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Shelby Given, the granddaughter of founder of Westlake Lanes has taken over as general manager of the company which has long been running in losses. There are several difficulties that the company is facing with respect to functioning of organisation, management of finances and the operational activity of the business. The external threat to the business is not from its competitors but from the recreational hang outs that are in the neighbourhood of the company and the customers have limited leisure time to check out these places.
Ambience of the place was poor and was completely outdated. By the time Givens took over the company it was sitting on huge debts to the banks that were overdue and the finances were poorly documented. Also, the employee morale was down and there was no accountability because of poor job description. Items that were offered in the place were bland and regular and comparatively expensive.
Maintenance costs have increased over the years and the machines were nearing their expiry period.
There was no mechanism in place to track the customers and time spent to offer better customer services and employees paid little attention to the customers and often engaged in personal work in the office hours. Advertisement expenses were high and were mostly relied on the print advertisements and were ineffective. Shelby Given faces the critical situation of revamping the business by mid-2010 or else may sell the business breaking the legacy that was carried for years.
Westlake bowling lanes is a family owned business in North Carolina situated close to lively neighbourhoods and restaurants which is running in losses for two years.
Shelby Givens, the granddaughter of the founder of Westlake lanes, Dane sugar. She graduated from a highly rated business school and also had experience of working in Westlake lanes as a copy writer besides working as a creative director for a boutique advertising agency in New York City. She is conferred the responsibility of bringing Westlake lanes out of losses which is struggling with declining sales and increasing costs. Shelby Givens faces a critical situation that if profitability is not attained by mid-2010 then Westlake lanes would be sold for a loss.
Soon after assuming the responsibility as General Manager the situation when compared to the days of Dane Sugar was COMPETITION: Shelby Givens realised that the real competition to Westlake isn’t other bowling alleys, but other recreational activities like soccer practise and happy hour that competed for customer’s limited leisure time. BOWLING: Bowling is running out of fashion among the teenagers and college going students who were primarily the targeted customers. DEMOGRAPHICS and the CITY : Raleigh is one of the fastest growing cities in the United states and the city has blossomed in the recent years. The median age of the population of Raleigh was 31.9 and those aged between 25-44 accounted for one third of the population.
Kid’s Arcade: Positioning the business for family and kids as recreational outlet Professionals: Positioning the business for league players and teenagers Continue with whatever Givens is doing: targeting both the family and league players Selling: Sell the business
Financial forecast for the month of March by reducing expenses and increasing sales
Kid’s Arcade: This option would require a further investment of $200K-300 and requires higher advertising expenses and the Management is not sure if it properly understands what the kids want. Professional Bowling Outlet: Since they have already invested a lot to procure the liquor license but made no use of it, the company can actually target league players and college students and introduce liquor which can increase the sale and uplift the business Continue with Whatever Givens is doing: Sustainability is a major issue and the business should continuously look how to increase the sales and since the threat for the business is not actually competitors but other recreational outlets present near by the organisation needs to innovate. Selling the business: Givens is emotionally attached to the business and was entrusted with the responsibility of revamping the business and moreover the business started running in profits
It is recommended that the company positions itself as a recreational outlet for league players and college students and redesign the menu to the interests of its targeted customers by making use of the liquor license and by introducing happy hours depending on the current attendance of customers. Advertisement through radio is the best way to market about the place as print ads were not helping much. The margin for eatables and liquor was very high, so she can afford to lower the price of these products to increase the revenue by improving volume of sales ACTION PLAN
Liquor in the hang out place to attract customers Increase the working hours to late in the night.
Marketing about the place through radio and conducting free league competition. Increasing accountability in the Organisation and connecting with the employees personally. Changing the food menu to include what the near-by restaurants are offering.
Westlake lanes - Shelby Given. (2016, May 03). Retrieved from https://studymoose.com/westlake-lanes-shelby-given-essay
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