Business Essay范文：Strategies for Diversification
Business Essay范文-多元化戰略，本文是一篇留學生商務管理essay寫作范文，主要內容是作者選擇一家名叫“Fine idea”的私營企業，運用多元化戰略對其進行研究分析。“Fine idea”也稱為“Fine文具”，是一家私人有限公司，由Kalpesh.S.Patel先生于1995年創立，資本為50000盧比，他是該公司的首席執行官和董事長。他們提供印刷服務，是“迪士尼”產品的制造商和許可證。Fine Ideas是文具、印刷品促銷、桌墊、鼠標墊、包裝、宣傳冊和小冊子、設計項目的制造商。這是一家公司，同時也是孟買的供應商。該公司還提供促銷活動的想法和概念。公司運轉順利，幾乎沒有遇到任何問題。最近他們面臨著銷售額下降的問題。下面就一起來看一下這篇essay寫作范文。
INTRODUCTION 引言
The ‘Fine idea’ also known as ‘Fine stationery’ is a Pvt ltd. Company which was started in the year 1995 by Mr. Kalpesh.S.Patel with the capital of Rs.50,000/- and he is the CEO and chairperson of the firm. They provide printing services and are Manufacturers & License of ‘Disney’ products. Fine Ideas is manufacturer of stationary, print promotion, table mats, mouse pads, packaging, brochures and pamphlet, design items. It is a company along with acting as supplier from Mumbai. The company also gives ideas and concepts for promotional activities. The company runs smoothly and hardly faces any problems. Recently they faced a problem of decrease in sales.
They are willing for diversification of their products, to increase their sales. Should they go for diversification of their products to increase their sales or would it be too risky? This led me to come up with a research question “Should “FINE IDEAS” consider diversification of their products to increase their sales?”
他們愿意使產品多樣化，以增加銷售額。他們應該采取多樣化的產品來增加銷售額，還是風險太大？這讓我提出了一個研究問題“FINE IDEAS”是否應該考慮產品多樣化以增加銷量？”
With the help of primary research and secondary information collected, I used Ansoff Matrix to find the solution to the problem. The main reason for the decrease in sale is an increase in competition. The company is not strong enough to face challenges laid down by competitors. The research will suggest an alternate path of diversification which if company chooses will be worth its survival in the market.
在主要研究和收集的次要信息的幫助下，我使用Ansoff矩陣來找到問題的解決方案。銷售額下降的主要原因是競爭加劇。該公司實力不足，無法應對競爭對手提出的挑戰。這項研究將提出另一條多元化的道路，如果公司選擇，這條道路將值得其在市場上生存。
If the company does not come up with quick and appropriate decision then it will have to suffer heavy loss. The research will analyze the position of the company in the market. The result found after analysing the prevailing market conditions and the company’s problems is that the firm should consider diversification of their products to come out of this problem of decrease in sales and to re-attain its forecasted sales.
如果公司不能迅速做出適當的決定，那么它將遭受巨大損失。這項研究將分析該公司在市場上的地位。分析了當前的市場狀況和公司的問題后得出的結果是，公司應該考慮產品的多樣化，以擺脫銷售下降的問題，并重新實現其預期銷售額。
FINDINGS 調查結果
Diversification is part of the four main marketing strategies defined by the Product/Market Ansoff matrix:
多元化是產品/市場Ansoff矩陣定義的四種主要營銷策略的一部分：
Fine ideas pointed out that a diversification strategy stands apart from the other three strategies. The first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, whereas diversification usually requires a company to acquire new skills, new techniques and new facilities which can be provided by ‘Fine Ideas’. The notion of diversification depends on the subjective interpretation of “new” market and “new” product, which should reflect the perceptions of their customers.
