I. Warming Up
Hello everybody!
Today we are continuing talking about leading Belarusian enterprises. Can you name some of them? What do they manufacture?
Name some Belarusian makers of dairy products. Do you buy their produce?
What dairy products do you like? Do you have favourite Belarusian dairy brand?
Do Belarusian dairy products differ from the ones of other countries?
What is the situation at Belarusian dairy market now?
Does the population have enough high quality dairy products ?
Do you know what problems Belarusian dairy market face?
Make groups of two and discuss the questions with your partner. Tell the class your ideas.
II. Development of lexical skills
Ex. 1. Before you read, study the vocabulary.
1) dairy products – молочные продукты;
2) to be in demand – пользоваться спросом;
3) processing equipment – перерабатывающее оборудование;
4) competitiveness – конкурентноспособность;
5) to be in decline – снижаться, приходить в упадок;
6) impact – влияние, воздействие;
7) obstacle – помеха, препятствие;
8) to hinder – мешать, задерживать, препятствовать;
9) to meet the demand – удовлетворять спрос;
10) to select – выбирать;
11) to convert – превращать;
12) tough competition – жесткая конкуренция;
13) to fulfill – выполнять;
14) to meet the requirements – удовлетворять спрос, потребности;
15) to substitute – заменять;
16) to be a success – быть успешным;
17) to install – устанавливать;
18) non-waste technologies – безотходные технологии;
19) to take over – принимать руководство;
20) subsidiary – дочерняя компания, филиал;
21) goal – цель;
22) access – доступ;
23) to intend – намереваться.
Ex. 2. Translate the following words paying attention to the suffixes.
1) to employ, employer, employee;
2) to compete, competition, competitiveness;
3) to process, processing, processed;
4) to adapt, adaptation, adaptability;
5) to renovate, renovation, renovator;
6) to promote, promotion, promoter;
7) stimulus, to stimulate, stimulation;
8) to supply, supplier, supply;
9) to advertise, advertising, advertisement;
10) to achieve, achievable, achievement.
Ex. 3. Put the words under the following headlines.
| Dairy products | Market economy | People working at a factory |
Milk, personal, demand, employees, yogurt, quality, sour cream, competitiveness, general director, cottage cheese, chief executives, competition, shares, hard cheese, engineer, investments, metal worker, expenses, colleague, leader, specialist.
Ex. 4. Translate the “word chains”.
1) dairy factory, 2) joint-stock company; 3) market demand; 4) cottage cheese output; 5) trade partner; 6) raw material supplier; 7) quality issue; 8) priority task; 9) high production level; 10) production policy; 11) market conditions; 12) the USSR collapse; 13) market economy; 14) state sphere; 14) trade partner; 15) dairy company.
III. Reading
Ex. 5. Pre-reading question.
Do you like the dairy products of Brest dairy factory – Formula Zdorovia and Savushkin Product? Why? Why not?
Ex. 6. Read the article and do the exercises after it.
Formula Zdorovia – Savushkin Product
The joint stock company Brest dairy factory is one of the leading and well-known manufacturers of dairy products in Belarus. Its trademarks Formula Zdorovia and Savushkin Product are in great demand not only in Belarus but also at the Russian market. And this is quite natural. As the plant’s modern processing equipment complies with the market demand and is dictated by the quality and competitiveness concerns.
The company processes about 200,000 tons of milk a year which accounts for one-fourth of the milk production in Brest oblast. The company exports almost a quarter of its milk, yogurt, sour cream and cottage cheese output.
After the USSR collapse the whole economy of the sovereign Belarus was in decline. Dairy companies were affected as well. Moreover, huge financial problems in the agricultural branch led to the reduction of livestock which had a negative impact on the volumes of raw material available for processing. A serious obstacle hindering adaptation to the new market conditions when only successful competition could guarantee efficient work was the company’s technical equipment which required all-round renovation. All dairy plants in Brest oblast were in a similar situation.
In 1998 the company was headed by Alexander Savchits. He had to find new solutions for complicated problems, work out new technological and trade policy of the factory. The new leader was not a random choice for the company as 28 years ago he started his career as a metalworker, then through various promotions from an engineer to a chief executive he finally became general director. So that he was well aware of the situation at the plant.
– Unfortunately, I had to take some radical unpopular steps. I had to replace practically all chiefs of the main departments who were unable to cope with new complicated tasks, Alexander Savchits says. – It was twice as difficult to do, as there were no personnel ready to replace them. Hence, young specialists were appointed to many responsible posts.They were lacking experience but, and this is more important, they had desire to work hard and to meet tough demands of the market economy.
The experience has proven this step right. Today a team of professionals works in the company. There is a special attitude towards young people at the factory. If six years ago the average age of the employees was 49 years, today it has fallen to 37. Only last year 320 new working places were set up to which graduates from universities and technical training colleges were selected on a competitive basis.
At the end of the last century another important decision was taken – Brest dairy factory was converted into a joint stock company.
