Breakfast over we move on to the next bout of decision- making. What shall we wear today? The black shoes or the brown? Shall we take a raincoat or an umbrella? Shall we go by bus or tube? The decisions we are obliged to make are endless, and interestingly, all the decisions we make, to the extent that we are logical in our approach, are dealt with in precisely the same way.

We are confronted with a problem. We then look for the alternative solutions to the problem, weigh up the advantages and disadvantages of each and select the one which gives us most pleasure and least pain. In business terms we are looking for the options which allow us either to achieve our objectives at the lowest possible cost, or allow us to emerge with the greatest profit.

Take the case of the Eurotunnel. As Britain is now a member of the European Community, her trade with Europe is growing. Unlike the other members of the Community we are an island, separated by an inconvenient expanse of water. Do we build a bridge? Or a tunnel? What would be the advantages of a bridge? And the disadvantages? What sorts of tunnels are available? What would be the benefits of a road tunnel as compared to a train tunnel? How much would each of the alternatives cost? And how much would they cost to maintain? How much traffic could they take? How much revenue could they be expected to earn? And who would provide the funds? These were the questions which needed to be answered by the French and British governments and their respective entrepreneurs before any decisions could be made.

These are, of course, monumental decisions, but the basic principle is the same: the advantages and disadvantages of the various possible alternatives are weighed up and an option is chosen. That is how all our decisions are made.

Task 13. Talking Point 4 – Brain storming

Consider three careers which might be available to you. Make a short list of the potential merits and demerits of each and then decide (and indicate) which of the careers you would prefer.

Make a list of the likely merits and demerits of the Eurotunnel and then decide (and indicate) whether you think Britain do benefit from this venture.

Consider where you will take your next holiday. Make a short list of the options and write under each the merits and demerits of each of the proposals. In the light of your analysis where do you think you will be taking your next holiday? Consult Speaking References p. 126–130.

While preparing, make up a table where you put down all the pros and cons.

Table 1

Available Careers: pros and cons

Task 14. Vocabulary 4

Read the passage filling in the blanks, using words from the list below:

The problems confronting a manager are likely to be and varied and it is not suggested they can always be ________ by reference to a rigid formula, but an analytical and ________ approach is certainly to be commended. Whether the decision ________ to personnel, finance or marketing, the ________of the process are the same.

First, the ________ must be defined. Where it is________ it may be necessary to break it down into parts. All the relevant facts should be and the various aspects of the situation brought together. Then the full ________of alternatives (or options) should be considered. A choice will have to be made between the alternatives and this ________ weighting up the pros and cons of each of the alternatives, before deciding on what ________ to be the best solution in the given circumstances. What is best in the ________ may not be so appropriate in the long-term – and vice versa.

In a business ________ the decisions will be made in terms of a ________ evaluation. The best alternative will either be the option which gives the greatest profitability, or the one which allows a given goal to be achieved with the ________expenditure.

At this ________ the decision is still in the mind and it now requires implementation. Subordinates need to be told what is ________ of them and their ________ need to be monitored to make sure they are ________ with the instructions.

Subordinates are often given the ________ to participate in the phases of the routine. They can information and usefully discuss a situation with their manager.

However, the ________ between the alternatives is the manager's prerogative, since he ________ responsible for outcome.

Task 15. Writing 2

Study the information given below about Juniper LTD and write a report. Consult Writing References, see Appendix III p. 134.