某学员即将被一500强跨国企业录用，但高管们出的最后一道笔试题是要求写一篇Motivation Letter, 以考察其专业知识、面对困难和解决困难的能力，当然也检验其是否茶壶煮饺子（有料倒不出）--英文表达能力是否达到公司要求是致命的。
中国是一个在无论是法律法规, 市场形态还是消费习惯上都在发生重大变化的市场. 相比于其他进入中国的外资零售企业, 这家跨国公司进入中国市场更早, 并且在经营方式上更具国际化, 有非常强的适应能力. 他非常灵活, 强调本地化, 这些成为他在中国竞争的有利条件, 到目前这家跨国公司在中国发展得很成功, 我相信他的自有品牌的发展也会受益于他的竞争优势并且在中国取得相当的成功.
这家跨国公司在中国建立了全球采购的功能, 这非常有利于自有品牌在供应商上的选择, 而且为自有品牌发展长期的战略合作伙伴提供了可能.
从DM的表现上看, 明显地这家跨国公司希望以快速更新的促销及低价和消费者之间建立更密切的联系. 这一点不仅有助于提高其市场竞争力, 并且对推广包括自有品牌在内的新产品非常有利. 这使我对这家跨国公司自有品牌的发展更有信心, 并且对发挥自己在新产品推广方面的能力乐观.
The following will sustain my rationale:
Ø In the first place, her global purchasing function already set up in
Ø In the second place, the performance of this international company's DM has safeguarded my above rationale too. Obviously, this international company is considered to establish more close ties with consumers by the means of swift renovated promotion and appealing prices, which aid her competitiveness upgrading in the market on the one hand and put herself in a privileged position in her new product launching including her private brands on the other hand.
Ø Based on the above justification, I will be filled with confidence in her private brands development and maintain optimistic about my ability in marketing our new products
自有品牌在中国的发展还处于起步阶段, 但是”好品质低价格”对消费者永远是有吸引力的. 拥有零售渠道的超市自有品牌无疑具有巨大的市场空间和乐观的前景. 在欧洲读书时, Tesco成功的自有品牌给我留下了深刻的印象. 屈臣氏自有品牌在中国取得的巨大进步令我对于在这个领域发挥品牌管理经验非常期待.
中国的人均消费在迅速增长, 并且现在的消费已经不再只是为了日常所需, 也为了快乐甚至时尚. 对于喜欢将店开在市中心的这家跨国公司来说, 了解这一点尤其重要. 自有品牌的?必须最大化地满足消费者的物理和心理需求, 才能取得大的成功. 相信我在市场和消费者研究方面的经验会对这家跨国公司自有品牌的发展有所贡献.
Next, I will shed some light on the current private branding development in
1. Thank God! The catchword “Good plus low price” has been attracting buyers.
2. Till now, those private brands belonging to those famed shopping malls owning their exclusive retail channels, no doubt, have been enjoying huge market space and promising prospects.
3. Being enlightened by the impressive Tesco private brand development while I was studying in Europe, I have been analyzing Watsons’ private branding processing in China and I find it is making unbelievably remarkable strides in its private branding expanding, which also lures me to expect eagerly to embody my expertise and experience in new product & brand revolutionizing and brand management in this domain.
4. China’s per capital consuming level has been lifted year by year with the Chinese people’s purchasing targets not only meeting their daily needs but seeking fun and fashion, which will never be overemphasized, I suppose, by this international company, a successful entity that normally operates stores in down town area.
As a conclusion, I have been densely involved in FMCG for the last decade, which is driven by the aspiration of loving the marketing profession, as well as an inclination of looking for challenging aspects, broadening my view and business area encountering. Besides wishing to facilitating my ability in communication coordination and management organizing, I will all the more like to exhibit my upbeat, proactive and never indomitable spirit to perfect and improve myself.
Facing problems and competitions, a marketer working in this international company's private branding aspect needs both pragmatic market experience and an attitude to further learn things, as you will always meet with unexpected errors and malfunctions in harmony. There is a highlighted shortcoming that China’s suppliers are not function well in self disciplining, organizing ability, productivity increasing and strategic orientating and sharpening, as well as product renewing, which need to be realistically put on table, reasonably balanced and unreservedly resolved.
I would like to accept challenges ,adapt myself to the new environment, to explore, to grow and constantly reinforce my competitiveness just like what this international company did during her initial phase in
在快速消费品行业工作了十年, 我非常热爱做从事的市场专业, 但同时也在寻找具有挑战性的新领域, 扩展自己的视野和经验, 并且希望在发挥自己沟通协调和管理组织方面的能力之外, 进一步提高自己乐观积极, 百折不挠的精神, 完善自我.
我明白在这家跨国公司的自有品牌领域工作, 不仅需要市场经验, 更需要学习, 还要面对很多的困难和挑战.
这家跨国公司在中国发展速度很快, 但可能在和谐上出现问题. 另一方面, 中国的供应商在纪律, 组织能力, 提高生产力, 发展战略, 产品创新等方面有很大的不足, 这些都是需要面对,平衡和解决的. 我愿意接受挑战. 我愿意象这家跨国公司在中国一样, 去适应, 去拓展, 去成长, 不断提高自己的竞争力.