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Presenting Your Advantage – Unit 9

Business English Vocabulary - L2 Reminder Unit 8 – SWOT For Instance, for IKEA, you could say

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Competitive Analysis

After doing the SWOT Analysis, you will be able to introduce a firm’s competitive

position:

Normally, a firm occupies one of six positions in the target market:

1. Dominant:

The firm has control over other competitors. Naturally, it can enjoy more freedom to select suitable strategic

options.

2. Strong:

The firm doesn’t control behaviour of other competitors, but can take independent actions without endangering

its long-term position. Other competitors’ actions do not have a notable impact on its position.

3. Favourable:

The firm is in position to exploit opportunities to improve its position. It has to constantly adjust its strategies to

continue enjoying the better-than-average opportunities. It has to remain alert and struggle constantly.

4. Tenable (Average):

The firm has satisfactory performance, but has to suffer due to dominant and strong competitors. It has less-

than-average opportunities to improve its position.

5. Weak:

The firm has unsatisfactory performance. However, there exists opportunities to improve its position. It must

change or adjust constantly to exist.

6. Nonviable (non-survivable):

The firm has unsatisfactory performance and has no opportunity to improve its performance and position.

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Understand where you stand

Do you research.

Semrush

SimilarWeb

UberSuggest

Spyfu

Market Share :

https://incfact.com/company/longchamp-sanjose-ca/

https://www.ecommercedb.com/en/store/longchamp.com

Personal Favorites :

https://www.grandviewresearch.com/industry-analysis/leather-goods-market

https://www.mordorintelligence.com/industry-reports/leather-goods-market

Example – you should be able to describe a graph like the one below.

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Course Objective:

• To talk about charts, tables or graphs with ease and master the various specificities related to their description and analysis.

• To be more knowledgeable and accurate with metric and imperial measurements.

• To be able to describe data, figures, trends and to compare data.

Reminder

For your final (oral) presentation, you will need to choose between (or both)1

a) Commenting a graph (talking about the evolution of numbers)

b) Comparing numbers and results (using comparatives)

9.1. Let’s see what you remember

Pay attention : un graphique = _________________________________________________________

9.2. Observation

The bar chart shows the number of men and women studying engineering at Australian universities.

1 (!) In each case, you will need to comment on the numbers/graphs (highlighting to your audience the key information,

i.e. explaining changes, consequences, variations)

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9.2.1. Keep in mind

a) Introduce the document (see 7.2.2)

b) Describe the picture, using the specific vocabulary (see 7.3)

c) Leave the graph, by highlighting the key information people need to remember (see 7.2.3)

9.2.2. Introducing the document

a) Here are some of the main standard uses (using action verbs).

• The graph: shows, represents, outlines, illustrates, highlights, underlines, focuses on….

• The table lists…

Introduction Topic Circumstances

This graph shows ... the results of our products ... over 10 years.

The diagram outlines ... rates of economic growth ... between 1990 and 1996.

This table lists ... the top ten agencies ... in the industrial world.

This pie chart represents the company's turnover ... for this year in our sector.

This line chart depicts ... the changes in sales ... over the past year.

This chart breaks down (ventile) ... the sales of each salesman ... during the past ten weeks.

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b) You can also use what is called the “linking as-clauses”. Here are three examples.

• As shown in table 5, bacteria are the most frequent source of infection.

• As can be seen in figure 8, infant mortality is still high in urban areas.

• As revealed by the graph, the defect rate has decline

In? By? From? On?

• As shown in table 3, .. .

• As can be seen from the data in table 1, .. .

• As shown by the data in table 1, .. .

• As described on page 24, . . .

9.2.3. Explaining changes, consequences & variations

a) Here are some of the main standard uses (using action verbs).

• This change: can be attributed to, was provoked by, can be put down to, can be explained by, can be

accounted for by…

• This led to/triggered/caused…

The following phrases may be helpful as you discuss data.

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b) Remember that you can increase/decrease the strength of your conclusion, using different methods:

b.1. Modal verbs: There are many ways of expressing probability in written academic English. Notice how the

claim progressively weakens in these three sentences.

• A reduced speed limit will result in fewer2 highway injuries.

• A reduced speed limit may result in fewer highway injuries.

• A reduced speed limit might/could result in fewer highway injuries.

b.2. In these “it is + adjective” examples, the phrases weaken in strength.

• It is certain that

• It is almost certain that

• It is very probable/highly likely that

• It is probable/likely that

• It is possible that

• It is unlikely that

• It is very unlikely/highly improbable that

b.3. Weakening the subject of the verb.

