Woman: The big clothing retailer Sangra is currently in the news, and here to talk about its difficulties is retail analyst John Sergeant.[qh]
女：近期大型服裝零售商Sangra上了新聞，以下是零售分析師約翰·薩金特談論其困難。[qh]
Man: Hello.[qh]
男：你好。[qh]
Woman: John, why have Sangra's sales fallen so much?[qh]
女：約翰，為什么Sangra的銷售額跌了那么多？[qh]
Man: Well, they've started using top designers, but it takes too long to get the designs from the drawing board into the shops.[qh]
男：他們開始雇用頂級設計師，但是從圖版設計到商店售賣需要的時間太長了。[qh]
Sangra haven't realised that fashion trends are moving faster than ever, and they need to react much more quickly.[qh]
Sangra沒有意識到潮流趨勢變化越來越快，他們需要更加迅速的做出反應。[qh]
As a result, they aren't attracting younger shoppers.[qh]
因此，他們沒能吸引年輕的購物者。[qh]
It really makes little difference who designs their clothes or what the stores look like if people don't feel like going in.[qh]
誰設計他們的衣服或是如果人們不想走進去話，商店會是什么樣，這之間還是真的有些差別的。[qh]
Woman: They've been very short-sighted, haven't they?[qh]
女：他們一直目光短淺，是么？[qh]
Man: That's right. Sangra's strength is in the middle market, but shoppers now want either expensive designer labels or low prices.[qh]
男：沒錯。Sangra的優勢是中間市場，但是購物者現在要么想要昂貴的品牌服裝，要么是要價格低廉。[qh]
At the same time, other stores have started to compete for the same customers, but are offering lower prices.[qh]
同時，其他商店已經開始為同一顧客群競爭，但卻提供更低的價格。[qh]
Sangra's response to these dangers has been an advertising campaign which was right off target,[qh]
Sangra對這些威脅的回應是一場不切題的廣告活動，[qh]
and which actually seems to have lost them customers. And amazingly, they're still running it.[qh]
這似乎讓他們失去了客戶。讓人詫異的是，他們仍在這么做。[qh]
Woman: The last Chief Executive was thought to be responsible for many of the mistakes, wasn't he?[qh]
女：大家認為上一任董事長需要為其中很多失誤負責，是么？[qh]
Man: Throughout the nineteen nineties, the company was managed by Denis Howard, who was a strong leader.[qh]
男：縱觀上世紀90年代，該公司由丹尼斯·霍華德管理，他是個強韌的領導者。[qh]
He decided on the policy of acquisition, and to be fair to him, he managed to persuade the Board.[qh]
他決定了收購政策，公平而言，他想說服董事會。[qh]
But when sales fell, Howard was forced out. If he'd already got somebody in position to take over, everything might have been fine,[qh]
但是當銷售下降，霍華德被迫退出。如果他已有接替人，那么可能一切都好，[qh]
but as it was, a boardroom argument broke out. That's when the company's problems started.[qh]
但是事實上，董事會發生爭論。自那時公司開始出現問題。[qh]
Woman: So what's happening now?[qh]
女：那么現在這么樣了？[qh]