Sugar Bowl Memo
TO: Dr. Karen Ford-Eickhoff
FROM: Tyler Nelson
DATE: February 11, 2015
RE: Sugar Bowl Memo
Shelby Givens is a graduate from business school who returned to Raleigh, North Carolina with an ambition to transform Westlake Lanes into a successful business renamed to Sugar Bowl. Before the transformation Givens saw a downward spiral for Westlake Lanes barely earning any profits and the ability to sustain a healthy business was dwindling. Givens in March of 2010 was able to persuade the board of Westlake to allow her transform the bowling alley in hopes of changing the business into a success. After evaluating the cost of this major overhaul that was estimated to be $600,000 Givens faced three phases. Phase I, preparing for the transformation presented challenges for Givens which were employee procurement, research & development, and food costs. Phase II, renovation and grand opening. Givens challenges involved the contractor being behind schedule, missed deadlines, staff shortage. Also due to operations being delayed Givens calculated every week there was a delay, they lost $30,000 in revenue. Phase III offered unpredictability and an emotional rollercoaster of ups and downs with customers as well as revenue and employees quitting.
Which of the actions executed by Givens were most successful in resolving the challenges presented by each phase? Which were least successful? If I had to choose one action that was successful, it would have to be how Givens handled the marketing for the opening of Sugar Bowl. A big component of marketing is determining who your target crowd is, in this case it consisted of young professionals and older graduate students. By utilizing all of her sources Givens was able to create a PR stunt that successfully helped boost the awareness that Sugar Bowl existed. After this PR stunt happened, “three reporters contacted Givens and within 48 hours Sugar Bowl was featured on two television news programs, a radio show, and in the local
FROM: Tyler Nelson
DATE: February 11, 2015
RE: Sugar Bowl Memo
Shelby Givens is a graduate from business school who returned to Raleigh, North Carolina with an ambition to transform Westlake Lanes into a successful business renamed to Sugar Bowl. Before the transformation Givens saw a downward spiral for Westlake Lanes barely earning any profits and the ability to sustain a healthy business was dwindling. Givens in March of 2010 was able to persuade the board of Westlake to allow her transform the bowling alley in hopes of changing the business into a success. After evaluating the cost of this major overhaul that was estimated to be $600,000 Givens faced three phases. Phase I, preparing for the transformation presented challenges for Givens which were employee procurement, research & development, and food costs. Phase II, renovation and grand opening. Givens challenges involved the contractor being behind schedule, missed deadlines, staff shortage. Also due to operations being delayed Givens calculated every week there was a delay, they lost $30,000 in revenue. Phase III offered unpredictability and an emotional rollercoaster of ups and downs with customers as well as revenue and employees quitting.
Which of the actions executed by Givens were most successful in resolving the challenges presented by each phase? Which were least successful? If I had to choose one action that was successful, it would have to be how Givens handled the marketing for the opening of Sugar Bowl. A big component of marketing is determining who your target crowd is, in this case it consisted of young professionals and older graduate students. By utilizing all of her sources Givens was able to create a PR stunt that successfully helped boost the awareness that Sugar Bowl existed. After this PR stunt happened, “three reporters contacted Givens and within 48 hours Sugar Bowl was featured on two television news programs, a radio show, and in the local