B 1 It would be advisable for Flacks to consult customers before developing a new product.

D 2 Producing goods for specialist markets might increase Flacks' profits.

C 3 Flacks may need to change the function of one of its facilities.

A 4 Flacks should utilise its current expertise to enter a different market.

B 5 Flacks may need to consider closing its current production facility.

C 6 Flacks should develop the connections it has established with leading retailers.

A 7 Expanding the product range would not be a problem for the workforce.

Flacks is a UK-based company that produces fashion accessories for women. How can it continue

to grow its business?

A Susan Falmer

Faced with a shrinking market, cheap imports and competitive pricing, Flacks will have to work

hard to increase its margins. They need to move into a more promising market, one where demand

is growing and where the company can exploit existing skills and contacts. They could think about

brand extension - this would not be a giant leap and the sales force would take it in its stride. Also,

they wouldn't need to re-equip their factory and could use non-UK sourcing if facilities here are in

short supply.

B Mesut Guzel

They have the fundamentals of a survival strategy in a market where outsourced manufacture and

brand differentiation hold the key to success. I think they should initially locate some of their

production in another country, where manufacturing quality tends to be better and it is easier to

meet changing customer demands. But they should also regularly monitor production in Britain

and think about outsourcing all this work abroad at some point if they need it done faster. The

company should continue to work on innovative products, and thorough market research will help

to ensure any new ideas are well received.

C Gary Wilmot

In order to beat their rivals in a highly competitive market, Flacks should ensure their products are

attractive and build on their relationships with the big stores rather than trying to go it alone and

market directly. They should also consider refocusing production by using their UK factory for

high-specification products. They could eventually build more production overseas in a cycle of

continuous development.

D Michal Kaminski

The demand for fashion accessories is relatively flat and the company should consider exploiting

niche markets to improve its margins. But even within these, Flacks must distinguish its goods

from those of its rivals in terms of quality, performance and design. Innovative sales, marketing

and PR are vital to exploit these niche products. One competitive advantage that Flacks does have

is production times. Many retail chains now have two-tier supply chains and Flacks could focus on

top-up orders. They might also investigate other sales channels such as mail order.

這篇文章是關于一個女性時尚飾品公司——Flacks的發(fā)展戰(zhàn)略問題，四個專家給出了自

己的建議。這套題目的答案稍微有些隱晦。

第一題，說在開發(fā)新產(chǎn)品前咨詢客戶的意見對于Flacks來講是很明智的。答案是B段

的最后一句：thorough market research will help to ensure any new ideas are well received.徹底

的市場調查能夠確保新的思想很好的被接受。Market research，市場調查，在很大程度上就

是咨詢客戶的意見(consult customers)，any new ideas可以對應于developing a new product,

能夠well received，那么對于公司來講當然就是advisable了。選B。

第二題，說為專業(yè)市場生產(chǎn)產(chǎn)品可以增加利潤。答案是D段的這么一句：the company

should consider exploiting niche markets to improve its margins這題關鍵是要理解一個市場的

含義：niche market?？从⒂⒔忉專篴 small area of trade within the economy, often involving

specialized products。improve its margins也就是increase profits，選D。

第三題，說Flacks可能需要改變它的一個設備的功能。這里答案不是太明顯，是C段

的這么一句：They should also consider refocusing production by using their UK factory for

high-specification products。他們也需要考慮通過利用英國工廠生產(chǎn)高規(guī)格產(chǎn)品來調整生產(chǎn)焦

點。也就是說，英國工廠原來不是生產(chǎn)高規(guī)格產(chǎn)品的，即題目說的改變它的一個設備的功能。

第四題，說Flacks可以利用現(xiàn)有的技能來進入一個新的市場。答案是A段的這么一句：

They need to move into a more promising market, one where demand is growing and where the

company can exploit existing skills and contacts。他們需要進入一個更有發(fā)展前景的市場，一

個需求增長并且公司可以利用現(xiàn)有技能和合同的市場。exploit existing skills也就是utilise its

current expertise。

第五題，說Flacks可以考慮關閉現(xiàn)有的生產(chǎn)設備。這題也有些隱晦，答案是這么一句：

think about outsourcing all this work abroad。關鍵就在于outsource這個詞的意思：turn to

outside suppliers or manufacturers外購。既然是要考慮outsource——turn to outside

manufactures，那么也就是可以考慮關閉自己的生產(chǎn)設備了。選B。

第六題，說Flacks應該考慮發(fā)展同領先的連鎖商已經(jīng)建立起來的關系。答案在C段：

build on their relationships with the big stores發(fā)展他們同大商店的關系。

第七題，說擴展產(chǎn)品范圍對勞動力來講不是問題。答案在A段：They could think about

brand extension - this would not be a giant leap and the sales force would take it in its stride.他們

可以考慮品牌擴張——這不是一個巨大的跳躍，在銷售力量的步調范圍之內。言下之意，不

是問題。選A。

編輯推薦：

2016年商務英語BEC最新考試資訊

2016年商務英語BEC考試輔導用書

（責任編輯：gx）

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