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四年级 记叙文 2672字 1711人浏览 南狼VS战神

Please re-read the case study then read the supplement below.

Supplement to the Shangri-la Hotel case study ---the merger Ailsa and Craig got together to discuss the problems in the Shangri-la hotel. The decreasing number of business clients and restaurant bookings were the main topics of discussion. The problems had been exacerbated by a famous chef opening a new restaurant less than half a mile from the Shangri-la Hotel. This new competition meant that Craig needed to take action to win back customers. The competing restaurant was offering lunchtime deals that Craig could not match while sticking to his principles of using top quality ingredients sourced from Gordon Meldrum. Craig advised to Ailsa that Gordon had recently proposed the possibility of a merger with him.

Advertising for the Shangri-la Hotel focused strongly on the use of ingredients from Gordon's farm, and customer feedback indicated that it was a key factor in the restaurant getting repeat business. Many customers were becoming increasingly aware of organic products and demanding the highest quality.

In the last year Gordon had renovated the main farmhouse and converted it into his own restaurant. While not having the international reputation Craig had, he promoted on the strength of his quality produce. Gordon had three staff working for him on the farm, while his wife Sheila ran the restaurant with the help of two chefs and four waiters. The number of visitors had steadily increased, with the restaurant having a magnificent view over Loch Lomond. Many diners had asked about the possibility of staying overnight, and Gordon had been thinking about whether or not he could expand and open a hotel.

Craig and Ailsa agreed that a merger between the farm and the hotel would be beneficial in many ways:

✧ Costs could be kept down for the Shangri-la Hotel restaurant by providing the

produce direct from the farm.

✧ Ailsa's management experience would help ensure that the right decisions were

made on the planning of new a hotel on the site of the farm.

✧ Craig could advise on Gordon restaurant and help them on the way to increase

the number of diners.

✧ Ailsa felt that there was a potential market for 'two-centre' vacations with a

mixture of staying in beautiful countryside, and the vibrancy of Glasgow city centre. This could be one way to make up for the loss of their business clients.

Craig and Ailsa were both keen to go ahead with the merger. Ailsa felt it was an ideal opportunity to address the issues that already existed with the kitchen and waiting staff. Ailsa believed that these problems could be addressed by re-structuring the business through this merger opportunity.