The state share accounts for 3,5 %, 65,6 % belong to legal entities, including raw material suppliers, 30,9% – to natural persons. This process was a stimulus for every worker of the factory. Everyone has realized that there is their share too and that the correlation between expenses and revenues depends not only on their work but also on that of their colleagues.
Saving energy and other resources of the company became a norm long ago, especially that it was stimulated by the administration.
Today there are many dairy companies both in Belarus and abroad. It is not surprising that a tough competition is reigning at the dairy market. In order to win the competition it is necessary to fulfill at least three conditions. The products for sale should be of high quality, reasonably priced and conveniently packed. In order to meet these requirements it is necessary to establish a solid network of interrelation with trade partners and raw material suppliers, set up a high level production. Quality issues have been the priority tasks of the company in recent years, which is proven by a number of certificates.
– Although these documents demonstrate the high production level of the company and help to successfully compete at the Belarusian and Russian markets, they are not the only goals of the enterprise. Any customer when buying our products has to be sure that he/she is buying a safe, tasty and healthy product, Aslexander Savchits says.
Earlier the company’s trademark was Berestie. However, in 2001 somebody proposed to substitute it for Savushkin product. The new brand derived its title from famous Russian patron Savva Morozov. Due to the new name the sales considerably increased both in Belarus and in Russia. Now Savushkin product is famous not only among Belarussian customers but also among residents of St.Petersburg, Tula, Kaliningrad, Smolensk and other Russian cities. Moscow occupies a special place in the list.
– Apart from winning a tender for suppliers of dairy products to Russian schools announced by the Russian government, we deliver our cottage cheese, sour cream, yogurt to 800 Moscow shops, says chief of the marketing and advertising department Inna Novik.– And now we are working on further extension of the market.
In February 2004 Brest dairy factory launched another brand – Formula Zdorovia which is also a big success. Today only at home Brest dairy factory has 1,600 partners. The company’s export accounts for over 25% of the total production.
Recently Brest dairy factory has been constantly increasing investments in the technical re-equipment of its production. New shop for milk processing have appeared, the butter producing shop has been fully reconstructed, modern packing line for cottage cheese assembled, modern equipment installed in practically all shops. The company’s unique machines and assembly lines have no analogues in the republic. At the same time the investment strategy is orientated on the equipment using resource-efficient, non and low-waste technologies, on introduction of new methods of raw material processing and maximal automation of all production processes. Along with that the joint-stock company helped two regional dairy factories that had been in the difficult financial state. Several years ago the JSC Kamienets butter dairy was taken over by the company and now this subsidiary specializes in production of hard cheese. Last year the plant bought part of the bankrupt Drogichin dairy factory where a milk-receiving center will be set up. Now the factory has been undergoing changes in terms of modernization and creation of new working places.
Brest dairy factory is not going to stop and get satisfied with what it has achieved. Today its specialists are busy developing new types of high-quality dairy products, finding new customers at home and abroad, searching for new ways of improvement of their production and social sphere. All this will be carried out within the framework of the developed system of production policy. Recently one more strategic goal has appeared. The goal of the company is to find the way to the EU market, the access to which has been limited so far. The company has already started preparations to be included into the EU network of the elite plants. And when the Brest is included into the EU network of elite plants, Savushkin product and Formula Zdorovia will become favourite products not only in Belarus and Russia but also abroad.
Ivan Kuksa, Belarusian Economy. [1]
IV. Comprehension
Ex. 7. Answer the questions.
1) Why do you think trademark Savushkin product is popular?
2) How many tons of milk does the company process a year?
3) What is the export of the company?
4) What was the situation in Belarusian economy after the USSR collapse?
5) What did financial problems in agriculture lead to?
6) What steps did the general director have to take?
7) What is the average age of the employees at the factory?
8) When was Brest dairy factory converted into the joint-stock company?
9) What is the distribution of shares?
10) Is it a stimulus for everybody?
11) What three conditions are necessary to fulfill in order to win the competition?
12) What trademarks of the company can you name?
13) How did the brand of Savushkin product derive its title?
14) Which trademark did Brest dairy factory launch in February 2004?
15) How many partners does the company have?
16) What changes have taken place recently?
17) What is the investment strategy orientated to?
18) How did the company help two regional dairy factories?
19) What are the goals of the company?
Ex. 8. Agree or disagree with the following statements. Ground your answer.
1) It is quite natural that Savushkin product and Formula Zdorovia are in great demand not only in Belarus but also at the Russian market.
2) After the USSR collapse the reduction of livestock had the negative impact on the volumes of raw materials available for processing.
3) The appointing of Alexander Savchits to the post of general director was a random choice.
4) It was very easy to hire new qualified personnel because there are many young specialists today.
5) There is a special attitude towards young people at the factory.
6) Unfortunately, the conversion of Brest dairy factory into joint-stock company didn’t stimulate everybody.
7) In order to win the competition it is necessary to keep prices low.
8) The goal of any company is to find the way to the EU market.
