【英语翻译(1)Sparrowisafast-foodchainwith200restaurants.Someyearsago,thegrouptowhichSparrowbelongedwastakenoverbyanothercompany.AlthoughSparrowshowednosignofdeclining,thechainwasgenerallyinanunhealthystate.With】
英语翻译
(1)Sparrowisafast-foodchainwith200restaurants.Someyearsago,thegrouptowhichSparrowbelongedwastakenoverbyanothercompany.AlthoughSparrowshowednosignofdeclining,thechainwasgenerallyinanunhealthystate.Withmoreandmorefast-foodconceptsreachingthemarket,theSparrowmenuhadtostruggleforattention.Andtomakemattersworse,itsnewownerhadnoplanstogiveitthefundsitrequired.
(2)Sparrowfailedtogrowforanothertwoyears.UntilanewCEO,CarlPearson,decidedtobuildupitsmarketshare.Hedidasurvey,whichshowedthatconsumerswhoalreadyusedSparrowrestaurantswereextremelypositiveaboutthechain,whilecustomersofotherfast-foodchainswereunwillingtoturnawayfromthem.Sparrowhadtodevelopanewpromotionalcampaign.
(3)PearsonfacedabattleoverthefutureoftheSparrowbrand.Thechain’sownernowfavoredrebrandingSparrowasMarcy’srestaurants.Pearsonresisted,arguingforanadvertisingcampaigndesignedtoconvincecustomersthatvisitstoSparrowrestaurantswerefun.Suchanattempttoestablishapositiverelationshipbetweenacompanyandthegeneralpublicwasunusualforthattime.Pearsonstronglybelievedthatnumberswerethekeytosuccess,ratherthancustomers’speedingpower.Finally,theowneracceptedhisidea.
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