Prática de Shadowing: Business Partner B1+ Unit 4.1.1 - Aprenda a falar inglês com vídeo
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When business leaders develop strategies to tackle problems, they often have to take risks.
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Nobody can predict the future, but businesses do have to anticipate it and make judgments.
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The Kraft Heinz Company, based in the U.S., is a major player in the food industry.
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Over 90 years, Kraft built up a portfolio of well-known food brands, including confectionery, biscuits, snacks, and dairy products.
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In the first decade of the 21st century, Kraft's performance was poor.
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Markets lacked confidence in the company's growth prospects.
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Its profits were disappointing.
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Kraft's products were less appealing to a new generation of consumers.
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It was seeing demand for the processed food and drinks
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that it manufactured from dairy all the way to Oreo biscuits decline and that the profit margin,
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the amount of money it was making for every unit of sales, had been squeezed almost to the thinness of a piece of paper.
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This was only the first of Kraft's problems.
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The second issue that Kraft had to tackle was that it relied too heavily on its home US market.
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That meant it was missing opportunities in fast-growing emerging markets around the world.
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The company's third problem was that its costs were too high.
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That meant it was not making enough profits on its sales.
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Crafts management came up with a bold plan to tackle these issues.
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It started with a takeover bid for the chocolate maker Cadbury.
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Cadbury had a 200-year history of making chocolate in the UK.
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Its products were well-established around the world, especially in emerging markets.
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There was clearly an attraction of having an even larger portfolio of internationally recognised brands
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that they could seek to take into different markets.
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So, inevitably, attracting a bigger international audience was part of Kraft's interest in Cadbury's.
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Kraft took a gamble that combining the operations of two established companies would be successful and solve another one of its problems.
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Kraft's primary interest in Cadbury was it enabled it to,
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because it became a bigger company, essentially cut costs.
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Where there was overlap between the two companies, it found a way of saving money and increasing therefore the profit margin
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that it was able to get from each one of its products.
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The second stage of the strategic solution was a merger.
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Kraft merged with another food giant, Heinz, and became the Kraft Heinz company.
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The merger created the world's fifth largest food company.
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As with the Cadbury deal, there was an opportunity to cut costs.
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There were other potential advantages, which helped to solve Kraft's problems.
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Heinz was considered more innovative in its development of new product lines that met changing consumer preference.
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The immediate results were positive.
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The Kraft Heinz company's share price rose 17% on news of the merger.
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The combined company has been successful in cutting costs.
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Looking at the Kraft story, it is clear the solutions involved considerable risks.
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Takeovers and mergers do not always work.
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Irene Rosenfeld was Kraft's chief executive.
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She was responsible for the company's strategy.
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I think there were a number of folks that we're questioning our acquisition of Cadbury.
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We said it was going to be important to us to expand our portfolio, to expand our footprint, particularly in developing markets, and it's played out that way.
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We are very much on track with the integration.
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It's enabled us to outperform our peers around the world.
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For Kraft Heinz, it seems that the risks paid off, but finding solutions to large corporate problems is not straightforward,
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and taking risks can lead to business failures as well as successes.
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Vocabulário e dicas de fala para esta lição
Esta aula de conversação de nível B1 usa o vídeo “Business Partner B1+ Unit 4.1.1”. As palavras que mais se repetem: Kraft, Heinz, Cadbury, product, merger. Este vídeo tem 48 frases e 599 palavras para praticar shadowing. A fala dura 4:18. O falante mantém um ritmo estável de cerca de 139 palavras por minuto, confortável para o shadowing. Apenas 79% das palavras estão entre as 3.000 mais comuns do inglês, por isso o vocabulário é exigente.
Vocabulário principal deste vídeo
As 15 palavras mais avançadas do vídeo, com pronúncia e significado:
| Palavra | Pronúncia | Significado |
|---|---|---|
| merger substantivo | /ˈmɜː.d͡ʒə/ | fusão |
| tackle verbo | /ˈtækəl/ | enfrentar, combater |
| portfolio substantivo | /pɔːtˈfəʊ.liˌəʊ/ | porta-fólio, portfólio |
| biscuit substantivo | /ˈbɪs.kɪt/ | biscoito |
| emerge verbo | /ɪˈmɝd͡ʒ/ | emergir |
| dairy substantivo | /ˈdɛə.ɹi/ | laticínios |
| combine verbo | /kəmˈbaɪn/ | combinar |
| margin substantivo | /ˈmɑɹ.d͡ʒɪn/ | margem |
| enable verbo | /ɪˈneɪ.bəl/ | habilitar, possibilitar |
| confectionery substantivo | /kənˈfɛkʃənəɹi/ | doces, confeitaria |
| thinness substantivo | fineza, magreza | |
| footprint substantivo | /ˈfʊtpɹɪnt/ | pegada |
| disappoint verbo | /ˌdɪsəˈpɔɪnt/ | desapontar, decepcionar |
| takeover substantivo | aquisição | |
| overlap verbo | /ˌəʊvəˈlæp/ | sobrepor, cobrir |
Phrasal verbs que você vai ouvir
| Palavra | Significado |
|---|---|
| come up with verbo | pensar (em), alcançar |
| pay off verbo | compensar |
Gramática neste vídeo
As estruturas que o falante mais usa, com as palavras exatas do vídeo:
| Estrutura | No vídeo |
|---|---|
| Voz passiva be + particípio passado — o foco está no que acontece, não em quem faz | had been squeezed · was considered |
| Past continuous was/were + -ing — uma ação em andamento em um momento do passado | was seeing · was making · was missing |
| Obrigação: must / have to / need to dizer que algo é necessário | have to take · have to anticipate · had to tackle |
Pronúncia para ficar de olho
- Os sons de “sh” e “zh”: confectionery /kənˈfɛkʃənəɹi/, attraction /əˈtɹækʃn̩/, integration /ˌɪn.tɪˈɡɹeɪ.ʃən/, acquisition /ˌæk.wɪˈzɪʃ.ən/
- Palavras longas — acerte a sílaba tônica: portfolio /pɔːtˈfəʊ.liˌəʊ/, confectionery /kənˈfɛkʃənəɹi/, anticipate /ænˈtɪs.ɪ.peɪt/, inevitably /ɪˈnɛvɪtəbli/, innovative /ˈɪn.əˌveɪtɪv/
Sons difíceis para falantes de português:
- Consoante final — sem acrescentar um “i” depois: biscuit /ˈbɪs.kɪt/, footprint /ˈfʊtpɹɪnt/, disappoint /ˌdɪsəˈpɔɪnt/, overlap /ˌəʊvəˈlæp/, anticipate /ænˈtɪs.ɪ.peɪt/
- /l/ final — a língua toca o céu da boca, não vira “u”: tackle /ˈtækəl/, enable /ɪˈneɪ.bəl/, gamble /ˈɡæm.bəl/
- s + consoante no início — sem um “i” antes: straightforward /ˌstɹeɪtˈfɔː(ɹ)wə(ɹ)d/, snack /snæk/, squeeze /skwiːz/
Como praticar com este vídeo
- Ouça o vídeo inteiro uma vez sem falar e anote as palavras que você não conhece.
- Faça shadowing frase por frase na velocidade normal, repetindo cada uma até o seu ritmo ficar igual ao do falante.
- Grave a sua voz e compare com o original, prestando atenção a palavras como merger, tackle, portfolio.
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.