• Many consumers have less confidence in the economy.

• A majority of consumers have less confidence in the economy.

• In most parts of the country, consumers have less confidence in the economy.

• Consumers in most income brackets have less confidence in the economy.

A third alternative is to add exceptions.

With the exception of

Apart from

Except for

b.4. using weaker verbs

• Deregulation caused the banking crisis, (stronger)

• Deregulation contributed to the banking crisis, (weaker)

2 FEWER (suivi d’un nom au pluriel) = MOINS versus. LESS (suivi d’un nom invariable) = MOINS

a reduced speed limit will result in

fewer injuries.

a few oil-rich states, national economies in Africa are

not likely to improve greatly over the next decade.

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Task 2.

Working with a partner, put the following sentence variations in order from 1 (strongest claim) to 7 (weakest

claim).

• The latest clinical trials _________________________ the new use of an already approved drug

a. contributed to

b. caused

c. may have contributed to

d. was probably a major cause of

e. was one of the causes of

f. might have been a small factor in

g. seems to have caused

9.3. Describing a graph

9.3.1. The four basic trends (tendances) are (refer to page 10. Essential Vocabulary) :

• upward movement :

• downward movement :

• no movement : ➔

• change in direction : or

9.3.2. Let’s see what you know.

Task 4.

Task 4.1. From the following list, choose a term that you think best describes the up and down trends.

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Task 4.2.

Task 4.3. Match each sentence below with one of the following graphs.

1. My blood sugar level rose suddenly. 2. The sales of our products fell slightly in the final quarter. 3. The Research budget has stabilized over the past few years. 4. At the end of the first year, the number of cases stood at 50 per cent of the present level. 5. Whenever I eat fast food (and pig out), My blood sugar level fluctuates wildly; it reaches a peak before falling a

little and then maintaining the same level. 6. There has been a steady increase in my weight over several years. 7. The hours I sleep decrease steadily before the exams. 8. My happiness plummets when someone criticizes my work.

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Task 4.4.

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Task 4.5. Let’s wrap it together :

The sentences in the following commentary are not in the correct order. Rearrange them in an appropriate order. Place 1 in front of the first sentence, 2 before the second, and so on. Work with a partner if possible

Example GRAPH : Medical Care in France in 2010: Average Annual Spending per Capita (adapted)

a) Basically, what the graph shows is that in the first few years of life, there is a tendency for medical costs to

be similar for the two sexes. That is to say, the younger the people are, the more medical care they need, as can

be expected immediately after birth spending is high (roughly €200).

b) As you know, over the last 40-50 years, there has been a steep increase in medical expenditure, and

governments are now faced with a major political problem of finding ways of financing the health services.

c) This will be followed by a short commentary and finally, my point will be to discuss some of the causes and

consequences of this state of affairs.

d) The line graph in the figure is adapted from INSEE 2010 and gives comparative data for the average annual

per capita expenses for men and women in France. As can be seen, age is indicated at 10 years intervals on the X

(horizontal) axis, while annual costs are shown on the Y (vertical) axis on the left-hand side.

e) Good morning. Well, what I would like to discuss with you today is the problem of rising medical expenses

with particular reference to the situation in France

f) At this stage, the two curves separate. The bottom curve for males continues to drop until the age of 20

where it reaches its lowest point of approximately €80. From then on, it rises slowly but steadily and is

commensurate to age, with a slight acceleration after the age of 55.

g) To begin with, we will look at a line graph, giving comparative data for male and female expenditure during

a normal life span (durée/esperance de vie normale).

h) However, over the next 5 years, the curve drops steeply for both sexes and then levels off until the age of

10.

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9.3.2. Prepositions of Time

In the exercise above, did you notice that :

1) As you know, over the last 40-50 years, there has been a steep increase in medical

expenditure, and governments are now faced with a major political problem of finding ways

of financing the health services = There has been + NOUN + ADJ

2) However, over the next 5 years, the curve drops steeply for both sexes and then levels off

until the age of 10. = SUBJECT + VERB + ADVERB

So, remember that you can describe graphs in 2 different ways :

a) Main standard uses with action verbs (and adverbs)

From 1982 to 1985, the pass rates rose.

During the first four years, the pass rates rose.

The pass rate fluctuated from 1982 to 1994.

The pass rate fluctuated throughout the period.

The pass rate remained under 50% from 1986 to 1991.

The pass rate remained under 50% until 1991.

