如何向外國客戶做簡報

Bob Randall: I’m particularly pleased to introduce our next speaker, Ms. Cindy Lee, Vice President of Marketing, from the Diamondback Grille, Taipei. They have created an aggressive marketing plan with a special eye toward the Taiwan market.

Cindy: Thank you, Bob. Good afternoon,everyone. It’s so nice to be in Manhattan----a great place for marketing, and a great place for food.

Today, I’m very pleased to be here to give a very brief overview of our marketing plan. I believe you have handouts of the slide presentation.

Our first phase was a customer analysis, when we determined who our customers would be. In the next slide you can see the demographic profile of the people who live and work in the neighborhood.

Next I’d like to briefly go over the key aspects of our market strategy and implementation plan. First, and of primary importance, we calculated the restaurant’s annual revenue and operating expenses. Second, we developed a detailed marketing expense budget, with caps on advertising and direct mail. And finally, we developed a detailed action calendar, which mapped the activities and strategies onto a specific timeline.

The next slide demonstrates how we have taken the standard Diamondback menu and localized it for the Taiwan market. You can see we have retained most of the standard food items.

In conclusion I would like to say that, while we are very bullish about our prospects for success, we also hope to learn from your experiences. I’m going to stop here. I’ll be happy to answer any questions at this time.

[the audience is shy about asking questions at first.]

Bob Randall: I’m sure there must be some questions about the marketing efforts in Taipei. Now’s your chance to get the inside scoop.[at Bob’s encouragement, quite a few people ask questions about the localization strategy, and the allotted time quickly comes to an end.]

Cindy: It looks like we’ve run out of time. I can see Bob is ready for the next session. But I’d be very happy to answer any individual questions at the break. Or you can leave me your business card and I’ll email you.

Again, thanks for giving me the opportunity to talk with you today.

(蘇珊（Su Shan）曾任職於美國教育權威機構ETS（Educational Testing Service，教育測驗服務中心）多年，專精於英語為第二語言的教育與跨文化溝通，並曾任教於台灣清華大學，曾擔任ETS業務發展亞太區總監。)

[辛蒂在響尾蛇餐廳紐約總部，向100位行銷專員與資深主管報告台灣分公司的行銷計劃]

鮑伯：很高興向各位介紹下一位演講人，李辛蒂小姐，她是台北響尾蛇餐廳的行銷副總裁。他們特別針對台灣市場的需求，擬定了一套相當具有挑戰性的行銷計劃。

辛蒂：謝謝鮑伯。大家午安，很高興能夠來到曼哈頓，這裡不僅是行銷天堂，更是品嚐美食的好地方。

今天很高興能夠在這裡為大家簡短的介紹台北分公司的行銷計劃。我想各位手中都有一份講義。

第一階段報告了消費者分析，說明我們的目標客群。下一張簡報可以看出在附近工作或是生活的居民的人口結構。

接下來，我簡單的向大家說明行銷策略以及執行計劃的幾個重點。首先，而且是最重要的一點，我們詳細的計算出餐廳的年度營收以及營運成本。第二，我們規劃好所有的行銷成本預算，包括廣告與直銷費用的上限。最後，我們擬定了詳細的行動計劃表，明確的列出各項活動與策略的進度。

下一張簡報各位可以看到，我們特別調整響尾蛇餐廳的菜單，以符合台灣本地的口味。不過，我們還是保留多數的餐點。

最後我想說的是，我們有信心一定可以成功，但是我們也很希望學習各位的經驗。

我的報告就到此結束，請問各位是否有任何的問題？〔一開始大家不好意思發問〕

鮑伯：我相信大家對於台北分公司的行銷計劃，一定有些疑問，現在正是你們打探實情的好機會。（在鮑伯的鼓勵下，有些人問到關於本土化策略的問題，時間很快就到了。）