V. Word Work
Ex. 9. Find the English equivalents for.
1) ведущий производитель молочной продукции;
2) пользоваться спросом;
3) современное перерабатывающее оборудование;
4) жесткая конкуренция;
5) высококачественная продукция;
6) инвестиции в оборудование постоянно растут;
7) ресурсосберегательные и безотходные технологии;
8) новые потребители;
9) выйти на Европейский рынок;
10) искать новые способы усовершенствования производства;
11) ближайшая цель;
12) торговая марка;
13) насчитывать, составлять;
14) прийти в упадок;
15) огромные финансовые проблемы в сельском хозяйстве;
16) объем сырья;
17) только конкуренция может гарантировать успешную работу;
18) новые решения сложных проблем;
19) принимать меры;
20) недостаток опыта;
21) удовлетворять рыночный спрос;
22) устанавливать новое оборудование;
23) соотношение между расходами и доходами;
24) дальнейшее расширение рынка.
Ex. 10. Supply the sentences with the words from the box.
| Decline, quality, brands, supply chain, employs, objective, trademarks, tender, tough competition, delivers. |
1) Company’s … Savushkin Product and Formula Zdorovia are in great demand.
2) After the USSR collapse the whole economy of Belarus was in … .
3) … issues are among the priority tasks of the company.
4) New … appeared in November 2001.
5) Now the company … more than 1,000 people.
6) Today the … of the enterprise numbers 72 farms from 8 regions of the oblast.
7) … is reigning at the dairy market.
8) The company won a … for suppliers of dairy products to Russian schools.
9) The company … cottage cheese, sour cream, yogurt to Moscow shops.
10) The nearest … of the company is to enter the European market.
VI. Development of grammar skills
Ex. 11. Complete the following sentences using either Present Perfect or Past Simple.
1) After the USSR collapse the whole economy of Belarus (to be) in decline.
2) 28 years ago Alexander Savchits (to start) his career as a metalworker.
3) The experience (to prove) this step right.
4) If several years ago the average age of the employees (to be) about 49 years, today it (to fall) to 37.
5) Everyone (to realize) that there is their share too.
6) Quality issues (to be) the priority tasks of the company in recent years.
7) Due to the new name the sales (to increase) in Belarus.
8) In 2004 Brest dairy factory (to launch) another brand – Formula Zdorovia.
9) Last year the plan (to buy) part of the bankrupt Drogichin dairy factory.
10) Recently the factory (to increase) investment in the equipment.
11) New shops for milk processing (to appear).
12) We … already… (to start) our preparations.
13) The company (to help) two regional dairy factories which had been in difficult financial state.
Ex. 12. Complete the sentences by inserting one of the following:
| Both… and, moreover, although, apart from, as well, at least. |
1) After the USSR collapse the whole economy of Belarus was in decline. Dairy companies were affected … . … huge financial problems in the agricultural branch led to the reduction of livestock.
2) In order to win the competition it is necessary to fulfill … three conditions.
3) The sales increased … in Belarus … in Russia.
4) … these documents demonstrate the high production level of the company, they are not the only goals of the enterprise.
5) … winning a tender for suppliers of dairy products to Russian schools, the company delivers cheese and yogurt to Moscow shops.
Ex. 13. Supply the sentences with the missing modal verbs.
1) Only successful competition … guarantee efficient work.
2) General director… find new solutions for complicated problems.
3) The products for sale … be of high quality.
4) The plant … process up to 700 tons of milk per day.
5) General director … replace the chiefs of the main departments.
6) Any customer … be sure that he/she is buying a safe, tasty and healthy product.
VII. Discussion
Ex. 14. Role play the article. Ivan Kuksa (Belarusian Economy) is interviewing Alexander Savchits (general director).
Ex. 15. Talk it over.
1) Comment on the words of Alexander Savchits: “Today a team of like-minded professionals work at the company.“ Do you think team work is important? Is it easy to build an effective team?
There are a number of reasons teams fail. Could you name these reasons? What is characteristic of an effective team? What role does a leader play? What should be done to maintain an effective team?
2) Brest dairy factory is a joint-stock company where 30 % of assets belong to natural persons and this is a stimulus for every worker of the factory. How else can the company motivate employees to work toward company goals? How can workers be motivated to get interested in what they are doing?
VII. Final discussion of the topic.
Ex. 16. Mini-role play. Work in groups of five. Prepare and act a role play using the roles below. You are discussing the topic: “Dairy Market in Belarus: Problems and Prospects”.
Role A. Minister of Agriculture.
Roles B, C. General directors of dairy companies.
Roles D, E. Raw material suppliers.
IX. Homework.
Ex. 17. Go to the store and write down the cost of milk products of different brands. The prices are most likely different. Using the economic terminology explain why that is the case and why anyone would buy milk at a higher price. Write an essay on the problem.
Ex. 18. Do a research work. Find out some interesting information about Belarusian leading enterprises and prepare a short report about one of them.