Ministero dell’Istruzione dell’’Università e della Ricerca
ESAME DI STATO DI ISTRUZIONE SECONDARIA SUPERIORE
Indirizzo: ITRI – AMMINISTR.FINANZA MARKETING
ARTICOLAZIONE RELAZIONI INTERNAZIONALI PER IL MARKETING
Tema di: LINGUA INGLESE
ESEMPIO PROVA
PART 1: Reading Comprehension
EXECUTIVE SUMMARY
This five-year marketing plan for Blue Sky Clothing has been created by its two founders to secure
additional funding for growth and to inform employees of the company’s current status and direction.
Although Blue Sky was launched only three years ago, the firm has experienced greater-than-anticipated
demand for its products, and research has shown that the target market of sport-minded consumers and
sports retailers would like to buy more casual clothing than Blue Sky currently offers. They are also
interested in extending their product line as well as adding new product lines. In addition, Blue Sky
plans to explore opportunities for online sales. The marketing environment has been very receptive to
the firm’s high-quality goods—casual clothing in trendy colors with logos and slogans that reflect the
interests of outdoor enthusiasts around the country. Over the next five years, Blue Sky can increase its
distribution, offer new products, and win new customers.
COMPANY DESCRIPTION
Blue Sky Clothing was founded three years ago by entrepreneurs Lucy Neuman and Nick Russell.
Neuman has an undergraduate degree in marketing and worked for several years in the retail clothing
industry. Russell operated an adventure business called Go West! which arranges group trips to
locations in Wyoming, Montana, and Idaho, before selling the enterprise to a partner. Neuman and
Russell, who have been friends since college, decided to develop and market a line of clothing with a
unique—yet universal—appeal to outdoor enthusiasts.
Blue Sky Clothing reflects Neuman’s and Russell’s passion for the outdoors. The company’s original
cotton T-shirts, baseball caps, and fleece jackets and vests bear logos of different sports—such as
kayaking, mountain climbing, bicycling, skating, surfing, and horseback riding. But every item shows