‘Fine Ideas’指出，多元化戰略與其他三種戰略不同。前三種戰略通常采用與原始產品線相同的技術、財務和營銷資源，而多樣化通常要求公司獲得新技能、新技術和新設施，這些都可以通過‘Fine Ideas’來實現。多元化的概念取決于對“新”市場和“新”產品的主觀解釋，這應該反映客戶的看法。
The strategies of diversification can include internal development of ‘Fine Ideas’, acquisition of a firm, alliance with a complementary company, licensing of new technologies, and distributing or importing few products manufactured by another firm. Generally, the final strategy involves a combination of these options. This combination is determined in function of available opportunities and consistency with the objectives and the resources of the ‘Fine Ideas’.
多元化的戰略可以包括內部開發“Fine Ideas”、收購一家公司、與一家互補公司結盟、許可新技術以及分銷或進口其他公司生產的少數產品。一般來說，最終策略包括這些選項的組合。這種組合取決于可用的機會以及與“好主意”的目標和資源的一致性。
Rationale of diversification 多樣化的基本原理
There are two dimensions of rationale for diversification. The first one relates to the nature of the strategic objective: diversification may be defensive or offensive. Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth. Offensive reasons may be conquering new positions, taking opportunities that promise greater profitability than expansion opportunities, or using retained cash that exceeds total expansion needs. The second dimension involves the expected outcomes of diversification: management may expect great economic value or first and foremost great coherence and complementary to their current activities. In addition, companies may also explore diversification just to get a valuable comparison between this strategy and expansion.
多元化的基本原理有兩個方面。第一個與戰略目標的性質有關：多樣化可以是防御性的，也可以是進攻性的。防御性的原因可能是分散市場收縮的風險，或者在當前產品或當前市場取向似乎不再提供增長機會時被迫多樣化。進攻性的原因可能是征服新的職位，抓住比擴張機會更有利可圖的機會，或者使用超過擴張總需求的留存現金。第二個方面涉及多樣化的預期結果：管理層可能期望巨大的經濟價值，或者首先期望與當前活動的一致性和互補性。此外，公司還可以探索多元化，以便在這一戰略和擴張之間進行有價值的比較。
Factors of Risk involved for ‘Fine Ideas’ to Diversify.Fine Ideas多樣化所涉及的風險因素。
Diversification is the riskiest of the four strategies presented in the Ansoff matrix and requires the most careful investigation for ‘Fine Ideas’. Going into an unknown market with an unfamiliar product offering means a lack of experience in the new skills and techniques required. Therefore, they will put themselves in a great uncertainty. Moreover, diversification might necessitate significant expanding of human and financial resources, which may distracts focus, commitment and sustained investments for the ‘Fine Ideas’. Therefore they should choose this option only when the current product or current market orientation does not offer further opportunities for growth. In order to measure the chances of success, ‘Fine Ideas’ can also perform different tests like the attractiveness test, the cost-of-entry test and the better-off test. Because of the high risks ‘Fine Ideas’, may led to failure while attempting to diversify. However, there are a few good examples of successful diversification like Walt Disney moved from producing animated movies to theme parks.
多元化是安索夫矩陣中提出的四種策略中風險最大的，需要對‘Fine Ideas’進行最仔細的調查。使用陌生的產品進入未知市場意味著缺乏所需新技能和技術的經驗。因此，他們將把自己置于極大的不確定性中。此外，多樣化可能需要大量的人力和財力資源，這可能會分散對‘Fine Ideas’的關注、承諾和持續投資。因此，只有當當前的產品或當前的市場定位不能提供進一步的增長機會時，他們才應該選擇此選項。為了衡量成功的機會，“好主意”還可以進行不同的測試，如吸引力測試、進入成本測試和更好的測試。由于“好主意”的高風險，在嘗試多樣化時可能會導致失敗。然而，也有一些成功的多元化例子，比如華特迪士尼從制作動畫電影轉向主題公園。
Companies like ‘Fine Ideas’ diversify for a host of reasons. In some cases, it’s a survival strategy. For instance, if the company makes the bulk of its sales at a particular time of year, it makes sense to consider diversification. However, there are plenty of other good reasons for diversification, not least by extending your range of goods or services you can either sell more products to your existing customers or reach out to new markets. This can supercharge the growth prospects of ‘Fine Ideas’. And perhaps the biggest reason for doing it is to extend a brand reputation into other markets, with the knowledge that making your business bigger than ever imagined.
