MILITARY METAPHORS: BUSINESS AS WAR

We use a lot of military metaphors to describe the day-to-day operations of business. Complete the texts by inserting the words in the boxes.

EXERCISE 1: An Offensive Strategy

arsenal attack blitz campaign inroads

invade mobilize tactics troops weapons

We’ve been making successful (1) into their market share for 18 months, and now is the time for a change of (2)………………. We’re going for a frontal (3)…………….. We have an excellent product, and if we use all the (4)…………………. in our (5) , we should be able to convince consumers of this fact. We will (6)………………. all our resources and launch a media (7)……………. This will be the most expensive (8)…………. in our history. We have also recruited twenty new sales reps and we are going to send our (9)………….. into the field, to (10)……………….. their market.

EXERCISE 2: A Defensive Strategy

capture defence deter fight mission

retaliate territory war withdraw

We are going to dig in and defend our (1)……………. This is a suicide (2)……………. by our competitors. They probably expect us to (3)……………. ., and a small price cut won’t (4) …………… them. We have enough cash reserves to win a price (5)……………. , so I suggest that we cut our price by 20% immediately. The best form of (6)…………… is attack. You’ll see, they’ll (7)…………….. within two weeks. This is a (8)………….. they’re going to lose. There is no way they are going to (9)…………….; our market.

EXERCISE 3: A Takeover Bid

action aggressor battle bombarding

fight counter-offensive join forces raid

After striking the first blow with their unsuccessful dawn (1)………….. last month, Wright & Bergkamp have now launched a takeover bid for their High Street rivals Merson’s. A fierce (2)…………… is expected for control of the electronics retailer. For Merson’s chairman David Adams, the bid came as no surprise: ‘They’ve been (3)…………. our shareholders with propaganda for weeks, but they won’t succeed. We’re ready for (4)…………….. and we’re going to (5)……………. them all the way.’ Indeed Merson’s have already launched their (6)………….. , issuing a press release which questions some of Wright & Bergkamp’s accounting methods.

Yet City analysts suggested yesterday that the (7)………..’s hostile bid is likely to succeed unless Merson’s (8)…………… with another retailing group.

Date: 2015-01-12; view: 2707