附件二：作品模板
编号：
商务英语系列大赛
案例分析报告
团队名称：________________Chase Dream_____________
所在院校：黑龙江大学经济与工商管理学院
负责人： __________赵岳___________________
成员名单：_
陈欣 王博 张羽 杜鹃
Abstract: this article analyzed the case of Coral Divers Resort concerning the
problem of its decreasing revenue of recent years. Comparing method has been
utilized to find out the most cost-effective solution taking comparative advantages of
each one into account. Classical theories of business communication and management
are the theoretical base of this analysis. The authors made a deliberated plan before
bringing this matter down on paper. Possible solutions have been fully discussed and a
both compromising and prospective resolution has been reached at the end of the
discussion.
Executive Summary: Jonathon Greywell had established a solid reputation for its
Coral Divers Resort as a safe and knowledgeable scuba diving resort over years,
which offers not only diving, but a beach front location. It never has
adventure-oriented deep depth dives, shark dives and night dives before, and also has
no experience in operating in elsewhere in the Bahamas or around the Caribbean.
Statement of the problem: over the last three years, the revenues of Coral Divers
Resort had declined and, for 1995, bookings were flat for the first half of the year.
Greywell supposed now a suitable time to increase business before things get worse.
Three suggestions aimed at solving this problem have been made. But each alternative
has its own advantages and disadvantages. Some force the Resort to employ totally
new methods. Others are quite demanding in both time and money. The future and
outcome of those plans is quite unforeseeable. Greywell has to balance between them
to make a final decision.
Causes of the Problem：In this case, three different solutions to the problem about
decreasing revenues of Coral Divers Resort during the past three years have been put
forward. We think potential reasons that caused the financial issue should be taken
into account before evaluating the options and making a final decision.
The reasons that possibly lead to the financial difficulty of the company are as
follows:
Firstly, Jonathon Greywell, the leader of the organization, may lack appropriate skills
of business communication with the customers or the employees. Effective
communication with customers is an important factor of the further development in a
company. The leader can know about what the customers are unsatisfied with in this
resort by receiving responses from customers, which provides an evidence for the
work plan next stage. Coral Divers Resort cannot manage to make improvements like
updating old equipment or introducing new diving programs in time due to a lack of
this communication process. At last, the diving resort becomes unattractive to people.
In addition, the communication with employees is equally significant. In fact, the
employees instead of leader are in touch with the customers the most directly and
frequently. Most of the time, customers learn the reputation and culture of the
company from the behavior of these workers. So the performance of workers has a
great influence on the profile of the company. Proper communication between a
leader and employees is helpful to increase employees’ productivity and enthusiasm.
Consequently, the failure of Coral Divers Resort may be attributed to limited and
ineffective business communication.
Secondly, Coral Divers Resort is faced with the competition from rivals in the tourism
industry. The company is not the only one that operates dive resort in the Bahamas, so
intense competition among these companies is inevitable. Even though Coral Divers
Resort has earned a solid reputation over years of operation, consumers are still likely
to be attracted by the strategies like advertising programs or discount of prices in
other companies. What is more, there are other kinds of entertainment activities
except scuba dive in this area. With an increasing demand for fresher and more
exciting activities, some people may choose an alternative to diving. In a word, fewer
customers possibly result in decreasing revenues of Coral Divers Resort.
Thirdly, the local economy affects the amounts of profits in this company. Provided
that the local economy was in deep recession during these three years, the incomes of
residents must be less that before and therefore the standard of life would go down. In
this situation, the priority for people was to meet their basic needs such as eating and
living. So the reason for decreasing revenues of Coral Divers Resort can be explained
properly when less attention was paid to entertainment expenditure by consumers.
Solution and its implementation:
Analysis of solution one: First of all we had to admit that in such a fast
developing economic, due to the increase of in the same industry leading competitor
in the original business profits decline is normal.
Before we talking about the item about the family outings or to have a cooperation
with the company, we prefer to find out the reason why the revenues had declined
from the last 3 years.
Depending on the material, we can get the following information. First the size
of Jonathon Greenwell’s shop is small. Second they only offer professional diving
services but not many entertainments. The most important is that the economic of the
Caribbean development more and more quickly and the location can take more
convenient and efficient infrastructures.
Based on all the information from the paper, now let us talk about if Jonathon
Greenwell should accept the suggestion from the Rascals in Paradise company or to
have a business cooperation with the travel company.
SWOT analysis is the method we used in this business case.
