July 1998 - The foundation for the "great adventure of living and working in India" was laid by Jim Mikula some years ago. Jim, now the area director of marketing for Four Season Hotels & Resorts in India, graduated from UNLV in 1978. Armed with a solid understanding of how the various areas of a hotel function, and appreciation of the importance of finance and accounting, and a sense of curiosity requisite of good marketing people, he worked as a director of sales and marketing for several major hotel chains in the United States, including Hyatt and Sheraton. 

His move to Asia came in 1988 after accepting an offer to head the marketing department at the Regent Taipei in Taiwan. This was the beginning of a successful path, heading the marketing departments of some of Asia's most prestigious hotel properties, including the Regent in Bangkok and Singapore plus the Four Seasons in Singapore. The differences in culture and business approach among the various Asian countries are often the focus of discussion, yet Jim refers to a Thai saying that in his view best describes working in different countries - "Same - Same but Different." So, while it is important, indeed crucial to be aware of the differences, it is equally important to be aware of and utilize the similarities among countries when conducting business. 

The specific tasks that lie ahead for Jim Mikula in India as the area marketing director include setting up the sales offices in New Dehli, Mumbai and Bangalore, hiring and developing the sales personnel, the set-up of the reservation system and of course, the overall marketing strategy and product development. 

Four Season' entry into the Indian market is attributable to the country's favorable market conditions. The government continues to liberalize the market. Foreign investment is on the rise, and business travel displays solid growth. Demand for international standard Five Star hotels is, however, not only generated by the business segment, but also by the increase in tourist traffic in recent years. Four Season decided to enter three of India's most important commercial centers and two of its leading tourist destinations. The opening of Four Seasons' Leela Beach Resort in Goa in Summer 1998 will be followed by the opening of properties in Bangalore (India's Silicon Valley) in 1999, in Udaipur in the year 2000, in New Delhi in 2001, and finally in Mumbai (formerly Bombay) in 2002. 

True to the chain's reputation of innovative new services, the new property in Goa will feature private plunge pools for several of its suites., Indian Style cabanas and a "Fusion" cuisine of Indian and Western food. However, the main task, according to Jim Mikula, will be "to train the local staff to maintain their sense of Indian pride and hospitality, while being less formal with the resort's Western guests, yet still formal with the domestic guests who require the formality of the Indian culture." 

For those who want to pursue a career in an international market context, Jim likes to pass on the advice given too him during his first overseas assignment in Taipei: "Use the 3 Ps - Politeness, Patience and Persistence - and you will do very well." Having successfully worked in Asia for the past 10 years, he offers an extension to the 3 Ps in the form of an "S" for Stamina. Managers in a foreign country are subjected to greater pressures to perform due to the high expectations of the staff they lead, the high salary they get (compared to what locals are paid) and the expectations of the customers. Jim also points to the need to learn a second language - being bilingual is increasingly regarded as a competitive advantage in international job setting. 

Asked about the aspects of India he enjoys most, Jim refers to the people, the country's rich history and cultural diversity, and its spirituality. "India is a beautiful Old lady waiting to be rediscovered by the world. There is so much to learn and see." - something he and his wife Janet are very excited about and hope to enjoy in the coming years.