4. Read and translate the text in written. From a Family Business to a Public Company.

The private company Lighthome starts producing only inflatable tents. They have no money for other things. But the friends and relatives like the idea and give their money to back up the new business. Thus the initial capital is made and the production grows.

The production flourishes and they decide to form a public company. They apply to the Stock Exchange for a permission to issue shares. Th Stock Exchange makes a thorough investigation of the new firm and approves the share issue.

They publish an information booklet and the public sends requests for shares. The first allotments come and the production of new camping equipment is increased.

The Board of Directors is formed.

The sales increase and the new company pays the first dividends to the shareholders. The shareholders have their annual meeting and decide to build up their business because the price of their shares rises. They also decide to put more effort into the advertising campaign.

Problems.

1. Has anybody in your family got the shares of a well-known company?

2. How high are their dividends?

3. How often do they get dividends?

Your own business.

Suppose your company produces sportswear (T-shirts, bathing suits, running shoes).

1. Which companies are in the same line of business and compete with you?

2. Everybody knows that Puma, Adidas, Nike produce top-quality sportswear. What is the strong point of your company?

3. Do your products sell well because they are:

1. cheaper;

2. made of ecologically pure materials;

3. suited for specific groups of sport-fans?

4. Are you planning to put out a new product on the market?

Lesson 5. Market.

1. Glossary.

Active market - активный рынок

Capital - капитал

To capture the market - захватить рынок

The Common Market - Общий рынок

Consulting firm - консалтинговая фирма, т.е. фирма, занимающаяся консультированием по широкому кругу вопросов экономической деятельности

To do market research - проводить исследование рынка

Domestic market - внутренний рынок

To estimate - оценивать

Foreign market - внешний рынок

To get a product into the market - выпустить продукт на рынок

To increase market share - увеличить долю рынка

International market - международный рынок

Market - рынок

Market research - исследование рынка

Market share - доля рынка

Percentage - процент

Projected - предполагаемый

To put a product on the market - выпускать продукт на рынок

Senior partner - старший копаньон, партнёр

To stand at 10% - иметь 10%

The company stands at 10% - доля компании составляет 10%

Trade - торговля

Notes.

1.Share

Part one of the equal parts,

into which the capital of the company

is divided

1. You'll have to do your share of work.

2. Ted owns 10 shares in a transportation company.

2 . Per cent (%) percentage (proportion)

-What percentage of your profit comes from sales on the domestic market?

• 10 per cent.

Per cent is always in the singular (e.g. 55 per cent).

2. Read and translate the text.

The Lanes invited Mr. Jones, a senior partner of a consulting firm, to do some market research for them. This is a part of his report presented to the management of the company: "…the most sensible thing to do is to concentrate on the domestic market. Toy market is active at the moment and will be constantly rising till Christmas. Lane and Sons stands a good chance of increasing sales if your company comes up with toy which has a completely new image and a good processor, making it "highly intellectual". Lane and Sons should get this product into the market as soon as possible because of the larger companies which can afford extensive research and development and produce a similar product thus making the competition harder. Your company stands at 1% of market share now but it will increase its market share and reach 7% by the end of the year. It's going to be the first step on your way to capturing the market."

3. Look at the table and answer the questions.

Company	Market share
Lane and Sons Hasbro Mattel Rainbow Toys Playskool Fisher Price Toys Good Time Toys Blue Bird	1% 20% 9% 22% 30% 8% 6% 4%

1. Which company has the largest market share?

2. Which company has the lowest market share?

3. Is there sufficient competition on the toy market at the moment?