写作

(一)商务便函

例一

SCHOOL OF ENGNISH FOR BUSINESS

MEMORANDUM

To: Mr. Kingswick, Course Coordinate

From: Barnsby Campbel

Date: 19 November 1995

Subject: Lesson Plan for 28 November Lecture

I intend to teach memo writing in my next lecture. I plan to cover the following parts:

1. Inside Address

This is omitted in a memo. As internal communication the reason is obvious.

2. Greeting

It is more polite to put Mr., Mrs., or Ms before and the office after the name of the recipient. You may sometimes address the readers as a group.

3. Subject

This is a phrase to tell reader what the memo is about. Sometimes only he phrase is given without the word Subject before it.

4. Body

These should be short, less than 10 lines, and concentrate on only one paragraph one idea each. Sometimes for memos with three or more paragraphs, it is advisable to begin each with a heading in capital letters to tell what the paragraph is about. Another practice is number the paragraphs for easy reference later on.

5. Carbon copy

This is written as c.c. for short. As in a letter, it lists the persons who are also receiving the memo.

6. Signature

Only the initial is need. The office and name in print of the write are omitted. In more casual memos there is no signature at all.

Any thoughts on my notes? Anything to add? Let me know at tea break.

c.c. Mr. P.L. Duke, Training Office.

例二

Internal Memorandum

To: Anne Bell

From: Graham Davis

Date: 23 March 1992

Subject: Office Furniture

__________________________________________________________________________ We need some comfortable chains for visitors to go in the manager's office

Can you arrange it?

We need 10 chains in either beige or dark brown. The maximum you can spend is $ 500. 1

例三

Interoffice Memo

To: Richard Burley

Dept: Market research

Subject: Profits and Southmoor Branch

Date: May 10, 1998

I have finished studying the Southmoor Branch sales figures for the 1st quarter and see they are about $ 255,000 under projections. That is third straight quarter that Southmoor has fallen short. Will you prepare a new analysis of the Southmoor market potential/ I know you did one ___and a good one too___three years ago before Southmoor opened. But maybe some factors have changed and we need to look into them.

Ben Tebbins is working up a report from the sales and promotion angle. He'll finish about June 15. If you could be ready then, we will get together and see if we can solve the Southmoor problem. TB\ac.

CC: Ben Tebbins

(二)商务便条

例一 电话留言

To: Mr. Fevrier

Message:

Mr. Reter Schulz called from Vienna, wanted you to call him today before 4 pm or any time tomorrow on 014569924

Message taken by: J.B.K.

例二 让秘书同志推迟约会

Miss Liu,

I've got an urgent meeting today. Please contact the applicants to postpone\e the interviews till further notice.

DS

例三 请假

To: Mr. Slater

Message:

I am sorry to tell that I won't be able to go to the office today due to a sudden dizziness. So I have to ask for a day's sick leave.

例四 安排工作

To: Mr. Richardson

Message:

Please send a letter to Naves Limon in C.R.

Find out:

Are they satisfied with the order?

Can we provide any after sales advice?

Encourage repeat order

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(三) 商务便函分类范例

1． 交流意见

From: Chief Executive

To: Production Director

Subject: Production for machinery for Machine shop x

As you know the company is contemplating opening a new machine shop in the near future. Our operations have been expanding so rapidly that such a development now appears inevitable. There are a number of questions, which we need to be thinking about and I would be grateful to hear you opinion on the idea.

1.As to the choice of new machinery I would like to know whether you think we should buy or hire new equipment.

2. Then I would like to hear your proposals on which machinery we should consider acquiring.

3. Closely connected with the purchase or hire of machinery is the matter of maintenance. We also need to be discussed. How many new staff will be required, for example?

4. At the same time I would appreciate it, if you could provide me with estimates of the probable working life of the equipment, which you propose.

Could you please let me have your preliminary thoughts on the questions in time for our meeting next week?

2.了解情况

MEMORANDUM

To: All members of staff, Northern Branch

From: K.L.J.

Date: 5 December 1994

Subject: PERSONAL COMPUTERS

The board urgently requires feedback on our experience with PCs in Northern Branch. I need to know, for my report:

1. What you personally use your PC for and your reasons for doing this. If you are doing working that was formerly done by other staff, please justify this.

2. What software you use, Please name the programs.

3. How many hours per day you spend actually using it.

4. How your PC has not come up to your expectations.

5. What unanticipated uses you have found for your PC, that others may want to share.

Please Fax this information directly to me by 5 p.m.. on Wednesday 7 December. If you have any questions, please contact my assistant, Jane Simmonds, who will visit you on Tuesday, 6 December. Thank you for your help.

