Americans, the company had to stay focused on its main goal – to provide a high-quality food service for those traveling and living in the West.
By doing this, the company would not have lost in a wave of permanently emerging new hotels, bookshops, and etc. In other words, the right choice for the company was to keep its business within a niche it had once created. There is no doubt that the business was not focused on a single service and this lack of focus did not allow the company to deal with hardships on a required level.
The most important aspect the company disregarded was that after the World War I more people began to travel by car instead of using trains as their main kind of transport. In order to keep its popularity, Fred Harvey’s
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The story of this company can definitely be a telling example of how a legendary and innovative business may lose its position by not paying attention to the changes happening on the market and shifts of consumer’s expectations and needs associated with that.
As a conclusion to all the above, I would like to point out that I firmly believe that the company could have been saved if given a team of marketing experts in the moment of major changes on the market. Building a new marketing strategy based on a market-orientation and product differentiation would definitely become in use. Nevertheless, Fred Harvey did leave a tract in history by becoming ‘the first chain of everything’, changing public’s attitude to a position of women on a labor market, making a significant contribution into a popularization of traveling, and introducing America to the Americans. Thus, the story of this company can definitely be a good case study for those interested in marketing and hospitality