I. Read the text about the French company, Bic. Can you name three of Bic’s products?

Bic’s Success in a Throwaway

Bic is a household name, synonymous with a disposable age*

Few companies can say that they are responsible for changing the everyday habits of billions of people throughout the world, but the French company Bic, founded in 1950, is one that can.

The ballpoint pen came first. The original biros – named after Lazlo Biro, their Hungarian inventor – were expensive and difficult to use. Baron Marcel Bich, the owner of a small office supplies company, brought together French and British scientists to refine* and modify* the design. He negotiated the rights to produce and sell the pen with Biro. Production of the Bic “Crystal” began in 1953. The “Crystal” had a clear blue plastic tube and a visible ink supply which was sufficient to draw a line three kilometers long.

Sales rose from around 50,000 a week in the first year to a quarter of a million a day by 1956. Today sales of Bic writing instruments total more than 20 million a day in 160 countries.

Bich was not content with a one-product business and wanted to find other throwaway ideas. In 1972 came the disposable lighter. It is another success story which made Bic world leaders in the sector, with daily sales of disposable lighters now numbering almost 4 million.

Bic’s winning formula was a combination of simplicity of production and reliability; the company claims that its lighters will work 3,000 times compared with competing brands’ 1,000.

The company used healthy profits to invest in its third major product range – the throwaway razor – in 1975. It now contests market leadership with Gillette.* Bic subsequently diversified further – into windsurfing boards and fashion – but the three original throwaway ideas remain its success stories.

From Wikipedia, the Free Encyclopedia

• synonymous with a disposable age: [Bic] represents our fast-moving world
• to refine: improve
• to modify: make small changes
• Gillette: major manufacturer of razors and toiletries.

II. Read the text again and complete this company history.

1950 The company was founded.

1950-53 Laslo Biro invented the first pen.

Marcel Bich ____ and _____ the design. Bich negotiated with Biro to ______.

1953 Production of the ______ began.

1956 Sales of the biro rose to ______ .

1972 Bic invented ______.

1975 Bic invented _______.

Now Bic sells _______ ballpoint pens per day.

Bic sells _______ disposable lighters per day.

Bic and _______ are leaders in the market for disposable razors.

III. What are the advantages of disposable or "throwaway" products?

IV. Sequence words

Example:

Bic is well-known for its disposable products. First of all,Bic produced the throwaway pen, the biro. Thencame the disposable lighter. Nextthey invented the throwaway razor and after that the windsurfing board. Todaythe company focuses on producing razors, biros and lighters. There were three key inventions in the company’s history: firstly,the ballpoint pen, secondlythe disposable lighter and lastlythe throwaway razor.

V. Write a short summary of the history of the company.

Speaking

Choose a company and present its history: type of product\service, the inventor(s), historical dates, current situation and future perspectives.

D. Company Culture

I. Learn types of company culture.

Power Cultures

In these cultures self-reliant and highly competitive self-development provide the basis of relations. Manager’s success is related to his or her charisma and influence, rather than to his/her knowledge and experience. The style of the chief executive is the model for other managers. In organizations of this type managers shall be tough-minded and aggressive.

Role Cultures

In these cultures manager’s role is completely related to his/her place within a centralized system. His/her success depends on how well this manager adheres to rules, procedures and precedents. Individualism and aggression are not valued in these cultures. Employees in these organizations should not get out of the limits of their roles.

Task Cultures

In organizations of this type they value everything that makes it possible to get the work done. The main concern in these organizations is with successful fulfillment of their projects. Manager’s success is related to his/her knowledge and experience required to achieve tasks rather than to meet the requirements of his/her role.

Individual Cultures

In organizations of this type the most possible freedom of expression is valued. Effectiveness of any activity in these organizations is rated by how much the activity satisfies the staff, rather than by how well it conforms to business plans. Independence, creativity and experiment are also valued in these organizations.

II. Discuss the following items:

1) What provides the basis of relations in power cultures?

2) What should the manager do to be successful?

3) What manager’s role is related to in role cultures?

4) How can manager become successful in a role cultures?

5) How should employees behave in such cultures?

6) What is the main concern in task cultures types of organizations?

7) Is there any difference between task cultures and role cultures?

8) In individual cultures the freedom of expression is not valued, is it?

9) Why is the fulfillment of business plan not important in individual cultures?

10) In organizations of what type would you like to work? Why?

Lesson 4. Competition of Companies

Warm up

· A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. (Jeff Bezos)

· Do you agree with this saying?How can a firm earn its reputation?

· Look at this list of brand names and logos and find pairs of competitors.

· Which company is winning in each pair?

· What is competition of companies? How do consumers benefit from competition?

Reading