Reading 1 Head-to-head competition

1. Discussion

2.  Background  information 

3. Vocabulary and terms

Reading 1 Head-to-head 

competition

Consult the dictionary before the class

words：head-to-head； trailblazer； barista；lose out；replicate；underperform； earmark ；take on；beverage；timescale； demystify；side-swipe 

sentences：

⑴ This is in direct contrast to McDonald’s traditional approach, where products tend to be made out of sight from the consumer. (para. 5)

⑵ McDonald’s is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as ‘venti’ and ‘grande’ with a simplistic small, medium and large. (para. 6)

⑶ The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores. (para. 8)

课程思政：通过学习分析麦当劳如何扩展器业务范围，在咖啡界与星巴克分得部分市场份额，引导学生明白机会是留给有准备的人的，从而培养其奋斗精神、梦想精神。

Reading 2 Taking on competitors 

1. Discussion

2. Background

3. Vocabulary and terms

Consult the dictionary before the class

words：shock wave; tie up; trademark; launchpad; 

dodge ; incentive ; big box; consumer spending

sentences：

⑴ The US group will take on brands such as Germany’s MediaMarkt and France’s Fnac, as well as Currys and Comet in the UK, at a time when the retailers are struggling with depressed margins and worries over consumer spending. (para. 1)

⑵ But he was keener to talk about the less tangible aspects of selling consumer electronics – which lie at the heart of the deal. (para. 4)

Summary 

Further reading after class