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Wordcount: 2520
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operation strategy
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ENVIRONMENT
PRODUCT: The Fairfield Inn concept basically comprised of an Economy Limited- Service (ELS) Hotel chain which aimed to provide its customers with the best hospitality and amenities in its particular class.
CUSTOMERS: Fairfield Inn was designed for the transient market – its anticipated guest mix was 65% business transients and 35% pleasure transients. Business transients in the economy usually traveled by car and followed regional drive patterns. Based on research, business travelers could further be segmented into “functional” and “stylish” travelers. It was Fairfield’s strategy to target the former because this group comprised the most frequent travelers, was the largest economy consumer group, and generated the most po
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