商务英语谈判案例分析[1]1.doc

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1、商务英语谈判课后作业 案例分析商务英语谈判案例分析Example:Dan smith was a bissiness who works on gymnasium equipment，and it was the first meeting between Robert Liu and him.In just a few minutes of the conversation, Robert Liu felt that this big fellow with a straightforward appearance kept a mind of a cunning rabbit .Known

2、 that the guy was skilled in this way ,he took great care in the negotiation.In the first round ,their covercition was as follows:D: Id like to get the ball rolling by talking about prices. R: Shoot.,Id be happy to answer any questions you may have. D: Your products are very good. But Im a little wo

3、rried about the prices youre asking. R: You think we about be asking for more?(laughs) D: (chuckles) Thats not exactly what I had in mind. I know your research costs are high, but what Id like is a 25% discount. R: That seems to be a little high, Mr. Smith. I dont know how we can make a profit with

4、those numbers. D: Please, Robert, call me Dan. (pause) Well, if we promise future businessvolume salesthat will slash your costs for making the Exec-U-ciser, right? R: Yes, but its hard to see how you can place such large orders. How could you turn over so many? (pause) Wed need a guarantee of futur

5、e business, not just a promise. D: We said we wanted 1000 pieces over a six-month period. What if we place orders for twelve months, with a guarantee? R: If you can guarantee that on paper, I think we can discuss this further.But even with volume sales, our coats for the Exec-U-Ciser wont go down mu

6、ch. D: Just what are you proposing? R: We could take a cut on the price. But 25% would slash our profit margin .We suggest a compromise10%. D: Thats a big change from 25! 10 is beyond my negotiating limit. (pause) Any other ideas? R: I dont think I can change it right now. Why dont we talk again tom

7、orrow? D: Sure. I must talk to my office anyway. I hope we can find some common ground on this. NEXT DAY D: Robert, Ive been instructed to reject the numbers you proposed; but we can try to come up with some thing else. R: I hope so, Dan. My instructions are to negotiate hard on this dealbut Im try

8、very hard to reach some middle ground. D: I understand. We propose a structured deal. For the first six months, we get a discount of 20%, and the next six months we get 15%. R: Dan, I cant bring those numbers back to my officetheyll turn it down flat. D: Then youll have to think of something better,

9、 Robert.R: How about 15% the first six months, and the second six months at 12%, with a guarantee of 3000 units? D: Thats a lot to sell, with very low profit margins. R: Its about the best we can do, Dan. (pause) We need to hammer something out today. If I go back empty-handed, I may be coming back

10、to you soon to ask for a job. (smiles) D: (smiles) O.K., 17% the first six months, 14% for the second?! R: Good. Lets iron out the remaining details. When do you want to take delivery ? D: Wed like you to execute the first order by the 31st. R: Let me run through this again: the first shipment for 1

11、500 units, to be delivered in 27 days, by the 31st. D: Right. We couldnt handle much larger shipments. R: Fine. But Id prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon - I cant guarantee 1500. D: I can agree to that. Well, if theres nothing else, I think weve settled

12、 everything. R: Dan, this deal promises big returns for both sides. Lets hope its the beginning of a long and prosperous relationship. R: We found your proposal quite interesting, Mr. Hughes. Wed like to weigh the pros and cons with you. K: Mr. Robert Liu, weve looked all over Asia for a manufacture

13、r; your company is one of the most suitable. R: If we can settle a number of basic questions, Im confident in saying that we are the most suitable for your needs. K: I hope so. And what might be the basic questions you have? R: First, do you intend to take a position in our company? K: No, we dont,

14、Mr. Liu. This is just OEM. R: I see. Then, the most important thing is the size of your orders. Well have to invest a great deal of money in the new production process. K: If you can guarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years. R: At U.S. $1000 a p

15、iece, well make an average return of just 4%. Thats too great a financial burden for us. K: Ill check the number later, but what do you propose? R: Heres how you can demonstrate commitment to this deal. Make it ten years, increase the unit price, and provide technology transfer.In the whole process

16、of the negotiatin ,Robert had always been taking advantages. He was cleat that in the Asia part ,his company was the best choice of opponents,and hold a hard attitude all the way in the negotiation. In the first ,it was Dan who came up with the topic of price and gave out more informations about pri

17、ce negotiating by which time he lost the initiative. While Robert did more better , in the first round ,when Dan came up with the idea of big deals he insisted on the point that he need a guarantee of future business instead of a promise. In this way ,Dan put forward a Concrete plan and agree to mak

18、e a guarantee to win Roberts agree to consult about the price.Later in the second round ,they had a fierce discuss on the final price .With a problem of cost ,Robert gave out a price which is too far away from Dans expectation and finally they agree to have one day off for consideration.By this time

19、,Robert had got the idea of the boss that to be hard, this day off was time for Dans consideration. This action was intelligent and polite.Then the next day, indeed as expected,Dan reduced request again. Two different discount rates in two pierods. This time,their discuss didnt comt to an agreement

20、again time. Then ,Robert made a humous , If I go back empty-handed, I may be coming back to you soon to ask for a job. And finally achieved his purpose.Soon ,Robert turned to the Freight scale and asked for longer time to stock up which was nother big success. Besides what surprised us was the other result that Make it ten years, increase the unit price, and provide technology transfer.In the end , the negotiation was a total success that brount both Short-term interest and long-term cooperation program. Mr Robert succesfully used many skills in negotiation and won the victory of the game.