Let us do it together, for example, for BLUE city. As we can see this city is placed in the upper left segment of the BCG-Matrix which means that it has very high business potential (compared to business potential of the country). Our main conclusions are:

• relevant business dynamics in this city is 3,5 times higher than in the country (41% vs 12%);

• our product market share is less than in the country (9% vs 11%) which means that it can be increased;

• our sales in this city are comparable with sales in GREEN and ORANGE and exceeds our sales in GREY, RED;

• Relevant market in this city exceeds all other citied (even YELLOW one) except WHITE and GREEN (=very big business potential).

If positive tendencies of business development in BLUE city remain (relevant market dynamics growth) the regional manager can set the following business objectives:

• MAX objective in terms of our product market share – to reach 15% of relevant market share;

• MIN objective (if business development in the city is unstable) – to reach 12% of relevant market share.

Now that we know our business objectives in terms of market share and have a forecast for the relevant market for the next year (let’s say +10% growth vs this year = 4,2 mln. RUB) we can easily calculate our MAX sales objectives in BLUE for the next year: 4,2 mln. RUB x 15% = 0,62 mln. RUB. Our MIN sales objectives will be: 4,2 mln. RUB x 12% = 0,5 mln. RUB.

Задание №1: Прочитайте и переведите текст с опорой на аудиозапись.

Задание №2: Устно ответьте на следующие вопросы с опорой на текст:

1. What is the first step in the territory management?

2. What are the key marketing indicators reflecting the territory potential?

3. How should manager compare the key marketing indicators?

4. What is the result of comparison of key marketing indicators in terms of time (one year vs another)?

5. What is a business strategy?

6. What business strategies do you know?

7. When does a regional manager choose the strategy of driving the business?

8. What is the strategy of driving the business aimed at?

9. What are the main elements of strategy of driving the business?

10. What can you say about the balance between individual contacts and group promotional activities in the strategy of driving the business?

11. In what circumstances is it reasonable for the company to invest high promotional resources in the territory?

12. In what circumstances is it not reasonable for the company to invest high promotional resources in the territory?

13. When is the strategy of defending the business chosen?

14. What is the objective of the strategy of defending the business?

15. What does the strategy of defending the business mean for the regional team?

16. What does the strategy of defending the business mean in terms of promotional activities?

17. What is the average balance between individual contacts and group activities for the strategy of defending the business?

18. Why is the investment of significant resources for the strategy of presence in the territory not justified?

19. What is the main form of promotional activity for the strategy of presence?

20. When does the regional manager start to implement the strategy of withdrawal in the territory?

Задание №3: Устно завершите приведенные ниже фразы с опорой на текст:

1. An effective territory management starts with…

2. For effective territory management the first thing to do is…

3. The key marketing indicators for an effective territory analysis are ….