BUSINESSREPORT商務英語寫作商務英語寫作businessreport increasethedepartmentstore'sprofit__SREPORT__INGTHE__ENTSTORE’S__FOR商務英語寫作businessreport increasethedepartmentstore'sprofit__INGTHE__ENTSTORE’S__PreparedforJohnSmithGeneralManager__departmentstorePreparedbyPeterAlbertChiefadvisorTWCBJuly15,2022年商務英語寫作businessreport increasethedepartmentstore'sprofitMEMODATE:07/15/2022年TO:JohnSmithFROM:PeterAlbert__:__ING__HereisthereportyourequestedonJul.12,2022年onthedepartmentstore’sprofits.Youruneasinesswasright.Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,thentheprofitsfellsharply.Thesolutionstotheproblemareclear.Weneedtotakesomecaresinothermarketing.Setupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.Maketransitionofservicemodetofollowtheconsumerdemands.Thankyouforgivingmetheopportunitytoworkonthisassignment.Ifyouhaveanyquestionsaboutthereport,pleasecallme.商務英語寫作businessreport increasethedepartmentstore'sprofitExecutiveSummaryInthepastsixmonths,theprofitsofHarrodsdepartmentstore’sfellsharply.Asaresult,severalsimilarfamousstoregroupsarenowheavilyindebt.Thereportstudiesthecauseofthefellandrecommendssolutionstotheproblems.CausesofthefellWehavefoundthreecausesrelatingtothefell:MarketPositioningisinflexible.TheForeignmarketdidn’tdevelopwell.Serviceconceptwasoutofdate.Somepositionsandserviceconceptsareoutofdate,it’slowercustomersatisfaction.Wealsofoundthatalargenumberofstaffnumbersandmanagerslackawarenesstofollowwithcustomer’sconsumptionconcept.Harrodsdepartmentstoremaystarttrainingtheirstafftokeepupwithmoderncustomer’sidea.MeasurestoIncreasetheProfitsSetupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.ExpandforeignretailchainsinsomeeconomicallypotentstateslikeChinaandJapan.Trainingstaff.Maketransitionofservicemodetofollowtheconsumerdemands.EstimatesforImplementingtheProposalMostoftheexpensesofimplementingthemeasureswillbeonsetupnewstoresandexpandforeignretailchains.Theyareestimatedtobe25,0000pounds.商務英語寫作businessreport increasethedepartmentstore'sprofitTableofContentsExecutiveSummaryIntroduction1Purpose,Scope,andChallengesMethodsTheDecreasingProfitsinHarrodsDepartmentStore25%Decreasingcomparedwith2022年Competition’sAverageProfitsin2022年2022年MajorCausesoftheDecreasingImpactonHarrodsDepartmentstoreMoreFundsNeededtoIncreasingProfitsJeopardizingtheHarrods’BrandReputationMethodsforIncreasingtheProfitsThreeWaystoIncreasingtheProfitsTheFundNeededtoCarryOuttheMeasuresConclusionsandRecommendationsSupplementaryPartsAppendixBibliography1222234445566778商務英語寫作businessreport increasethedepartmentstore'sprofitPartOneIntroductionInlastseveralmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Ourcompany,TWCB,asrequestedthesolutionbyHarrodsdepartmentstore’smanager,weimmediatelylookedintothematterandfoundthreeproblemswhichmayhavecausedthedecreasing.Thefiscalthirdquarterofthisfiscalyearwillendintwomonths.Wewilldoeverythingtosolvetheproblemsbeforecustomersswitchandnevertoreturn.Inthisreport,Iwilldescribetheproblemswefoundinthedepartmentstoreandproposethreepossiblemeasurestosolvethemandtheestimatedcost.Purpose,Scope,andChallengesPurpose:thepurposeofthisreportistoanalyzewhatcausedtheproblemandhowcanwesolveitassoonaspossible.Thereportgivestheresultoftheinvestigation.Scope:weimmediatelyformedtwoteams,oneofwhichcheckedthedepartmentstoreregularlyandtheotherconductedasurveyoncustomer.Thefirstteamhangsaroundthestorefor7daysinarowandconstantlydoessomeshoppingtoseehowtheservicefeelslike.Thesecondteamdesignedquestionnairescollectingcustomer’scommentsonthestore.Theresultwasnotasbadaswehadexpected.Butthestoreshoulddosomethingbeforeitbecomesarealproblem.thedepartmentstorehasbeenfacingtremendouschallengesandpressureasthenumberofcompetitionsgrowsathighspeedeachyear.Forinstance,somecustomersselectonestorevisitregularlyoutoften.Ourstoreisfacingincreasingcompetitivepressure.商務英語寫作businessreport increasethedepartmentstore'sprofitMethodsWeconductedtheinvestigationthroughtwomethods:interviewsandquestionnaires.Wesentout1000questionnairesand800customersrespondedtothem.300customerschosenrandomlyfromcustomerquestionnaire’snumberswereinterviewed.PartTwoTheDecreasingProfitsinHarrodsDepartmentStoreInlastsixmonths,there’ssharplyprofitsfellshowedonthefinancialreportingformHarrodsdepartmentstore.Wedidresearchonthedecreasingproblem.25%Decreasingcomparedwith2022年Aftertheresearch,wefoundthatunderthestrategyofHarrods,toofferawidechoiceofproductsandpersonalizedservice,thedepartmentstorehasworkedwelluntilrecently.Lastyear,however,profitsfellsharplyandresultsforthefirstsixmonthsofthisyearhavebeendisappointing.Thenwedidacomparingwiththisstore’sprofitsfromJanuarytoJunein2022年and2022年,thereisthechart:Competition’sAverageProfitsin2022年2022年商務英語寫作businessreport increasethedepartmentstore'sprofit3.532.521.510.5Fromthetable,wecanseethat,whenHarrodsdepartmentstore’sprofitsdecreasingsharplyinthistwoyear,thecompetitionhasgrownalot;itgivesusagreatcompetitivepressureatnowandfuture.Weneedtodosomethingtochangethebadsituation.MajorCausesoftheDecreasingFromtheresearch,wecanseethemajorproblemswhichcausedthedecreasing,andwesummarizedthemasfollows:Asweonlyfocusedonsomehigh-qualityproducts,wecan’texpandmarketshareinotheraspects,ourmarketpositioningisinflexible.Aseconomicglobalizationbecomesstrong,ourforeignmarketshoulddevelopmoredeepandwidely.Ourstrategyisgood,butitdidn’tpayattentiontonowadaysshoppingfashion.Serviceconceptwasoutofdate.Wemusttakeconcretemeasurestosolvealltheproblems.商務英語寫作businessreport increasethedepartmentstore'sprofitImpactonHarrodsDepartmentstoreThedecreasingoftheprofitsnotonlymadedamagetotheeconomicinterestsofHarrodsdepartmentstore,itwillsalsojeopardizingtheHarrods’brandreputationandthenwhenweneedmorefundstoincreasetheprofitswillbeveryhard.MoreFundsNeededtoIncreasingProfitsIndeedtoincreasingthedepartmentstore’sprofits,weshoulddoalotofresearchandwork.Tomakeaperfectsolution,alltheprojectswillspendalotofmoneytogetthemostaccurateanswer.Duringthewholethings,wewillcooperatewithmanyfamouscompaniesoninvestigationordoingbusinessexpanding.Tomakesureeverythingismovingonscheduleandiswithinthebudget,wewillmakeanaccurateexpense,andexpecttocompletetheprojectwithoutexceedingthebudget.JeopardizingtheHarrods’BrandReputationWiththeresultofourquestionnaire,wecanseethat:amongthe800customers,650areemployeesandrestsofthemareteenagersandseniorcitizens.Intheemployeesgroup,25%ofthemwithanannualincomeof100,0000￡ormore,andothersannualincomeisabout30,000to80,000￡.Thehighincomegroupdidn’tshowanyunsatisfactorytotheserviceandproduct.Butinthemiddleincomegroup,manyofthemwantvalueformoneyandtofeeltheyhavegotabargainandserviceswhichmakelifeeasierorsavetime,whichtheythinkHarrodscan’tservewell.