Business writing (деловое письмо). Палагина С.С. - 94 стр.

Delta Computers
Bradifield Estate, Bradfield Road, Wellingborough, Northamptonshire NN8 4HB


To:   -                                                         Date:   31 August 19-
From:     J.M. Norman

Declining Sales in Germany

1) I was sent out to Germany last month to find out why sales have fallen
   by 40% over the past two years, and while there I interviewed a number
   of out leading customers who were very helpful in explaining how and
   why German demand for our products has contracted.

2) Between 1983 and 1990 we were one of the leading exporters to
   Germany from this country, with an annual turnover of ₤2.6m from that
   market, with our share of the market never below 10% of their imports
   for our product. However, in 1991 it was evident that we were losing
   ground despite increased advertising and promotion. Although our
   customers maintained regular orders, the orders themselves were
   smaller, in some cases half their previous net values.

  This fall in demand continued until two years ago when we found our
  share of the market had fallen to six per cent, and from that time has
  shrunk to three per cent.

3) Our market researchers have already prodused two reports explaining
   the decrease in demand, and my trip and interviews have confirmed
   their findings.

  Our exports have become more expensive to buyers, despite the
  European single market economy, and as our customers saw this as a
  trend, they began to look for new suppliers, which they found in the Far
  East.

  These countries, who were keen to earn hargcurrencies and develop their
  Information Technology industries, were prepared to cut their prices, in
  some cases by 60%, while at the same time maintaining the quality and
  standard of the products. They also offered first rate after-sales service,
  long-term guarantees, cheap transportation, and short-term delivery dates.

  If may be of little consolation, but in the face of this competition most of
  our rivals in the West have also experience a decline in sales to this
  market.

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