1. Business English Upper Intermediate U1S09 John Silberstein johnsilb@aol.com

2. Agenda Metaphors Planning: Planning Tools Wiki Link: http://u1s09-2010-spring.wikispaces.com/

3. Metaphors a word or phrase literally denoting one kind of object or idea used in place of another to suggest a likeness or analogy between them. What is a Metaphor?

4. Metaphors a group of words whose meaning considered as a unit is different from the meanings of each word considered separately An idiom is a type of a metaphor. What is an Idiom?

5. Metaphors a group of words whose meaning considered as a unit is different from the meanings of each word considered separately What is an Idiom?

6. Metaphors we're "revved up” we're excited planting a seed gently introduce someone to an insight or idea Examples

7. Metaphors Belt tightening Reduce expenses bite the bullet to make a difficult or painful decision; to take a difficult step Blockbuster a big success; a huge hit Examples

8. Metaphors “Bring to the party” or “Bring to the table” “Take a stab at” or “Take a cut at” or “Take a whack at” Blow me away Level the playing field Run out of steam Explain the following Metaphors

9. Metaphors Up to speed Firing on all cylinders Running on empty Over your head Ping me Explain the following Metaphors

10. Metaphors I don't have the bandwidth for that Off track; Off course; Out of bounds; Off base; Off the wall; In left field; Out to lunch Knock your socks off Make it happen Explain the following Metaphors

11. Metaphors Feeding frenzy Raise the bar Slam dunk Over my dead body I'll do it or die trying Explain the following Metaphors

12. Marketing The BCG Growth Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the Early 70’s. It is based on the observation that a company’s business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor. This tool assumes that an increase in relative market share will result in an increase in revenues. This tool also assumes that in order to increase market share requires an increase in investment (or expenditure of cash). Planning Tools: BCG Growth Share Matrix

13. Marketing Planning Tools: BCG Growth Share Matrix Market Growth Rate High Low Relative Market ShareHigh Dogs have low market share and low growth rate and thus neither generate nor consume a large amount of cash. Dogs are cash traps because of the money tied up in a business that has little potential Question marks are rapidly growing rapidly and thus are consuming large amounts of cash, but because they have low market shares they do not generate large amounts of revenue. The net result is a large amount of net cash consumption. If market share growth continues it can become a Star or if cash consumption continues, it may become a Dog. Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash due to their relatively high market share growth rate. There cash flow tends to balance out. If a Star can maintain its market share and can become a cash cow when the market growth slows. As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate and thus consume more cash than they consume. These business units should be “milked”, extracting profits and investing as little as possible. Cash cows provide the cash to turn Question Marks into Stars and to finance Stars so they can become Cows.