First from the macro-economic environment, the Caribbean will gradually be built
into a seaside for the major economic pillars of the tertiary industry attractions.
Therefore the local government will invest a lot of human material and financial
recourse to develop the local tourism. But for the Bahamas we can not find any
recourse about the government will do a lot of working on the tourism.
Second compare with the folk culture of the two cities. This is a place that with
magical and a variety beautiful stores, so it is true that the place will attract many
visitors from all the world.
According the two reasons we believe that Caribbean will have a great future to
develop the beach visiting industry than in the Bahamas.
After analysis the situation about the two places, then let us think about the family
outings itself. We will divide family into to types one is only the couple and another is
a couple with a child.
For the family only have two persons, the purpose of their travel must be in pursuit of
the excitement and romance. It is clear that if the shop only offered the service about
diving it can not give much interesting for more young persons, so if the shop do not
change the services, the plant of the family outings is not a great idea for the family
only for two people.
For the family that has a couple and a child, maybe their reasons of the travel are have
a good time for the baby and to do a lot of fantastic games with their child. But the
features of the family has a child is safe. Safe is the most important things for this
kind of family. Based on this situation, we trust that if the shop can make some new
games only for the children the family outings is a great way to deal with the revenues
decline. Bahamas is a small and quite place than Caribbean, the place does not have
many persons and the quality of the air must be better than the big city like Caribbean.
According all the reason we think about if the small shop can find out some new and
some games which are good for the children, the plant of the family outings is a great
business plant.
Analysis of solution two: From the material, we know that one of the feasible
strategies is to promote the adventure diving project which some of other resort
operators have offered, including deep depth dives, shark dives and night dives.
However, Jonathon Greywell has expressed the concern about that whether it is worth
the time and investment. So we will discuss the issue and our opinion will be
substantiated by the following reasons.
First of all, we will analyze the benefits that this project could possibly bring to
Mr. Jonathon. Nowadays, more and more people are wild about the adventure sports
in spite of high risk and thus, it seems that the normal exercise is no longer appealing
enough to them, especially for the young people who account for a considerable
proportion of the tourists because they can hardly find excitement or feeling of
freshness from the traditional diving-based form. Therefore, we need some new
elements to arouse their interest and making people feel like being in search of
adventure when they are doing the exercise is absolutely a good idea for the reasons
that getting cardiovascular exercise is a great way to manage people’s fitness. For
instance, diving at night could not only fulfill one’s expectation of diving, but also can
take you on a journey in an uncontrolled environment that stimulates your brain with
countless variables. In addition, encouraging people to try new forms of activities
such as adventure diving may result in them realizing things about themselves they
did not know. A great way to build confidence and promote a positive attitude, getting
out of your comfort zone is sometimes the only way you will dig deep enough to
break free of negative thinking. Furthermore, true adventure lovers look for the
opportunity to challenge themselves and learn from their experiences, for example,
when people are diving with sharks, they have to learn how to get along with them
avoiding to irritating them. The emotional and physical benefits of adventure are
impressive such as improved problem solving, increased heath and positive thinking.
Admittedly, there are numerous advantages of this adventure diving proposals,
however, it actually exists some problems that we cannot ignore. For one thing, we
have to establish the support facilities, hire much labor and maintain the update the
equipments all of which would apparently cost a bunch of money. If this project
succeeds, the efforts could be paid off. However, what it cannot come to up the initial
expectation, we will suffer great losses. For another thing, whether our facilities such
as the coral walls could cause the potential accidents involving the wreck incidents or
polluting the local environment also needs further discussion. We have to take the
people’s safety into consideration, safety comes first after all. According to this aspect,
we need to spend some money to set up a few monitoring system which guarantee
people’s lives.
Analysis of solution three: The third method Greywell has thought about is
relocation. That means he has to sell Coral Divers and leave New Providence. He can
choose either relocate elsewhere in his own country or in other countries around the
Caribbean. If he relocates to other countries he might take the following things into
account. First of all, that country’s economy, whether it enjoys lower employment
cost and lower rate of inflation or not, because lower employment cost and lower rate
of inflation add up to lower overheads and greater savings. Secondly, is the country’s
business environment. A pro-business environment can benefit a company a lot. For
example, the government’s policy towards foreign companies-whether the policy is
supportive of Greywell’s company, and the country’s appropriate infrastructure which
includes its convenient transportation 、 state-of-the-art telecommunication and
sophisticated transport logistics. What’ more, is the diverse ways of financing. Only
will Coral Divers enjoy easy access to finance can this company runs smoothly.