商務英語寫作businessreport increasethedepartmentstore'sprofitMethodsforIncreasingtheProfitsTheworkingteamhasworkedoutmethodstoincreasetheprofitsofthedepartmentstore.Wewilldependonmarketingpositioning,foreignmarket,andtrainingnewserviceconceptasourmainapproachestoourcustomers.ThreeWaystoIncreasingtheProfitsToattractcustomerswewillrebuildourdepartmentstoretomakeaplaceforsomediscountgoods.Andinothercityarea,likecommunitiesandshoppingmall,wewillsetupsomeconveniencestores,discountstoresandspecialitystoresascompetitiondid.Butasthelonghistoryandspecialbrandcharmwehas,ourstoreswillbeverydifferentfromothers.Wewilldevelopanewmessagetoourpotentialcustomers,that“LuxuryculturealsocanbeanApproachableculture.”Themessagetogetherwithpicturesshowingfeaturesofournewstoreswillbeadvertisedinthelocalpapers,magazines,andournewcatalogs.Although__isasuccessfuldepartmentstoreinLondonandhasmanychainstoresinNewYorkandItalian,wecan’tignorethemegaconsumermarketinsomeAsiancountries,likeChinaandJapan.Thesecountriesownalargeconsumerpopulation,whichmakesthemconsumermarketswithgreatpotentials.Soweshouldtrytoconnectwiththoselocalbusinessmentoexpandourforeignretailchainsanddevelopforeignmarkets.Withasurveyshowsthat:astheEnglishpopulationages,oldergroupswillprovideopportunitiesforsalesgrowth.AndnowadaystheEnglishconsumerswantvalueformoneyandtofeeltheyhavegotabargain.Britainismovingfromaluxuryculturetoaconvenienceculture.Peoplewantserviceswhichmakelifeeasierorsavetime.Sotheoldserviceconceptwasoutofdate,weshoulddoaseriesoftrainingstoimprovestaff’sawarenessoftheshoppingfashionand商務英語寫作businessreport increasethedepartmentstore'sprofittheircompetenceincompetinginthemarket.Thetrainingmainlyfocusesonhowtoservecustomerinapleasantway.Thenmostofpotentialcustomerswillswitchtoourstores.PartFiveTheFundNeededtoCarryOuttheMeasuresTheestimatedcostsforthemeasuresaresummarizedbelow:Trainingstaff5,0000￡Rebuilddepartmentstore12,0000￡SetupnewstoresExpandingforeignretailchains8,0000￡PartSixConclusionsandRecommendationsAlthoughproblemsexist,greatbusinesspotentialiswaitingtobeexploited.Wehavecalculatedthatallthemeasuresshouldbringanincreaseinprofitsby23%inthreemonths.Underaimprovedserviceconceptandcreateamorecomfortableshoppingenvironment,Harrodscanremainhighinprofitabilityandoffsetthethreats.TheOfficehasworkedoutthreerecommendations:Setupacommittee(composedofstore’smanagers,customerrepresentativesandgovernmentstaff)tomonitortheservice.Carryouttrainingforthestore’sstaffandmanagers.Advertisethefeaturechangesofthestoreonthelocalnewspapers.商務英語寫作businessreport increasethedepartmentstore'sprofitPartSevenSupplementaryPartsAppendix__NNAIREOFTHE__’GOODSAND__SThisquestionnaireisdesignedforHarrodsdepartmentstore’sproblemsandfutureimprovementonitsgoodsandservices.Andwe’dliketocollectyourfeedback.Youdonothavetowriteyournameonthem.Youareaskedtofillinscalesandwriteconstructivesuggestionstoimproveit.Weappreciateyourtimeandeffortsverymuch!Selectyouranswersasfollows:5isahighlypositiveresponsetoaparticularquestion.1isahighlynegativeresponse.Useab