Overall, the pass rates have somewhat fluctuated over the period (bilan, temps long = Pres. Perfect).

Overall, the pass rates have varied slightly over the period.

In that case, you will use the following adverbs :

b) Main standard uses with nouns + adjectives.

From 1982 to 1985, there was a rise in the pass rates.

There was a fluctuation in the pass rate throughout the period.

There was a stability under 50% until 1991.

Overall, there has been a moderate fluctuation in the pass rates over the period.

Overall, there have been strong variations in the pass rates.

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In that case, you will use the following nouns (column on the right)

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c) Variations - Which preposition should I use ?

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Remember

Task 5.

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Essential Vocabulary

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9.4. Apply

9.4.1. Listen to 1 presentation of Sales Results. Fill out the information below.

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9.5. Using Comparative Structures

9.5.1. Rappel : grammaire vue en L1.

Introduction : Il existe deux structures permettant de « comparer » : 1) la « structure comparative » qui permet de comparer 2 éléments ou ensembles d’éléments Ex : This new microscope is better than this old one et 2) la « structure superlative » qui permet d’extraire un élément d’un ensemble Ex : This microscope is the best

COMPARATIFS Construction pour les Adjectifs et Adverbes Construction pour les Noms

as (tous adjectifs) as as many (nom pluriel) as Égalité as (tous adverbes) as the same as as much (nom singulier) as _____________________________________________________________________________ 1 - more (adjectif long) than more (nom) than Supériorité (adverbe) 2 - adjectif court + -er than _____________________________________________________________________________ 1 - less (adjectif long) than 1 - less (nom singulier) than Infériorité (adverbe)

2 - not as (adjectif court/long) as 2 - fewer (nom pluriel) than

9.5.2. Observation Adjective: = The control group is as important as the experimental group. + The control group is more important than the experimental group. + The control group is older than the experimental group. - The control group is less important than the experimental group. Noun: = She drinks as much coffee as him = First year students read as many books as third year students + She drinks more coffee than him - She drinks less coffee/money than him - She reads fewer books than him

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9.5.3. Plus compliqué !

On va utiliser ces tournures pour dire 2 fois plus, 3 fois moins, 5 fois plus, etc. On se rappellera que pour

dire :

« x fois plus »

- 2 fois plus « twice as adjectif (as) »

« twice as much + nom singulier (as) »

« twice as many + nom pluriel (as) »

Exemples:

• He's twice as tall as Paul.

• There is twice as much sulfur in this mixture.

• There are twice as many compounds in this mixture.

- 3, 4 etc… fois plus « 3, 4… times as adj. (as) »

ou « 3, 4… times more/adj. Court + er (than) »

Exemples :

• This engine is three times as fast as...

ou

• This engine is three times faster than…

« x fois moins » : On utilise une « fraction (1/3 ; 1/4…) + comparatif d'égalité » :

Exemples :

• This sample is half / a third… as big as that one.

(Cet échantillon est deux /trois… fois moins gros que celui-là.)

1/2 = half

1/3 = a third

1/4= a fourth

1/5 = a fifth …

Pour classer :

• the first: le premier d'une série

• the last: le dernier d'une série

• the latest: le dernier en date/le plus récent

• the former / the latter: le premier/le dernier d'une série de 2 déjà énoncée.

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9.5.4. Apply

Task 1. → Le groupe as + adjectif peut être précédé de multiplicateurs.

1) He is twice as tall as his brother: Il est deux fois plus grand que son frère.

2) Canada is 18 times _________________ France. Le Canada est 18 fois plus grand que la France.

3) The control group is ______________ as big as the experimental group.

4) Le groupe de contrôle est 2 fois plus grand que le groupe expérimental.

5) The experimental group’s results are __________ as ___________ as the control group’s (results) :

6) Les résultats du groupe expérimental sont 4 fois plus élevés que ceux du groupe expérimental.

7) Elle boit 10 fois plus de café que lui : _________________________________

Task 2. How would you say?

1) Now that he has retired, Robert has at least (4 fois plus de) free time as he had last year...

2) There are (2 fois plus de) Chinese restaurants in New York City as in Boston.

3) 'Nonsense ! The Sears Tower in Chicago isn't (3 fois plus haute que) the Eiffel Tower in Paris.'

4) There are (5 fois plus de pages) in Gone with the Wind as in the Great Gatsby ...

5) A Ferrari Spider is at least (8 fois plus chères qu’) a Mercedes Class C.

6) Pamela has (4 fois plus d’amis que) her sister on her Facebook page.