Thirdly, is the people’s quality of life in that country that matters to Coral Divers’
relocation. People there with a high level of income will have a better chance to go to
the dive resort.
If all these things are considered, we think that the relocation of Greywell’s
company is equipped with advantages. First, he can choose to relocate to a place
where the dive resort is not so prevailing among that he can creates an emerging
market. Second, it is a new start of Greywell’s company. He can seize this chance to
rectify and reform mechanism, resetting the company and getting rid of some
problems existed before. Because sometimes maybe it is the inefficiency that leads to
a company’s failure, let’s say, the administrative ability of a company. To be a great
business requires a new sort of management discipline capable of leading an
organization through an ongoing process of transformation and renewal. To thrive in
marketplace, to be built to last, Greywell’s company must be built to transform. And
this relocation provides such an opportunity. Third, in the process of relocating,
Greywell can add some specialized and innovative features to the resort that would
keep pace with society and meet a better part of customers’ needs, for it has enough
space to carry out these programmers other than be restricted by its original scale.
However, the problems of relocation are also obvious to see. First, it will take a
long time for Coral Divers to regain its reputation once established in a totally new
place. Although Coral Divers once was a well regarded all-around dive resort in the
Bahamas, it can be hard to be remarkable at the beginning of entering a new place. It
is widely accepted that reputation plays a significant role in running a company.
Second, relocation renders the lost of Coral Divers regular customers. As is said many
divers had come to prefer his resort to other crowded tourist resorts in the Caribbean,
those customers are regular and trustworthy customers who made most of Coral
Divers’ bookings. Now if Greywell decides to move away, this will be the biggest loss.
Third, is the relocation cost including transportation, rebuilding cost, equipments,
employees and so on, and relocation companies may be involved in. when it comes to
employees, the company must think about their accommodation, their visas and work
permits, and integration programmes which are all troublesome things, or otherwise
hire all new staffs. And also includes the problem of removal and shipping. The final
problem is how much Greywell might be able to recover if he sold Coral Divers.
What if the money recovered can’t make up his expenses? Or what if he doesn’t get
sufficient money to relocate? This is very likely to happen, since it is in the
Bahamas-a group of island countries where dive resorts are found everywhere, and
the market there is tend to saturated. Under such circumstance, Greywell wants a
preferable price when selling his dive resort seems a little bit difficult.
Conclusion of analysis: after analyzing the respective advantages and disadvantages
of each solution, we can clearly see what the future of the resort would be and how
big a challenge it would face with if any single suggestion was applied. Thus a
compromising method should be adopted considering this situation. Greywell should
not take a separate action but combine the family-diving plan with the
adventure-oriented ones. In implementing the former, the Resort should do relevant
researches to find out the proper number of facilities it should supply and a trial
operation is also needed before it finally take the whole plan into practice. The latter
plan could be significantly expensive and will occupy a large amount of its capital. So
the Resort should leave itself a way back such as buy some old-fashioned facilities or
even seconded hand ones in order to save money. As for the third method, just as we
analyzed in above, can neither be carried out successfully nor bring significant
revenue increase to the Resort. So we can summarize that Greywell should mainly
depend on the first two solutions to increase its revenues and that the Resort should
also purchase adventure-diving facilities to meet the upcoming demand and utilize its
current staff and site at the same time.
Justification: According to Maslow's hierarchy of needs, people will have demand
for higher class after they get what they need for basic living, namely food and clothes.
Therefore, excitement from adventure can possibly be in their list of necessities for
more fabulous life. Thus it becomes an applicable means for Jonathan to increase
Resort’s revenue by introducing the adventure diving to its current programmes.
Although facilities for the new shark-diving and deep-depth diving are needed, there
indeed are good reasons to believe that this method will pay back. From another
prospective, people still have needs to communicate and be together with the closet
persons in their life, which making a separate part for family diving a good choice for
both the tourists and the Coral Divers Resort.
References:
中文文献
【1】玛丽·艾伦·谷费. 商务沟通精要 (M). 北京：中信出版社，2003
【2】陈国明. 跨文化交际 (M). 上海：华东师范大学出版社，2009
英文文献
【1】 Bell, Arthur H. business communication — — Process and Practice (M).
Chicago: Scott, Foreman and Company, 1997.
【2】 Vacker, Lauren & Ron Hein. The Fast Forward MBA in Business
Communication (M). New York: John Wiley & Sons, 1999.
【3】 Wikipedia—Scuba Diving