【学习笔记】懂你英语 商务英语 Level 5 Unit 2 Part 2（V）对话 SWOT a problem
黑发男
黄发男
女 Mary
黑发男：
As we all know, our company, Big Burger, has been underperforming in the market this year.
Sales have been down, especially among 25 to 34 year olds.
So I'd like us to do a SWOT analysis to find out where we are in the market and how we can improve. 【填空】【朗读】
【选择】-How has Big Burger done in the maket this year? -It has been underperforming.
【选择】-Why does he want to conduct a SWOT analysis? -to improve their marketing performance
【跟读】They have been underperforming in the market this year.
女：
Sure. Our main strength is that we're the oldest fast food company in the industry, with a strong brand name.
We're also operating over 14,000 stores across the country, which is more than many of our competitors. 【填空】
黄发男：
Yeah... But even so, people don't seem to be interested in what we're selling.
【选择】-What is Big Burger's main strength? -They are the oldest company in the industry.
【选择】-In a SWOT analysis, a strong brand name is an example of a ... strength.
【跟读】Their main strength is that they're the oldest company in the fast food industry.
黑发男：
It's true. Our menu is a weakness.
Young customers usually want to try something new and interesting.
But our menu has offered the same food for the past four years.
It's become too boring.
黄发男：
Yeah. And market research has shown that people's tastes are changing, especially among 25 to 34 year olds. 【填空】
【选择】-What has market research shown? -People's tastes in food are changing.
【选择】-Why is their menu a weakness? -It hasn't changed in four years.
【跟读】They usually want to try something new and interesting.
黄发男：
Generally, they're more interested in healthy food than previous generations.
This trend towards healthy eating is a big threat to our fast food business.
女：
You're right.
And another threat comes from our competitors who have been offering menus that are healthier and more diversified. 【填空】【朗读】
They are taking away many of our customers.
【选择】-How have Big Burger's competitors been taking away their customers? -by offering healthier menus
【选择】-How are young customers' tastes different from that of previous generations? -Young people are more interested in healthy food.
【跟读】The trend towards healthy eating is a threat to their business.
By using their coffee to introduce a new breakfast menu to customers, they are turning a strength into an opportunity.
黑发男：
Hmm… So I think the increasing demand for healthier food and more menu options can be an opportunity for us.
We have the locations and the brand name to offer an improved menu.
女：
But is a new menu enough to make a difference?
Even if we were to change it, how could we convince people to return to our restaurants? 【填空】
Once a customer has formed an image about a brand, it can be very hard to change their opinion. 【朗读】
【选择】-What does he think could be an opportunity for the company? -the demand for healthy food.
【选择】Even if they were to change their menu, ... it may not be enough to appeal to young customers.
【跟读】She isn't sure if it is enough to make a difference in sales.
黑发男：
Remember that the breakfast food market is growing.
That's another opportunity we have.
And people love our coffee.
Even though sales are down, customers have been regularly buying Big Burger coffee. 【填空】
黄发男：
So… We can use our coffee to get customers to try out a new breakfast menu.
As long as they like the food, they'll come back for more.
【选择】By using their coffee to introduce a new breakfast menu to customers, they are... turning a strength to an opportunity.
【选择】-What is one of the most popular items on the Big Burger menu? -their coffee.
【跟读】When customers buy coffee, they can try out the new menu items.
黑发男：
Exactly.
Let's do some research on what we've discussed today. 【朗读】
Then next week we'll have a follow-up meeting to revise some of these ideas.
女：
Sounds good.
I'll get this written up for us to look at later.
黑发男：
Thanks Mary! I appreciate it.
【选择】-What will they do after their meeting today? -do some research on what they've talked about.
【跟读】They will have a follow-up meeting next week.
