Englisch BHS, Maturatraining mit Audio-CD

18 Reading Going global Read the text about expanding a business overseas. Parts of the text have been removed. Choose the correct part (A–J) for each gap (1–7). There are two extra parts that you should not use. Write your answers in the spaces provided. The first one (0) has been done for you. Multiple matching 05 Ready for business – Going global e world is your oyster: nowhere is this more apparent than in business. But while expanding globally can open up endless possibilities and opportunities, it also has its challenges. Helen Pattinson, founder of UK-based Montezuma’s luxury chocolates, aims (0) with her new website. But while her sights may eventually be set on world domination, she is in no rush. “Slow and steady wins the race,” she says. “It’s all about building up sustainable markets.” How does she do that? Currently her company tests a new market by trading there via a stockist or retailer. “ at way I can be con–dent that there is enough demand (1) through our own website as well,” she says. In the next few months, Montezuma’s, which already has customers in 15 countries, including Sweden, Finland, Singapore, China and Australia, will be launching its new website, which will speci–cally target the US market. Although there are no language barriers to contend with, dealing directly with American consumers still brings its fair share of challenges, she says. “We will need (2) on the site user-friendly so that Ameri- can consumers can get the information that they want. And they use imperial weights and meas- ures there, so everything has to be in pounds and ounces.” A website can play a key role in a company’s success. King of Shaves, a British toiletries company, is a good example. “Our website gave us an instant window to the world and partly led (3) by Target, the North-American super- market chain,” says their founder, Will King. “ eir buyer had seen our products in the UK in Harrods and high-street chemists and then went to our website (4) .” It’s no surprise that Pattinson is excited about the impact that a venture into the American market could have on her business. She is fully aware, however, that once you start talking to web developers about branching into new market- places, it can be a bit of a mine–eld, full of hidden problems and diŒculties. “But it’s worth it – particularly in the US, because the potential size of the market is so huge,” she says. Emma Jones, founder of Enterprise Nation, a support community for small businesses, o†ers the following advice for owners keen (5) . “Analyse the traŒc to your current website and research the markets that are most likely to buy your product or service. Using powerful interna- tional partners like Amazon and eBay will get your brand noticed abroad and introduce it to foreign markets. And once your international sales start (6) , consider hiring a transla- tion company to localise your website.” It’s not only potential language barriers that budding exporters need to overcome, however. You also need (7) you use in certain countries. For instance in Asia you would never use a picture of chopsticks standing in a bowl of rice or of people putting their feet on a table and showing the soles of their feet, as those things are considered insulting. Having a knowledge of what is and isn’t acceptable from a cultural perspective is absolutely crucial. Nur zu Prüfzwecken – Eigentum des Verlags öbv