Questions at the end of this reading. I don't need a bibliography, outline or citation please. I just need the questions answered. THAT'S IT! Do it well.
Menu Case Study 8
“Let me see if I get this straight,” said Joanie Green to David Berger, the Food and Beverage Director at the Inn in which the Stadium Club Restaurant was located. “Our restaurant is already featured prominently on the hotel’s website, but you want your own homepage now? Why?”
“I need a separate website because the restaurants we compete against in town have their own sites,” replied David. “Joanie, as the property’s General Manager, you certainly know that our restaurant needs to attract diners in addition to the ones who are staying here. Right?”
“Right,” replied Joanie, “I think we would like to see our restaurant hold its own against the best restaurants in town.”
“Exactly,” said David excitedly. “Our own homepage would help me do that. Also, we would link information about our meeting space and ballroom to a lot of the restaurant directories that feature catering and banquet facilities. Our space will be larger than the space offered by most restaurants, so I think that could be a real marketing advantage for us. It could help build our special events and wedding business. Our own website would also let me promote weekly menu specials to our local clients. We could even start our own Stadium Club e-mail programs.”
“Who would run that?” asked Peggy. “And who do you propose to develop and maintain the site? Nice websites can be expensive to create. Also, have you developed an annual budget for the project? You know Dave, if you want to spend more of your marketing budget on Internet advertising, I can go along with that. It’s your operation, and you are responsible for its revenues, expenses, and profitability. But you really need to consider what in your budget you will cut to fund this new expense. You know, if you spend your marketing dollars on Internet advertising, those same dollars can’t be spent somewhere else.”
David had hoped that his request for a separate website might be accompanied by an automatic increase in his marketing budget. He now realized that if he wanted to convince Joanie about the advisability of a separate website for the Stadium Club, he would have to do so by demonstrating how the dollars invested in the site would return those dollars to the hotel as additional profits. As he left Joanie’s office, he had no doubt that his decision to request a separate website and homepage for his department’s operating units was a good one. However, he also wanted to convince Joanie that she should use some of the hotel’s overall marketing budget to help him implement it.
Case Study Questions
- Do you think it is advisable for David to want to develop a separate web site and a homepage for the Stadium Club restaurant?
- If you were Joanie, what factors might convince you that the hotel’s general marketing funds should be used to help support David’s plan?
- Assume you were David and that, ultimately, Joanie agreed to the website, but decided not to fund it with money from the Campusville Inn’s general marketing budget. What steps could you take to minimize the start- up expense of developing your own Stadium Club homepage?