CHAPTER 1

INTRODUCING YOUR COMPANY

Objectives: Students are expected to be able to create a company profile and use English correctly.

DISCUSS WITH YOUR PARTNERS!

1. What is a company profile?

2. Why should a company use the logo?

3. What are the advantages of the logo?

4. Why do a company need an organizational structure?

A. DESIGNING THE COMPANY LOGO

The Business LogoBusiness logos are design patterns created to represent a business. A computer company might have a small computer logo, an entertainment company might have a film or musical logo design; there are thousands of businesses that make use of a logo. Business logos can be considered as the visual illustration of the business.

Importance of a business logo1. It helps to attract customers, especially when your business is just starting. Your business logo should be

designed to attract attention and help to create an impact. An example of a very striking logo is Nike. The ‘swoosh’ is a prefect model of a well designed, simple, yet highly effective logo. This single swoosh is enough for people to know that your shoes or your clothing is from Nike and that you are a quality conscious consumer.

2. It helps to set your business apart from the competition. A professional business logo can assist a company in creating an image that is distinct. Your logo should be aesthetically pleasing and evoke feelings of trust and reliability.

The Corporate LogoEvery business owner should be aware that corporate logos perform a key function in the sales of a company. The logo attracts the customer’s attention to the company’s product. Some well known examples are Versace, McDonald’s, and Nike. If a customer plans to purchase jeans and t-shirts they check the tags for products made by these companies.

The following are advantages of a logo:1. Creating an identity

A logo creates an identity in the market for a product such as the Nike ‘swoosh’. Wherever this sign is printed, the product is recognized to have the quality associated with Nike.

2. Helps in business The logo also helps in business providing an emblem of recognition for the company. For example, the abbreviation for Donna Karen New York is DKNY. This makes it easier for customers to recognize and remember.

3. Comfort Rather than using a full company name on a product, such as Versace, the company will develop a logo. The Versace logo is a lion’s face, which is easily recognized by the customer.

4. Saving cost A logo saves on the cost of printing. For example the company Federal Express first considered as a logo its full name, but changed it to ‘FED EX’ which saved money and made the logo simpler.

Using the LogoThe corporate logo is used in:1. Business cards2. Brochures3. Web Sites4. Business gifts

Logo Design1. A logo design should be unique for the identification of a particular business, not a typecast logo.2. A logo design should be eye catching and simple. It should be designed using simple color pattern and short

text. It should not appear cheap or showy. A business should avoid heavy decorations and different combinations of color in the logo design.

3. It must be suitable.4. It is necessary that the trademark logo be registered under the brand-name to ensure that no other business

can use your logo to promote their businesses.

Your Logo in ActionA company logo is a company’s emblem, trademark, or identity. Logos are of extreme value because they present the company’s brand and style. Logos must be unique from others in every respect. It must be effective, attractive, recognizable, and should stir an emotional response. Examples:1. The cell phone company, Nokia; the logo depicts two hands touching each other. It represents telephones as

a means of connecting people. 2. Coca cola and Pepsi; Coco cola uses red, Pepsi uses red and blue. The motive of the logos is to attract

consumers because they will desire the refreshment given by the product just by glancing at these logos. 3. Mercedes; the logo is made of silver and represents the high quality and decency of their cars.

The 4 Types of Logo Designs1. Textual logos

Textual logos are simple text used in a logo format. The font type can appear in various shapes and sizes to convey your message. A thick font conveys your business’ power or strength; a fancy script font conveys style and elegance. A good example of a textual logo is that of IBM.

2. Illustrated logosIllustrated logos are illustrations used as logos. These illustrations can be as simple or as complicated as you like. It is better to keep your illustrations simple and to the point because a company logo should at all times signify your business’s professionalism. A good example of an illustrated logo is that of Pepsi.

3. Symbolic logosA symbol can be used to portray an abstract representation of the company. A good symbolic logo is that of Nike.

4. Combination logosA combination logo is a mixture of any or all of the other elements. A good example of a combination logo is

America OnLine.

