响尾蛇——Storyline 故事梗概
一个总部设在纽约的新潮美国餐饮集团，响尾蛇连锁店，开始在全球范围拓展业务。最近两年，他们积极在亚洲的主要城市寻找合作单位，与其签署特许经营协议。上海的一位成功商人刘先生已经取得了响尾蛇在上海分店的特许经营权。刘先生喜欢响尾蛇烧烤店的概念，新墨西哥州圣塔菲市的菜式和美国西南风格的餐厅装潢。他觉得新鲜的牛排和木炉烤出来的鸡肉，宽敞的酒吧区，会受到上海地区的广大年轻家庭和单身族群的欢迎。刘先生也喜欢在酒吧区能安排几个可供食客观看篮球、足球、或其他时兴运动赛事的大液晶显示屏。
The trendy United-States-based Diamondback Grille, with business offices headquartered in New York City, has begun a global business. Over the past two years, the restaurant chain has been aggressively looking for organizations in key Asian cities to sign local licensing agreements.
In Shanghai, the very successful T.J. Liu has already negotiated with the U.S. company for rights for the Shanghai restaurant. Mr. Liu thinks that the Diamondback Grille concept, which features a “Santa Fe” (a city in New Mexico) Southwest (U.S.) cuisine and ambiance. He thinks the fresh food such as prime steaks and wood-oven grilled chicken, and the roomy bar section will be popular with young families and the young single people who populate workforce in the greater Shanghai region. Liu also likes the fact the bar includes several plasma video screens, where customers can watch basketball, soccer and other sports.
Featured People
T.J. Liu (, General Manager, Diamondback Grille - Shanghai, 49 years old
Cindy Lee (李淑芬), Vice President of Marketing, Diamondback Grille – Shanghai, 26 years old
Jasmine Chen (陈欣雅), Secretary, Diamondback Grille – Shanghai, 25 years old
Bob (Robert) Randall, Director of International Marketing, Global Franchise Division,Diamondback Grille, 29 years old
Stephanie Martin, Vice President, Global Franchise Division, Diamondback Grille, 40 years old
Xx, Senior VP
April Butler, Administrative Assistant, International Marketing Group, Global Franchise Division, Diamondback Grille, 28 years old
Natalie Zhu, Consultant, Second-generation Chinese from the US, MBA, 27 years old
Last week, General Manager T.J. Liu recruited Cindy Lee from a U.S.-owned hotel in Shanghai, where she worked as a junior marketing associate. In her new job for the Diamondback Grille, Cindy Lee has been named Vice President of Marketing. During her first week on the job, Cindy has been asked to set up a phone call to the U.S. office, to meet Bob Randall, Director of International Marketing, Global Franchise Division, Diamondback Grille. Bob’s boss, Stephanie Martin met with Mr. Lau once in New York City, but no one from Diamondback Grille headquarters has ever been to Shanghai before. Cindy and her counterpart, Bob Randall, have never spoken to each other before. Cindy visited Seattle once in college, but never studied overseas. She got good grades in school for English, and she works hard. But she is unhappy with her English because she thinks it is the typical “textbook English” and doesn’t sound natural. She wishes she knew more ways of expressing herself in the global workplace. But Cindy is very excited about her new assignment and wants to make the Diamondback Grille a hot spot in Taiwan’s competitive restaurant business.
Cindy and Bob’s assignment for the next year includes having to schedule a series of conference calls and visits, to create and implement a marketing plan for Diamondback Grille in Shanghai, to finalize the details of the marketing/sales contract, to hire and train a marketing and sales force, and to plan and implement a press conference and launch in Shanghai.
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