Taking into account that Fred Harvey managed to run his business in a dining industry long before it had been established, it becomes obvious that his company can be a telling example of a smart marketing strategy. However, as we can see from the end of the company’s story, at a certain point of time things went wrong. Thus, I would like to immerse myself into the past and try the role of a marketing consultant of the Fred Harvey’s company.
Before pointing out the aspects of marketing strategy the company had to change, I would like to focus on the strength the company had. First of all, Fred Harvey’s restaurants managed to notice a gap between the potential customer’s needs and a market proposition. As traveling by train was rapidly gaining …show more content…
The next thing worth paying attention to is the innovation the company used for its marketing strategy. Apart from being the first company to serve qualitative and delicious fast food for passengers, the company was also a pioneer in using female workforce. As stated in the book ‘Appetite for America’, making a decision to hire the all-female staff of waitresses meant that the chain of restaurants promised to its visitors not only food but also something that was hard to find in a cowboy country. That something was the view (Fried, 2010). The idea of hiring young women to be waitresses in the chain of restaurants was of such a huge success that these female workers obtained recognition as Harvey Girls. It was a special feature of the chain that attracted a certain segment of customers. Apart from it, Harvey Girls managed to become a symbol of the restaurants (The NPR, 2010).
Even though the company managed to stay successful for quite a long period of time, still it could not keep its popularity as more competitors appeared. Proceeding from this, we can make a logic assumption that the marketing strategy used by Fred Harvey Company at the critical moment when the industry started to turn into a competitive one. Proceeding from this, it becomes clear that the company had to put more efforts in order to remain competitive and
Before pointing out the aspects of marketing strategy the company had to change, I would like to focus on the strength the company had. First of all, Fred Harvey’s restaurants managed to notice a gap between the potential customer’s needs and a market proposition. As traveling by train was rapidly gaining …show more content…
The next thing worth paying attention to is the innovation the company used for its marketing strategy. Apart from being the first company to serve qualitative and delicious fast food for passengers, the company was also a pioneer in using female workforce. As stated in the book ‘Appetite for America’, making a decision to hire the all-female staff of waitresses meant that the chain of restaurants promised to its visitors not only food but also something that was hard to find in a cowboy country. That something was the view (Fried, 2010). The idea of hiring young women to be waitresses in the chain of restaurants was of such a huge success that these female workers obtained recognition as Harvey Girls. It was a special feature of the chain that attracted a certain segment of customers. Apart from it, Harvey Girls managed to become a symbol of the restaurants (The NPR, 2010).
Even though the company managed to stay successful for quite a long period of time, still it could not keep its popularity as more competitors appeared. Proceeding from this, we can make a logic assumption that the marketing strategy used by Fred Harvey Company at the critical moment when the industry started to turn into a competitive one. Proceeding from this, it becomes clear that the company had to put more efforts in order to remain competitive and