7) Mount Everest is almost (2 fois plus haut que) Mount Blanc and Mount Ben Nevis in Scotland.

8) The black car consumes (2 fois plus d’essence que) the blue one but it is much faster.

9) I need (autant d’espace que) on the first page as we can possibly have. This article will be a real success.

10) There are (autant de variétés différentes) of flowers as possible in this garden

11) In Paris, the Eiffel Tower is (6 fois plus haut que) the Arc de Triomphe.

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9.6. Acroissement Parallèle

« De plus en plus », « de moins en moins » + adjectif : Construction: « comparatif and comparatif »

Exemples :

• It's more and more interesting

• It's colder and colder. (Il fait de plus en plus froid.)

• There are fewer and fewer tigers…(Il y a de moins en moins de tigres…)

Deux actions progressant en parallèle :

Construction: « The+comparatif+Sujet+Verbe, the+comparatif+Sujet+Verbe »

Exemple sans adjectif

• The more they studied the phenomenon, the less they understood it.

(Plus ils étudiaient le phénomène moins ils le comprenaient.)

• The more he earns, the more he spends.

Exemple avec adjectif

• The greater the number of parameters, the more accurate the solution.

(Plus le nombre de paramètres est élevé, plus la solution est/sera précise.)

• The earlier, the better. (Le plus tôt sera le mieux.)

• The older she gets, the more beautiful she is.

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Task.1. Expected answers

- He is twice as tall as his brother: Il est deux fois plus grand que son frère.

- Canada is 18 times as high as France. Le Canada est 18 fois plus grand que la France.

- The control group is twice as big as the experimental group.

- Le groupe de contrôle est 2 fois plus grand que le groupe expérimental.

- The experimental group’s results are 4 times as high as the control group’s (results) :

- Les résultats du groupe expérimental sont 4 fois plus élevés que ceux du groupe expérimental.

- Elle boit 10 fois plus de café que lui : she drinks 10 times as much coffee as him.

Expected answers

Task 2.

1) Now that he has retired, Robert has at least four times as much free time as he had last year...

'4 fois plus de temps libre'= QUANTITE et Time est un indénombrable, ne prend pas de S. '4 fois autant de'; 'free

time ' => '4 times as much free time as'; at least = au moins.

2) There are twice as many Chinese restaurants in New York City as in Boston.

Attention ! malgré la tendance qui se développe (surtout depuis la sortie d'une chanson il y a quelques années)

'deux fois' se dit = TWICE. 'Deux fois plus de restaurants' = deux fois autant de ... que ; restaurants =

dénombrable pluriel => 'Twice as many restaurants'.

3) 'Nonsense ! The Sears Tower in Chicago isn't three times higher than ou three times as high as the Eiffel

Tower in Paris.'

'Trois fois plus haute que' = trois fois aussi haute que => 'three times as high as'.

4) There are 5 times as many pages in Gone with the Wind as in the Great Gatsby ...

'5 fois plus de pages' = '5 fois autant de pages que' ; 'pages' = dénombrable pluriel => 'five times as many pages

as ...'

5) A Ferrari Spider is at least eight times as expensive as a Mercedes Class C.

'huit fois plus cher que', = 'huit fois aussi cher que' ; 'cher' = adjectif.=>'eight times as expensive as'

6) Pamela has four times as many friends as her sister on her Facebook page.

'quatre fois plus d'amis' = 'quatre fois autant d'amis que' ; 'amis = friends = dénombrable pluriel => 'four times

as many friends as'.

7) Mount Everest is almost twice as high as Mount Blanc

'Deux fois plus haut que' = 'deux fois aussi haut que'=> 'twice as high as'.

and six times as high as Mount Ben Nevis in Scotland.

'six fois plus haut que ' = 'six fois aussi haut que' => 'six times as high as'.

8) The black car consumes twice as much petrol as the blue one but it is much faster.

'deux fois plus d'essence que'= 'deux fois autant d'essence que' => 'twice as much petrol as'.

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9) I need as much space on the first page as we can possibly have. This article will be a real success.

'Autant de place que possible ' ; 'place' = indénombrable singulier =>''as much space as possible'.

10) There are as many different varieties of flowers as possible in this garden

'Autant de variétés que ' ; 'variétés' = dénombrable pluriel =>'As many different varieties as '.

11) In Paris, the Eiffel Tower is six times as high as ou six times higher than the Arc de Triomphe.

'Six fois plus haute que ' = six fois aussi haute que ' = '6 times as high as'