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1、讨论一下你喜欢的商业类型英语作文 讨论一下你喜欢的商业类型英语作文 FacingBusinessChallengesatHolidayInnWorldwide SendingInvitationsAcrosstheGlobe Inthe1960safamilyvacationintheUnitedStatesusuallymeantloadingthekidsintothestationwagonanddrivingoffdownthehighwaytowardatouristdestination.Andwhenwearyvacationersneededtorestforthenight,
2、theyoftenlookedforthefamiliargreensignswith HolidayInn writteninscriptandacolorfulstarforemphasis.AllacrosstheUnitedStates,thissignwelcomedtravelerstoHollidayInnhotelswithpromisesofquality,comfort,andvalue. By1968HolidayInnwassowellknownintheUnitedStatesthatitbeganopeningfranchisesinEurope.In1973the
3、companyopeneditsfirstAsianhotelinJapan,andin1984itbecamethefirstU.S.-basedhoteltoopenforbusinessinChina.For25yearsHolidayInnenjoyedgreatsuccessintheEuropeanandAsianmarkets,opening600hotelsandearningareputationasupscale,professional,andwellrun. However,inthe1980sHolidayInn sfortuneswerebeginningtofad
4、eintheUnitedStates.Manyofthefranchiseswereoutdatedandsubstandard.Familyvacationerswerebeingreplacedbybusinesstravelersasthehotelindustry sbreadandbutter,andaggressivecompetitorswithsuperiormarketingstrategiesweretargetingthisgrowingsegment.Inaddition,overbuildinghadsetoffawaveofpricediscounting.Asar
5、esult,bothHolidayInn sshareofthelodgingmarketanditsimagetookanosedive. Butinthe1990sthisiconoftheU.S.highwaywasbroughtbacktolifeafterbeingpurchasedbyBassPLC,aBritishconglomerate.BassmovedquicklytomakeHolidayInnWorldwidetheleadinghotelchain,notjustintheUnitedStatesbutaroundtheglobe.IntheUnitedStates,
6、HolidayInnpursuedastrategythatsegmentedthemarketintodifferenttypesoftravelersandcreatedauniquetypeoflodgingforeachgroup.UndernameslikeHolidayInnExpress,HolidayInnSelect,SunspreeResorts,andCrownePlaza,thecompanyoffereddifferentaccommodationsandamenitiesatdifferentpricestosuitthediverseneedsofbusiness
7、andleisuretravelers.Combinedwithacampaigntobringallofthefranchisesbackuptoahighstandardofquality,thestrategyquicklybegantopayoff. Evenso,thetopbrassatHolidayInnWorldwideknowsthatthegreatestgrowthpotentialisnotinthesaturatedU.S.marketbutintheevolvingmarketsofEurope,Asia,andLatinAmerica.Withincreasing
8、tourismandbusinessdevelopmentintheseregions,thedemandforcomfortable,consistent,andaffordableaccommodationsisbooming.HolidayInnneedsastrategyfortappingthisvastpotential.WouldthestrategiesthatfueledHolidayInn sturnaroundintheUnitedStatesbringsimilarresultsinternationallyLarge-scaleconstructionofnewhot
9、elswillplayamajorrole,sowhatkindsofhotelsshouldtheybeHowcanthecompanybestmeettheneedsofawidevarietyofinternationaltravelersShouldHolidayInnexpandthroughfranchisesorbyopeningcompany-ownedhotelsShouldthesametypeofpromotionbeusedfortheentireglobalmarketorshoulditbelocalizedtoeachgeographicareaTheseareq
10、uestionsthatRaymondLewisfacesdailyasvicepresidentofmarketing.IfyouwereLewis,howwouldyouanswerthem MeetingBusinessChallengesatHolidayInnWorldwide PartofRaymondLewis sjobistomonitorandpredictchangesintheever-evolvingglobalmarket.Amongthetrendshehasobservedistheincreasingsimilaritybetweentheneedsanddes
11、iresexpressedbyconsumersandbusinessesaroundtheworldincertainproductcategoriessuchaslodging.Ontheotherhand,Lewisknowsthatvariouscountriesandculturesapproachpurchasesdifferently,andthatpeopleofvariousculturesresponddifferentlytoproductpromotion.Hischallenge,then,istofigureouthowtosatisfyboththesimilar
12、andthediverseneedsofeachnewmarket. Lewisalsoknowsthatalltravelers,regardlessofwheretheyarefromorwheretheyaregoing,sharemanyofthesamedesires,fears,andexpectationswhentheyaretraveling.Theymaynotspeakthesamelanguageorlivethesameliveswhileathome,butwhenthey reontheroad,alltravelersare(1)awayfromhomeando
13、utoftheirpersonalcomfortzones,(2)indifferentandoftenunfamiliarsurroundings,and(3)subjecttothesamehasslesandhardships.Therefore,HolidayInnfocusesondeliveringaconsistentproductaroundtheworld.Thisway,whetherthehotelisinSouthKorea,India,BuenosAires,orIsrael,travelersknowthattheywillalwaysreceiveacomfort
14、ableroomatafairprice. Inaddition,thestrategyofsegmentingthemarketbytypesoftravelersthatprovedsosuccessfulintheUnitedStatesalsoworksabroad,butinadifferentway.SegmentationinthehotelindustryisarelativelynewconceptinEurope,andinAsiaitisvirtuallynonexistent.Thisislargelybecauseinmanyofthedevelopingnation
15、sofAsia,travelhasonlyrecentlybecomeanoptionforthemajorityofpeople.Asaresult,noteverytypeofHolidayInnhotelwillbesuccessfulineverycountry.Thecompanymustknoweachmarketverywellbeforeitdecideswhichtypeofhoteltoopen.DoestheareadrawmainlytouristsorbusinesstravelersHowlongdovisitorsusuallystayDopeoplefromsu
16、rroundingareastraveloftenWhattypesofaccommodationsdocompetitorsofferintheareaByknowingtheanswerstoquestionslikethese,HolidayInnisabletodecidewhichtypeofhotelwillbestservetheneedsoftravelerstothearea.Forexample,thecompanyopenedaSunSpreeResortinArequipa,Peru,closetoMachuPichu,apopularinternationaltouristdestination.HolidayInn smanagementteamfeelsthatSunspreehasagreatchanceforsuccessinthislocationbecausethehotelcate
