外语寰宇

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一、 Draft a proposal report according to the following information:

1 此陈说就能否购买凯乐格公司（Kellogg Company）股票提出团体发起供有关人员举行投资决议计划时参考；

2 凯乐格公司是一家从事食物生意在海内市场居争先地位的跨国公司，现在在开发新产物以满意各种不合的养分需乞降不合的主顾团体快乐喜爱；

3 该公司现拥有42百分的市场份额，并仍在经由历程广告攻势扩展市场份额；

4 虽然公司仍以谷类食物为主，但正盛大地实施着产物多样化的计划，包括冷冻食物；

5 2003年公司的销售额增加了约16百分，达45亿美元，而上一年则为37.8亿美元，这已是一连36年的销售增加。利润增加了约14百分，到达3.48亿美元，而前一年为2.89亿美元；

6 由此可见，公司的财政状况是极度好的，销售额和利润均多年一连增加；购买该公司的股票将是非常明智的投资决议计划。

REFERENCE REPORT

To: Related Investors

From:

Date: 6 March 2004

Introduction

Kellogg Company, a multinational company and a national leader in the ready-to-eat cereal business, has been developing new kinds of products to meet the different nutritional needs and personal preferences of consumers. The research and development activities are conducted at its headquarters. The Purpose of this report is to provide you with financial data necessary to make your investment decisions and to offer my recommendations.

Findings

Kellogg Company commands 42百分 of the ready-to-eat cereal market. It is attempting to expand its market share by using advertising campaigns. Although its sales strategy still puts cereal first, Kellogg is responding to the challenges to its traditional business by undertaking a cautious diversification program involving the technology of frozen foods.

In 2003, sales went up by 16百分 to $4.5 billion compared with $3.78 billion the previous year. This is the thirty-sixth consecutive year that sales have increased. Earnings rose by 14百分 to $348 million compared with $2.89 million the previous year.

Conclusions and Recommendations

The company’s financial position is clearly very strong. It has experienced a steady growth in both sales and earnings. It is my opinion, therefore, that buying Kellogg Company’s stock would be a very wise investment.

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