像“Fine Ideas”這樣的公司多樣化有很多原因。在某些情況下，這是一種生存策略。例如，如果公司在一年中的某個特定時間實現了大部分銷售額，那么考慮多元化是有意義的。然而，多樣化還有很多其他好的理由，尤其是通過擴大商品或服務的范圍，你可以向現有客戶銷售更多的產品，也可以開拓新市場。這可以使“Fine Ideas”的增長前景更加強勁。也許這樣做的最大原因是將品牌聲譽擴展到其他市場，并了解如何使您的業務比想象中的更大。
ANALYSIS OF THE FINDINGS 調查結果分析
The analysis was done by discussing with the owner of the firm about the fall in demand of sales over the time. It was not possible to find the accurate decrease in sales because their firm was only the supplier and the goods then go in the godown of the marketing firm from where the goods were supplied to the retailers and wholesalers. Due to decrease in demand for the existing goods by the people, the goods were logged into the godown of the marketing sector and so they were not accepting the goods coming from the Fine Ideas as they already have stock with them. Henceforth with this analysis of the situation it is clearly pictured that is a decrease in sales for the company.
分析是通過與公司所有者討論銷售需求隨時間的下降而完成的。由于他們的公司只是供應商，因此不可能找到準確的銷售額下降情況，然后貨物將進入營銷公司的倉庫，從那里將貨物供應給零售商和批發商。由于人們對現有商品的需求減少，商品被登錄到營銷部門的倉庫，因此他們不接受來自Fine Ideas的商品，因為他們已經有庫存。從此，通過對形勢的分析，可以清楚地看到公司的銷售額在下降。
The discussions took place in a positive manner as the current status proved that it was favourable and appropriate for the company to go for diversification as that was the easiest way out the problem faced by them. Following topic goes out of my assessment but I would like to mention that they have already put their thought and efforts in diversifying their products in some or the other way by starting their new business names as ‘Facetoons’ which is a similar kind of printing firm but they provide print on mugs, plates, shirts and many more and therefore the business is growing rapidly because of the increasing demand of their new idea. This instance itself proves that it is very essential for them to start to diversify their products but they should not completely close down ‘Fine Ideas’ because that is their image and reputation in market so they should work under the shade of ‘Fine Ideas’.
討論以積極的方式進行，因為目前的狀況證明，公司進行多元化是有利和適當的，因為這是解決他們面臨的問題的最簡單方法。以下主題超出了我的評估范圍，但我想提及的是，他們已經將自己的想法和努力放在了產品的多樣化上，以“Facetoons”作為新的企業名稱，這是一家類似的印刷公司，襯衫和許多其他產品，因此，由于對他們新想法的需求不斷增加，業務正在迅速增長。這個例子本身就證明了他們開始多樣化產品是非常重要的，但他們不應該完全關閉‘Fine Ideas’，因為這是他們在市場上的形象和聲譽，所以他們應該在“好想法”的陰影下工作。
Fine ideas had been discussing that business strategies expand the scope of reaching goal through diversification into their businesses But, under strict assumptions of risky markets, there is no obvious rational for the company to acquire another. Diversification is a promotion strategy and a form of corporate strategy which is advised for ‘fine ideas’. It seeks to increase profitability through greater sales volume obtained from new products and new markets. ‘Fine Ideas’ can diversify at the business unit level or at the corporate level. At the business unit level they are most likely to expand into a new segment and at the corporate level and it is also very interesting entering a promising business outside of the scope of their business unit.
‘Fine Ideas’一直在討論，商業戰略通過多元化擴大了企業實現目標的范圍。但是，在嚴格假設風險市場的情況下，公司收購另一家公司沒有明顯的合理性。多元化是一種促進戰略，也是一種企業戰略形式，建議采用“好主意”。它尋求通過新產品和新市場獲得更大的銷量來提高盈利能力‘Fine Ideas’可以在業務部門層面或企業層面實現多樣化。在業務部門層面，他們最有可能擴展到一個新的部門，在公司層面，進入業務部門范圍之外的有前途的業務也是非常有趣的。
CONCLUSIONS 結論
Concluding by answering to my research question, “FINE IDEAS” should consider diversification of their products to increase their sales.