(3).活动安排(1)

NTERAL MEMOI

To: All Branches

From: Sales Manager

Date: 28 November, 1996

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Tour: 5210______New Carrier

1. We have found a new carrier for Tour 5210. This id DTL Aviation company.

2. All clients who still want to take this holiday must reconfirm their bookings as soon as possible.

2. They must also check in at Gatwick Airport by 0825 on the day of departure.

3. Please write to all agencies and them this.

活动安排（二）

MEMORANDUM

From: Office of the GM. Date: Feb. 1

To: Heads of factories Subject: Trip by GM

Below are details of the factories that the general Manager will visit. In each one, the GM would like to speak to all members of the Production Dept. please inform each factory and them to cancel all other appointment.

March 8 Kuala Lumpur

March 9 Singapore

March 10 Singapore

March 11 Jakarta

(4) 建议

MEMO

To: Project Planning Dept. From: General Manager

Date: Jan 5 Subject: Aqua Warm BV

I have looked though our records of the work that we did at Perfecta Ltd. The heating system was checked three times before it was turned on. We are absolutely sure that explosion is not our responsibility.

I suggest, therefore, that Perfecta writes to Aqua Warm to claim compensation.

Please write to Perfecta (address: 61 Bath Road, Worester, England WR 5 3AB) and explain our position.

(5) 报告

MEMO

To: All Directors

From: Lynn Adam, Administrative Secretary

Date: May 25, 1999

Subject: Machine Dictation

At the request of some of the division direction, we have made a survey of machine transcripts to see what could be done to improve both the quality of transcripts and the speed with which the work is completed. these are their suggestions:

1. Both dictators and transcribers should be familiar with the dictating and transcribing

Equipment. A manual is available for every machine; it explains how to use the equipment.

2. It would be helpful if all dictators would:

a. Mark the indicator slips with special instruction and correction. Mark the slips, too, to show the length of the letter or report.

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b. Spell any proper names as well as technical or unfamiliar words.

c. Control their voice so that the dictation is neither too loud nor too soft. Be sure to enunciate clearly.

d. Supply as mach information as possible__ number of copies, type of massage, and identity of dictator. It would also help if salutations and subject lines, when used, were dictated.

e. Indicate when you would like the dictation complete the work dictation is rush.

3. Machine transcribers will complete transcription by the day following the receiving of the tape unless the dictation is marked rush-----then every will be made to complete the work when it is wanted.

Please let me know if you have further suggestions. I should also like to know if these suggestions result in better transcripts.

四 考试题型与范例

考题一

You are the Manager of a small printing company. A new employee, Mark McCabe, is joining your company on 10 th May.

* Write a short memo to your office administrator

*Saying who is starting work and when:

*Telling him what Mark McCabe's desk should be put.

*Suggesting where Mark McCabe's job will be

* Write 30----40 words on your Answer Sheet

SANPLE

To: Office Administrator

From: Manager

Date:

Subject: New Employee

A new employee, Mark McCabe, will join us on 10th May. He will take charge of the Sales section. Would you please arrange his desk in the room of Sales section.

考题二

Your company has received a lot of criticism of its telephone service. You looked into the most common complains and made the following notes:

The Services Director has asked you to write a memo to call staff on recommended telephone procedure.

* Write the memo in about 100---120 words, explaining how staff should use the phone. Use the 5

information in your notes above.

* Write on your Answer Sheet

Sample

To: All Staff

Subject: Recommended for all staff to know we should use phones, because we have received so many complaints from our customers. The following are some recommended telephone procedure:

1. Do not leave the phone to ting too long before answering

2. Answering calls politely, instead of just saying 'hello'.

3. Let colleague know the transfer and how long the call will be when transferring calls.

4. Take down messages including date; time, caller's name and number.

考题三

You work for a company, which produces laser printers. You are visiting another company, Soft cell, to buy some computer software for your department. They have expressed an interest in your company's printer and you would like to take twenty brochures and three sample printers with you.

*Write a short note to Mr. Jim Asana, the sales manager.

*Ask for his permission to take these items.

*Explain why you want them.

*Mention the time and date when you want to collect them.

Write 30----40 words on your answer sheet.

Sample

To: Mr. Jim Asano

Massage:

May I have you permission to take twenty brochures and three sample printers with me when visiting Softcell who have expressed an interest in our printers. I will come to collect them at 8 am Thursday morning.

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