The Language of Business
ONE
New Markets are Vital
(In Peter Wiles's office.)
John Martin:
Hello, Peter!
Have you seen the article in The Times this morning about Abraca?
It says here that income per capita is rising fast.
Peter Wiles:
I can't keep up with all these newly independent countries.
Is Abraca the country that's just found a lot of oil?
John:
That's the one.
Apparently they're going to build a lot of new offices in the capital, Djemsa, and I think it might be a good market for our furniture and office equipment.
Peter:
Ah, the export market.
Well, you know what H.G.'s views are on that'
John:
But we must export more, Peter.
You really must try and help me to convince Mr. Grant that we're crazy not to look for more foreign business.
Will you back me up?
Peter:
Yes, of course I will; but you know what the boss thinks about exports.
He thinks it's all a big waste of time and money for very little profit.
Anyway, I'll do what I can.
(In Hector Grant's office.)
Secretary (Elizabeth Corby):
Mr. Martin to see you, Mr. Grant.
Hector Grant:
Oh yes, ask him to come in, please, Elizabeth.
John:
Good morning, H.G.
Grant:
Ah, John, I've been thinking about this scheme of yours to sell our products to Abraca.
John:
Oh, I'm glad.
Grant:
Yes, it's all very well to say we should export more, but is the expense worth it?
Look what happened over our attempt to break into that South American market.
John:
That was because we had that labour trouble at the time and we weren't able to meet our delivery dates.
But we can't let that one failure stop us from trying to break into a new market.
Grant:
You say Abracan imports are going to rise rapidly.
Well, let's have some figures.
What are the difficulties?
Who are our likely competitors?
What about tariffs?
John:
There are tariffs on certain products, our office equipment would not be liable for duty.
Grant:
What about shipping facilities?
It seems there are few direct sailings, and a lot of goods have to be transhipped via Rotterdam.
And then there's all this red tape involved in getting an import licence.
John:
Well, if I find an agent in Abraca to act for us we can get him to sort out the import licence.
Grant:
Have you considered what channels of distribution are needed within the country?
John:
I'll have to find out, but we might be able to sell direct to government departments and oil companies.
Maybe we should have a field survey to find out exactly how the firms in Abraca prefer to buy their products.
Grant:
Field surveys are too expensive.
John:
Oh, I don't agree, Mr. Grant.
As you see from my preliminary desk re search, Abraca is a young, rich, expanding country.
I'm convinced that we can work up a big demand for our goods there.
Grant:
I'm sorry, John.
On balance, I don't think it's quite the right time for this probe.
I don't want the expense of sending you out there.
You've got plenty to do in the home market.
John:
But surely we ought to go ahead now.
Why wait and let somebody else get there first?
We can't live on our old markets for ever!
Grant:
Let's say we have a different way of looking at things.
John:
I'm sorry, Mr. Grant, but I do feel strongly about this.
If this is really your policy, then I must think about leaving the firm.
Grant:
You're being very foolish, John.
John:
Perhaps I am.
But as our opinions differ so much about the future of the firm, perhaps I'd better go somewhere a little more forward-looking.
I'm sorry, H.G.
(In John Martin's office.)
Peter:
Good morning, John.
Where were you yesterday afternoon?
I tried to contact you all over the place.
John:
I went out for a long drive to cool my temper a bit.
Peter:
Oh?
What happened?
John:
You know H.G. decided not to let me go to Abraca.
Peter:
Oh no!
I thought he'd be bound to agree.
I'd have said that particular market was wide open.
John:
That's what I think.
Anyway, I just suddenly got fed up with H.G.'s old- fashioned outlook and I resigned.
Peter:
Did he accept your resignation?
John:
I didn't give him much chance.
I was so angry I just walked out of his office.
Secretary:
Excuse me, Mr. Martin, this letter has just come for you from Mr. Grant's office.
Peter:
What is it, John?
John:
Good Lord!
It's a reservation for a first-class return flight to Abraca!