最后回答我的研究問題，“FINE IDEAS”應該考慮產品多樣化，以增加銷量。
When to diversify for ‘Fine Ideas’ 何時為Fine Ideas多樣化
History tells us it’s not advisable to consider diversification until the core business is stable and profitable. If ‘Fine Ideas’ are still struggling to win orders and build a sales time for the core product, there is a real danger that diversification will take your eye of the ball.
歷史告訴我們，在核心業務穩定盈利之前，考慮多元化是不可取的。如果Fine Ideas仍在努力贏得訂單，并為核心產品創造銷售時間，那么多元化將有真正的危險。
The catalyst is often the realization that growth in the core business is either slowing or set to slow, often because the market for a particular product is becoming saturated.
引發變化的因素通常是意識到核心業務的增長正在放緩或即將放緩，這通常是因為特定產品的市場正在飽和。
Diversification strategy for ‘Fine Ideas’‘Fine Ideas的多元化戰略
‘Fine Ideas’ can diversify by natural progression. More radically, they extend the brand by offering a much wider range of products that will nonetheless appeal to the same customers. Alternatively, they can use the strength of brand to move into new markets.
‘Fine Ideas’可以通過自然發展實現多樣化。更為激進的是，他們通過提供更廣泛的產品來擴展品牌，盡管如此，這些產品仍會吸引同樣的客戶。或者，他們可以利用品牌的力量進軍新市場。
Another popular business diversification strategy is to look backwards and forwards along the supply chain for opportunities to tighten your grip on the market. For instance, in the recent past people had seen building societies buying estate agents and computer manufacturers buying resellers. In the US Google has busily acquired the leading web data analysis tools, online advertising companies and the social networks and sites that deliver what they unerringly know their users want.
另一種流行的商業多元化戰略是沿著供應鏈向前和向后看，尋找機會來加強對市場的控制。例如，在最近的過去，人們看到建筑協會購買房地產代理，電腦制造商購買轉售商。在美國，谷歌正忙著收購領先的網絡數據分析工具、在線廣告公司以及社交網絡和網站，以準確地了解用戶的需求。
The cons for ‘Fine Ideas’‘Fine Ideas’的缺點
The company can get a hope for the extended product life cycle. Diversification can put you on the fast track to growth but if the strategy fails it can also burn up money. Expanding the product range and even if turnover increases, the increase in costs could result in a slump in profits. Extend the brand into new markets and there is a danger that it will have no resonance with the newly targeted customers. Thus it’s vital to research new markets before diversifying.
公司可以對延長產品生命周期抱有希望。多元化可以讓你走上增長的快車道，但如果戰略失敗，也會燒錢。擴大產品范圍，即使營業額增加，成本的增加也可能導致利潤下降。將品牌擴展到新的市場，有可能與新的目標客戶沒有共鳴。因此，在多樣化之前研究新市場至關重要。
‘Fine ideas’ should also look carefully at their existing business. Do they have the right managers to cope with a divaricating strategy? Should they integrate the diversified business into one company or ring fence the new operation as a business in its own right? And is your organization strong enough to be an umbrella brand where your core values resonate across the group? They should think hard before ‘Fine Ideas’ commit their finances and precious time.
Essay范文總結‘Fine ideas’也應仔細審視其現有業務。他們是否有合適的經理來應對分歧戰略？他們是應該將多元化的業務整合到一家公司中，還是將新業務作為一項業務單獨進行？你的組織是否足夠強大，足以成為一個傘式品牌，讓你的核心價值觀在整個團隊中產生共鳴？在‘Fine ideas’投入資金和寶貴時間之前，他們應該好好思考。本站提供各國各專業留學生essay代寫或指導服務，如有需要可咨詢本平臺。