Taken from www.smallbusinessbible.org

Exercise 1

What can you describe from these logos?

B. DESCRIBING COMPANY’S STRUCTURE

The most common verbs dor describing structure are:

consists of contains includes

Is composed of Is made up of Is divided into

For example:

The company consists of five main departments.

The marketing departments is made up of three units.

The sales department is divided into two sections.

Other verbs frequently used to describe company organization include

to be in charge of

to support or to be supported by

to be accountable to

to be responsible for

to assits or to be assisted by

to be responsible to (who do you report to?)

For example:

The marketing department is in charge of the sales force.

The marketing department is responsible for advertising, sales promotions, and market research.

The five department heads are accountable to the Managing Directors.

Exercise 2

Now write a description of the organization chart above, in about 100-150 words.

Exercise 3

Match us the words on the left with the definitions on the right.

1 autonomous Aa system of authority with different levels, one above the other

2 decentralization Ba specific activity in a company, e.g. production, marketing, finance

3 function CIndependent, able to take decisions withput consulting a higher authority

4 hierarchy D People working under someone else in a hierarchy

5 Line authority EDividing an organization into decision-making units that are not centrally controlled.

6Report to

FThe power to give instructions to people at the level below in the chain of command

7 subordinates GTo be responsible to someone and to take instructions from him or her.

C. PRODUCTS

Give three examples of brands to which you are loyal (i.e. which you buy without giving it a moment’s thought). Why are you loyal to them?

Are there any products for which you have no brand preference or loyalty but are what marketers call a ‘brand-switcher’?

Can you think of any products for which the name of the brand is totally unimportant, so that you do not even notice it? (There may be some in your bag or briefcase.)

Give an example of a product line (a group of related products made by the same company). Think of clothes, cosmetics, food, and so on.

Exercise 4

Exercise 5

Read the following text and write a brief heading for each paragraph

PRODUCTS AND BRANDS

1. ............................................................................

Marketing theorists tend to give the word product a very broad meaning, using it to refer to anything capable of stisfying a need or want. Thus services, activities, people (politician, athletes, film stars), places (holiday resorts), organizations (hospitals, colleges, political parties), and ideas, as well as a physical objects offered for sale by retailers, can be considered as products. Physical objects can usually be augmented by benefits such as customer adivice, delivery, credit facilities, a warranty or guarantee, maintenance, after-sales service, and so on.

2. ............................................................................

Some manufacturers use their name (the ‘family name’) for all their products, e.g. Phillips, Colgate, Yamaha. Others, including Unilever and Procter&Gamble, market various products under individual brand names, with the result that many customers are unfamiliar with the name of the manufacturing company. The major producers of soap powders, for example, are famous for their multi-brand strategy which allows them to compete in various market segments, and to fill shelf space in shops, thereby leaving less room for competitors. It also gives them a greater chance of getting some of the custom of brand switchers.

D. COMPANY PROFILE

VOCABULARY

Exercise 5:

READ THIS ARTICLE THEN COMPLETE THE NOTES

Exercise 6

WRITE COMPANY PROFILE FOR TESCO BY USING THIS NOTES!

Exercise 7

FILL IN THE BLANK WITH THE CORRECT FORM OF VERB

NOW, IT’S YOUR TURN TO CREATE YOUR COMPANY PROFILE!

When you want to introduce your company, you should address the following issues:

Who Are You?" – Provide a brief history of your company

• Decide what is the name

• the address

• the phone number

• email

• websites of the company

Why You?” –What are the company capabilities that give you a competitive advantage over others?

• Talk about the vision of the company.

• Why is your product or service innovation important?

• Discuss your target market. Who are our customers today? Who will be our customers tomorrow?

• Discuss the image your company projects and your employees. Who are our employees? What distinguishing features do we look for in new hires…entrepreneurial, reliable, educated, experienced, friendly?

• Pinpoint what makes your company different. What separates us from the competition?

Discuss with your group to create the logo of the company, the company profile, the organizational structure, and product of the company. Then, you have to present the result in front of the class room!